Alex Sheridan on Branding, Positioning, and Building Real Impact

In this episode of Founders Future, with host Olivia Sammons, we’re joined by Alex Sheridan, founder of Impacts. Alex shares his journey from a decade-long career in B2B sales—cold calling, prospecting, and enterprise account management—to building a purpose-led consultancy focused on brand, positioning, and impact. He reflects on developing his personal brand on LinkedIn before COVID, how inbound demand reshaped his business direction, and why content and thought leadership became the foundation for sustainable growth.Alex explains how Impacts now works with mid-market B2B service companies to clarify their story, sharpen positioning, and build in-house content systems that drive long-term visibility. The conversation explores branding as a growth lever, LinkedIn and podcasting as relationship-first channels, scaling with small teams, hiring intentionally, and pricing around transformation rather than time. Alex also shares his philosophy on betting on yourself, building in-demand skills, and designing a business that aligns with both impact and lifestyle.