Transform Differently

Socium10X was never about just consulting but making transformation REAL. 

Now, that mission is scaling.

Socium10X is now part of Transform Differently, a venture built to take everything that worked and drive impact at an even greater scale. Alongside Paul Cobban, Nicola Tyler, and Steve Robson, we’re cutting through the noise and making sure businesses stop wasting time on change that doesn’t stick.

We don’t do change the usual way.

➡️ Where others sell transformation, we make sure results happen.
➡️ Where others drown in strategy decks, the focus stays on what moves the needle.
➡️ Where others complicate, the goal is always simple: people, results, and action.

My role? Helping leaders stop wasting time on change that looks good on paper but fails in reality.

Transformation keeps businesses alive.

Most leaders believe more consultants, more processes, and more engagement programs will fix the problem. That approach makes everything harder than necessary.

At Transform Differently, everything that slows businesses down gets stripped away, including pointless reports, unnecessary approvals, and outdated thinking. The focus stays on what makes real change work: people who own what they build.

What Makes Us Different?

➔  No fake engagement programs. Surveys do not create buy-in. People commit when work leads to something real.

➔  No empty leadership slogans. Mission statements do not drive action. Leaders who back their words with real change do.

➔  No wasted talent. Too many businesses lose great people by killing creativity and slowing down decisions. The goal is to build workplaces that move fast and make sense.

Nothing changes until leaders stop getting in their own way.

If your organisation needs real, lasting change, not another report, let’s talk.

https://transformdifferently.com/

Founder

The Lekker Network

The Lekker Network is a community for South Africans (Saffas) to connect, share opportunities, and do business together on a global scale. As a founding member, I’ve been involved in shaping an environment that promotes collaboration and growth. Our mission is to create meaningful pathways for South Africans, wherever they are in the world.

Founding Member

TheChangeCo

As the Founder & Transformation Specialist at TheChangeCo, I am committed to meeting customers' needs and delivering real, measurable objectives and results.   Our philosophy is that technology is only part of the solution; real success comes from the people who drive these solutions forward. 

Notable transformations include:

Leadership Development | HFW | 2024-2025
Leadership development providing expert guidance and tailored strategies to help individuals and teams  enhance their leadership skills, improve team performance, and achieve their goals effectively.

Transformation | People’s Partnership, ITV, HSBC, Deloitte | 2016-2022
Led digital transformation initiatives, creating agile methods, optimising platforms, and achieving cost efficiencies.

Strategy, TOM, and Cost Efficiencies | Liberty Insurance | 2015
Created a 3-year roadmap, delivered 30%+ cost savings, and led a contact centre outsourcing, saving £6M annually.

Strategy, Change, IT, and Operations | Harrods Bank | 2013-2014
Delivered a regulatory plan and re-issued the banking licence. Negotiated a £20M+ digital platform outsource. Developed a TOM to reform IT and operations, launching new products.

Business Strategy and Growth | Aldermore | 2012-2013
Defined and executed the 3-year strategic roadmap, achieving 30%+ ROI.

Internet Banking Transformation | Lloyds TSB | 2007-2008
Enabled online customer interactions, anticipating a £100M revenue increase over five years.

Infrastructure and Technology Transformation | Barclays | 2005-2006
Transitioned 5,000 staff to the new Global Head Office, including an infrastructure refresh as part of a £100M programme.

These experiences allowed me to transform businesses, empower teams, harness technology, and put customers first in delivering sustainable results.

My passion for transforming organisations by empowering teams, simplifying processes, and leveraging technology to enhance customer experiences is at the core of my work at TheChangeCo.

Founder and Transformation Specialist

Socium10X

We're not your usual consultancy.

➡️ Where others land and expand, we help you simplify to amplify.

➡️ Where others focus on everything, we focus only on what adds exponential value.

➡️ Where others might fix symptoms with technology, we create lasting ones.

My role? Encouraging dreamers to see their biggest goals as achievable. I streamline challenges so clients can maximise their potential. Through our 10X philosophy, we remove self-imposed limits on ambition.

Within organisations, I promptly streamline the obstacles hindering 10X progress—talent gaps, innovation paralysis, and outdated tech constraints. This process optimises operations to maximise the team's potential.

Our services are holistic, integrated, bespoke to your needs, and delivered by global experts.

𝗬𝗼𝘂𝗿 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗣𝗲𝗼𝗽𝗹𝗲
Our solutions are tailored to your people and designed to meet them where they're at. We do this by making use of the latest neuroscience and behavioural psychology strategies to coach and empower them, tapping into the 10X potential within each person to ignite transformation from the inside out.

𝗩𝗶𝘀𝗶𝗼𝗻, 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝘆
We look to understand your bold vision, and we aren't afraid to make it even bolder, providing unparalleled focus and simplicity in achieving your objectives.

𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗿𝗼𝗰𝗲𝘀𝘀
Simplicity is the cornerstone of 10X thinking. We refine your systems and processes to amplify efficiency, focusing on the critical 20% that will drive remarkable results for you.

𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
We make change fast, fun, and purposeful, harnessing the power of innovation to create cutting-edge products, services, and solutions that captivate your customers and fuel your business growth.

𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲
We use technology as a catalyst for growth, not just a solution to problems. We'll help you prepare for the future with capabilities in AI, data, RPA, and more.

Founder & CEO, Transformation Specialist and Coach

Partners in Change Consulting Limited

As Digital Delivery Director, I applied my expertise in strategy, digital solutions, technology, and agile methodologies to support clients through digital transformations.

Partners in Change Consulting Limited strongly believes that successful and sustainable change demands a partnership approach from everyone involved at every stage. They pride themselves on being remarkably flexible, allowing clients to buy exactly what they want, how they want it, without paying for full-time consultants unless needed.

The company is calm, caring, and collaborative, taking the stress and heavy lifting out of change programmes. With their in-house team and a network of over 900 change experts, Partners in Change Consulting Limited can build the team needed to deliver brilliant change at prices often 25% or more below their "big consulting" competitors.

With over 25 years of experience in transforming companies across banking, insurance, investment management, legal, utilities, media & entertainment, and professional services, I was well-equipped to guide organisations through their change initiatives.

My strong track record in leading start-ups & turnarounds, driving business and technology transformations, and holding executive accountability for Strategy, Change, IT, and Operations positioned me as a valuable asset to Partners in Change Consulting Limited and its clients.

As a trusted advisor to senior executives and a skilled leader who had managed large teams and budgets, I brought a customer-centric approach to my role. I focused on delivering digital solutions that enhanced customer experiences and drove business growth.

Digital Delivery Director

Accenture

As a Senior Manager at Accenture in the early 2000s, I played an important role in the company's Financial Services eCommerce practice, which was based in London. 

My primary responsibilities were client delivery, business development for Customer Relationship Management (CRM) solutions, and driving change initiatives.

Accenture is a global professional services company that provides a wide range of services and solutions in strategy, consulting, digital technology, and operations. With a workforce of over 700,000 people serving clients in more than 120 countries, Accenture is at the forefront of creating 360° value for its stakeholders.

I led a Chordiant CRM implementation for the Bank of Ireland, targeting a £50M revenue boost in 3 years. I also led a Chordiant CRM implementation for Lloyds TSB, improving customer process efficiency and reducing their annual operating expenses by an estimated £15 million.

I was nominated for the Accenture Partnership for the 2001/2002 global promotion cycle.

I had the privilege of working alongside some of the brightest minds in the industry, collaborating and leveraging cutting-edge technologies to deliver innovative solutions. The exposure to clients, projects, and methodologies honed my skills in strategic thinking, client management, and leading high-performing teams.

My experience at Accenture was transformative, shaping my approach to problem-solving, client engagement, and delivering value-driven solutions. The knowledge and skills I acquired during this time are a solid foundation, enabling me to move forward confidently and quickly in the ever-evolving business and technology domains.

Senior Manager

ea Change Group

As a Senior Associate at ea Change Group in the late 1990s, I played a key role in growing the company's eBusiness practice and consulting on numerous engagements across the financial services industry. 

ea Change Group was founded in 1998 to address issues surrounding euro integration but subsequently expanded into providing project and program management services. I reported directly to the CEO and was responsible for expanding the eBusiness practice.

ea Change Group is a people-conscious and socially responsible resourcing company that prioritises long-term partnerships with clients, ensures the well-being of candidates, and trains the next generation of consultants. The company's values resonated deeply with me, as they believed in making a positive difference in people's lives.

I worked closely with clients to understand their unique requirements and collaboratively develop tailored solutions. The company's consultants are subject matter experts, allowing for flexibility in service delivery.

One of my key achievements was contributing to the successful changeover to the Euro for Deutsche Bank in 1999. Additionally, I developed a business case for a dot-com venture that sought an investment of £25 million, with an estimated incremental revenue of £100 million over five years.

My experience at ea Change Group was deeply enriching and aligned with my values. The knowledge and skills I acquired have served as a solid foundation for my professional growth.

Senior Associate

J.P. Morgan

Global ERP and Process re-engineering specialist

Project Manager

Andersen Consulting

Developer, Integration and ERP specialist

Senior Consultant

I've spent 30 years helping people and organisations turn "impossible" into real, measurable success. 

Not through long-winded strategies but through unlocking the potential that's already there.

Now, I'm taking it further.

I co-founded Transform Differently to change the way organisations grow, adapt, and succeed. Too many businesses overcomplicate change, adding more layers, more consultants, and more processes that slow everything down. That doesn't work.

Real transformation happens when leaders remove barriers, give people ownership, and focus on results that matter. That's what I do. 

I coach, consult, and challenge leaders to make change real, not a corporate slogan or a one-time project, but something people believe in.

What drives me?

✅ Keeping things simple because clarity moves businesses forward faster.
✅ Helping leaders remove obstacles instead of creating more rules.
✅ Building high-performance cultures and teams that don't rely on engagement programs.
✅ Creating transformation that lasts because people drive it, not because a policy says so.

Success comes from people, not processes. If you're ready to build something that works, let's talk.

Craig Gillham

🚀 New in The 90-Day Transformation Roadmap, Part 2: Getting Your Head Straight

The first month of any transformation is where most leaders stumble. It is rarely because they do not know what to do, but because they avoid the uncomfortable truth of facing reality.

This edition is about cutting through the noise, uncovering what is really holding your organisation back, and building the clarity, alignment and courage to lead meaningful change.

👉 Read Part 2: Days 1–30, Getting Your Head Straight.

Delivering Growth, Turnaround & Value Creation | Transformation Leader | £100m+ Change Led Across PE, Founder-Led & Corporate Businesses | Making Change Stick

Part 2: Getting Your Head Straight 👋 Welcome back This is Part 2 of my four-part series, The 90-Day Transformation Roadmap — a practical guide for le

Open article: 🧭 The 90-Day Transformation Roadmap by Craig Gillham • 3 min read

It's that time again, everyone.  Happy Friday 😊

If you work with people (and let’s face it, we all do), this one’s a must-read.

I’m currently deep into Surrounded by Idiots by Thomas Erikson and it’s one of those books that makes you laugh, wince, and nod in recognition, often all at the same time.

It’s a brilliant exploration of why we misread each other at work, why some conversations flow and others crash, and how small shifts in understanding can change everything about how we connect.

Erikson uses colour profiles (Red, Yellow, Green, Blue) to bring personality dynamics to life and the humour in it is gold. It’s not about labelling people, it’s about learning to listen, adapt, and stop assuming everyone thinks like we do.

What I love most is how it makes you laugh at yourself first. It’s a reminder that real leadership isn’t about managing others, it’s about understanding them.

If you get the chance, pick this one up. It’s fun, sharp, and surprisingly humbling.

💡 Favourite takeaway so far:
“When you realise everyone else isn’t an idiot, you start to lead differently.”  
…and it got me looking in the mirror too 😆

#Leadership #Communication #SelfAwareness #Transformation #PeopleFirst #ContinuousLearning

We all have self-doubt. The difference is what we do with it.

Kobe reminds us — confidence isn’t the absence of fear, it’s the courage to move with it.

Self-doubt can be a teacher if we let it. 💭🔥

#Leadership #Growth #Mindset #KobeBryant #Resilience

💥 90-Day Transformation Roadmap | Part 4 of 4
Days 61–90: Embedding Change and Handing Over the Keys

If you’ve followed this series with me, you’ll know the first 60 days were all about getting aligned, earning trust, and building momentum.  Now we’re in the final stretch, where it’s time to prove it works.

This stage is where theory meets reality. It’s about execution that sticks, creating feedback loops that keep learning alive, and helping your people take ownership so change outlives the programme.

If you’ve ever wondered why some transformations fade while others fly, this one’s for you.

👉 Read the full piece below and discover what it really takes to make change last.

#Transformation #Leadership #ChangeManagement #Culture #Execution

💥 90-Day Transformation Roadmap | Part 4 of 4 Days 61–90: Embedding Change and Handing Over the Keys The final stretch. You’ve done the alignment. Ma

🔹 Welcome back to The 90-Day Transformation Roadmap

Part 3: Days 31–60: Designing With Reality
“Not in a Conference Room.”

The hardest part of transformation isn’t strategy, it’s honesty.

This next phase is all about designing with reality, not against it.  It’s where you step out of the slide deck and into the business, mapping how work really happens, not how we wish it did.

Over the next 30 days, we’ll focus on:
✅ Finding the truth in your processes, not the theory
✅ Identifying what really drives or delays value
✅ Building networks of people who make change stick

Because transformation doesn’t fail in design.
It fails when the design ignores reality.

Newsletter 3 – Days 31–60: Designing With Reality (Not in a Conference Room) By this stage, the groundwork is complete: reality has been faced, the po

Open article: 🧭 The 90-Day Transformation Roadmap by Craig Gillham • 2 min read

After Monday’s post about Surrounded by Idiots and how we all see (and misread) each other at work… I couldn’t resist sharing this absolute gem.

🎥 https://lnkd.in/e6N4eqhr

If you’ve ever wondered why people do the things they do — and you fancy a good laugh while learning something real about human behaviour — this one’s worth 20 minutes of your day. (skip the advertisement)

It’s funny, sharp, and full of those “yep, that’s me” moments.
Trust me… It’s time well spent. 😄

#Leadership #People #SelfAwareness #Communication #ContinuousLearning

Open video: Know Their COLOR and Influence Anyone [Surrounded by Idiots – Thomas Erikson] on youtu.be

Know Their COLOR and Influence Anyone [Surrounded by Idiots – Thomas Erikson]

Cue Studios

Cue Studios helps founders turn expertise into influence. I built it after years working across content, partnerships, and strategy, combining those skills to help entrepreneurs show up consistently and credibly online.

• Led personal brand strategies for 30+ founders across SaaS, fintech, healthtech, and Web3
• Built async content systems: founders record once, we turn it into weeks of posts and videos
• Ghostwrote 1,000+ LinkedIn posts, newsletters, and video scripts
• Helped clients generate inbound leads, speaking invites, hires, and partnerships
• Delivered frameworks to boost content performance by up to 400% on LinkedIn

All-Access (AAA)

Supporting growth and investor engagement for AAA, a smart event platform backed by Spartan Labs and Arche Fund.

I advise on brand strategy, investor positioning, and founder-led content to help shape how the company shows up to the world.

• Working closely with the founding team on messaging, marketing, and capital strategy
• Helping define how we communicate value to partners, investors, and early users
• Developing content and positioning that builds trust across Web3 and traditional markets

If you're an investor interested in next-gen fan engagement and event tech, feel free to reach out.

Head of Strategy (MENA)

Another Excuse

Conversations with founders who’ve done the hard part: getting started, and keeping going.

I host long-form interviews with entrepreneurs, operators, and investors to unpack what it really takes to build something sustainable. No fluff. Just sharp, honest lessons from people in the trenches.

• 70+ episodes with guests from SaaS, fintech, healthtech, and creative industries
• Topics include: founder psychology, content strategy, personal branding, early-stage growth, and long-term thinking
• Repurposed across LinkedIn, YouTube, TikTok, and a weekly newsletter

If you’re building something interesting and want to share the story behind it, reach out, I’m always open to good conversations.

Podcaster and Writer

Fetch.ai

Brief stint before realising my own thing was the way to go. I helped shape Fetch.ai's social strategy and manage content channels. Focused on storytelling for an AI agent-driven product.

• Ran successful social accounts on behalf of the business
• Created social calendars and wrote content aligned with product milestones
• Helped set up systems for consistent, scalable content production

Short stint, but key exposure to a large early-stage startup, learned how to build fast, without fluff.

Social Media and Content Manager

Sonder

Sonder is a personal branding agency — this is where I sharpened my skills in founder positioning and executive content.

• Ghostwrote for CEOs, founders, and operators across industries
• Built content strategies focused on real outcomes, not vanity metrics
• Helped develop brand voice, narrative, and messaging frameworks for clients
• Supported campaigns across LinkedIn, personal sites, and internal decks

This was my transition from general content into personal brand leadership.

Content Manager

We're Sonder, a London-based personal brand consultancy working with Founders, CEOs and Senior Leaders of global enterprises at the forefront of innovation.

Unlike other personal branding entities, we don’t quantify only vanity metrics as ‘success’, instead, we adopt a holistic approach to personal branding that achieves actual results in the form of strategic opportunities for our clients and their businesses.

From startups to Fortune 500s, we are defined by our ability to seamlessly integrate into a diverse range of often complex business ecosystems, providing value that far transcends just personal branding.

Beyond the success we achieve for our clients, we are proud to create and shape narratives that define culture and affect meaningful societal change.

Copywriter

VAT IT

Owned channel partnerships and supported internal comms at a global tax recovery firm.

• Managed B2B relationships with enterprise clients and channel partners
• Wrote internal comms and supported brand messaging
• Learned how to align stakeholders across sales, product, and operations

This role taught me how to work cross-functionally, essential now when working with busy founder clients.

Channel Manager

Nifty Nuggets (NFT Project)

• Developed dynamic scripts for content advertisements to amplify product awareness and drive demand.
• Produced engaging YouTube content through meticulous video editing and crafted compelling Twitter • CTA posts to attract target audiences.
• Formulated and executed successful brand image and voice strategies to enhance the project's appeal and reach.

Marketing and Content

0xA Technologies

• Developed and executed effective social media and brand identity strategies to increase company awareness and engagement.
• Established content channels and created compelling content to drive traffic and generate leads.
• Conducted in-depth interviews with founders to gain valuable insights into our tool and better understand market needs.
• Delivered detailed market reports that informed decision-making, resulting in improved product positioning and increased revenue.

Marketing Specialist

Local schools

English Teacher

MC World

• Conducted research and development initiatives to enhance overall operational efficiency.
• Managed components to ensure seamless integration and optimization of resources.
• Facilitated effective communications management across teams, resulting in improved collaboration and organizational alignment.

Operations Manager

Helping Founders Become Thought Leaders | Founder of Cue Studios

You’re already sitting on a goldmine (your personal brand). Let’s unlock it.

I never set out to "build a personal brand." I just started sharing what I knew.

And then, something unexpected happened. Opportunities started coming my way. Clients. Speaking invites. Partnerships.

That was my first “aha” moment. This isn’t just posting online. It’s a growth engine.

Most founders ignore their personal brand. Here’s why that’s a mistake.

Right now, you’re running a business. You’re solving problems. You’re having conversations every day that could be turned into valuable content.

But instead:

• You don’t know what to talk about
• You’re not sure how you want to come across
• You’re not leveraging your experience to attract the right people

What if I told you you don’t have to do anything extra?

Your daily insights are already content. You just need the right strategy to get it in front of the right people.

This is where I come in.

I help founders turn their expertise into authority without wasting time or chasing vanity metrics.

What I do:

• Define your personal brand. Who you are, what you stand for, and how you should show up online
• Create the right content for the right audience so you attract clients, investors, or opportunities
• Develop a system so your brand runs without taking over your life

And here’s what happens when we get it right:

• Speaking engagements on top-tier stages
• Inbound leads and investment opportunities
• Industry recognition that makes you the go-to name in your field
• A network of high-value relationships that drive your business forward

I’ve helped tech founders, Web3 builders, and executives grow their influence and I can help you do the same.

So, what’s your next move?

You can keep letting others control the narrative about who you are.

Or you can start shaping it yourself and attract the kind of opportunities that change everything.

DM me or book a call. Let’s make your brand work for you.

Byron Grealy

The hardest part of building a personal brand? 

It’s sticking with it.

Over the last year, on this platform, I’ve seen so many people come and go. 
And some even come back again.

The problem isn’t creativity. 
It’s consistency.

And it’s funny, because consistency is both the hardest and the simplest part of this whole thing.

Hard, because life happens. 
Priorities shift. Posting slips down the list.

Simple, because there’s no trick to it.
You just keep showing up, every day, or every other day, and keep going.

Look at the biggest creators on here.
They’ve been doing this for years.
They’re not just building an audience, they’re compounding momentum.

And as their lives get more complicated, more clients, more travel, more everything, they’re still consistent.

Why?

Most of the time, it’s not because they’re more inspired or more motivated.
It’s because they have systems.

If you don’t have structure, this stuff gets overwhelming fast.
But if you do, even a simple one, it gets easier to stay in motion.

So here’s your reminder to keep showing up.
Even if it’s imperfect. Even if it’s not your best post.

Published beats perfect.
Every time.

You’re showing up all over LinkedIn, comments, DMs, search.

If your profile photo sucks, that’s the first impression you’re making.

Your headline doesn’t matter if no one clicks.
Your About section doesn’t matter if no one gets that far.
Your content doesn’t matter if your face is a blurry pixel.

That tiny little circle shows up next to your name, everywhere.

And it still surprises me how little thought people put into it.

I spent five minutes scrolling LinkedIn and saw the same familiar types:
• The blurry car selfie
• The graduation photo from ten years ago
• The sunglasses-at-the-beach shot
• The cropped group photo
• The full-body pic where your face is barely visible
• And of course… the company logo

To make the point clearer, I made a visual with AI-generated examples.
And for the record: I wouldn’t recommend using AI for your actual profile photo.
People can usually tell, and if your goal is to build trust, that has the opposite effect.

The good news is, you don’t need a professional photographer.
You just need a bit of intention.

Here are a few simple tips:
• Stand facing a window, natural light makes a big difference
• Frame it shoulders up so your face is actually visible
• Keep the background clean
• Look approachable (seriously, just look like someone people want to talk to)
• Avoid weird angles, heavy shadows, and filters that don’t look like you
• And make sure it actually reflects your personality

Your profile photo should feel like you.
If you’re relaxed, show it.
If you’re bold, own it.
If you’re more polished and professional, that’s fine too.

This stuff seems small.
But it sets the tone before you’ve said a single word.

It’s worth getting right.

Security isn’t about having something stable anymore.

It’s about being someone adaptable.

With AI advancing, companies going under, and people being let go, there’s a lot of fear right now, and understandably so.

But fear, in this case, usually comes from a place of helplessness.
If you’re afraid of what your future looks like, it’s probably because someone else has control over it. 
And that’s never a good position to be in.

I know everyone’s situation is different, so I can only speak from my own experience.
For a long time, having a job felt like the ultimate form of security.
Now it doesn’t.

Security, to me, is being in control of my future, continuing to learn, staying relevant, growing new skills.
Because that’s the part you can control.
Anyone can learn and upskill. You just have to decide to.
Waiting for life to happen to you won’t get you anywhere.

And the truth is, the bare minimum doesn’t cut it anymore.
It used to. You’d send out a few job applications, do an interview, and get the job.
Now it’s competitive. Everyone’s going above and beyond to stand out.
AI is probably doing half the applications, and people hiring know that.

The same goes for business.
Doing what’s “in demand” isn’t enough anymore.
It’s easy to copy a business that’s making money, but it’s hard to copy a brand, a feeling, a community.

In every industry, in every profession, there’s always something extra you can do to stand out.
Most people already know what that thing is. 
They’re just not doing it.

And maybe that’s the difference between staying stuck and staying afloat.
Because it’s never too late to start.

Negative headlines get 2.3% more clicks.

And we wonder why the internet feels like chaos.

But the same rule applies to your content.
People don’t react to information.
They react to emotion.

That’s where top-of-funnel content comes in.
It’s not there to sell.
It’s there to make people feel something.

It could inspire them.
Frustrate them.
Divide them a little.

Because a reaction is always better than indifference.

And there’s no single formula. 
It depends on your brand.

I’ve seen creators drop the C-word mid-post, on purpose.
Not for shock value, but to say: if that offends you, you’re not my people.
It worked.
It repelled the wrong crowd and pulled the right ones closer.

That’s the game: emotion > neutrality.

Here’s what it looks like:

✅ Positive: Sharing your story of going jobless to independent.
Finally taking a risk that paid off.
Those posts inspire some, irritate others, but no one scrolls past feeling nothing.

❌ Negative: Commenting on UK train chaos, cost of living, or the digital ID rollout.
Everyone’s got a take. Which means everyone engages.

The trick isn’t to chase drama.
It’s to anchor emotion to you.

Trains are a mess - so you introduced a travel allowance.
Strikes hit - so you told your team to stay home.
That’s not a rant. That’s leadership. That’s branding.

Yes, it's sad that negativity spreads faster than positivity.
But when you use it with intent, to show values, spark emotion, or humanise your work, it builds connection, not chaos.

You don’t need to drop the C bomb.
You just need to make people feel something.

Still treating your About section like an afterthought?

That might be why no one’s reaching out.

Writing it is awkward.
You’re supposed to talk about yourself, but not too much.
Sound professional, but not stiff.
Add personality, but stay on brand.

So most people play it safe.
They default to a dry bio, full of buzzwords, or something that doesn’t actually say anything.
And don't get me started on the ones written in the 3rd person. 

But your About section isn’t just a nice-to-have.
It’s positioning.

Whether you’re building a business or looking for a job, you’re selling something.
And if you’re selling, you need to know two things:
Who are you talking to?
And what exactly are you offering?

It still needs to sound like you, but it also needs to do something.

Here’s what actually works:

1. Lead with clarity
The first two lines are everything.
Don’t waste them being clever.
Say what you do and who it’s for, clearly and quickly.

2. Write like a person
If it reads like a LinkedIn bio from 2011, it’s not helping you.
Write like you’re explaining what you do to a smart friend in a different industry.
Cut the jargon. Keep the voice.

3. Add a point of view
What do you care about? What do you want to be known for?
Even one sentence that shows how you think makes you more memorable.

4. Speak to their pain
Whether it’s a hiring manager or a potential client, show them you get it.
What problem are they stuck with? What’s broken? What’s keeping them up at night?
If you can name their problem better than they can, you’ve already built trust.

5. Explain what you actually do
Not your job title, the outcomes.
What problems do you solve? What kind of work do you love doing?
This is where you connect the dots between their pain and your expertise.

6. Make the next step obvious
Looking for work? Say what kind.
Freelancing? Mention the types of projects.
Even something simple like “open to interesting opportunities” helps.
Don’t make people guess.

7. Keep it focused
This isn’t your life story.
It’s a filter to help the right people get what they need and move one step closer to you.
Cut anything that doesn’t serve that.

You don’t need it to be perfect.
You just need it to sound like you and be useful to the person reading it.

That’s what makes it work.

People can spot BS faster than ever.

If you’re not practicing what you pitch, it shows.

Had a chat with a friend the other day about how often we’re pitched by people who clearly don’t do the work for themselves.

You know the type, same recycled script, zero research, clearly copy-pasted.
I’ve had people pitch me the exact services I offer, without realising who they’re pitching.

That’s the problem.

Too many people think the hard part is crafting an offer, writing a clever hook, or blasting out 100 DMs.
It’s not.

The hard part is proof.

No one jumps on a call right away anymore.
They click your profile.
Skim your content.
Scan your site.
And ask: “Do I actually believe this person can do what they say they can?”

Most of the time, the answer’s no.

You can’t sell personal branding if your profile’s a ghost town.
You can’t sell lead gen if your calendar’s empty.
You can’t sell growth if you’re not growing.
And no, taking a few pics in front of a rented lambo doesn’t count.

People aren’t looking for perfection.
They’re looking for proof. For consistency. 
For something that feels real.

And spare me the “too busy with clients” excuse.
That’s not a flex. It’s a red flag.

If you’re actually good at what you do, your presence should show it, not hide it.

So before you hit send on your next pitch, ask yourself:
Would you believe you?

Think LinkedIn’s broken?

Or is your post just bad?

Everyone’s talking about reach being down.
Some are even panicking.
I’ve had a few people DM me about joining engagement lists, like that's the solution. 

But that’s never been how you grow here.

This isn’t one of those “how to fix your reach” posts.
I just want to share what I’ve noticed.

Over the last few weeks, LinkedIn’s feed has shifted.
It used to be predictable; you’d post, and your usual crew would see it almost instantly.
Especially if they’d engaged with you regularly.

Now, even if someone interacts with you all the time, they might not see your post for a few hours, unless they’ve turned on notifications.

At first, I thought it was a glitch.
But it’s not.

It’s a smart algorithm change. 

Because if your post only works on people who already know and like you… 
How valuable is it really?

What seems to be happening now:
LinkedIn tests your post first with people outside your inner circle.
If they pause, engage, or stick around, the algorithm sees that as a signal of value.
If they don’t? 
You don’t get reach, because you didn’t earn it.

It’s not perfect, but it makes sense.
Everyone says they want less recycled content and AI fluff; this is the platform's attempt at filtering for it.

So next time you post, don’t just write for the people who already follow you.

Ask yourself: Would someone brand new care about this?
If not, it’s probably not as strong as you think.

And that’s not a platform problem.
That’s a content problem.

taplio

The Battle

Craig Gillham

Byron Grealy

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Performance ScoreCraig Gillham's LinkedIn Performance

Performance ScoreByron Grealy's LinkedIn Performance

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taplio

The Battle

Craig Gillham

Byron Grealy

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);}Craig Gillham's LinkedIn Performance

Performance ScoreByron Grealy's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreCraig Gillham's LinkedIn Performance