Axe Automation

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Chief Executive Officer

Scalepath

Scalepath is an exclusive network of small business owners looking to grow themselves and their businesses

Founding Member

Google

Product Marketing Manager

Procter & Gamble

Marketing Manager

CEO, Axe Automation — Helping companies scale by automating and systematizing their operations with custom Automations, Scripts and AI Models

If you want to build a business that can work without you, you are in the right place. 

Keep reading:

If...

- You feel stuck.
- Your agency is at full capacity
- You want to grow the business, but you don't know how.
- You work with high-ticket clients so it’s all pretty manual.
- Your staff makes mistakes and misses deadlines all the time.
- You do great work, but your client relationship deteriorates over time.
- You feel like the whole business is completely reliant on you to do everything.

I can help you.

I was like you a few years ago.

It's stressful.

Good news is, I got through the tough days before and ended up exiting the business for a $7m payout in 2021.

But before I tell you how automation can fix all your problems,

Here's who I am and why you should care

Ed here. I sold my business for $7 million in 2021.

After that, I decided to start an automation agency to help other businesses scale, as I did.

The same thing I did to scale and exit my business before will work for you now: AUTOMATION!

Here are 3 reasons why it can help you:

1) Automation can do things in 1-minute that would take a human hours.

Think about all those backend tasks your staff struggles with. They should all be automated.

Once you pull the trigger, the automation is working 24/7 and does the job perfectly every time.

2) You can have a fully automated system live in less than 2 weeks.

Just map out tasks and start building. You’ll see the benefits instantly. 

To do things manually, you have to spend hours per day getting updates from staff. Such a waste of time. 

What if you had a dashboard on your phone that gave you full visibility across all projects, without having to check in on staff?

3) Automation is the best investment you can make.

Suppose you can handle 30 clients a year.

Your client LTV is $20,000.

If you have ZERO systems in place right now...

An investment in some simple automations would increase your capacity by 10-30% in the next 2 weeks. 

You'll take on an extra $60,000 to $180,000 worth of clients as a result.

Sounds great, right? 

So, I will be your Chief Automation Officer! 

I will:

- Create a business capability map that outlines everything you do every day.
- Tell you which processes should be automated, and which ones shouldn't to make sure you can spend as much time as possible with clients.
- Build the automated system for you in the most efficient and cost-effective way possible.
- Monitor the system 24/7 and fix bugs without you having to ask.

Let's talk: https://calendly.com/edaxe/automation-call

Ed Axe

Founder & CEO @ Mint & Lemon 🍋 | Building personal brands for startups founders and CEOs | Speaker | Startup Advisor

Hi, I’m Elisabetta 🙋🏻‍♀️ My journey has been defined by resilience, self-belief, and a commitment to continuous learning. From navigating language barriers to building and leading teams in successful startups, I’ve proven that determination and grit can take you anywhere.

I’m passionate about personal branding and the power it has to transform careers and open doors. LinkedIn has been a game-changer for me, and I believe it can do the same for you.

Here’s what we can help you achieve:

- Attract inbound sales
- Spark investor interest
- Attract and keep top talent
- Land speaking gigs and podcast invites
- Expand your network and business opportunities

Ready to take your personal brand to the next level?

✋🏼 Book a call here to work with us: https://calendly.com/elisabettamintnlemon/linkedinpersonalbrandstrategy

✋🏼 Want only a one-off LinkedIn power session? Book a call here: https://calendly.com/elisabettamintnlemon/1-1-linkedin-power-session

✋🏼 Brand Partnerships - Work with me on an influencer campaign: https://calendly.com/elisabettamintnlemon/30-minute-meeting-clone

Elisabetta Torretti

For International Women’s Day I've been asked to 👇🏼

- Speak on a panel for FREE
- Join a podcast that was “free for me”… but required two promotional posts
- Be featured in a magazine for £500
- Share my experience as a woman in business… for “visibility”

Funny how that works. The same week we talk about:
• the gender pay gap
• supporting women
• empowering female founders
Women are still expected to work for exposure.

Let’s call it what it is: 
Unpaid labour wrapped in a nice pink ribbon.

Ladies, start saying NO.
No free panels.
No “visibility opportunities.”
No discounted expertise because it’s International Women’s Day.

Equality doesn’t start with hashtags, it starts with paying women properly.

Instant red flags in a LinkedIn tagline 🚩

- 7-figure founder
- Forbes-featured
- ex (name of big companies)
- Top 1% smt (according to who?!)
- building in stealth (is this such a secret project no one can know about?!)
- DM me ‘SCALE’
- thought leader

Anything to add to the list?! 🤷🏻‍♀️

Last week was Mint & Lemon 🍋 2nd birthday.

2 years ago this started as a one-woman show.
Just me.
An idea.
And honestly… a lot of figuring things out as I went.

We had not one, but two pivots.
Today Mint & Lemon is not only a personal branding agency, but a full social media agency, with personal branding still at the core of everything we do.

Somewhere along the way… 
that one-woman show became a team of 6.

That part still blows my mind a little.
Because honestly, the journey hasn’t been pretty.

Not only the pivots.
But a lot of stress.
A lot of moments where I thought: what the hell am I doing?
And I definitely had to deal with a lot of sh*t along the way.
People trying to take advantage of you because you’re small.
People thinking they can push you around.
People assuming you won’t say anything.

One thing I learned quickly:
If you don’t stand up for yourself, nobody will do it for you.

Looking back, these 2 years taught me more than any job ever could.
Messy.
Hard.
Stressful.
But also incredibly rewarding.

I’m deeply grateful for the team we’ve built and for the clients who trusted us along the way.

Two years in.
And it still feels like we’re just getting started.

Happy birthday Mint & Lemon 🍋 🎂 💜

PS: Of course I'm cheering with a cup of tea 🫖 💁🏻‍♀️

IWD is coming.. but let's cut the fluffy BS and let's push the WOMEN of LinkedIn.
10 women you should follow NOW 👇🏼

1. Jessie Schofer - THE HR queen 👸🏼
2. Jingjin Liu - women empowerment at its best ⬆️
3. Mariya Valeva - your Finance queen☝🏼
4. Oana Leonte - your IP lady 👌🏼
5. Alya Annabi - empowering women 24/7 💜
6. Laura Wyer - Your FMCG go-to-recruiter 💁🏻‍♀️
7. Yasmeen De Piante - oh hello fellow Italian 🇮🇹
8. Carina Cunha - Advisor, Investor and much more 🟢
9. Shali Rana Reed - 100% Unfiltered content (and I LOVE IT) 👏🏼
10. Lea 🌈 Turner - I just love how your content is so raw and authentic ☺️

Anyone I should add to the list? 👇🏼

Everyone thinks a personal brand is “optional.”

My darling… wake up. It’s 2026.
It’s not optional anymore.

You must build your personal brand if you’re:

-> An early-stage founder.
Because you are the brand. You’re the salesperson, the fundraiser, the recruiter, the face of the vision. In the early days, people don’t buy the product. They buy you.

-> A CEO.
This is reputation management, PR on steroids. And if you’re not actively shaping the narrative around you and your company, someone else will. Silence is no longer neutral. It’s invisible.

-> In sales.
Your conversion rate changes dramatically when people know who you are before the first message lands. Trust built in public makes cold outreach warmer, faster, and far more effective.

-> A candidate.
The market is tough. Standing out isn’t about tweaking your CV anymore. It’s about showing your thinking, your expertise, your voice, consistently.

These are the 4 main reasons people come to Mint & Lemon.
But something has shifted in the last year.
We’re now working with far more CEOs from large multinationals.

Why?
Because they understand that controlling the narrative is power. 

The days of relying on a single polished PR feature are over. Leaders are becoming public figures in their own right, and LinkedIn is actively rewarding that,  more visibility, more influence, more Top Voice badges, more reach.

The platform is evolving.

The real question is simple: do you want to fall behind, or do you want to ride the wave?
Your personal brand is your number one tool.
Stop underestimating it.

WTH is happening?!

followers followers followers

Guys, are we loosing track of what's really LinkedIn about?

Who cares about the vanity metrics 🤦🏻‍♀️
FOCUS on 👇🏼
real connections
quality of content

STOP chasing followers.

And guess what?! You want to grow fast with all the 7 toxic leaders cheatsheets? Good luck with that..

This is YOUR brand, this is YOUR reputation, 
don't dilute it.

Every International Women’s Day we hear the same conversation.
“Women should start more tech companies.”

More women in tech.
More female founders.
More women building companies.

But nobody talks about the real barrier.
Building was never accessible to most women.

For years the path looked like this:
Learn to code.
Find a developer.
Raise money.

Then maybe… you can build something.
So millions of ideas never left the notebook.

I’ve heard it so many times:
“I have this idea… but I’m not technical.”
That sentence has buried more ideas than failure ever did.

But something interesting happened this International Women’s Day.
Thousands of women around the world opened their laptops
and built real apps in a single day.
Using Lovable.
For FREE.

No coding background.
No dev team.
No gatekeepers.
Just ideas finally becoming products.

Because when the barrier disappears…
the builders appear.

And suddenly the next founder might not be a developer.
She might just be someone who finally had the chance to try.

If you’ve been sitting on an idea for months - maybe even years -
Build it → lovable.dev

#LovablePartner #ad

Brand partnership • Founder & CEO @ Mint & Lemon 🍋 | Building personal brands for startups founders and CEOs | Speaker | Startup Advisor

So.. I've been working pretty hard on a secret project lately..


It's called: Project ELISABETTA 💁🏻‍♀️

Yep.. I figured out I want to better myself,  but no project on yourself can start without better HEALTH.

So I've been working hard on fixing 👇🏼

my sleep consistency
my sleep amount
my Vo2 MAX
my cardio
my food time
my food quality
my heart health
my weight training

(still working on screen time and stress levels, but we'll get there..)

I realised if there is no "project ELISABETTA", everything falls apart:
my business
my relationships
my family
myself

So, what's holding you back from making YOU your own Number 1 project?

PS: it's a work in progress and yes I still f*ck up here and there, but I bounce back every single time ✌🏼😉

This is called 👉🏼 Pitch-Slap on Steroids.

1. You burnt your chance.
2. Of course I’d love to pay £390 for an article mention on an unknown magazine 🤦🏻‍♀️
3. Just… why?

You can sell on LinkedIn.
Just not like this.

→ Build the connection first
→ Show you’ve actually researched the person
→ Drop the fake admiration
→ Don’t pitch in the first breath
→ Don’t sound like a bot
→ Be genuine

Quality beats quantity.
Every single time.

Feels like Gillian read every woman’s mind 👇🏼

Big power energy from one powerful woman.

But Gillian is just getting started:

- She just joined LinkedIn 💁🏻‍♀️
- Partnered with L’Oréal
- Landed another campaign with M&S as “Chief Compliments Officer” (which is honestly brilliant)
- And beyond the campaigns… her latest films have been incredible.

She’s speaking for all of us.
And I love it.

And kudos to L’Oréal for such a brilliant campaign 👌🏼

Looking for some good in-person communities/ 
events in London 🇬🇧

Any suggestions? 👇🏻

Interested in:
- Entrepreneurship
- Startup space
- Female founders

Open to:
- Investor circles
- Intimate dinners/events
- Wellness x ambition spaces
- Smart, curious people building interesting things

Where should I be showing up?

It was 11:47pm.

And I was doing something extremely important..

Resizing text boxes 🫠

Not changing the strategy.
Not improving the narrative.
Just manually transferring my own thoughts into slides like it’s 2014 and I’m an unpaid intern.

Because obviously that’s the workflow, right?

Think in Claude.
Then leave.
Then rebuild everything in a slide tool.
Then spend 37 minutes nudging alignment.

Peak performance 🚀

The annoying part?
The thinking was done.
The structure was solid.
The argument was sharp.

But the slides hadn’t “caught up.”

So recently, I didn’t leave.

I stayed in Claude.
Used Gamma right there in the conversation.
The deck just… appeared.

Then I changed the angle.
Refined the story.
Tightened the structure.
And the presentation updated with it 😍

No exporting.
No copy-paste gymnastics.
No “FINAL_v9_THIS_ONE_FOR_REAL.pptx.” 🤡

Just thinking → turning into slides → refining.
In one flow.

The surprising part wasn’t “wow AI.”
It was realising how long I’ve accepted unnecessary friction as normal.

Anyway.
If you enjoy rebuilding the same deck at midnight, carry on.

If not, Claude + Gamma together is a much saner way to work ✨
https://lnkd.in/e2SkwUvq

PS: Thanks Gamma for taking my creative thinking to the next level 🙏🏻😍

#ad

Gamma x Claude

I love automation.
So much.
Which is why I obviously check it 14 times a day 😅

You know.. Just to make sure it’s… automating.

Because nothing says “I trust my systems” like manually reviewing the thing that’s meant to run without you 🙃

For the longest time, my marketing was “automated”.
Which actually meant:
• I built it
• I monitored it
• I tweaked it
• I double-checked it
• I low-key emotionally supported it

Very autonomous. Obviously.

The problem wasn’t the strategy.
The problem was that I was still the safety net.

If something dipped, I spotted it.
If something broke, I fixed it.
If something underperformed, I spiralled.

At some point I realised:
This isn’t automation.

It’s delegation with trust issues.
(BIG ones)

That’s where ActiveCampaign hit differently.

Because Active Intelligence isn’t just “if this then that.”
It learns from behaviour.
It adjusts.
It optimises timing.
It flags what actually needs attention.
That’s Autonomous Marketing.

Not:
 “Set it live and panic quietly.”
But:
 “Set it live and let it adapt.”

The biggest shift? 
I stopped being the emotional support human for my campaigns.

They run.
They optimise.
They tell me when something matters.
And my brain is free to do actual thinking.

If you’re still babysitting your “automations”…
(Respectfully) that’s not automation.

Try ActiveCampaign and see what happens when the system grows up -> https://lnkd.in/ed5fXQej

#Ad #ActiveCampaignPartner #OutOfTheWeeds #AutonomousMarketing

ActiveCampaign

A big following doesn’t make you special.

Yet some people get a bit of influence and turn into complete as**oles.
You meet them in real life and they are the most arrogant and entitled human beings.
(and very, very rude to people...)

Why?!?

Followers don’t change your character, they reveal it.

But some of the best creators I know?
Huge audiences.
Still humble. Still kind. Still so down to earth.

So if you’re building an audience…
Don’t be a dic**ead 🤷🏻‍♀️

-----
PS: Here some of my favs creators 💜
Tom Hunt
Jolyon Varley
Asim Amin
Mariya Valeva
Katie A.
Jessie Schofer
Brianna Doe

taplio

The Battle

Ed Axe

Elisabetta Torretti

Followers

Posts

Engagements

Likes

Performance ScoreElisabetta Torretti's LinkedIn Performance

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taplio

The Battle

Ed Axe

Elisabetta Torretti

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);}Elisabetta Torretti's LinkedIn Performance

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Performance ScoreElisabetta Torretti's LinkedIn Performance