Bradley Jacobs

Mylance

I'm passionate about part-time, flexible work where you can use your skills to work on your time, across a number of companies, and make more than your W2 job. 

Mylance supports your business in two main ways:
1. Free, vetted community with templates, workshops, resources, and an up to date fractional jobs database

2. Marketing services "done for you" through outbound LinkedIn campaigns and thought leadership content.

Grow your network, and build trust with that network = more clients and a sustainable business

Our team at Mylance is working hard to embrace the changing landscape of work. If you'd like to join us or have questions, please reach out to learn more: info@mylance.co and it'll get to our team

Founder and CEO

Six-Figure Secrets of Fractional Experts

After building my own consulting business, I've been supporting others for over 5 years. I share best practices, tips, mindset support, and interviews with the best in the business so you can up-level your business.

Podcast Host

JO Advisors

Leveraging my experience at Uber Freight to advise logistics start-ups.

Managing Partner

We Just Imagine

Board Member

On Deck

Joined On Deck to collaborate with a passionate, talented group of like-minded individuals starting companies. Launched and am growing Mylance

On Deck Fellow

Uber

I joined Uber Freight at its launch and built it up to a $1B+ valuation within 2 years.

1. I started and built up the Carrier Operations team, playing a key role in the initial strategy and operations. 
2. I shaped the direction of Uber Freight’s Carrier Strategy as it related to carrier acquisition and engagement
3. I played a key role in marketplace dynamics, pricing, product prioritization, and service expansion decisions. 
4. I managed a team of 12 analysts responsible for building up a carrier base of 10,000+ carriers for the app and executing all operational elements to surpass OKRs every quarter.

Head of Carrier Operations, Uber Freight

Head launcher for Miami and Milan for UberEATS. To do this, I designed and executed a grassroots-marketing plan including the creation of a courier and restaurant base to give Uber a competitive advantage in both Miami and Milan. Navigated a complex tax and regulatory market in Italy resulting in a successful business strategy

Key Accomplishments:

1. Hired and empowered a team of 25 employees in Italy to manage the courier, marketing, restaurant, and customer support aspects of the UberEATS business
2. Developed launch strategies in both Miami and Milan that included differentiated marketing, restaurant, and courier acquisition strategies to ensure successful growth post-launch 
3. Led one of the largest US-based Uber Eats launches, reaching thousands of customers and processing tens of thousands of transactions within the first month of operation

Launch Manager UberEATS

Built up Uber's Rides to a multimillion-dollar business in 9 North Carolina markets over two years. Built up and managed a team of 6 Operations Managers to eventually grow the 9 markets in North Carolina 
Key Accomplishments: 
♣	Aggressively organized grand scale initiatives such as reduced early lifecycle driver churn and driver appreciation messages resulting in high driver NPS and exponential growth in profitability
♣	Expanded the region’s revenue run rate to greater than a hundred million dollars within one year through creating scalable processes, creating action items from data analyses, and strategic expansion initiatives including the launch of a new premium Uber product 
♣	Began managing only the Raleigh market in 2014, expanded to managing all 9 markets in North Carolina, while supervising a team of 6 Operations Managers and 3 Marketing Managers by 2016

Sr Operations Manager, North Carolina Markets

Kaiser Associates

Managed 10 client portfolios from various markets such as healthcare, public sector, and property insurance. Implemented new consumer surveys, formulated accessible models, and analyzed complex results to give business recommendations
Key Accomplishments:
§ Outlined and implemented a new marketing and operations plan covering a billion-dollar portfolio for a Fortune 500 Telecom company.
§ Produced a threat and opportunities assessment for the protection of a Fortune 500 financial service company’s market through the creation of a new model based on consumer surveys.
§ Conducted in-depth primary market research and fashioned quick and easy-to-implement solutions for clients to increase their productivity and employee fulfillment.

Senior Consultant

Eco-Mail Development, LLC.

•	Developed a marketing and social media plan to introduce a $5 million company
•	Designed and edited investor presentations to raise capital from venture capitalists

Internal Consultant

Hill International, Inc

· Integrated cost and scheduling data for the San Francisco MTA for an estimated $1.8 billion subway system
      · Collaborated with cost engineers to meet deadlines for $150 million cost estimate for the Moscone subway station
      · Analyzed claims reports to resolve a conflict following the completion of a Major League Baseball practice facility

Project Engineer

After growing my consulting biz to $25k / mo, I founded Mylance to make finding new clients easier for your Fractional Business | Follow me for consulting best practices and my journey building Mylance

I'm incredibly passionate about part-time, fractional work that pays for your life (and then some) and gives you freedom and flexibility to live the life of your dreams.

My Professional Story
After 4.5 years launching and scaling businesses at Uber, I built my independent consulting business up to $25k / month in 25 hours per week. After running my own $25k / mo consulting business post Uber, I experienced the importance of reliably finding new clients and the challenge of inconsistent revenue.

I built Mylance Scale to challenge the status quo and rethink marketing and sales for the Fractional industry.

Mylance Scale is the marketing machine that your Fractional Business needs, but you don't have time to run. So it operates daily, growing your brand, completely done for you.

Instead of dangling numbers in front of you, our approach focuses on precise and thoughtful input: comprehensive niche and positioning work, a compelling strategic content plan, then Done For You content creation and posting to establish trust and legitimacy.

Mylance Scale is for you if: 
- You’re an **experienced fractional executive** with several closed clients under your belt and a clear understanding of your positioning and value.
- You know your **ideal customer profile** but lack the time to consistently generate high-quality leads that match it.
- You prefer to focus on client work and leave the business development to experts.
- You value authentic, relationship-driven content over cookie-cutter or AI campaigns that feel inauthentic.
- You want a partner who monitors and optimizes your campaigns, so they stay effective as your business and market evolve.

Apply for access to check it out - you won't be disappointed: https://mylance.co/users/sign_up

If you're a newer fractional, please join our free, vetted community to get resources and a supportive network to find your next few clients: https://mylance.co/site/community

Thanks for being a part of our journey!

My experience prior to Mylance:
-Managed 9 markets for Uber Rides in North Carolina
-Launched Uber Eats markets: Miami (1,003 orders in our first day) and Milan (<1,003 orders in our first day)
-Launched and managed the Carrier Operations team for Uber Freight and built to a $1B valuation in 2 years
-Management consultant for Kaiser Associates - managed 10 client portfolios from various markets such as private equity, healthcare, telecom, and property insurance

On a personal note, I love wine, golf, crypto, learning about AI, and thinking about how we probably shouldn't develop something smarter than we are.

I'm passionate about part-time, flexible work where you can use your skills to work on your time, across a number of companies, and make more than your W2 job. 

Mylance's community uses our tools to build and grow their consulting businesses. It's made up of hundreds of talented tech professionals who have challenged the status quo of work and are working for themselves. 

Our team at Mylance is working hard to embrace the changing landscape of work. If you'd like to join us or have questions, please reach out to learn more: info@mylance.co and it'll get to our team

This 0% related to anything I do, but I laughed this morning, so maybe you will too.

I received a very official looking email this morning from the San Francisco District Attorney’s Office that I’m requested to be present in court in response to the attached subpoena. 

It looks legit, but it’s to a different Bradley Jacobs (not my physical address or phone number on the subpoena).

I ask ChatGPT if it’s a scam and it says no, it’s real, it’s just to the wrong Bradley Jacobs, and it suggests a response saying hey you got the wrong guy basically.

So I send the suggested reply and then I get this back 😂

Create authentic, credibility-building content - take advantage of LinkedIn to build trust and attract the right clients. Founder @ Mylance: make finding clients easy | ex-Fractional COO | ex-Uber

How I transformed my LinkedIn posts from stiff, generic noise into magnetic, trust-building content that attracts clients.

When I first started posting on LinkedIn, my content could best be described as generic and uncomfortable. It lacked authenticity and, frankly, any real connection with my audience. I realized I needed a change, a strategy that would resonate with my network and establish trust over time.

The first step in my transformation was to understand my audience. I took the time to research what topics were important to them and how I could address their needs. This shift in focus allowed me to create content that was not only relevant but also valuable.

Authenticity became my guiding principle. I started sharing personal experiences, insights, and lessons learned. This approach not only humanized my brand but also made my content relatable and engaging.

Feedback played a crucial role in my strategy. I actively engaged with my audience, welcomed their comments, and encouraged discussions. This interaction not only enriched my content but also strengthened the trust between us.

Over time, these changes have transformed my LinkedIn presence. My posts now attract genuine interest and have become a powerful tool for building trust and attracting clients. By focusing on relevance, consistency, authenticity, and engagement, I turned my content from noise into a valuable asset.

If you're looking to transform your own LinkedIn strategy, remember: it's about connecting, not broadcasting. Build trust by being genuine, consistent, and truly interested in your audience's needs.

This post had a draft initially generated by the Mylance tool (and then edited by me). To get access while we’re still in beta, check out https://lnkd.in/edXxhZW7

When I quit my job to start my own thing, I had no idea what I was doing. But I wanted to make some money while I figured it out. So I reached out to 11 companies. 10 said no. But one said yes. And that company paid me $250 / hour for 25 hours per week and all of a sudden, I was making $25k / month in 25 hours per week.

My mind was blown. All I had known up until that point was my W2 job where I gave all my energy, attention, and focus to ONE company.

And I wasn’t getting paid poorly there. I was making $115k / year.

But now, with ONE client, I was getting paid over double that. And better yet, to work less than half the amount of time. And I had the flexibility and freedom to work when I wanted, from where I wanted, and with whom I wanted.

But, I still had no idea what I was doing. And I made a TON of mistakes. Including charging hourly. Including not doing proper business development, which led me to a feast-and-famine cycle.

Over the next 2 years, I learned. I iterated. I spoke to experts. And I started nailing it down. So that I could repeat what I did with that first client over and over. To where I had a repeatable business that would bring in $25k - $35k / month reliably.

And when I wanted to start Mylance, I wound it down to only $10k / mo in 10 hours per week so I could pay my bills comfortably, and still have plenty of time.

Because working for myself part-time was incredible, and I became passionate about bringing that way of working to everyone.

So today, I share with you everything I learned, plus the last 7 years of working with thousands of consultants and fractional executives, packaged together so YOU can create the business that works for your life. That earns you plenty of money, working with clients you genuinely enjoy, working from wherever and whenever you want.

In the spirit of Thanksgiving and Black Friday, I’m sharing this action-oriented playbook for only $99. Because price should never be a barrier to building the business of YOUR dreams!

Check it out → https://lnkd.in/enjjJNWm

Sending love to you and your family!

Open article: Consulting Playbook Course | Mylance by mylance.co

A recent podcast guest went months without closing a client.

Then signed four in one day.

What changed?

She stopped improvising.

She had a script taped to her screen with specific questions.

Questions to understand the prospect's situation so she could quote them accurately.

But also questions designed to position her as the expert.

To create a little FOMO.

To drill into the pain point and create urgency.

Every time she veered from that script, she didn't close.

Here's what she learned: sales is counterintuitive.

It's psychological, but it's not intuitive.

I've seen this pattern in my own work. Structure beats spontaneity every time.

The conversations where I follow a framework convert. The ones where I wing it don't.

Your prospects need you to guide them through a process.

Do you have a sales script that you stick to?

4 common LinkedIn posting mistakes that silently sabotage founders' client attraction—and how to fix them fast.

Change things here.

1. Over-promotion: Constantly pushing your products or services can turn off potential clients. Instead, focus on providing value. Share insights, industry trends, or success stories that highlight your expertise without overtly selling. This positions you as a thought leader and builds trust.

2. Ignoring engagement: Posting content is only half the battle; engaging with your audience is equally crucial. When someone comments on your post, respond promptly and thoughtfully. This interaction not only boosts your post's visibility but also fosters a sense of community and connection.

4. Neglecting visuals: Text-heavy posts can be overwhelming and easy to scroll past. Incorporate visuals, such as images, infographics, or videos, to make your content more engaging and digestible. Visual content often results in higher engagement and helps convey your message more effectively.

By steering clear of these mistakes and implementing these quick fixes, you'll be better positioned to enhance your LinkedIn engagement and attract the clients you desire. Remember, LinkedIn is not just a platform for promotion; it's a space for meaningful interaction and relationship building.

New Podcast Episode Alert: Stop Donating $15K to the IRS: Smart Solo Tax Moves with Ran Harpaz!

Most solos are handing the IRS an extra $15,000 a year without realizing it.
That was one of the biggest surprises in my conversation with @Ran Harpaz, founder and CEO of Lettuce Financial.

Here’s what stood out:

Most people set up their business structure in a way that quietly costs them thousands. Ron explained why the fix is simple but rarely done correctly.
He also shared the one mistake that instantly gets your books flagged, and it’s something almost every solo does unintentionally.

And the biggest myth he debunked: you don’t save on taxes by chasing deductions. The real savings come from a few structural choices most solos overlook.

Ran's advice for solos: think like a CEO and build systems that keep money in your pocket instead of the IRS's.

Sign up for Lettuce here: https://lnkd.in/e7iKcV4D 

And listen to the full episode:

YouTube: https://lnkd.in/e-TxUqfE
Apple Podcasts: https://lnkd.in/eFcYrkM6
Spotify: https://lnkd.in/eAarG4hV

Open article: Stop Donating $15K to the IRS: Smart Solo Tax Moves with Ran Harpaz of Lettuce by open.spotify.com

Stop Donating $15K to the IRS: Smart Solo Tax Moves with Ran Harpaz of Lettuce

Posting consistently on LinkedIn turned weeks of passive impressions into a steady stream of inbound clients without a single cold email. Here's how I achieved this transformation by leveraging LinkedIn's potential.

Key to this strategy was understanding the algorithm. I optimized my posts by using relevant hashtags, engaging with comments, and sharing content at times when my audience was most active. This approach increased visibility, leading to a steady rise in impressions—from a modest 500 per post to over 5,000 within a few months.

Equally important was the genuine engagement with my network. I made it a point to respond to comments, participate in discussions, and connect with like-minded professionals. This fostered a sense of community and trust, turning passive followers into active contacts.

The results were compelling. Over a span of six months, my inbound client inquiries increased by 300 percent, all without resorting to cold outreach. This surge in interest was driven by a consistent presence and the value delivered through my content.

By maintaining a strategic and consistent LinkedIn activity, I was able to cultivate a reliable client pipeline. This experience underscores the power of a well-executed content strategy on LinkedIn, transforming passive engagement into tangible business opportunities.

Massive congrats Margaret Upshur!

Inspiring to watch you bring Mobius Materials to life and pursue your mission to bring price transparency, liquidity, and trust to the global semiconductor market by building the first authenticated spot marketplace for electronic components!

Helping build circular supply chains as founder of Mobius Materials

Big news from Mobius Materials! We’ve raised $3M in a seed round led by Spero Ventures, with participation from Outsiders Fund and REFASHIOND Ventures: The Industrial Transformation Fund to continue improving our safe spot market for chips. 

Spero, and our partner Shripriya Mahesh, brings deep expertise in secondary marketplaces (former VP of Product and current board member at eBay) and shares our belief that companies can do social good AND make money. That’s the spirit behind what we’re building at Mobius too: reducing the $15B in electronic components going to landfills annually for lack of a secondary market.

We also knew we had to work with Outsiders Fund when Austin and George bought a reel of STM32s for their New Havoc Robot League as part of diligence!

As tariffs continue and geopolitical tensions hit semiconductor supply chains, we’re focused on building a safe secondary market where electronic manufacturers can buy and sell at real market prices with short lead times.

With this round, we’re accelerating growth of our auction product and investing heavily in pricing algorithms and quality control infrastructure.

Thank you to Pablo Valerio and EE Times | Electronic Engineering Times for telling our story.

And thank you to our partners: Shripriya Mahesh, Marc Tarpenning, Austin McChord,  George Easley, Lisa Morales-Hellebo, Brian Laung Aoaeh, CFA, Y Combinator, Brad Cummings, Mark Rausch, M.D., Larry Eiben, Joseph Kunkel, Lighthouse Network, Matt Gittleman, Joe Wilson and many more.

How I create a full week of genuine LinkedIn content in under 60 minutes without sounding like every founder on the platform.

In the fast-paced world of business, time is a precious commodity. Crafting authentic LinkedIn content should not feel like an endless task. Here’s a streamlined 5-step routine that helps me produce a week’s worth of engaging posts in just under one hour, keeping them fresh and free from sales jargon.

1. Mindset Preparation (10 minutes): Before diving into content creation, I take a moment to clear my mind and focus on authenticity. The goal is to connect, not to sell. This mindset shift is crucial for ensuring that the content resonates with the audience and stays true to my voice.

2. Content Ideation (15 minutes): I use tools like Trello or Notion to organize my ideas. During this time, I brainstorm topics that align with my experiences and insights. Whether it is a lesson learned, a market trend, or a personal story, the aim is to share something valuable and relatable.

3. Message Crafting (20 minutes): With a clear idea in mind, I start writing. Each post is structured with a strong opening hook, a concise body, and a thoughtful conclusion. The key is to keep the language simple yet impactful, avoiding industry jargon that might alienate some readers.

4. Editing and Refinement (10 minutes): After drafting, I review each post to ensure clarity and coherence. Tools like Grammarly can aid in polishing the language, but the focus remains on maintaining an authentic tone. This step ensures the content remains engaging without sounding rehearsed.

5. Scheduling (5 minutes): Finally, I use scheduling tools like Buffer or Hootsuite to plan the posts for the week. This ensures a consistent presence on LinkedIn without the need for daily intervention, allowing me to focus on other critical tasks.

This routine not only saves time but also ensures that each post carries genuine value, fostering meaningful connections on LinkedIn. By prioritizing quality over quantity, I stay engaged with my network in a way that feels personal and impactful.

New Podcast Episode Alert: From $7 an Hour to the Inc. 5000: How Natalia Zacharin Built a $3M Firm in 5 Years!

I spent 45 minutes talking with someone who went from earning 7 dollars an hour as an invoice clerk to running a multimillion-dollar accounting firm in just five years. Her name is Natalia Zacharin.

Here’s what stood out to me about her journey:

She started with zero accounting experience. Her first client signed before she had a process, a contract, or even knew how to use QuickBooks. She learned while fixing his books, and he’s still with her today.

Early on, she made a decision almost no one would make: she invested half her revenue into mentorship. That single move changed the entire trajectory of her business.

The lesson she shared that surprised me most: sales isn’t about being natural or compassionate. It’s about following a process. And when she did, she closed almost every deal.

She built all of this in her late forties, after being demoted.

Listen here:

YouTube:https://lnkd.in/eKzA6eVn
Apple: https://lnkd.in/eq5afEnz
Spotify: https://lnkd.in/ej7SyNTP

Open article: From $7 an Hour to the Inc. 5000: How Natalia Zacharin Built a $3M Firm in 5 Year by open.spotify.com

From $7 an Hour to the Inc. 5000: How Natalia Zacharin Built a $3M Firm in 5 Year

The professional LinkedIn voice is a myth that’s silently driving your ideal clients away—and here’s how to fix it.

In the quest to maintain a professional demeanor on LinkedIn, many founders unintentionally dilute their authentic voice, often leading to a disconnect with potential clients. The belief that a formal tone equates to credibility can strip away the personal touch that makes your message resonate. Here's why this happens and how you can reclaim your unique voice without sacrificing professionalism or credibility.

Firstly, the overemphasis on sounding professional can create barriers. Language that is overly technical or devoid of personality makes content less relatable. Clients and partners are drawn to stories that reflect genuine experiences, not corporate jargon. A relatable voice fosters trust, an essential component in business relationships.

So, how can founders maintain authenticity while retaining credibility? Start by infusing your personal experiences and insights into your content. Share your journey, the challenges you've faced, and the solutions you've discovered. This approach not only humanizes your brand but also positions you as an approachable and knowledgeable leader in your field.

Make it yours. 

Lastly, remember to balance personal anecdotes with valuable information. While it's important to share your story, ensure that your content provides actionable insights or advice. This combination of personal and practical elements will reinforce your expertise while maintaining an authentic connection.

In conclusion, authenticity on LinkedIn doesn't mean sacrificing professionalism. By embracing your unique voice, sharing meaningful stories, and engaging with your audience, you can build a credible and relatable presence that attracts your ideal clients.

AI is everywhere now. Which means human connection is more important than ever. 

Share an anecdote about your family.

Talk about a trip you took.

Mention your hobbies.

B2B isn't really business to business.

It's a person who wants to enjoy working with you.

A person who doesn't want to make a mistake in hiring you.

That's what we've lost sight of in the world of AI and digital spam.

Your content needs to be valuable and human.

Something you actually wrote, not obviously generated by AI.

How are you bringing more humanity into your business relationships?

If your client pipeline feels random, it’s because your process is random.

Most fractional executives approach client acquisition like throwing spaghetti at the wall.

Post when inspired. Network when convenient. Hope someone happens to need help that day.

It feels random because it is.

But the buyers you're trying to reach aren’t random at all. They move through a predictable path long before they ever think about booking a call with you.

Most people only focus on the moment a lead reaches out, but the real leverage is in everything that happens before that moment.

And if even one step is unclear or missing, the client never makes it to your inbox.

Tomorrow’s newsletter breaks down the path most buyers follow and the simple shifts that drastically increase how many make it all the way through.

Sign up for the newsletter to get tomorrow’s edition:

Open article: Weekly Consulting Tips | Mylance by mylance.co

The reality is, posting consistently on LinkedIn has been the main driver of revenue for my business for over 7 years. So, I keep doing it. Here's how:

I committed to a regular posting schedule, aiming for 6-7 posts a week (yes, daily). I focused on sharing valuable insights and industry trends—this frequency kept me visible without overwhelming my audience.

Each post had a clear value proposition. I made sure to tackle common challenges in my industry, offering actionable solutions. This approach not only engaged my current network but also attracted new connections who found my content relevant and useful.

Monitoring key metrics became essential. I kept an eye on impressions, engagement rates, and the types of posts that sparked the most interaction. Over time, I noticed that posts blending personal experiences with professional insights really drove higher engagement.

The results? Over a three-month span, my average post impressions tripled, and I saw a 25% bump in profile views. Even more exciting, inbound contact requests grew by 40%, creating a steady flow of client inquiries without cold outreach.

The takeaway is simple: Consistency, value-driven content, and strategic content can turn LinkedIn into a powerful inbound client generator. 

This post had a draft initially generated by the Mylance tool (and then edited by me). To get access while we’re still in beta, check out https://lnkd.in/edXxhZW7

Why my consistent weekly LinkedIn posts have become the single biggest driver of inbound clients and trust my business.

Six years ago, I started to elevate my LinkedIn presence with one clear goal: to consistently deliver value to my network. Little did I know this commitment would transform my business by generating tens of thousands of impressions and creating abundant inbound client opportunities.

Here is how I did it and how you can too:

1. Establish a routine: I dedicated time each week to create and share content. By setting a regular posting schedule, I ensured my audience knew when to expect new insights, keeping me top-of-mind.

2. Engage with authenticity: Interaction does not end with posting. I made it a point to respond to comments, participate in discussions, and show genuine interest in my network's content. This fostered a community of mutual respect and collaboration.

3. Analyze and adapt: I regularly reviewed engagement metrics to understand what resonated with my audience. This data-driven approach allowed me to refine my strategy, ensuring relevance and impact.

4. Build a personal brand: Over time, my consistent presence established me as a thought leader in my field. This credibility not only attracted clients but also opportunities for collaboration and growth.

The results speak for themselves. By committing to a consistent and thoughtful LinkedIn strategy, I transformed my professional network into a powerful business asset. Consistency is not just about frequency; it is about maintaining a standard of quality that reflects your brand and values.

Why I haven’t had to introduce myself on a sales call in over two years—all because of relentless LinkedIn consistency.

Establishing a recognizable presence on LinkedIn has transformed the way I do business. Gone are the days of cold outreach; instead, I receive inbound leads from individuals who already know my work and trust my insights. Let me share how I achieved this shift.

First, I focused on creating a strong profile that clearly communicated my expertise and value proposition. I ensured every section was complete and up-to-date, showcasing not only my professional journey but also the unique perspective I bring to the table.

Engagement is a two-way street. I made it a point to interact with others' posts, offering thoughtful comments and joining relevant discussions. This not only expanded my network but also deepened relationships with my connections.

Another crucial aspect was leveraging LinkedIn's analytics to understand what content was resonating most with my audience. This data-driven approach allowed me to refine my strategy and focus on what truly mattered to my followers.

Over time, my efforts paid off. People began reaching out to me, mentioning how they had seen my content and felt a connection with my message. This shift from outbound to inbound was a testament to the power of consistent, authentic engagement on LinkedIn.

For those looking to make a similar transition, remember: it's about showing up regularly, providing genuine value, and building relationships. With dedication and strategic effort, LinkedIn can become a powerful tool for generating warm leads and enhancing your professional footprint.

This post had a draft initially generated by the Mylance tool (and then edited by me). To get access while we’re still in beta, check out https://lnkd.in/edXxhZW7

Why showing flaws and vulnerability on LinkedIn is the fastest way for founders to build real client trust.

In today's digital landscape, authenticity stands as a beacon of true connection. While perfectly polished content may captivate at first glance, it often fails to foster the genuine trust that is crucial for lasting business relationships. For founders aiming to build real client trust, embracing vulnerability and imperfection on LinkedIn can be a game-changer.

Here's why this approach works: 

1. Relatability: Sharing your challenges and setbacks makes you more relatable. Prospects can see themselves in your journey, understanding that success is often accompanied by hurdles. This relatability lays the groundwork for stronger connections.

2. Authenticity: When you present a flawless image, it can come across as too good to be true. By acknowledging imperfections, you display authenticity, showing that you are genuine and trustworthy. Prospects are more likely to engage with someone who is real and transparent.

3. Learning Opportunities: Sharing your mistakes and the lessons learned from them provides valuable insights to your audience. It positions you as a leader who is not only knowledgeable but also willing to grow and adapt. This openness to learning is attractive to potential clients.

4. Engagement: Vulnerable posts tend to spark conversations. They invite feedback, questions, and discussions, creating an interactive community around your content. This engagement is key to building a loyal network on LinkedIn.

As founders, it is essential to balance professionalism with authenticity. While polished content has its place, revealing your flaws and vulnerabilities can foster deeper trust and engagement with your audience. Embrace the power of imperfection and watch your LinkedIn community thrive.

Consistent LinkedIn content has been the single biggest driver of awareness and inbound clients in my business growth over six years. How? 

First, I committed to a regular posting schedule. Consistency is key to building a recognizable presence. I aimed for at least 4-5 posts per week, focusing on delivering valuable insights and industry trends. This routine not only kept me visible but also positioned me as a thought leader in my field.

Secondly, I prioritized quality over quantity. Each post was crafted to address common industry challenges and provide actionable solutions. By sharing experiences and lessons learned, I connected with my audience on a deeper level, fostering trust and engagement.

Thirdly, I leveraged the power of storytelling. Sharing personal anecdotes and client success stories made my content relatable and memorable. This approach encouraged more interaction, as people often resonate with real-life experiences.

Additionally, I engaged with my audience and added new connections every week. LinkedIn lets you add 100 new connections each week, so it's a growing audience that I'm building trust with. Further, responding to comments and engaging in meaningful conversations helped build relationships and a sense of community. This interaction often led to further inquiries and discussions beyond the initial post.

Here's the remarkable result: tens of thousands of impressions and a clear increase in inbound client inquiries, all achieved without any cold outreach. By harnessing the potential of LinkedIn, I turned passive viewers into active participants in my business narrative.

Consistent and strategic LinkedIn posting has been instrumental in my business growth. For those looking to attract clients to their business, embracing LinkedIn as a platform for engagement and learning is an absolute gamechanger and a no-brainer!

This post had a draft initially generated by the Mylance tool (and then edited by me). To get access while we’re still in beta, check out https://lnkd.in/edXxhZW7

A recent podcast guest shared the three things she'd tell her younger self.

First: be consistent and don't give up.

It's the boring stuff that works, not the sexy things.

Hone in on what's most impactful and focus there.

Your brain will push you toward easier tasks that aren't impactful.

Don't delay the impactful work.

Second: read a lot.

If you read five books on a subject, you'll start seeing patterns and understanding what actually works.

Your five closest people don't have to be physical. They can be books and podcasts.

Third: join a mastermind or work with a fractional expert.

A fractional CMO, CFO, or consultant can help you grow exponentially and avoid the pitfalls most of us fall into.

I've followed this same approach in my business. The consistency and continuous learning have been game-changers.

Which of these three resonates most with where you are right now?

After six years of posting, I haven’t needed to introduce myself on a sales call because my LinkedIn content does the work for me. This realization came gradually, but its impact has been profound.

In today's business landscape, building trust online is as crucial as traditional face-to-face interactions. LinkedIn, a platform I once used merely for networking, has become a powerful tool in my sales arsenal. Here's what I've learned about trust-building through consistent, authentic content:

1. Authenticity Builds Credibility: Early on, I focused on presenting a polished image. However, it was the genuine posts, where I shared both successes and challenges, that resonated most. Authenticity invites connection, fostering an environment where trust can grow naturally.

2. Consistency is Key: Regularly sharing insights and updates keeps you top-of-mind. It signals reliability to your audience. Over time, this consistent presence translates into a digital reputation that precedes you in sales conversations.

3. Engagement is a Two-Way Street: Remember, LinkedIn is a community. Engaging with others' content is as crucial as posting your own. It shows you value your network's contributions, reinforcing mutual trust and respect.

4. Educational Content Establishes Authority: Sharing valuable insights and industry knowledge not only helps your audience but also positions you as a thought leader. This, in turn, builds confidence in your expertise.

5. Storytelling Connects on a Human Level: Integrating personal stories with professional lessons creates relatable content. It humanizes your brand, making it easier for others to connect and trust you.

These strategies have transformed my approach to sales. My LinkedIn presence now acts as a digital introduction, paving the way for meaningful conversations and partnerships.

If you're looking to strengthen your online reputation, consider how authentic, consistent engagement can serve as a bridge to trust-building in your professional journey.

This post had a draft initially generated by the Mylance tool (and then edited by me). To get access while we’re still in beta, check out https://lnkd.in/edXxhZW7

I was early Marketing at Uber spending 5 years building Brand, Performance, and Lifecycle Marketing Data Science teams. I got to work with & learn from world-class marketing, data science, and martech leaders. Over the course of my career there I've measured over $1Bn in Marketing Spend and estimate that I've helped drive $200M+ in incremental revenue and cost savings . 

Then I moved on to a few early stage startups and scaleups (both as a FTE and Consultant) where I learned how to be even scrappier when building Marketing. 

Now I help Marketers make smarter decisions through my newsletter & podcast on Consumer Tech Marketing with how-to guides, case studies, and stories. 

I'm doing this because I love the marketing stories and people behind it in a world where Product seems to get most of the credit. There's so much magic in Marketing and I want to share more about it. 

Check it out here → https://experimental.beehiiv.com/

Outside of my newsletter and podcast, I love spending time with my 2 beautiful kids and my incredible wife in Amsterdam. We used to love traveling and eating out but you know... kids ...  so now I love cooking and exploring all the fun things little kids can do!

Sundar Swaminathan

One of the hardest things about having kids has been reconciling my professional identity before vs after. 

Before, I cared so much about my career. 

Being raised Indian and American, what I did defined who I was.

Even as a kid, you’re asked “what do you want to be when you grow up?” 

“Doctor. President. Astronaut”

What you wanted to BE was what you DID. 

Early career, I’d chase promotions and titles and cared about so many small things. 

Post kids, I couldn’t give a sh*t. 

And I don’t mean I want to do sh*t work. 

I still have pride in my work. 

I mean I don’t care whether I get that next promotion or whether I am “changing the world” or working on something cool. 

I don’t have career ambitions. 

I just want to hang out with my kids. 

And I am working to live not living to work. 

But the gap between how much I care about my kids vs my career is widening. 

So much so that I now have an aversion to the idea of going back to a job. 

Like actually disgusted. 

Lol my friends have described this as me just having a “mid life crisis” but I think it’s something deeper.

It’s an existential one. 

One where everything I had been working for 15 years towards now carries zero meaning and significance in my current view of life.

Former Head of Marketing Science at Uber where I optimized $1Bn+ in spend across Brand, Performance, and Lifecycle → ✏️ & 🎙️ on Growth and Marketing in Consumer Tech

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CEO: Simple question.Should we do brand marketing?

CMO: Simple answer. Will you give me 6 months without pulling the plug?

CEO: That's a long time.

CMO: That's likely how long it takes to see brand impact compound. If you'll panic before then I'm not going to even bother. 

CEO: What happens at month 6?

CMO: Your performance CAC will do one of two things:
1. We either keep the same volume and lower CAC 
OR
2. We keep the same CAC and do higher volume. 

Depends on what our strategy and goals are.

CEO: How do we know it's working before? 

CMO: Proxy metrics, share of search starting to go up, increased "direct" traffic.

CEO: Those sound fluffy...

CMO: This is exactly why I asked for 6 months of you backing off, but here's another question for you that might change your mind. 

Are you happy with the current performance?

CEO: HECK NO! 1. We're burning profit 2. Our CACs are skyrocketing 3. The quality of users is really going down. 

CMO: And why do you think that is?

CEO: Idk.

CMO: I do. We ran out of people that know about our product after we picked all the low hanging fruit. 

CEO: Ugh that sounds right. We've been in market for a few years.

CMO: Exactly, but our product is awesome and we love it and we need more people to know about it.

CEO: Hmmm that makes sense to me.

CMO: Here's the best part... our competitors aren't doing this which means we can get a head start and start building a moat that both improves our growth AND slows theres down.

CEO: Ohhhhhh siiiiiick! Okay, you're right! Let's f*cking go! 

CMO: Heck yes... just remember...6 months. 

--
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Former Head of Marketing Science at Uber where I optimized $1Bn+ in spend across Brand, Performance, and Lifecycle → Sharing how top Consumer Techs prove, optimize, and scale Marketing ROI

CEO: Revenue is up but margins are down?!

New CMO: Yup, we’re just renting growth.

CEO: Explain. 

CMO: There’s a difference between earning growth and renting it.

When you started, CAC was $50 and customers had strong word-of-mouth. We were earning growth. Now CAC is $120 and referrals are flat. We’re renting it and paying the paid tax. 

CEO: So we’re spending more to acquire customers?

CMO: Worse. We’re spending more to acquire lower-quality customers. The easy audience is tapped out.

CEO: How do you know they’re lower quality?

CMO: Day 30 retention dropped from 60% to 45%. LTV is down 25%. We’re hitting diminishing returns on paid channels.

CEO: What happens if we keep scaling spend?

CMO: Revenue goes up. Profitability goes down. Eventually, we’re growing unprofitably, and the board pulls the plug.

CEO: So we stop spending?

CMO: No. We need to slow down marketing. We fix the unit economics first. Better onboarding, improved retention, stronger referral mechanics. We also need to invest in Brand Marketinf after. Then we scale again. 

CEO: Why can’t we do both at the same time?

CMO: Because resources, priorities, and bad growth masks the problem. If revenue is climbing, no one feels urgency to fix retention. Then one day, the channels stop working and we realize we built on sand.

CEO: How do we know when we’ve hit this wall?

CMO: When CAC is rising faster than LTV. When our payback period gets too long. That’s the signal.
–
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New CMO: Why do we separate brand and performance?

CEO: Because they’re different things.

CMO: How so?

CEO: Brand is long-term and hard to measure. Performance is short-term and drives revenue. We split the budget 30/70 to keep it clean.

CMO: That’s the problem. You’re acting like they work in isolation.

CEO: They don’t?

CMO: Our performance channels work better when brand awareness is high. And brand campaigns drive some immediate conversions. They’re not separate games.

CEO: So how should we think about them?

CMO: Stop asking “is this brand or performance?” Start asking “what’s the full impact of this investment?”

CEO: That sounds complicated.

CMO: It is. But pretending they’re separate is why companies think brand doesn’t work.

CEO: Explain.

CMO: We run a brand campaign. Performance metrics don’t move much immediately. You call it a failure. But we didn’t measure if it lowered our CAC or improved conversion rates on paid channels.

CEO: How would we measure that?

CMO: Geo holdouts. Test brand in some markets and not others. Then measure the impact on all channels, not just brand-attributed conversions.

CEO: Why doesn’t every company do this?

CMO: Because it’s easier to keep them in silos. Brand team reports on awareness. Performance team reports on ROAS. No one connects the dots.

CEO: We’ve been doing exactly that.

CMO: I know. Time to change it up. 
–
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CMO: We need to A/B test this launch!

Me: We can't. But here's what we can do...

Propensity matching.

CMO: Wait, why can't we A/B test?

Me: I don't think we want to hide the launch of our loyalty program from 50% of our users. 

CMO: Fair point. But, I'm being asked to show the ROI of the loyalty program. Will we be able to do that?

Me: Yes! We can use propensity matching.

CMO: Say more fam.

Me: So in a normal A/B test, we randomize users before and then measure the difference. 

Propensity matching is the opposite.

We start by looking at the users we want to analyze, which in this case is everyone who signed up for the loyalty program.

Then we look at everyone who USED to behave the same but didn't sign up for the loyalty program.

Then we measure the difference in their behaviors. 

Here's an example:
User 1 starts as an X then becomes a O.
User 2 starts as an X and stays as an X. 
We measure the difference between O and X. 

X → O (Treatment)
X → X (Control)

CMO: Woah! Basically it's a way for us to compare more apples to apples without an A/B test.

Me: Yes, exactly. 

CMO: This is awesome. Thanks for saving my a*s

Me: No problem. If you want to read more check out this article I sent to 2,800+ Marketers → https://lnkd.in/gcHsSpqy

CMO: Damn, we are not data driven at all.

CEO: What do you mean?! I've tried to be since day 1!

CMO: Because no one changes their mind based on the data.

CEO: I don't understand. We hired data scientists. We have dashboards everywhere. How are we not data-driven?

CMO: Again, because no one changes their mind based on the data.

CEO: That's not true. We look at reports every week.

CMO: Looking at data isn't the same as being driven by it.

CEO: What's the difference?

CMO: Last month, we tested two pricing models. The data showed Model B was 8% better. We still went with Model A.

CEO: We had strategic reasons for that.

CMO: Exactly. That's being opinion-driven with data decoration. Nothing wrong with it, but let's not pretend it's something else.

CEO: So what does data-driven actually look like?

CMO: It means you make the uncomfortable decision when data contradicts your intuition. Most companies can't stomach that.

CEO: Give me another example.

CMO: Our best performing acquisition channel according to dashboards? I wanted to cut it. You pushed back because "it's always worked." That's not data-driven.

CEO: But you didn't have proof it wasn't working.

CMO: Our team had a solid analysis that suggested it was plus experience. We wanted to run an incrementality test proving it out. You wanted more proof. That's the problem. Data-driven companies trust the data AND run tests to confirm hypotheses. You just wanted a narrative that felt right.

CEO: This is uncomfortable to hear.

CMO: I know. It’s not easy for me to says That's how we know we're getting somewhere. We say we want data-driven culture but actually want data-supported decisions.

CEO: What's it take to actually become data-driven?

CMO: Start saying "the data changed my mind" more than "the data confirms what I thought." Been reading Sundar's posts on this. He calls out the theater constantly.

CEO: This Sundar guy is on to something. Send me his LI profile.

CMO: Sent below 
--
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Marketer: We're launching tomorrow! Let's measure

Data Science (DS): We can't. Sorry 😢 

Marketer: Why not?!

DS: Because we need time to set up measurement and it's too late. The measurement will be crap and we don't feel comfortable with it.

Marketer: Uh oh. This is no beuno. 

DS: We agree. Moving forward PLEASE PLEASE PLEASE involve us at least a few weeks before. The more time the better. 

Marketer: Donezo!

This is a Marketing situation that happened a thousand times at Uber which left everyone with a bitter taste in their mouth.

As you go into 2026 and have your campaign ideas ready, please please please involve your Marketing Data Science team as early as possible. 

We want to make better decisions with you so please work with us.

--
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👉 Join 2.6K+ Marketing leaders who read my weekly playbooks to prove, optimize, and scale ROI: https://lnkd.in/gxR5c4Xd

Here are 4 stories from my time leading Uber's Brand Data Science team that will change your mind about the impact of Brand Marketing:

All of these stories are empirical with data backed causal studies and not theoretical. 

1. DoorDash kicks our b*tt
In 2018, UberEATS and DoorDash were neck in neck in the US. 

Now? It has 66% marketshare.

The most readily obvious reasons are selection and focusing on suburbs. These are definitely primary reasons but they also outspent us on Brand Marketing early. 

They were on TV and OOH faster and bigger which is exactly where suburban audiences consume and it made them the entrenched preference.

The UberEATS team is world class but once that brand moat sets in it becomes a tough uphill battle. 

2. Needing to be always on

We ran a brand campaign in the UK where we were testing a new concept for Uber as a whole.

During the campaign, awareness went up massively. 

Think XX%. Signups did too across Rides and Eats.

But we then had to pause the campaign and within a month that awareness came plummeting back to the pre campaign base line. 

And signups? You guessed it. 📉

We then advocated for always on budget. 

3. Know where your audience is

In India, we were launching a new campaign around women's safety in Uber Auto.

The classic perf marketing channels work but not as well as other channels especially in dense cities in India and we wanted the message to be more public.

So OOH and TV were where we invested and we saw Auto trips go up by 6% within a short period. 

4. In Australia, we went all in with a campaign called "Tonight I'll be Eating" for UberEATS that featured Kim Kardashian and a well known Australian comedian. 

The campaign took off! 

We were hitting record bests and the impact was immediate cementing our place as the #1 app in Australia.

I've got a dozen more stories, but the point is as someone who was lucky enough to causally measure these campaigns, I got to see the impact of Brand at a scale that no other marketing type can touch. 

Brand campaigns have massive impact.

You just need to figure out how.
--
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The hardest part of building Uber's Brand Marketing Data Science was the initial awkwardness.

Because honestly, nobody wanted that team.

Brand Marketers had already been running marketing for years without having to prove ROI.

Data Science didn't love having to spread resources. 

Ops and Product already wrote off Brand Marketing so there really wasn't a ton of love anywhere.

What made it work (at first) was a forced top down mandate of having to measure over a Billion in spend.

Over time things got easier when teams realized my team was there to be an ally instead of an auditor. And since then the team has been able to prove countless times the value of Brand Marketing which is why you see Uber doubling down on it. 

Looking back I completely get why the teams felt the way they did. 

What I admire even more is how much we were willing to work together and experiment to find a partnership that worked.

That's where most companies fail: the cultural ability to stand things up just to see what happens. 

–
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CMO: I need better data to prove Marketing ROI! 

Head of Analytics: What data are you missing?

CMO: Better attribution. Cleaner tracking. More sophisticated modeling.

Head of Analytics: We have all of that. You're not using it.

CMO: What do you mean?

Head of Analytics: I've sent you two incrementality test results in the last two months. You haven't acted on any of them.

CMO: Because the results didn't make sense.

Head of Analytics: They didn't match your intuition. That's different.

CMO: One test said our biggest channel had zero incremental lift. That can't be right.

Head of Analytics: Why not?

CMO: Because we've been investing in it for years. The attribution shows strong performance.

Head of Analytics: And there's your problem. You don't have a data problem. You have a "willing to be wrong" problem.

CMO: That's harsh.

Head of Analytics: But accurate. Every exec says they want proof. What they really want is validation.

CMO: So what do I do?

Head of Analytics: Start by defining what result would change your mind. If no answer would make you cut that channel, stop asking for data.

CMO:  You know CEO won't accept that.

Head of Analytics: Then get aligned on decision criteria before you ask for my team to put together something or work with me more. 

CMO: How do other companies do this?

Head of Analytics: The good ones decide what they'll do if the test shows X, Y, or Z before running it. Been reading Sundar's posts and it's something we need to commit to in the briefing phase. What metric do we want to measure and what decisions would we make?

CMO: Okay, I can accept that. I want to get better!

--
🔔 Follow Sundar for Marketing Strategy & Science
👉 Join 2.6K+ Marketing leaders who read my weekly playbooks on how to prove, optimize, and scale ROI: https://lnkd.in/gxR5c4Xd

Sebastian Hewing 🚀 is my next guest on experiMENTAL Newsletter & Podcast! 

He's a data and AI advisor to VC and PE-backed startups after working at some of the fastest growing startups ever with Rocket Internet SE.

On today's episode we chat about: 
• how to build data setups that empower, not babysit, your stakeholders
• a three-step framework that’s helped 40+ companies
• best traits of high-leverage your first analytics hire
• why solution-first thinking fails data teams

My favorite quotes from our conversation:

"I always implement a role that I call the super user, which
is a role that that I think is lacking in a lot of data setups and causes all kinds of problems."

"I think it's a very poetic point. The data advisor is not coming in for the data analyst they're coming for to help out another function."

"I think there's the pre AI problems and then there's the pre AI challenges and then there's the additional challenges that come with everything that's happening around AI."

Sebastian is by far one of the best data leaders I've had the pleasure of chatting with and if you're either a data leader looking to uplevel or a stakeholder looking to learn how to best implement data practices, this one's for you.

Tune in wherever you love listening to podcasts:
Listen: https://lnkd.in/ebSGnypU
Watch: https://lnkd.in/gPacUgjP
Subscribe: https://lnkd.in/gPacUgjP

Head of Marketing Data Science at Uber where I optimized $1Bn+ in spend across Brand, Performance, and Lifecycle → Sharing the playbooks top Consumer Tech Marketers use to prove, optimize, and scale ROI

New playbook dropping tomorrow: How to scale Meta 

But I'm going beyond the normal tactics.

Most "playbooks" I see only talk about account changes from within the Meta platform focusing on ad and campaign structures.

That's fine, but that doesn't let you scale to the full potential.

You have to also include:
1. Full funnel campaigns
2. Product improvements
3. MarTech investments
4. Foundational experiments

Without these building blocks, you hamstring your ability to scale Meta. 

And for most companies, Meta is the #1 ad channel.

So, tomorrow I'm dropping the playbook top Consumer Techs use to prove, optimize, and scale Marketing ROI on Meta. 

Join 2.6K+ other Marketing leaders from companies like Uber, DoorDash, Amazon, Spotify, and more by subscribing here → https://lnkd.in/gxR5c4Xd

Marketers, what do you want to read? 

I’ve spent a decade in Consumer Tech Marketing including 5 at Uber where I optimized> $1Bn+ in Marketing across Brand , Performance, and Lifecycle Marketing. 

I also built Uber’s Brand Marketing Data Science team so what it’s like to spin up that function from 0. 

I usually write about:
- Marketing insights / analyses 
- Measuring marketing (Brand to lifecycle)
- Building Marketing Data Science functions 

… and anything else at the intersection of Marketing strategy and science in Consumer Tech.

Let me know in the comments below!

Measuring marketing is NOT about the latest and greatest tools.

A successful strategy has 4 components: 

1. Goals
2. People
3. Culture
4. Channels

Goals 
⮑ What is the business trying to accomplish? 
⮑ How does Marketing fit in?

People
⮑ What skillsets do you have?
⮑ What's the hiring roadmap look like? 

Culture
⮑ Are you willing to experiment?
⮑ Does leadership understand the risks?

Channels
⮑ What are the main channels used?
⮑ Are we launching new ones?

If you find yourself struggling to prove the ROI of Marketing, take a step back and figure out which of these 4 places is lacking. 

The most successful Marketing Science teams start at the top. 

The tools are never the answer. 

What’s the number one thing you focus on to implement an effective measurement strategy? 

--
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This visual perfectly captures what building experiMENTAL Newsletter & Podcast has felt like.

After my short stint as an FTE this year, I was super stoked to go full steam ahead on my newsletter and podcast about Marketing in Consumer Tech. 

It let me chase the joy of sharing everything I've learned in my career while having the ultimate flexibility to hang out with my kids and wife.

But then you run your family's financial model.

And reality sets in that your passion has to be a business.

Writing an article goes from shipping for fun to shipping and tracking if people opened, read, and converted. I'm microanalyzing every survey response or piece of feedback. 

It sucks the fun out of writing and I couldn't put my finger on why until I saw this chart from Peter Walker.

Simply, the largest change in happiness happens after "Initial Enthusiasm" when it becomes "Reality sets in". 

It has by far the steepest slope (1st derivative for you math nerds). 

And that's where I'm at.

It's scary. 

And the only thing that gets me through? 

Unwavering faith in my work. 

Faking it til I'm making it. 

Experimenting. Pivoting. Grinding.

And now I get why founders have this insane ability to force visions and missions because that's what's required.

Not only do I want to believe I produce the best content on Marketing Strategy & Science in Consumer Tech, but I have to. 

I have to believe my sh*t is worth reading.

I have to believe it's worth buying.

I have to believe it's worth it.

Because then everyone else will too.

Love, 
Sundar

Dear post reader, 

Happy Thanksgiving from 0-3 weeks ago! 

I can not control when this surfaces, but I hope you have fully recovered from the binge eating, career sh*t talking, and your football team’s loss. 

I also hope that you were able to celebrate with everyone you were thankful for and that you recognize the good things going on in your life even if it’s surrounded by some other bad. 

Happy Thanksgiving! 🍽 🦃 🥘 🌽 

Sincerely,
Sundar

My next podcast guest is Mattia Santin, Senior VP of Marketing at Contentsquare (ex Hotjar, Uber)! 

On today's episode we chat about: 
• the career leaps that shaped his approach 
• what happens when CMOs get their hands dirty 
• why too many marketing teams mistake motion for progress 

and much more.

My favorite quotes from our conversation:

"The first thing I do is spend as much time as possible talking to people"

"You have to go down, into the trenches also in the numbers and understanding, making your own assessment of what, what you're seeing"

"Everybody was pushing me to spend more. It, it didn't feel right, in part because I never had that experience, in part because I didn't feel comfortable in our measurement and our ability to understand truly ROI."

Mattia is a brilliant strategist AND executor knowing how to drop in and build impactful Marketing teams. If you’re looking to get a leg up on how to navigate strategy, scale, or structure inside a fast-growing company, this one’s for you.

Tune in wherever you love listening to podcasts:
Listen: https://lnkd.in/gFGjqJ3e
Watch: https://lnkd.in/gueY5bYq
Subscribe: https://lnkd.in/gxR5c4Xd

‼️Launching accelerator: babY Combinator

Focused on seed and preseed stage for founders aged 7 and below. 

The new generation is born with AI from day 1 and understand the technology better than anyone.

In addition, when they build products for their peers, that demographic will have the highest LTV with an average of 75-80 years ahead of them. 

The math is undeniable. 

There of course will be some challenges:
- Additional facilities for diapers
- Cofounder tantrums 
- Naps 

But we believe we can over come them and create the next generation of truly generational founders. 

It is never too young to ride the AI wave. 

DM me if you want to be an LP. 

If you’re sold, skip the convo and Venmo me

When I built Uber's Brand Data science team, I knew NOTHING about Brand. Looking back it was the most eye opening experience in Marketing I've ever had. 

Like most Marketers, I had an upbringing in Performance Marketing.

1. Highly measurable 
2. Rapid execution
3. Easily testable

So, when I took the role, I felt like I was giving away all of the things I loved being a data scientist.

Boy, was I wrong. 

First, I got to work with world class Brand Marketers who had this amazing ability to tell complex stories with a simple image. I learned so much. 

Then, I had to partner with them to prove ROI on a BILLION+ dollars of spend. The impact of what I was working on was immense. 

Finally, I was part of a handful of Consumer Techs using modern techniques to measure Brand Marketing ROI. I was at the cutting edge causal inference techniques and econometric modeling. 

The next wave of Consumer Tech marketing is already seeing more focus on Brand Marketing.

We've seen campaigns from OpenAI and Anthropic and scaleups we wouldn't normally see.

If you're on the edge, here's what I can tell you from empirical evidence:

Do it.
Invest in it.
Stay consistent.

The impact is tangible.
The impact is measurable.
The impact is eye opening.

–
👉 Join 2.6K+ Marketing leaders who read my weekly playbooks on how to prove, optimize, and scale ROI: https://lnkd.in/gxR5c4Xd

As 2025 ends, here are some Marketing phrases we should retire before 2026 starts:

1. “Correlation doesn’t mean causation”
2. “Can you make it go viral?” 
3. “What’s the real in platform ROAS?!”
4. “Brand Marketing is too expensive”
5. “Need to cut cost. Ramp down marketing”

What else should we add to the list?!!

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The Battle

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