HoW to build a global movement
Soul of Silicon Valley Series: Listen to the episode here
Kayla Liederbach & Maya lockwood
Based on our experience at SOSV from 2015-2022, Kayla (Former Marketing Manager at SOSV) and Maya (Former Communications Director at IndieBio at SOSV) speak about the tactics to build a global movement and global venture capital brand, SOSV, one of the most active investors in climate and health; #1 most active investor in climate tech since 2017.
Summary by Maya Lockwood & Kayla Liederbach
What does it take to build a global movement and brand—without a global budget? Invest in building and inspiring a community across the world to believe in the impossible. At IndieBio, we learned that it’s not about how much you spend, but how resourcefully you show up, how consistently you share your story, and how deeply you support the people in your community.
Together, we (Maya, former Communications Director at IndieBio, and Kayla, former Marketing Manager at SOSV) helped execute the vision for IndieBio’s program at SOSV to become one of the most recognizable brands in early-stage life sciences. Here’s how we did it—and how you can build your own movement, too.
1. Start with Storytelling
One of the most powerful tools we used was also the simplest: storytelling.
We regularly interviewed IndieBio founders and turned those conversations into blog posts, newsletter content, and social media shares. These stories focused on the "why"—why the founder cared, what made their science different, and how they were working to change the world.
But telling the story wasn’t enough—we made distribution just as important as creation. That meant:
Giving founders content they could share easily
Posting on personal and company social media accounts
Highlighting updates in newsletters
Repurposing stories into talks, tweets, and speaking moments
2. Activate Your Team as a Media Army
When you’re small, every teammate matters.
Our distributed team at SOSV became a mini media machine. We encouraged each team member to develop a personal brand aligned with their expertise—from food tech to biotech, investing to synthetic biology—and to share their thought leadership across their own networks.
This wasn’t just helpful—it was transformational. Posts from individuals almost always outperformed company accounts. As our team grew from 6 to 12+ people, we saw our collective reach grow exponentially.
Personal brand = brand amplification. It’s not a liability. It’s your secret weapon.
3. Make Founders Your Best Marketing Channel
In VC marketing, there's no better evangelist than a happy founder.
We prioritized founder happiness by creating deep, meaningful support—offering PR workshops, bringing in experts, and holding regular community events. This meant our founders felt seen, supported, and prepared to share their story.
And when they did share it—with press, with other founders, with investors—they naturally gave credit to IndieBio and SOSV. That kind of word-of-mouth credibility is priceless.
4. Turn Your Space Into a Global Hub
Our San Francisco headquarters wasn’t just an office—it was a community hub.
We hosted events 3–5 days a week, welcoming 500+ people across disciplines: scientists, billionaires, artists, investors, and entrepreneurs. Entry was open—no invitation or RSVP needed.
Cost? Usually a few hundred dollars in snacks and drinks.
Impact? Immense.
The creative energy and radical openness of the space helped foster connections, accelerate deals, and reinforce our brand as the center of something powerful and new.
Bonus points: Karaoke nights and weekend hikes created unforgettable memories and strengthened bonds that carried into boardrooms.
5. Build Community Like You Mean It
From dinner parties and hikes to spontaneous gatherings, we invested in community—not with dollars, but with presence.
We believed life is art. So we filled our space with artists, poets, surfers, scientists, and misfits. People brought their full selves. That energy—that belief that we were all revolutionaries—made IndieBio feel alive.
6. Grow as You Go
When Kayla started at SOSV, there was no marketing department. Over time, as IndieBio’s visibility and momentum grew, we were able to expand the team and bring in specialized talent like Po Bronson, formerly an award-winning author who initially helped shape the storytelling side of our brand.
As the program scaled, so did our resources and our reach. But the foundation was laid with consistency, scrappiness, and love.
7. Invest in Signature Moments
Our biggest marketing spend? Demo Days.
Held twice a year at San Francisco’s Herbst Theatre, they brought together 1,000 people to witness the power of science, storytelling, and innovation. These were fully produced events—with video teams, media coverage, and beautifully crafted presentations.
They weren’t just pitch days—they were cultural moments.
And we made sure those moments lived on:
Live-tweeting every pitch
Capturing founder quotes in real time
Producing post-event podcasts and videos
Amplifying media mentions across every channel
8. Create Something Bigger Than Yourself
At its core, IndieBio’s success wasn’t about media strategies or budget hacks. It was about meaning. People felt like they were part of something bigger than themselves—a movement, a vision, a place where the future of life sciences was being written in real time.
That energy attracted investors, scientists, creators, and dreamers from around the world. And it still does.
Final Thoughts
Maya:
Working with Kayla and the IndieBio team was one of the greatest joys of my life. We were co-conspirators in something extraordinary.
Kayla:
And working with Maya elevated everything we did. I learned so much—and I carry those lessons with me today. I know what it means to do a lot with a little, and how marketing can grow as trust, vision, and momentum build.
IndieBio and SOSV continue to be a huge source of inspiration for us both. We hope this look behind the scenes helps spark ideas for your own mission-driven brand—especially if you're building it from the ground up.
💡 Brand-Building Playbook on a Budget
Storytelling is your engine. Distribution is your fuel.
Activate your team’s personal brands.
Happy founders = powerful advocates.
Turn your space into a movement hub.
Build authentic, living community.
Scale your marketing alongside your growth.
Treat key events as brand-defining moments.
Make people feel like they’re part of something that matters.
Want help crafting your story or building your brand with intention? We’d love to hear from you-
