Shantanu Deshpande, the Founder and CEO of Bombay Shaving Company, has lit a fire under the startup world with a blunt opinion that’s getting people talking: influencers aren’t cut out to be founders.
In a recent LinkedIn post that’s racking up engagement, Deshpande took aim at the growing trend of creators turning into entrepreneurs, arguing that the influencer mindset clashes with the demands of building sustainable businesses.
At the core of Deshpande’s argument is what he sees as a fundamental mismatch between the goals of content creators and the mindset required to lead a startup. “Influencers thrive on quick wins—likes, shares, views. It’s about what’s trending right now,” he wrote. “But entrepreneurship? That’s a slow grind. It’s about building for the next ten, twenty years.”
He described influencers as being caught in a loop of social media metrics, labeling them “slaves of distribution” who prioritize visibility over value. According to him, that makes for shaky foundations when it comes to launching and scaling businesses.
Deshpande also called out the growing tendency of Indian creators to emulate Western creator-led ventures, citing high-profile names like MrBeast, Logan Paul, and Kylie Jenner. He believes these examples have distorted expectations, as they are “aberrations” whose fame-driven business models are often propped up by superficial value, not operational substance.
“They’ve been taken for a ride,” he said, quoting brand strategist Adheet Gogate, and warned that the facade may soon crumble—especially with market pressures from emerging economies like China already shifting the landscape.
Instead of throwing cold water on the entire idea of creators turning into founders, Deshpande offered a more grounded path: bring in experienced operators. His suggestion? “Structure equity based on actual contribution and value. Don’t just be the face—build a real team behind you.”
As expected, the post struck a nerve. While many entrepreneurs and business leaders agreed with Deshpande’s take, others pushed back, arguing that influencers bring unmatched distribution power and cultural relevance—assets that traditional startups often lack.
Still, Deshpande’s post has reignited an important debate in the startup ecosystem: is social media clout a legitimate substitute for business skill? Or is the influencer-to-founder pipeline just a bubble waiting to burst?
One thing’s for sure—the conversation is far from over.
