Founder & LinkedIn Strategist | I help founders and executives turn deep expertise into an unmissable personal brand | 10 years at L’Oréal & J&J | Book a free strategy session (offer ends 20/02)

Most founders and executives have more expertise than visibility. I help turn that expertise into visible authority, inbound opportunities, and leverage – without turning you into a full‑time content creator.

Hi, I’m Alec, I went from global consumer marketing at L'Oreal and Johnson and Johnson, tp Founder of We Grow. Here's more about me:

🟢 In 2015, I joined L'Oreal on the most competitive marketing grad scheme in the UK.
🟢 From 2017 to 2024, I was promoted 6 times from Assistant manager to Global Group Manager.
🟢 In 2024, I grew my LinkedIn from 3,000 to 60,000 with daily posts on career growth.
🟢 In 2025, I quit to be a Career Coach and helped 150+ people get promoted to 6-figure roles.
🟢 I also helped others grow on LinkedIn, building a 6-figure personal branding service in 9 months.

Now in 2026, I am relaunching that business as WE GROW.

WE GROW helps partners and executives with deep expertise, go from invisible to unmissable online.

Our done-for-you marketing services help you create a distinct and ownable brand and grow your reputation and influence at scale. 

So WE can attract new opportunities and clients, while YOU focus on what you do best: building relationships and delivering great work.

🟢 To connect and learn how I can help book at: https://calendly.com/we-grow/wegrowintro
🔵 To partner with me as a content creator or public speaker, please email: enquiries@alecrickard.com

Alec Rickard

You’re allowed to outgrow what you’re known for.

Your job.
Your resume.
Even your reputation.

Where you start doesn’t have to limit where you finish.

At some point, growth feels uncomfortable.

You walk into work and something feels off.

The role that used to stretch you now feels small.
The problems feel repetitive.
The praise feels routine.

That discomfort is not random.

It is information.

It is pointing you toward your next move.

Most people ignore it.

They tell themselves they should be grateful.
They remind themselves the pay is good.
They stay because it is familiar.

But growth rarely feels comfortable.

It feels risky.
It feels uncertain.
It feels like you might disappoint people who only know you one way.

You are allowed to grow beyond your current identity.

If you are known as the operations person, you can build strategy skills.

If you are known as the quiet executor, you can become the one who leads meetings.

If you are known for one function, you can start learning the next one before you are given the title.

Reinvention does not start with a new job.

It starts with a decision.

A decision to stop settling for being good at what is easy.

Look at the skills you already have.

Communication.
Project ownership.
Data analysis.
Client management.

Ask yourself where those same skills could create a bigger impact.

Then start acting in that direction before anyone gives you permission.

Volunteer for a cross functional project.

Ask to present the update instead of sending the email.

Have the conversation about the role you want next.

Build proof in small ways.

That is how your identity shifts in real time.

What you are known for today is based on your past actions.

What you build tomorrow is based on the actions you choose now.

A growth mindset is not a quote on a wall.

It is choosing expansion over comfort.

Again and again.

So be honest with yourself:

Are you staying loyal to an old version of you,
Or are you building the next one? 👇

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Founder & LinkedIn Strategist | I help founders and executives turn deep expertise into an unmissable personal brand | 10 years at L’Oréal & J&J | Book an intro call below

Your potential is far higher than you think.

Don’t limit it by building your own ceilings.

Most people hold themselves back with beliefs like…

🚫 “I’m not qualified enough”
🚫 “I’m not ready yet”
🚫 “What if I fail in front of everyone”

But here’s the truth: you don’t need to feel ready.

You just need to start. 

4 Actions to Go After What You Want:

1️⃣ Apply before you feel qualified
↳ Most people learn on the job.
↳ Confidence comes from action, not waiting.
↳ The worst they can say is no.

2️⃣ Say yes before you feel ready
↳ Courage shows up before confidence.
↳ Growth comes from uncomfortable reps.
↳ You’ll figure it out faster than you think.

3️⃣ Ask even if it scares you
↳ Promotions, raises, opportunities… they go to people who ask.
↳ Closed mouths don’t get fed.
↳ The ask is often the difference-maker.

4️⃣ Try again after you fail
↳ Everyone stumbles.
↳ The winners are simply the ones who get back up.
↳ Each failure is training for your next attempt.

You’ll never feel 100% prepared.
Do it anyway.

What’s one thing you’ve been holding back from? 
Drop in the comments 👇

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High-performers stand out for 2 things:

1. They execute the brief.
2. They support others along the way.

I used to believe high performers win by beating others.

Be first.
Be faster.
Be louder.

But the opposite is true.

The best performers I’ve seen don’t compete with their peers.

They work with them.
They act as a role model.
They help drive higher standards.
             
It's the fastest way to build trust
And make an impact on the whole team.

And trust changes everything.

When people trust you, 
They back you.
They want you on bigger projects.
They speak your name when you’re not in the room.

That’s how careers really move.

None of this slows you down.
It speeds you up.

Because leaders don’t promote the person who steps on others.
They promote the person who makes the whole team stronger.

The goal isn’t to win alone.
It’s to rise by helping others rise too.

So ask yourself this:

Are you trying to win, or build something people want you to lead?
Share your thoughts 👇

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Your boss will never say these out loud.

But they’re expecting them. Always.

There’s nothing more frustrating than:

 → Doing solid work
 → Delivering results
 → Still being overlooked

If that’s you, this is why:

Your boss has expectations they’ll never tell you.
They’re watching what you do when no one’s watching them.

Here are 8 unspoken expectations your boss has from you: 

1️⃣ Take initiative
↳ Doing what’s asked is the bare minimum.
↳ Leaders anticipate, not wait.

2️⃣ Bring solutions, not problems
↳ Pointing out issues doesn’t move the business forward.
↳ Showing initiative does.

3️⃣ Understand the bigger picture
↳ You’re not just doing tasks, you’re driving results.
↳ Know what success looks like for the team.

4️⃣ Make their job easier
↳ They notice who helps them breathe easier.
↳ Manage your work without constant check-ins.

5️⃣ Act like the next level up
↳ Promotions go to people already performing at that level.
↳ Show leadership before it’s official.

6️⃣ Take feedback like a pro
↳ Feedback isn’t criticism, it’s direction.
↳ Curiosity beats defensiveness every time.

7️⃣ Be consistent daily
↳ Your habits build your reputation.
↳ Reliability is remembered long after results.

8️⃣ Invest in your own growth
↳ Your boss won’t map your development plan.
↳ They expect you to own it.

They may not say it, but they’ll always reward it.

Which of these do you think most people overlook? 👇

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Nobody cares about your job title.

They care about what you actually do.

You can have the most impressive title in the building.

But if you're not delivering? 
It means nothing.

Titles don't get you promoted. 
Work ethic does.

Showing up earlier. Staying later. Solving problems nobody asked you to solve.

That's what separates the people who rise from the people who stall.

Here's what nobody tells you about work ethic: 

1. It's visible even when you think it's not 
↳ People notice who follows up without being asked. 
↳ That reputation gets built before any title does.

2. It compounds faster than skill 
↳ Skill takes years. Trust takes months. 
↳ Consistency beats talent every single time.

3. It follows you when you leave 
↳ Titles stay behind when you walk out the door. 
↳ Habits don't. They carry you through every restart.

4. It attracts the right people 
↳ Nobody reaches out because of a title on your profile. 
↳ They reach out because someone saw how you work.

A title tells people where you sit in the org chart.

Work ethic tells people whether you're worth betting on.

One of those matters in a meeting. 
The other matters in a career.

♻ Repost this if you believe in earning it, not just naming it
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Hard work got you here.

It won't get you to the next level.

Beyond a point, effort stops adding up.
If you run your career like a system, you make cleaner decisions and protect your time.

Most people stay stuck in reactive work and chasing the wrong numbers.

Here are the 9 laws high performers use, and how to put them to work:

1) North Star Principle
↳ A long-term goal that guides every career decision.
➟ Keeps you focused and on track over the years.
➟ Check it weekly and ask if your tasks are serving that goal.
➟ Use before planning your quarter or saying yes to something.

2) Law of Inversion
↳ Avoid failure first, then chase the win.
➟ Fewer mistakes, more consistent results.
➟ Before big moves, write down what could go wrong and block it now.
➟ Use on strategy, hires, deals, and launches.

3) Parkinson's Law
↳ Work grows to fill whatever time you give it.
➟ Tighter timelines and faster results.
➟ Cut your deadline in half and add a midpoint check.
➟ Use for projects, presentations, and decisions.

4) Law of Diminishing Returns
↳ After a certain point, more effort gives you less back.
➟ Save time and stop over-polishing.
➟ Stop at 80 percent and get real feedback next week.
➟ Use on decks, features, content, and analysis.

5) Peter Principle
↳ People get promoted until they reach a role they struggle in.
➟ Stay sharp after every promotion.
➟ Within 30 days, plan skill sprints and get coaching.
➟ Use after promotions or big jumps in responsibility.

6) Goodhart's Law
↳ When a number becomes the goal, it stops telling the truth.
➟ Better behaviour and fewer hollow wins.
➟ Track a mix every month: quality, speed, impact, satisfaction.
➟ Use for KPIs and personal scorecards.

7) Principle of Least Effort
↳ People always take the easiest path available.
➟ More gets done when the right action is also the simplest one.
➟ Remove friction and make the good habit the default today.
➟ Use on workflows, templates, and routines.

8) Pareto Principle (80/20 Rule)
↳ A small number of actions drive most of your results.
➟ More impact with less wasted effort.
➟ Every week, find your top 20 percent and spend more time there.
➟ Use during planning, reviews, and prioritisation.

9) Gall's Law
↳ Big systems that work always started as small systems that worked.
➟ Fewer failed projects and faster learning.
➟ Start small and test with one case this week.
➟ Use before building new processes or products.

Why this matters: at senior levels, good judgment beats hard effort.
Use these to protect your energy, raise your standards, and grow without burning out.

How to use this: scan it before big decisions.

Each week, pick one law and apply it to one choice.
Review monthly and add another.

Save this and come back to it before your next planning cycle or promotion conversation.

♻ Repost this if it helped
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Your logo doesn't matter if no one knows what you stand for.

What people think personal branding is:

→ Nice logo
→ Viral posts
→ Quote graphics
→ Paid ads
→ Fancy website
→ Catchy tagline
→ Cold outreach

What personal branding actually is:

→ Clear identity
→ Sharp positioning
→ Real relationships
→ Useful content
→ Two-way conversations
→ Strong values
→ Shared growth

Personal branding is clarity.

Clarity on:

Why do you care?
Who will you help?
Why are you different?

What problem do you solve?

When people know exactly what you stand for,
decisions get easier.

Introductions happen faster.
Opportunities feel aligned.
Trust builds naturally.

You stop chasing.

People start coming to you.

And here’s the hard truth…

If I asked 10 people in your network what you’re known for
Would they give the same answer?

Or 10 different ones?

So ask yourself:
What do people actually know you for? 

If that answer isn’t clear,
your personal brand isn’t either.

If you want help getting clear on your positioning:

Book your FREE strategy session
Link at top of my profile 👆👆

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Your personal brand is either working for you or against you.

There is no in between.

If buyers don’t feel influenced, they won’t inquire.
Influence drives inbound, pricing power, and deal velocity.

After a decade in global marketing,
here are the 6 hidden rules behind brands that consistently convert:

1/ Reciprocity
→ Give value before you ask for anything.

↳ Publish how-tos, templates, checklists people can use today
↳ Answer questions in comments; be useful in public
↳ Builds goodwill that turns lurkers into warm leads.

2/ Consistency
→ Repetition creates trust and recall.

↳ One clear positioning and promise
↳ Weekly cadence across 2-3 content pillars
↳ Makes you predictable and memorable to buyers.

3/ Scarcity
→ Specificity increases perceived value.

↳ Niche by audience, problem, and outcome
↳ Show limits (capacity, waitlist, scope), not fake FOMO
↳ Say no to misfit work publicly

4/ Likability
→ People buy from people they like.

↳ Write how you speak; use first person and plain language
↳ Share your reasoning and values, not just wins
↳ Be generous: credit others, engage, reply fast

5/ Social Proof
→ Evidence beats claims.

↳ Case studies with numbers and screenshots
↳ Logos, testimonials, and “before/after” outcomes
↳ Public milestones (speaking, features, growth)

6/ Authority
→ Lead with what you’ve actually done.

↳ Name roles, scope, and results (e.g., “led X to Y”)
↳ Teach proprietary frameworks you’ve used in the field
↳ Highlight earned media, talks, boards

Stacking beats solo tactics.

Authority + Social Proof = instant credibility.
Reciprocity + Consistency = long-term trust.

Scarcity focuses demand on you.

Save this and audit your last 10 posts and your profile against all 6.

Use them in your headline, banner, pinned post, and weekly content.

♻ Repost this if it helped. 
✅ Follow Alec Rickard for strategies on career and personal growth.

🚀 Growing the world’s best creators and founders | Founder of Amplify | I share everything I know in my weekly newsletter

🚀 Learn more about my 6-week personal branding programme: www.joegannon.co/cohort

Hey I'm Joe, the founder of Amplify, the personal branding agency trusted by global experts to elevate their voice and authority.

Our clients past and present include: Ali Abdaal, Chris Williamson, Sahil Bloom, Jordan Peterson, Greg Isenberg, Andreessen Horowitz - and many more founders, authors, and thought leaders.

My first role in the creator economy was working with Ali Abdaal for 3 years on his content strategy. Since then, I’ve spent 7+ years building personal brands that position our clients as the go-to expert in their industry.

Want to be next?

My signature course Personal Brand Mastery is the complete playbook we’ve used at Amplify to help clients generate millions in sales, grow audiences into the hundreds of thousands, and become industry leaders… without chasing algorithms or burning out.

I’ve spent the last decade helping ambitious people turn their ideas into influence - and influence into income.

Personal Brand Mastery distills that experience into clear framework and plug-and-play systems so you can:

→ Define your positioning so the right audience instantly gets it
→ Create content that earns trust (and keeps it)
→ Build a brand system that works while you sleep

This isn’t theory. It’s the same process we use with our incredible clients - now available to anyone ready to take control of their reputation, visibility, and demand.

You’ll go from inconsistent posting and unclear positioning to a personal brand that:

→ Represents exactly who you are
→ Positions you as an industry authority
→ Attracts opportunities, clients, and partnerships on repeat

Sound good?

👉 Get access to Personal Brand Mastery: www.joegannon.co/course

🗓️ Join the next cohort of my 6-week programme: www.joegannon.co/cohort

📩 Sign up to my newsletter to grow and monetise your personal brand: joegannon.co/newsletter

🎥 Subscribe to my YouTube to watch the real behind-the-scenes of growing a creator business: youtube.com/@JoeGannon

It's so great to have you here.

Joe Gannon

The term ‘expert’ on LinkedIn means nothing these days.

Everyone’s a strategist. A coach. A founder.

This changes everything about how we create and consume content.

Content has split into 2 categories:

PARROTS (everywhere):

- Share what they've read, not what they've done
- Can sound convincing (especially with AI)
- Create hollow content that rarely transforms

PRACTITIONERS (rare):

- Share insights earned through experience
- Have navigated the complexities firsthand
- Understand the nuances that theories miss
- Create content that actually drives change

In an AI world, information is nothing without implementation.

Your experience is scarce and valuable.

This creates unique problems and opportunities:

Problem:

Our feeds are flooding with hollow expertise that sounds convincing but lacks the depth of practice.

Opportunity:

Practitioners who share genuine insights stand out dramatically in this environment.

This is why I'm obsessed with creating systems that capture real expertise.

Because if LinkedIn posts could capture the actual:

- Problems they solved
- Conversations founders had that week
- Insights they discovered through practice

We'd all learn SO much more from each other.

The world needs your experience, not just your information.

P.S. I'm SO excited about this - we're hosting a FREE summit on how to attract the right audience without becoming generic or algorithm-dependent. You won’t want to miss it → https://bit.ly/4aAZCRZ

🚀 Founder of Amplify | Build a Top 1% Personal Brand 👉 joegannon.co/cohort

Content before vs. after AI

Impatience isn't always a flaw.

Sometimes it's just a sign of standards.

Recently, I heard a distinction I can't stop thinking about:

Micro impatience vs. Macro patience.

Micro impatience is refusing to settle when you know there's another level inside of you.

It's the frustration of seeing the gap between where you are and where you could be - and not wanting to wait to close it.

Some of the most successful people I know are deeply micro-impatient:

- They're annoyed when their own progress is slow
- They don't accept "good enough" because they can see "great"
- They push harder because their own standards demand it

Over time, those 1% improvements compound into something exceptional.

But there's a second half to this: Macro patience.

Macro patience is being able to zoom out.

Macro patience is trusting that meaningful growth compounds slowly and invisibly before it becomes obvious.

Micro impatience without macro patience = burnout

Macro patience without micro impatience = mediocrity

Both are required and both give perspective.

h/t Hector Hughes for dropping this 💎

Micro impatience vs. Macro patience

I made the biggest decision of my life.

And this is the most personal video I've ever made.

This year I moved to Florida which is something I never saw happening in a million years.

In this vlog, I share:
- The real reason behind the decision
- How Chris Williamson (Modern Wisdom) got a visa assist
- What's next now that I'm here

This has been months in the making and I'm excited to finally share this with you!

Watch now: https://lnkd.in/egN9bCBC

P.S. I'm building something new on YouTube. Drop a comment on this video to make my day (I'm easy to please 💙)

This is Jerry. He’d been laid off 3 times in 3 years. 

Last month, he closed $16,000.

He was a 6x MVP. President's Club twice. 15 years as a Solutions Engineer at companies like Salesforce, UiPath, and Tableau.

When Jerry came to me in October, he didn't need motivation. He needed a structure.

He had decades of expertise and a coaching business he believed in. 

But he was getting clients the way most people do. Word of mouth and hope.

Then in October, he signed up to our live Personal Brand Mastery cohort as a VIP.

He showed up to every live call. Listened to feedback. And most importantly, took action.

Here's what happened:

- Went from not posting to posting daily
- 1.3 million impressions in under 3 months
- And his coaching business went from inconsistent to real

He generated an 8x return on his investment.

His exact words when we spoke recently were:

"I have to slap myself. Is this real? But it is. It's so exciting."

When I asked what changed, he didn't say better writing or more followers.

He said this:

"I never thought of interactions as a funnel. That blew my mind. Top of funnel, middle of funnel, bottom of funnel. It made writing content less stressful and ensures everything ties back to what I offer."

That shift from posting content to building a client-generating system is what changed everything for Jerry.
 
Amazing results like this are why we do what we do 🚀

I drove 300 miles to a temple in the middle of a forest.

Every week, Michael Singer - author of The Untethered Soul and The Surrender Experiment - hosts a talk at the temple he founded 51 years ago.

People travel from all over the world to attend. Some people even move nearby just to integrate the teachings into their lives.

The talk he gave focused on one core message:

Your experiences mean nothing.

At first that sounds strange.

But what Michael meant is that the experience itself isn’t positive or negative. We decide what it means and then we carry that meaning into future situations.

Here’s a simple example:

Imagine that you’re stuck in traffic and you're now late for a very important meeting.

The car in front of you is driving painfully slow on a one-lane road. Your mind jumps in immediately and thinks:

(Meaning 1)
"Are you serious right now?! Of course this happens today of all days. Why is this person driving so slowly? I’m going to be late, this meeting will be a disaster, and now my day is ruined. Why does this always happen to me?"

This will feel very real, yet nothing actually happened in this moment other than a slow car.

Let's take another potential meaning we could assign to the same situation:

(Meaning 2)
"Wow, they're slow in front! Maybe they’re a nervous driver or maybe they’ve just passed their test? What if right now I’m here to be the person who gives them space instead of pressure?
​
I actually hadn’t prepared for this meeting anyway... if I say I’m running late now, I can use this time to prepare better. I'm glad this happened to me."

That's two completely different experiences of a situation yet nothing external has changed.

What blew my mind with this concept is that we can use it every single time something comes up.

This really made me reflect on the last couple of weeks.

I’d been feeling stressed, but after the talk I realised something: nothing about the week itself was stressful.

The stress came from the meaning I added to what happened.

Michael Singer calls it “just getting a little lost.” It happens to all of us but it's something we can improve every day.

So to close, here's the question I've been asking myself that I invite you to think about:

1) Where did you feel stress last week because of the meaning you added to the situation? 

Then, 2) What's a different meaning you could've applied to the same situation that was more positive?

I'd love to hear what this sparked in you and I highly recommend visiting the temple if you ever get the opportunity.

"I came across you from ChatGPT."

That sentence is becoming more and more common.

Building a founder-led brand is important, but it's just one string in your bow.

Build an ecosystem.

Here are some examples:

- A YouTube video that ranks for years
- A course on a platform people already trust
- A podcast episode that surfaces in search
- A newsletter archive that compounds SEO
- Guest content that lives on other people's audiences

Each one is a seed you plant once that keeps working while you sleep.

At first, it definitely feels like upfront work with no immediate pay-off.

But over time, attention and opportunities start arriving from the content you created months, even YEARS ago.

This happened to me this morning.

I just got an email that my LinkedIn Learning course has doubled in views and revenue for two months running.

I recorded it once. It's still growing.

That's the power of an ecosystem. Plant those seeds 🌱

I've never done anything like this before.

Next week, I’m hosting Build Authority LIVE 🚀

It’s a 6-hour live event where I’ll be joined by 4 incredible entrepreneurs: 

- Ali Abdaal
- Lara Acosta
- Jay Clouse
- Justin Moore

🗓️ Thursday 26th February
⏰ 3pm-9:30pm EST / 8:00pm-2:30am GMT

The theme is personal branding in an AI world. You’ll learn directly from some of the best creators in the world about how they’re navigating this landscape. 

By the end, you'll know:

- How to build credibility that AI can’t replicate
- How sponsorships are evolving in the age of AI
- How to use AI as a tool without losing your voice

Expect podcast-style chats, Q&As, profile roasts and a few surprises all live 👀

It’s completely free and you can join from anywhere.

Comment ‘LIVE’ for the link to register. 

I can’t wait to see you there - and I’d love it if you helped spread the word 🔥

undefined undefined

Personal brand course coming soon. Join the waitlist now!

Join the waitlist for my personal branding course: joegannon.co/waitlist 🚀

Amplify is the trusted partner of global experts to elevate their voice and authority.

Our clients past and present include: Ali Abdaal, Sahil Bloom, Jordan Peterson, Chris Williamson, Greg Isenberg, Mikhaila Peterson, Andreessen Horowitz and many more founders, authors, and public speakers.

My first job in the creator economy was working for Ali Abdaal for 3 years where, in Noah Kagan’s words, I was the “creator behind the creator.”

Now, we use 7+ years of experience to build personal brands that position our clients as the expert in their industry. 

On a personal note, in 2021 I went through a severe period of burnout which was the worst year of my life. I lost my full-time job from the pandemic and put everything into starting Amplify. I flew out the gates building a business around my passion for content creation, but nobody can sprint forever.

The result was damaged relationships, my first run-in with my mental health difficulties and any 'progress' I had made in those initial first business quarters was soon washed away. For months I didn't feel myself, I lost enjoyment in my work, and I couldn't make progress. I was stuck.

I share this because, as a creator and founder, I know how important it is to have a great team around you and to systematise your content growth so that you can focus on what truly matters. Your content has to be a flywheel that is working for you and it's essential to have a strategy up-to-date with what's working TODAY.

If you've made it this far, it's great to meet you. You're my kind of person and we'll get along well.

LINKS 🔗

✍️ I share everything I know in my weekly newsletter: www.joegannon.co/newsletter

👉 Join the waitlist for our signature personal brand course: joegannon.co/waitlist

🚀 Work with my agency Amplify: www.amplifycreators.com

Become a Founding Member - Limited Spaces 📣

Hiring Personal Brand Manager 🚀

Get your Personal Brand GPT (for free)

This AI Builds Your Personal Brand in Minutes

How Amplify grew Sahil Bloom's Instagram to 300,000 followers

📈 Case Study

The weekly newsletter helping you to grow an audience like the best creators

👋 Join Creator's Compass

Miami Vlog - Watch Now!

I'll advise you on your content strategy. Includes a 1:1 Power Hour call

📞 1:1 Strategy

Work with Amplify to scale your impact and authority online as a creator

🚀 Amplify

👨‍⚕️ Doctor-turned-Entrepreneur + Productivity Expert + YouTuber (6M subs) 📘 New York Times Bestselling Author of "Feel-Good Productivity"

Entrepreneur and investor building businesses online | Featured on Forbes, Kajabi + Semrush | Helped 3,000+ people grow their personal brand and scale their businesses.

Founder of Creator Science — Education for professional creators • Investor in Kit, Carry, Kick, Maven, Gumroad, Beast Industries

Sponsorship Coach - I help you attract, price, and execute your dream brand partnerships.

600+ people are signed up for Build Authority LIVE.

Here's how it came together in 48 hours...

From crazy idea (my role) to launch, here's the behind-the-scenes:

- Ayushi Jain our chief honcho for all things design and website copy was on annual leave for her sister's wedding... Ayushi comes back to A LOT of emails about this idea for a "summit"
- Phoebe Blair turned chaos into organised chaos, overseeing the bigger vision and all of the intricate details that go into doing something new for the first time that has high stakes
- Rhianne Lee adapted all week with barely any context - learning email sequences, funnels and automations on the job

On launch day, I jumped on a 7am call with them for two hours.

And somehow in the chaos, we got Ali Abdaal, Lara Acosta, Jay Clouse, and Justin Moore to say yes.

It’s been 4.5 years since starting Amplify.

And honestly, nothing satisfying is built alone.

There's this myth that founders need to be the hero of every story. That doing things all yourself is a badge of honour.

It's not. You become a bottleneck.

The best things I've ever produced happened when I stopped trying to control everything and started trusting people to own their piece.

This month has proved that.

The team were in their zone of genius. The mentality across the team has been "I'll figure it out" and it's been amazing to see.

The theme of the summit is what will AI change in 2026 for your personal brand. The best in the game will share how they're operating differently.

If you want to join us on Thursday 26th Feb → https://bit.ly/4aAZCRZ

I hope to see you there 🚀

Yesterday, I interviewed 4 of the best entrepreneurs in the creator economy.

For 7 hours straight. 

On a private summit about personal branding and what's changing with AI.

The value shared was incredible 🔥

And because there were so many great insights, takeaways, and predictions... 

I knew we needed to condense the 7 hours into a playbook for you.

Inside you'll find:

- Ali Abdaal's 2-3 year window prediction before AI video becomes indistinguishable
- Jay Clouse's warning about becoming an "AI wrapper" (and how to avoid it)
- Lara Acosta's SMPV framework for knowing exactly what to post
- Justin Moore's R.O.P.E. method for landing $10k+ brand deals
- Why LinkedIn now rewards specialists, not prolific posters

THIS is how you build authority in the AI era.

Comment "PLAYBOOK" for access.

Everyone who comments will also be entered into a giveaway to win a seat in my Personal Brand Mastery cohort (starting next week) 🚀

This is Paul. For years, he treated LinkedIn like a CV.

Now his prospects tell him:

"Paul, you are always at the top of my LinkedIn feed. I just have to talk to you so you'll go away and leave me alone." 😂

He runs a high-ticket boutique consultancy helping Series A+ digital health companies establish evidence that they work, are safe, and are differentiated from competitors.

His total addressable market is maybe a thousand people on Earth.

For years, Paul was posting when he felt like it. 

Reposting other people's posts. 
No systems or strategy.

Then he joined our October Personal Brand Mastery cohort.

Early on, someone outside his industry looked at his profile and said: "I don't know what that means. Oh wait, you gave a TED Talk. Tell me more about that."

His best stuff was buried.

Here's what changed since joining:

- Went from posting randomly to a consistent schedule
- Incorporated ProofStack Health as a separate business
- Built a content system his team could help run
- 1 post about a regulatory issue hit 50,000 impressions
- Invited to facilitate a meeting between government and industry 
- Speaking gigs at major conferences started coming in

That’s what happens when you get intentional.

Now his LinkedIn is SO much more than a CV 🚀

This is who’s hosting a 6.5-hour summit today.

Build Authority LIVE (AI Edition) starts in 7 hours.

750+ people have signed up.

This is your last chance to join: https://bit.ly/4aAZCRZ

It’s a free 6-hour live event where I’ll be joined by some of the smartest minds in the creator economy.

- Ali Abdaal: Doctor-turned-Entrepreneur, 6M+ YouTube subscribers
- Jay Clouse: Founder of Creator Science
- Lara Acosta: Founder of Literally Academy & Co-founder of Kleo
- Justin Moore: Founder of Creator Wizard & Author of Sponsor Magnet

🗓️ Thursday 26th February
⏰ 3pm-9:30pm EST / 8:00pm-2:30am GMT

The theme is personal branding in an AI world. You’ll learn directly from some of the best creators in the world about how they’re navigating this landscape.

We're covering:

- How to use AI properly without hurting your reputation
- The personal branding playbook that's actually working in 2026
- Why most creators are using AI wrong (and what to do instead)

Think podcast-style conversations, live Q&As, profile roasts, breakdowns - and surprises along the way.

If you're serious about growing on LinkedIn this year, come join us.

It’s going to be insane 🤯

The most damaging lie about personal branding:

”It only pays off long-term.”

Gurus love saying this. Yes, personal branding is a long-term game and becomes a career skill for life.

BUT I actually think the most fruitful stage of your online personal brand is 0→1.

When you go from not posting to posting, it’s like turning a fire hose on. 

I've seen it happen dozens of times with people we've worked with:

- Old colleagues begin reaching out
- Former bosses get back in touch
- Virtual calls get booked
- You make new friends
- Leads start trickling in

Because you’re now visible. 

You’re putting your hand up. You’re coming online. And once you start sharing with the world, you get feedback. 

That feedback creates a loop. You see a response, you get a quick win and suddenly it becomes tangible. 

You want to keep going because you can feel the benefit.

Of course, you’re building an asset for the long term. But the idea that the payoff ONLY comes later is wrong.

For a lot of people, the biggest shift happens right at the start.

So if you've not started yet, I'm kinda jealous!

P.S. If you’re ready to go from 0→1 properly, that’s exactly what we help in our Personal Brand Mastery Cohort. Join the waitlist: https://bit.ly/3LMb6d6

There are over-promises everywhere right now.

When every single $20/month tool is promising the world, is this affecting where we're spending our money?

Here's what a favourite tool of mine now says on their homepage:

- Agents will work on your projects 24/7 as you sleep
- Start working with your new AI teammates
- Automate repetitive work for your team

When everything is framed as “automated,” “instant,” and “10x faster" our expectations are being completely reset on how long things should take and how much things should cost.

In most cases, the tools aren't quite there yet, but our perception of value is now distorted.

This is a very interesting time for service-based businesses.

Curious if others are seeing this too.

You don't want to create content.

You don't want to grow your personal brand.

You want the lifestyle and the opportunities it can provide for you.

You don't want 100,000 followers... you want how you perceive 100,000 followers will feel.

But unfortunately, that's not something 99% of people will experience.

If a client works with us, it’s usually because they know the truth:

They could easily sink hundreds of hours into content and marketing that might not work.

That’s time away from their business.
That’s time away from their family.
That’s time spent chasing an uncertain outcome.

So if you’re going to do this yourself, take it seriously, because the gap is widening.

In almost every industry, a small group ends up capturing the lion’s share of attention and opportunity.

Here’s my 2 cents if you're building an audience on your own:

Pick one platform and become obsessed.

Results come from 3 things:

• Consistent posting
• Relentless experimentation
• Spotting arbitrage - trends, formats, and angles that are producing outsized return right now

Don’t start another platform unless you’re willing to get obsessed with it too.

Obsession looks like:

- Testing ideas constantly
- Studying your analytics after every post
- Building real relationships with people on the platform
- Doing unscalable things like responding to messages and getting to know your audience 1:1

Because here's the reality, there's never been more content and distraction. 

Nobody owes you their attention.

Bad content will be ignored.
Good content will be ignored.
Great content might be seen.
Excellent content gets rewarded.

This message will either excite you or discourage you.

If it excites you - good. Lean in. If it discourages you - great.

You’ve just won back hundreds of hours of your life to focus on something with a better return.

Either way, clarity is power ✌️

For the first time ever… 🥁🥁🥁

I'm giving away a FREE seat in our Personal Brand Mastery cohort!

One person will get full access to:

- 12 live teaching sessions over 6 weeks
- Personalised feedback from success coaches
- Lifetime access to our signature self-paced programme
- A high-performing group committed to learning
- The Personal Brand Hub ($150 value) 
- 50+ tried and tested post templates
- Over $1,000 in tool savings

Full access. No catch. We probably won’t do this again 🎁

Learn from the same team who worked on the brands of Ali Abdaal, Sahil Bloom, Chris Williamson, Greg Isenberg, Jordan B. Peterson & more!

This is normally a $1,999 investment. 

But I want to give one person the chance to experience it for free.

📌 Here's how to enter:

1. Click the link below to submit your entry (required)
2. Drop a comment with a ‘🔥’ emoji for an extra entry (optional)
3. Tag someone who should join you for another extra entry (optional)

More entries = better odds.

Enter here → https://bit.ly/4qHYkuj

We'll reach out to the winner on 25th February.

Giveaway closes midnight EST on 24th February. 

Go go go 🚀

taplio

The Battle

Alec Rickard

Joe Gannon

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Performance ScoreAlec Rickard's LinkedIn Performance

Performance ScoreJoe Gannon's LinkedIn Performance

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taplio

The Battle

Alec Rickard

Joe Gannon

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alec Rickard's LinkedIn Performance

Performance ScoreJoe Gannon's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlec Rickard's LinkedIn Performance