Andrea Bosoni

2026 will be the year of authenticity with a comeback of raw and unpolished content like vlogging, real-time updates and personal blogs.

This is the stuff that will work. You don’t need tools, AI, or big budgets. Just something interesting to say.

This is true for people but also for products. Most companies aren’t set up for this. Forward-thinking ones will hire in-house creators great at storytelling.

The best strategy to get attention will be to do things and tell the world about your own unique experience.

Forget Reddit now AI search tools are starting to love LinkedIn. I saw a study made by Spotlight that shows how basically all the main ones are citing content posted on there 5x times more often than before. Makes sense as it’s tied to real profiles and not anonymous sources.

I wasn’t expecting this. According to Similarweb Threads has now more daily active users than X. Anyone knows if there is an active community of founders and marketers on it? The trend looks on the rise. I guess it’s time to give it another try.

If you’re trying to get your first customers your best bet is to do what I call the 5.1 surround.

It’s pretty simple:

- Pick 1 social media platform: concentrate all of your effort on the single channel where your target audience is most active.
- Keep repeating 5 things: post following a content strategy, engage with related conversations, message your ideal customers, partner with relevant influencers and run laser targeted ads.

People will get that “it’s everywhere” effect that will make you top of mind when they need what your product does.

The founder of an early stage startup is looking to hire a marketing generalist to lead growth.

We were chatting and he was curious to know what I’d ask candidates.

So I gave him a few questions off the top of my head:

1. My product has 2,500 users but 50 paying customers. Any idea about what could be wrong?
2. AI search is a hot topic. Would you be able to explain what query fan-out means?
3. A SaaS has a retention problem. What are 3 things you’d do to reduce churn?
4. I’m running an ad on Instagram that says “learning limited.” How would you fix it?
5. This brand started being more active on social media. Could you tell me how to understand if it’s working?

I told him there’s not necessarily one right answer but it would be really interesting to hear their reasoning.

If they’re able to go through all of them they’re definitely great marketing generalists.

New AI tool: Today we’re releasing Claude Code for marketing.

Me: Skeptical but the launch video has 3M views so let’s take a look at it.

New AI tool: It does a marketer’s work in minutes by browsing, clicking and posting like a human would.

Me: Ahh so what it really does is spam the web with automated comments pretending to be me.

New AI tool: The marketing hire is now optional.

Me: Hahaha no.

At some point while building your product you will get an urge to become better at marketing. It’s very important that you listen to that urge and just get started.

It’s counterintuitive but one of the best marketing strategies is to underpromise and overdeliver. You will likely sacrifice some growth in the short term but all the word of mouth that will come after will more than make up for it. Luckily most people do the opposite.

When you search for “product hunt alternatives” the site that ranks first right below the AI overview is… Product Hunt itself.

There are a lot of benefits to doing something like this for your product. Not only do you drive potential users to your site instead of somewhere else.

You might also get another chance for them to consider what you sell. Unfortunately most founders are too scared by the idea of linking out to competitors.

But if you don’t control the narrative somebody else is going to and it won’t be in your favor!

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Sam Szuchan

Founder @ Soleo. LinkedIn strategy for industry leaders. Clients work w/ Apple, Amazon, Google + published in FT, Bloomberg, etc.

Creator of influence. Nice things folks have said about me:

"Recently, a lot of Sam's posts have been taking off. Last week, he helped me reach 400K+ enterprise professionals with a single post. A third of them from companies with 10,000+ employees. When recruiting teams start sharing your content internally, you know you're doing something right."
—Very major recruiting tech CEO

"Each time that I post [a post Sam made], 100+ people enroll in a course that changes their lives, and my business does twelve or thirteen grand in revenue in that day. A total win-win."
—B2B educator you 100% definitely follow

"Sam helped me clarify my goals and think strategically to reach 150K people in my target demographic – largely founders, CEOs, and senior execs. Prospects frequently mention my LinkedIn content."
—CEO of very cool agency working with Google and many other big tech co's!

"Sam's ability to understand who you are and become an extension of you online is second to none. He provides strategic direction, insightful research, and a relentless desire to bring your strengths and knowledge to light."
—Forbes 30u30 founder who basically invented consumer-facing recruiting tech

You have probably read a few dozen posts I've written without realizing it. Thanks for stopping by :)

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The Battle

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Sam Szuchan

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