Most "strategy" is bullsh*t.

Complicated.
Dense.
Timid.

And fundamentally incapable of doing the job it's meant to do: inspiring bold action that creates incredible results.

Great strategy is simple.

It's clear.
It's brave.
It's mischievous.

You can explain it to anyone, and they won't only "get it"; they'll be energised by it.

Follow me if you want to learn how to do strategy this way.

Here's how:

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1. Work with me

Each year, I work with 10 clients, and do a number of speaking engagements.

This is for brands who are ready to cut through complexity, and make waves in their market with confidence and clarity.

I’m with you every step.

If this might be you, drop me a DM or check out www.basicarts.org/work-with-alex/ 

_______

2. Get a new strategy technique every week

...by joining 25,000+ others  in the best strategic thinking community on the internet, The Hidden Path. You'll also get two free tools to sharpen and tidy your thinking. Just go here:

www.basicarts.org/template

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3. Master the basics for the price of a cocktail

...by reading my book, No Bullsh*t Strategy. It'll teach you everything you need to know in one 138 page hit.

Just search for it on Amazon, or wherever you like to buy books.

______

4. Subscribe to my YouTube for weekly masterclasses

You'll find it here: youtube.com/alexmhsmith

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5. If you're a small business or strategy pro...

...then you can get my entire approach, ready to roll, in the Strategy Shortcut System. Use it on your own business, use it on your clients - either way it's the fastest and funnest way of getting competitive advantage on the planet.

www.strategyshortcutsystem.com

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Never forget, business should be an adventure.

And strategy?  It’s the map.

Let's set out.

Alex

Alex M H Smith

Are there more important strategy skills than these?

Sure. But that's the boring stuff.

Here, I wanted to create a list of less obvious things. The skills people don't tend to talk about, but which I think are pretty damn useful.

Here's a brief explanation of each.

1. Writing well

Writing is thinking that you can share. And this is pretty much the whole of what strategy is - thinking then sharing it - so honestly, you can't do without this.

2. Feeling comfortable generalising

Strategy is about zoomed-out, big-picture perspectives. And that means painting with a broad brush. Some people don't feel comfortable doing this, and so strategy isn't for them.

3. Being a teensy bit negative

If you're doing strategy, you're trying to improve something. Which must begin with noticing what's wrong with it. You can't be a cheerleader for something, and change its path.

4. An eye for aesthetics

Partially this is about pattern-spotting (a core strategy skill). But it's also about influence. If you want to persuade people, then make it pretty.

5. A sense of humour

Yes, it helps with rapport - but more importantly humour comes from observation and lateral thinking. I don't really see how you can be a good strategist without being kinda funny.

6. Being a PowerPoint master

Oh man do I love PowerPoint (or Keynote in my case). And you've got to. Knowing the art of pleasing rhythmic presentations is huge, since this is how you're probably going to sell your idea.

7. Kindness and warmth

People won't listen to you if they don't like you.

8. Radical simplification

My favourite strategy question to ask is "give me this gist". Being able to simplify to the gist shows understanding, and drives clarity.

9. Curiosity

You need to just be generally interested in random "stuff", and gather it in the library of your mind - since you never know when the most obscure thing might come in handy.

10. An authoritarian streak

Hey, you don't have to like it, but eventually you're going to need to tell people what to do. Many great thinkers have been undone by not having the confidence to do this.

11. A distaste for perfectionism

A great strategy is always a bit of a punt, that might not stand up to minute scrutiny. So sometimes it's best to just trust your gut, and see how it goes.

12. A touch of cynicism

You are trying to work with how the world is - not how you wish it would be. So you need to be a realist about human nature, and the darker side of the world.

13. The ability to touch-type

This means you can write as quick as you can think. Insanely underrated.

14. Understanding branding

Most strategy is not branding - but a bit of it is, and it's the less "rational" part. You can't truly understand market dynamics without it.

15. Storytelling

A strategy, in the end, is a story. And it will work to the extent people are captured by it.

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Got any more? Put em in the comments.

Refine all these skills, for free, here: https://lnkd.in/eJSPsGUf

No Bullsh*t Strategy | Helping the world’s most iconic brands make smarter, braver decisions | Author | Advisor | Speaker

Helping Agency Owners & B2B Founders close 2-10 clients on Linkedin in the next 180 days (Or You Don't Pay).

I help founders turn Linkedin into a consistent lead-gen channel. 2M+ b2b revenue generated, case studies attached below.

Naim Ahmed

We've generated over 40M+ Linkedin views, scaled 35+ b2b founders using this playbook...

Our Content-Led Linkedin system.

Get our updated 29 page content playbook for free:

You’ll learn how we:

- Generated over 40,000,000+ impressions
- Built over 20+ 6-figure accounts from scratch
- Made over $2.5M+ in new revenue organically

And, I'll show you how we're using AI...
To create the content faster than ever before.

I could charge $97 for this, but you can have it, free.

Want it?

--> Like this post & comment "CONTENT" below

P.S. Please make sure we're connected, so I can DM you.

3 weird ways to get more clients on Linkedin (gurus don’t tell you this)...

All things we've tested for clients:

1. Post 2x a day

This will not decrease your reach. If you can manage this level of output, I guarantee your impressions overall will shoot up.

2. Put links in posts

Add links to your posts. These can go to lead-magnets, booking links and other pieces of long-form content where you can sell your services in more depth.

3. Stop commenting on big influencers

Justin Welsh is not your ideal client, why are you commenting on his posts?

Focus 80% of your comments on ideal prospects, 20% on other creators.

Show up in prospects world and “warm” them up before sending a DM.

What other weird tip would you add?

-

P.S. If you want to see how our process could work for you - DM me "PROCESS" and I'll send details.

Final Boss of Linkedin Lead-Gen | Click “visit my website” to learn our process

If scrolling on Linkedin gives you a sense of anxiety.

If you start feeling behind.

Like you're not moving fast enough.

Stop scrolling the feed.

Sitting crouched over a device seeing other peoples wins & highlight reels isn't healthy.

Get a chrome extension and block it completely.

Most of the feed is trash anyways.

Instead, focus on creating.

Post what you need to post.

Network with people that matter.

Maybe once a week scroll a lil bit to see what's new.

But, for the most part.

Play your own game. In your own lane.

That's 90% of what it takes to win here.

Anxiety free.

"Son, you’re making the BIGGEST mistake of your life." That’s what my parents told me when I told them I wasn't going to University...

I don’t blame them, they grew up in a different time.

A time when a degree was your ticket to the good life.

So, when I told them I wasn't going.

They were shocked, angry and confused.

Honestly, they were just scared i'd become a loser.

And, honestly, they had a point.

But, I KNEW I already had everything I needed:

- Books
- YouTube
- Online mentors
- Relentless work ethic

So, I got to work.

Whilst my friends were partying, chilling, playing fifa.

I was hustling my a$$ off.

Long-story short. A few years later. It all paid off.

My parents are proud of me now.

Lesson?

Bet on yourself.

I tell all my clients to stop posting valuable content.

It gets pushback sometimes, here's why:

Founders love to share "value".

But, value alone isn't enough to build a personal brand.

You don't want to be known as a robot that "runs ads" or "sends emails".

You want to be the expert that's relatable, has cool stories, goes through ups and downs. Has a life outside work. Inspires people. 

Sharing valuable content is 1 pillar of your strategy...

You also need to write about mistakes, lessons learned, regrets, your first job, your biggest personal win this year, your hobbies... All of a sudden you're connecting with people at an emotional level.

These topics reach more people and allow you to have more impact.

They reach prospects, potential partners, future employees and friends.

Yes, tactical content is great.

But, think about the bigger picture and long-term payoffs.

Share your story.

Posting on Linkedin = Trust at scale

Engaging with your ICP = Trust at less scale

Talking 1-1 in the DMs = High trust low scale

Now, imagine you do all 3 to your prospects.

First you post and show up on their feed...

Then, you show up in their comments...

Then, you start a natural/relevant conversation.

Imagine the trust you build BEFORE selling anything.

This is the power of social selling.

POWERFUL.

5 things I do to stay human and not write content that makes me sound like a lifeless AI robot:

- lowercase
- purposely misspell thingz
- use CAPITALS to make some words STAND OUT
- don't be a weirdo that forces everything to fit on one line and be perfectly formatted. just write & post valuable stuff.

*leave out bs power statement at end of post.*

One of my clients told me he was casually losing $100,000+ a year on Linkedin...

He had a 6-figure agency…
He had 12,000+ followers…
50-100 likes on every post…

But, he wasn’t closing any meaningful deals from it.

I audited his account and he had 2 BIG ISSUES:

1. Content messaging

He was talking to other marketers just like him. His content was all tips and tricks. But, decision makers don’t just want tips and tricks. They want clear proof that you are the right guy that can come in and make them money.

After a 1hr call with him we fixed his messaging, started crafting content that showed his authority and resonated with founders not just other marketers.

2. He wasn’t sending DMs

He had thousands of connections sitting there and he hadn’t spoken to any of them. I helped him script world-class DMs to open conversations every day which led to multiple audits, discovery calls and deals.

Now, he closes 2-3 deals a month from Linkedin.

Can’t complain.

My client Umair had 250 followers, was getting 5 likes on his posts and 0 leads. In 2 weeks, we've closed 5-figures worth of deals for his agency.

Here's what we did:

1. Rebuilt his content strategy

- Analysed what's working in his niche
- Reverse-engineered top performers
- Networked with creators to build engagement

Once we had the data around what works in his niche all we had to do is put our spin on what we already know works. Our own insights, case studies and stories.

2. Relevant outreach

- Looked at our current best case studies
- Built lookalike lists on Sales Nav of similar companies
- Sent DMs daily with value-first messaging

The goal of message 1 isn't:

- Sell hard
- Book a call
- Just "Network"

The goal of your 1st message is simple:

Get ideal prospects to RESPOND.

We do this by being:

- Direct
- Relevant
- Value driven

He's booking calls weekly and he's already had a few inbounds roll in...

We still haven't even scratched the surface.

5 ways to prove you're not sending DMs with AI.

1/ Purposely leave typos in someyimes

2/ No big paragraphs, talk like you’re on whatsapp.

Instead of this:

"fdfbhjzkgdkzbmldkbghjsjfljsfzdjngszhbmvhdfsjfvbfzsfbshfzvfsvbdfbhvbdfhhvdfhgdffsfdnfbdhsfjdfhdrfbsdhfbhjsfhsdbf."

Do this:

"split your messages up

Kinda like this

got it?"

3/ Voicenotes & video DMs

Personally I don't open up convos with these but maybe after 1-2 back and forths, I'll send a VN or video DM follow up.

If you come across confident and warm in these, you can build a lot of trust very quickly.

4/ Comment on their posts

If the person you're DM'ing posts content, leave genuine comments on posts before reaching out.

This'll build familiarity before messaging.

P.S. Don’t end your message, with “best regards”. This is not an email brother.

Social selling isn't just uploading a list and spamming DMs.

There's nuance.

Over time, I've figured out these small things that give you an extra 5-10% 

- Like a 5-10% increase in follow-up response rate.
- Or, a 20% increase in booking rate.
- Or, a 15% increase in connection acceptance

These small shifts make a huge difference.

One example of this is strategic comments.

Here's 2 formulas I recommend:

1/ Pre-conversation/connection stage:

Comment - Comment - Connect - WAIT - DM

Shout out Oleg.

2/ During conversation:

DM - Comment - Comment - WAIT - Follow up

Make comments part of your outbound strategy to help stay top of mind, add more value and ultimately persuade prospects that YOU are guy to solve their problems.

It just works.

Commenting on LinkedIn is the most underrated sales tactic of 2025 and has helped me close MULTIPLE b2b deals this year...

Think about this…

Your prospects are posting content right now or people from their team are… 

And, guess what?

Their content probably doesn't get much engagement.

So, when you are the ONE person that shows up in their world.

Leaves a genuinely good comment under their post, they WILL see you.

It's such an easy way to follow-up or warm-up prospects without coming across salesy at all.

These comments lead to conversations.

Conversations lead to sales.

It all starts with a comment.

A lot of founders want to add Linkedin content into their lead-gen strategy. But, they fail 99% of the time because they forget one thing...

Content is just one piece of the puzzle.

You also need to:

- Comment & engage with ur community
- Comment & engage with your ICP
- Connect with your ICP daily
- Talk to your ICP consitently
- Monitor your profile views
- Have a process which turns all of the engagement you're getting from content into things you can measure. Booked calls. Closed deals.

Content is authority building. It's brand awareness.

But, without committing to building your social selling strategy alongside the content.

You're just another "post and hope" merchant.

taplio

The Battle

Alex M H Smith

Naim Ahmed

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Performance ScoreAlex M H Smith's LinkedIn Performance

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taplio

The Battle

Alex M H Smith

Naim Ahmed

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);}Alex M H Smith's LinkedIn Performance

Performance ScoreNaim Ahmed's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlex M H Smith's LinkedIn Performance