He built three 7-figure brands. Shut one down. Then grew his personal Instagram account from 0 to 150K followers in three months by turning content into a system.

In this episode, Caleb Ulffers breaks down the exact playbook founders can use to grow faster through short-form video (even if you’ve never posted before).

We talk about gear, process, mindset, and why founder-led content is the most powerful growth channel in the world. If you’ve ever wondered how to start, what to post, or how to make content actually drive sales: this is your episode.

🎧 Watch the full thing: hookedpodcast.com

⏱️ Timestamps

00:00 – Caleb’s background and how he rebuilt post-Haven

03:30 – Why short-form content is the new founder moat

07:00 – The “Cut 30” system that changed everything

11:15 – Why most videos flop (and why that’s okay)

13:30 – The real reason consistency beats virality

17:00 – Building series and systems that scale

20:00 – The inbound power of founder-led content

27:00 – Caleb’s gear, setup, and scripting process

31:00 – His 90-day playbook for brand growth

39:30 – Getting your first sponsorships the right way

44:00 – The mindset shift every creator needs