As someone who’s rebuilt and turned around failing products and mentored founders navigating their chaos, I’ve repeatedly seen one truth play out. Leadership will make or break your business, especially when developing your personal branding as a tech founder.
That’s why this episode of Tenacity with Sonia C hit so close to home.
I sat down with Justin Wenzel, founder of JWX, to unpack what authentic leadership looks like and why it’s especially critical in high-growth industries like tech.
Let’s just say this conversation left me both inspired and challenged. And if you’re a startup founder, this episode is a masterclass in leading beyond the limits of expectation.
The Problem with Traditional Leadership (Especially in Tech)
Justin’s story is raw and honest. He grew up in the automotive industry, where his path was carved out before he even had a chance to dream for himself. On paper, he was thriving in car sales. But behind the scenes? He was burned out, unfulfilled, and struggling with addiction.
Does this sound familiar? I’ve seen this story in startups too many times: founders who chase what they think they should do instead of what aligns with their purpose.
What struck me most was Justin’s willingness to break the mould, professionally and emotionally. He went inward, healed, and redefined his version of success. We don’t talk about that level of self-awareness enough in business, especially in the tech world, where speed and scale often overshadow sustainability and well-being. Such self-awareness is pivotal to personal branding strategies for tech founders.
Managing vs. Leading: Justin’s Approach Every Founder Should Hear
One of the most powerful takeaways from our conversation was Justin’s distinction between managing a team and leading one.
“Managing is about control. Leading is about connection.”
Justin shared how he shifted his mindset from performance-driven management to people-first leadership rooted in empathy, emotional intelligence, and genuine care. He asks his team,
“What do you need from me as your leader?”
That single question flipped the script in his company culture.
Authentic leadership is no longer optional in tech, where burnout is rampant and turnover is high. It’s essential and closely related to developing a strong personal branding strategy for tech founders.
Why Building a Personal Brand in Tech Matters
Toronto’s tech scene is booming. I’ve had the privilege of mentoring many brilliant founders here who are building the next generation of impactful companies. But here’s the thing: technology isn’t what makes a company great people do.
Leadership isn’t about being the smartest in the room or hustling 24/7. It’s about showing up, staying grounded, and building a culture where your team wants to grow with you. Justin’s story reminds us that the inner work we do as leaders shapes the outer impact of our businesses. And that’s what Tenacity with Sonia C is all about: bringing on real people with real stories to help you build something sustainable, meaningful, and powerful, akin to shaping personal branding strategies for tech founders.
Why Personal Branding Isn’t Optional Anymore
One of the most powerful moments in my conversation with Justin was when he said:
“Nobody cares about your resume. They want to know what you’re doing.”
And he’s right. We’re living in a time where showing up consistently and authentically online is the new credibility.
Justin built his personal brand not by shouting his wins but by sharing his real journey, from burnout and addiction to building a thriving business and community. His transparency isn’t a strategy, and it’s who he is. And that’s precisely what connects.
As someone who’s spent 20+ years building startups in the tech world, I’ve been told more times than I can count: “You need to show your face. You need to build your personal brand.”
And honestly? I resisted it because I didn’t know where to start and felt uncomfortable making it about me. But the truth is, your personal brand is not about you. It’s about how you make people feel, which is especially critical in personal branding for tech founders. It’s about being relatable. Human. Visible.
This episode challenged even me to rethink how I show up. If you’re building something, whether it’s a tech company, a movement, or your next chapter, people need to see you doing the work. So, if you’re wondering when to start building your personal brand…
The answer is yesterday.
But the second-best time? Right now.
Final Thought
Justin’s journey reminds us that authentic leadership isn’t about following a script. It’s about breaking the mould with authenticity, courage, and a relentless drive to grow.
As founders, leaders, and entrepreneurs, it’s easy to get caught chasing titles, accolades, or outdated expectations. But true fulfillment and actual impact come from forging your path and building something real.
At Tenacity with Sonia C, that’s exactly what we’re about: sharing honest conversations with those who have been through the fire and come out stronger. By leveraging personal branding techniques, I aim to help tech founders survive and lead their journey with authenticity, resilience, and heart.
If you’re a founder looking to build something meaningful, not just profitable, this episode (and this community) is for you.
By Sonia Couto | Startup Mentor | Founder | Speaker | Host of Tenacity with Sonia C
