How a Founder Used a Book to Build Credibility — Then Raised $28M One Year Later скачать в хорошем качестве

How a Founder Used a Book to Build Credibility — Then Raised $28M One Year Later

What happens when a founder writes a book not to sell copies, but to clarify a mission? In this video, Joe Heitzeberg, co-founder of Crowd Cow, shares the story behind Craft Beef: A Revolution of Small Farms and Big Flavors — a book written to articulate a philosophy, a market shift, and a values-driven approach to food. The book wasn’t a pitch deck. It wasn’t a marketing gimmick. It was a signal. One year after publishing Craft Beef, Crowd Cow raised $28 million in funding. This video explores: • Why Joe wrote the book before the company scaled • How writing clarified the narrative for customers, partners, and investors • Why books can function as credibility infrastructure for founders • The difference between “thought leadership” and real leadership signaling This is not a promise that a book raises money. It’s a case study in how clear thinking, public conviction, and long-term positioning compound. If you’re a founder, executive, or operator thinking about using a book as a serious strategic asset, this story is worth your time.