Jessie van Breugel 🟣

helped 112+ founders get leads with an AI-powered system | $2.1M in client revenue

If you’re a coach or service provider, this is for you ↓

The #1 reason you're on LinkedIn:

Grow your business.

Because you want to...

– Make your family proud
– Have the freedom to travel
– Spend more time with the people you love
– Own your time (not just your calendar)
– Leave behind the 9-to-5 hamster wheel

Because your business isn't just a business — it's how you live free and serve deeply.

Right?

You didn’t quit your job to work longer hours in your own business.

You want freedom. Authority. Clients you actually like.

We help coaches + service providers turn their expertise into a $10k-$30k/mo business — without endlessly chasing, burning out, or becoming a full-time content creator.

With our Authority Figures Program and my 1-1 support, together we:

— Get crystal-clear on your positioning and message
— Build an audience that trusts you (and buys from you)
— Use AI to streamline content + client acquisition — fast & secure

Here's a small selection of the experts we've worked with:

— Nicholas added $32K in new revenue in 8 weeks selling his new group program.
— Josh closed two deals in the first 6 weeks, hitting his first $10k+ month.
— Tobias secured $50K in new contracts and filled out his pipeline.
— JP closed 3 clients by dialing in his content and DM strategy.
— Linda closed her first $7,5K client within two months.
— Jon signed 3 clients and got a 2X+ ROI in 3 months.
— Gabi closed €15,000 in revenue in the first 4 weeks.
— Julius closed his first $4,5K client within 2 months.
— Nicola signed 4 high-ticket clients within weeks.
— Laszlo closed 3 deals within the first 30 days.

If you're an expert with a high-ticket offer and you're ready to grow —

Check out the details here: https://authority-figures.com/application

Founder

The Creator Academy teaches creators to make magic internet money through audience-building and personal branding. Twitter and LinkedIn courses: https://thecreatoracademy.xyz/

jessie van breugel 🟣

I’ve spent 100s of hours optimizing LinkedIn Profiles.

Here’s how to fix yours today ↓

1. The headline says who you help & what problem to solve
2. Your Featured Section is simple: just the next 1-2 steps
3. The about section: who, what, how, proof + next step 
4. In the services page, you add testimonials for proof
5. Use a high-quality profile picture (no background)
6. Your banner gives more context to your headline

Once you’ve optimized your Profile, content is next.

I don’t have enough space to break it down in this post.

So I compiled 6 of our most powerful GPTs in 1 kit.

It's the exact system I've used to;

→ Help our clients close $2,500,000+
→ Train 100s of coaches & consultants 
→ Book 1,000s of meetings with $0 on ads
→ Become a Top 50 LinkedIn Creator worldwide
→ Grow a 80K+ audience w/o engagement pods
→ Get invited on dozens of key podcasts, and live events

You’re closer to results on LinkedIn than you think.

Want access?

1. Like this post so it can help more people
2. Comment “TEAM” and I’ll send it over.

♻️ Repost this to help someone win today

“inbound is dead.” yeah… right | the system behind $2.5M in client revenue — start here ↓

After 24+ months of testing Canva to get inbound leads

I'm sharing the 25+ page playbook with you – steal this ↓

Comment “CANVA” and it will arrive in your inbox.

This is the only Design Guide you need to get more leads:

→ 25+ Pages
→ Tips & tricks
→ How-to guides
→ All the Magic Studio Guides
→ Features you didn’t know before

Want access?

1/ Like the post 
2/ Comment “CANVA” and I'll DM you.

♻️ repost for priority-access – my inbox tend to be full

I help you build your info business and scale to $10K-$30K/months | check out my featured section to get started

I've spent 100+ hrs learning Canva to get inbound leads.

Today I'm sharing the 25+ page playbook with you ↓

Comment “DESIGN” and I’ll send it to you.

Use this Canva Guide to get more leads on LinkedIn:

→ Tips & tricks
→ How-to guides
→ All the Magic Studio Guides
→ New features you didn’t know before

+ I added a new ChatGPT <> Canva Workflow:

'How to Create 50 Designs in 5 Minutes'

Want access?

Just comment “DESIGN” and I send it to your inbox.

ps. repost for priority-access – or have some patience ♻️

I help coaches + service providers turn their expertise into a $10k-$30k/mo business — without working 24/7 | apply below for our February Cohort ↓

I’ve generated 8+ million views on LinkedIn this year.

I’ve turned my 10 viral hooks into templates – steal this ↓

Comment “HOOKS” and I send you it to you.

If your content on LinkedIn doesn’t perform

It’s 99% of the time because your hook is bad.

𐄂 No curiosity gap
𐄂 No proper formatting
𐄂 No personality or specificity
 
If that’s you, keep reading:

This year I’ve added 30,000 followers, generated 1,000s of inbound leads, and collected multiple 6 figures in profit.

The majority of this success comes from 0.1% of my posts.

So I’ve analyzed and turned them into templates. 

This is for coaches and founders who are tired of wasting hours on content and see 0 results.

Want access?

1/ Like this post
2/ Comment “HOOKS” and I’ll DM the link

ps. repost for priority access ♻️

I help experts sign high-ticket clients using LinkedIn + email and scale to $10K-$30K/mo | apply below for our February Cohort ↓

Gemini 3 has made lead-gen on LinkedIn easy.

I spent the last weeks creating a playbook – steal this ↓

↳ Comment “GEMINI” and I’ll DM the link

For years, you had 2 bad options:

1/ hire expensive ghostwriters (slow, $$$)
2/ use traditional lead-gen agencies (still expensive, bad results)

You want quality without sounding like every other AI user:

𐄂 No prompt guessing
𐄂 No generic AI drafts
𐄂 No wasting hours editing tone

And it does all of this without adding more work to your day.

Here’s how this system works:

☑ Analyze your past posts to let it write like you
☑ Write viral hooks using basic human psychology
☑ Uses a simple structure that makes people trust and buy
☑ Eliminates the horrible words that make AI sound like AI 🤖

This is built by someone who grew to 80,000 LinkedIn followers using many different AI tools.

Built for founders who want a system they can stick with.

Want access?

1/ Like this post (so it helps more people)
2/ Comment “GEMINI” and I’ll DM the link

♻️ Repost for priority access

After 5+ years on LinkedIn, I’m happy to announce:

Cold DMs are finally dying – use this new strategy ↓

This strategy works GREAT if you’re tired of: 

𐄂 Endless LinkedIn pitch DMs
𐄂 Spray and pray cold outreach
𐄂 Cringy “just following up :)” messages

These aren’t just annoying.
It also burns trust with your prospects.
Way before a real conversation even starts.

I just released a 15-page guide on LinkedIn Inbound Sales – a proven system that attracts inbound leads on LinkedIn, and how to convert these leads into revenue.

Here’s what’s inside:

☑ The 7-Step DM Flow to go from cold → close
☑ How to use AI & Lead Magnets for 1,000s of inbound leads
☑ The Cold → Warm → Hot nurture model for closing deals without pitching.

Want access?

1/ Like this post so it can reach (and help) more people
2/ Comment “INBOUND” & I send it to you

♻️ repost this for priority access – or wait a few days before the resource arrives (my inbox is full at the moment)

99% of LinkedIn Profiles leave money on the table. 

After $2.5M in client revenue, steal this system ↓

↳ Comment “LINKEDIN” & I’ll send over the full system.

It's the exact system I've used to;

→ Help our clients close $2,500,000+
→ Train 100s of coaches & consultants 
→ Book 1,000s of meetings with $0 on ads
→ Become a Top 50 LinkedIn Creator worldwide
→ Grow a 93K+ audience w/o engagement pods
→ Get invited on dozens of key podcasts, and live events

I share key insights I've NEVER shared before like

→ How I reverse engineered 100s of viral lead magnets
→ The GPT analysis I did on 100,000+ DMs
→ The 6-Figure Authority System I built

Stop losing clients because of a weak profile.

Your LinkedIn Profile should generate warm leads 24/7.

You’re closer to results on LinkedIn than you think.

How to get access:

1/ Like this post
2/ Comment “LINKEDIN” and I’ll send it over.

♻️ Repost this PDF to help someone win today

Claude just became one of the strongest LLMs.

I built a workflow to turn audio → LinkedIn content – steal this ↓

Comment “CLAUDE” and I will send you the full system.

From transcripts → content → conversations → leads → clients 💰

Stop wasting hours on cold outreach or commenting.

The workflow is terrifyingly simple:

→ Drop in a transcript of a video or an audio note
→ Claude asks a few questions to get more info
→ It builds a post format based on proven structures
→ It rewrites in your tone and tightens every line
→ You paste → publish → collect leads

You go from idea → live post in minutes.

This is built on:

☑ 5+ years experience of conversion-writing and coaching
☑ $2.5+ million in realized client revenue - just via LinkedIn
☑ The exact insights of growing 83,000 followers

Want access to the full system?

1/ Like this post
2/ Comment “CLAUDE” and I’ll send it your way

ps. repost for priority access ♻️

hey coaches + founders

your marketing strategy for 2026 is simple:

say the things only you can say

for a long time, i tried to persuade

explain more
teach better
walk people through the logic

it worked for reach
it didn’t work as well for trust

the more i explained
the easier it became to swap me out

every framework is public now
hooks get copied in days
ai can produce “good content” on demand

not because buyers don’t care
because buyers heard it all

what still works is proof that

you’ve done the thing you talk about
you’ve tested things yourself before teaching them
people like them have gotten results from your work

share case studies, your own work & your personal opinions

you don’t need to explain every step
just show that you’ve done the thing

teaching everything makes you replaceable
proof makes people slow down and pay attention

going into 2026, this gap is only getting wider

more information won’t win
better persuasion won’t win

showing you can solve the problem will

and say the things only you can say

ps. everything you do, starts with the offer → https://lnkd.in/eEZdkqg8

if you’re good at what you do but your income still feels unpredictable, this is for you ↓

you might have a few projects, 1:1s and are relying on referrals

it works at first

until it drains you

and your energy is all over the place

this is where most experts are at

i’ve experienced this first hand, so i looked for a better way

and i’ve found a better system

one where you can stop selling yourself, and start selling a real offer

in the video, I explain how this works

+ we’re running this in a live workshop in 2 weeks time

comment ‘EXPERT’ and i send you the link

ps. wanna skip the line? hit the link on my profile

2 weeks ago, I sat down with our private clients.

I shared 7 ideas to stand out on LinkedIn in 2026:

1) Templates are dying → your voice is the USP

AI makes everything sound the same.
Your biggest advantage is your unique insights & story.

2) Your content on LinkedIn behaves differently

Strong content takes longer to spread.
Plus, your thinking works better than copying viral trends.

3) You can’t just claim “authority” → you earn it.

Your network wants personal stories, proof and lived lessons.
Authority comes from showing up consistently long enough.

4) How-to content is dropping in value

Information is available everywhere.
Don’t become Wikipedia — share opinions and perspective.

5) Most founders don’t lack strategy → they lack commitment

They keep rebuilding and reset to zero every time.
Most strategies work if you stop jumping between them.

6) Cold DMs are dying → trust is the real unlock

Trust on LinkedIn is low, so cold messages get ignored fast.
Content builds familiarity before conversations start.

7) Alignment beats optimization long-term

Most strategies work if you stop hopping.
The real decision is which business you want to build.

That’s it.

The gameplan for LinkedIn in 2026.

This is what I walk through with our clients every week.

I recorded the full system in a 19-minute video.

Comment "SYSTEM" and I send you the video

The good news:

You close a client and you deliver the work.

Money comes in.

And then, the bad news: it’s quiet again.

So you go back to hunting.

That’s the phase most experts get stuck in.

Every month it feels like you have to start from scratch again collecting new revenue.

Here’s the part people miss.

This model works until it doesn’t work.

It’s great to start this way.

It’s great to get your business off the ground with custom projects and referrals.

But most people never move past it.

And that’s where the pressure shows up.

I’ve been in this loop myself.

Back in 2024, I was closing 4- and 5-figure clients via DMs.

But when the engagements ended, the machine stopped with it.

Same question as always:

where does the next one come from?

That’s the trap.

You can be good at sales and strong at delivery.

And still be restarting your business over and over.

Because if people are buying you—your time, your availability, your custom thinking—you are the business.

And that caps everything.

I see this pattern with consultants and agency owners running custom work who watch their calendar block out for delivery, then open up again a few weeks later, every single month.

The difference between “doing work” and building a business is whether something keeps running after the work is done.

I just recorded a 15-minute breakdown of how you can turn your knowledge into a scalable offer to stop this loop.

Comment “SCALE” below & I’ll send it to your inbox.

Every founder wants scale but few build it correctly.

Most experts I talk to are busy tweaking things:

The offer.
The content.
The sales process.

For a long time, I did that too.

What eventually clicked for me was seeing the business as four connected parts, not isolated problems.

There are 4 main pillars I always look at:

1/ Package
2/ Position
3/ Pipeline
4/ Productization

Packaging is taking everything you already do with clients
and putting it into one offer you can clearly explain and deliver.
Same work you’re already doing.

Positioning is what decides who that offer is actually for.
You can have a strong package,
but if the positioning is unclear, people won’t recognize themselves in it.

Pipeline is where most businesses quietly break.
You can have a good offer and solid positioning,
but without consistent traffic, the system doesn’t move.

That’s why pipeline matters so much.
It’s what keeps the rest from stalling.

Productization is about how the offer shows up in different forms.
Not everyone wants the same level of access or commitment.
Some people want full support.
Others want a smaller entry point to get started.

That’s where things like programs, group formats, tools, or spin-offs come from.
Not new ideas: existing work, packaged differently.

That’s why I don’t believe there’s one “best” strategy.

Your business should be built around how you want to operate.

And, that only happens when all 4 pillars are aligned.

ps. I broke down this full system here: https://lnkd.in/eQk_SmEV

Lester Chng

Cyber CEOs Brand Strategist. I build your brand as you build your business. | Senior Cybersecurity Advisor | Author | Naval Officer | CISSP | 🇨🇦🇸🇬 |

You head a leading cybersecurity firm.
But your online presence doesn't reflect it.

In fact, being invisible is damaging. 

You understand the power of thought leadership.
You know LinkedIn shapes deal flow and adds credibility in the industry.
You just don’t have the cycles (or the copy) to share your expertise and experience.

You have stories worth telling.

The insights from being in the trenches.
The deep conversations with your ace teams.
The hard discussions with your clients. 

Don’t let this wisdom go to waste.

That’s where I come in.

--------------------------------------------------------------------------------------------

How we work together.

Profile & Positioning
=> Rebuild your LinkedIn profile so visitors see industry authority, not “another vendor.”

Content engine
=> Ghostwritten posts that leverage your insights and expertise into engaging LinkedIn posts. 

Outreach campaign
=> Targeted DM campaigns and audience-building strategies that build your authority and land you on podcasts and conference stages.

--------------------------------------------------------------------------------------------

You focus on growing your firm and protecting your clients.
And we will ensure the industry, clients, prospects, and investors can’t ignore it.

Let’s build the personal brand that commands the cybersecurity conversation and drives business.


Worked with global client portfolio 
- MSPs
- MSSPs
- Agentic AI SOC
- AI-powered GRC 
- Operational Resilience 

Senior Advisor, Financial Crimes Unit Exercises. BMO Fusion Centre

Execution of Financial Crimes Unit Exercise and Drill Program
• Design and execution of exercises and drills to operationalize the Financial Crimes Unit Fusion Centre
• Scenario creation and exercise execution for Information Security, Enterprise Fraud Management, Physical Security, and Global Crisis and Continuity Management teams 
• Providing effective challenge of incident response readiness through exercise observation
• Execution of enterprise-wide Purple Team Exercise


Cybersecurity Exercises: Purple Team, Ransomware, DDoS, Malware, Data Corruption, Data Breach, 3rd Party Incidents
Fraud Exercises: ATOs, Attack on Payment systems, Business Email Compromise, PII Breach
Physical Security Exercise: Active Assailant, Civil Unrest, Bomb Threats
Crisis Exercises: Disaster Recovery, Business Continuity, Operational Resilience, Fire Incidents, Natural Disasters, Utilities Disruption

Weird LinkedIn tip for 2026. 

You are not going to like this. 

Don’t be slave to AI. 

Write your posts manually. 
Connect without automation. 
Draft your messages on yr own. 

Don’t fall prey to AI slop. 

Happy new year!

Looking forward to reading your words.

undefined undefined

bootcamp

Sign up here:
https://catalystcorporatetraining.classe365.com/form/view/AutoBootCamp?_gl=1*9rfqtg*_ga*MTQ4NTczNDM0MC4xNjk4MjQxODM1*_ga_YYXBQS6S5Q*MTcwNzgzMzEyNi4xODEuMS4xNzA3ODMzMTYwLjI2LjAuMA

LinkedIn Ghostwriter for Cyber CEOs | Authority. Trust. Leads. | Senior Cybersecurity Advisor | Author | Naval Officer | CISSP | 🇨🇦🇸🇬 |

I once received AAR feedback from an executive that changed how I view these "mundane" reports.

After-action reports are very important to the success of an exercise program. Without it, there is no chance of leadership buy-in, and soon the program will fizzle out.

These are typical uses/benefits of an AAR.

• capture lessons learned
• provide recap of proceedings
• serve as evidence for risk/auditors
• feeds into enterprise-wide action item register

On this occasion, I drafted the AAR for a fraud-related exercise. It involved many operational teams including executive involvement. The AAR was signed and sent.

One feedback from an executive stood out.

"It had alot of detail, but I don't know if it was a success".

That struck me. We just missed an opportunity.

An opportunity to highlight:
• the alignment with the overall security program
• the collaboration involved to run the exercise
• the advancement in teamwork 
• the reduction of risk

Include a clear story and highlight the win in your AAR.

Don't take these exercises and artefacts for granted.
Each event builds confidence, familiarity, and resilience.
Don't let it go unnoticed; give it its due credit.

P.S Have you seen AARs put to good use?

Merry Christmas!
These were my 12 predictions for 2025. 

1. LinkedIn becomes TikTok ✅ 
2. Bitcoin goes bananas ❌
3. Good writing 🚀 ✅ 
4. More cyber jobs ❌ 
5. Support for employee advocacy ❌
6. Everything remains expensive ✅ 
7. People become dumber with AI ✅ 
8. People become smarter with AI ✅ 
9. Trust becomes a rare commodity ✅ 
10. More people will be burned out ✅ 
11. AI spam gets out of hand ✅✅ 
12. Importance of personal touch 🚀🚀 ✅✅ 

What’s your 2026 prediction?

Give me 1 good one!

Most cyber CEOs think LinkedIn is about “posting more.”

It’s about posting with a positioning equation:
Authority + Trust + Leads

Don't start without a clear content strategy.

Here’s the simple way to build your content calendar.

𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆
1. Build authority so you become the obvious expert.
Authority is when your audience says,
“This person knows the space.”

Teach one niche concept per post (one takeaway).

Share your lived experienced not conceptual ones.

Break down “why this fails” in real environments.

Add proof when possible:
Lessons, patterns, results, before/after.
Authority posts go deep in your niche.
More “results, insights, wisdom.” Less "frameworks"

𝗧𝗿𝘂𝘀𝘁
2. Build trust so people believe in what you stand for.
Trust is when your audience says,
“I’d take a meeting with them.”
It comes from clarity and consistency, not hype.

Show how you think, how you communicate risk, and how you make tradeoffs under constraints. Use stories, principles, and honest calls on what you will and won’t do. When people understand how you deal with situations, they start to trust your delivery.

𝗟𝗲𝗮𝗱𝘀
3. Generate leads without sounding salesy.

Direct: a clear CTA after you have earned it.

Indirect: a walkthrough of what it is like working w you.

Remove friction:
scope, timeline, roles involved, what success looks like.

Make it obvious you solve this specific problem for this specific buyer. Lead posts can be direct or indirect, and “walk-through” posts remove buying friction fast.

If you want a repeatable content calendar, stop brainstorming topics.

P.S Do you start writing without a plan?

Thanks Timothy Martens for prompt inspiration.

And Gerald Auger, Ph.D. + Mike Miller
for the reminder to include an image =)

Time is flying by. Jan is almost over. 

This is 1 thing I miss from 10 years ago. 


My lucious hair that would give me a chance at K-pop auditions. 

Just kidding. I stand no chance. 



What do u miss from 10 years ago?




Thanks sir Chris Chia for taking this pic and sending it again to me recently!

New year brings exciting new goals.

But appreciate today as u drive tmr. 

- I only have 1 long holiday a year
- I wish for more excitement
- I live in a small townhouse
- I want to invest more
- I drive an old car

- I have a car
- I have $ to invest
- I have my little home
- I am thankful for stability
- I can afford to travel overseas

Don't forget to cherish what you have as your pursue your big goals. 

P.S. What are things that we shouldn't take for granted?

Done with your 2026 goal setting?

Here’s one part of my list. 

I never liked the process of studying and preparing for exams. 

Perhaps after going through the grind the Singapore education factory, I was happy to avoid tests and exam prep. 

Only to find that I was back on the exam grind during the professional courses in the navy. 
My brain held up so I did ok 😃

Left the navy and Singapore. 
Came to corporate Canada. 

Spoke to a few contacts when I arrived and realized that my military experience was not going to translate to much, at least on paper. 

So it was back to the books. 
Only this time I could choose what I wanted to do and be more intentional about how it is part of my career. 

Did CAPM as my first cert. 
Certified associate in Project Mgmt. 
I was worried exams were going to be tough so I took this entry level cert. 

In hindsight, I should have skipped it. 

Sat for PMP (Project Mgmt Professional) next as I started my first corporate role. Useful in theory and did help in interviews and impression. 

Do it. Helps u understand corporations. 

Did my CISSP (Certified Info Sys Sec Pro) next. Funny story how I decided to sit for it. All it took was for one of my team mates to say, “Just do it, it will get you security jobs”. Mind you, I was still new to cyber. This was 2019. 

So this is one of my 2026 goals. 

1. ISACA’s AAISM
Advanced in AI Security Management 

Pretty straightforward why. 

2. CLI’s CSTP
Cyber Strategy and Transformation Program

Postponed from this year. 

3. ISC2’s CCSP
Certified Cloud Security Professional

Failed this a couple of years back. 
Going to retake it. 

And a few more personal growth programs in the second half. 



What’s one goal for 2026?

How was your first full week at work?

This will happen if you don't intervene.

The Rule of the First 5 Days is a stock market indicator that states that if the market performs positively in the first 5 trading days of the year, there is a high probability that the markets will end the year positively.

Historical probabilities are between 69 - 84%.

Some of the reasons are:
Early Positioning
Investor Sentiment
Self-Fulfilling Prophecy


Bringing it back to how was your first week back at work?

Busy?
Stressed?
Juggling priorities?

Chances are if you don't make any changes, this will be how your year pans out.


If you had a great week, keep at it!

If not, time to review:
- the triggers
- the pain points
- the larger picture
- the longer term goals

Good luck for week 2!

P.S Dow has best 5-day start to year since 2006!

Cybersecurity responsibilities don't take a holiday.

But these 3 quick checks go a long way.

Cybercriminals don't celebrate Boxing Day.
Unless they have you as the present.

While it may be too late for Christmas, perhaps do these 3 quick checks before New Year to gain some assurance that when you pull the trigger, someone will respond.

- Access to IRP and contact list
- Confirm the virtual bridge works
- Review holding statements and templates

Add a prayer and see you in 2026.

Most cyber CEOs aren’t afraid to post.
They’re afraid to be misunderstood.

And 19 other myths of writing on LinkedIn. 

 1. “I’ll get DMs from random people and waste time.”
 2. “If I post about a niche topic, it’ll limit my market.”
 3. “I should wait until my messaging is perfect.”
 4. “I’ll get fact-checked and embarrassed.”
 5. “I’ll be judged by peers in the industry.”
 6. “Clients will think I’m wasting time.”
 7. “I’m not a ‘social media' person.’”
 8. “I need a hot take every time.”
 9. “I’ll look like I’m bragging.”
10. “My team will cringe.”
11. “I need perfect writing.”
12. “People will think I’m selling.”
13. “I’ll attract trolls or get dragged.”
14. “I’ll upset a partner/vendor/client.”
15. “My competitors will copy my ideas.
16. “I’m not ‘big enough’ to have opinions.”
17. “If I post, I’m giving away the secret sauce.”
18. “Need to sound super technical to be credible.”
19. “If engagement is low, it means I’m bad at this.” 

P.S which is your fav? Mine is #8  🔥

These are some tools you should have in plan for your teams in 2026. 

Response drills
Plan walkthroughs
Tabletop exercises
Scenarios discussions
Cyber range sim exercises 
Enterprise wide live exercises 

Don’t do the same thing every year and expect improved resilience. 

You are not insane are you?

What’s yr 2026 training plan like?
Or do u even have one?

Your next Cyber TTX will be miles better with this small tweak. 

Don’t rush the start of the exercise. 

I know you have been planning it for months. Your adrenaline is pumping and you assume the participants are chomping at the bit to begin. 

But don’t neglect the pre ex brief. 

Here’s why it matters. 

1. Not everyone is familiar w exercises

Some have never participated in one. 
Others can’t remember what it’s like. 
1 or 2 even have weird assumptions. 

2. Remind everyone of the Why

The stakeholders are not equally invested in the exercise or outcome. Half are wondering why they are there. 

3. A good start is important

Some exercises that start poorly can result in minutes of waffling, rabbit holes or just straight up disengagement. 

4. Questions forces a buy-in

Facilitate a short quiz or discussion. 
This makes participants feel involved and helps them warm up as well. 

5. Simple introductions helps

You will be surprised how often teams don’t know each other or what role they play in an incident. 
Take time to do a roundtable intro. 

6. Sponsor emphasis 

Allow the exercise sponsor to speak. 
This reiterates the investment, focus, and important of the exercise. 

7. Calms your nerves

Address concerns before an exercise can help mitigate against difficult scenarios such as wrong expectations and challenging stakeholders. 
There will also be disruption but touching on some issues early helps. 

The next time you plan yr exercise. 
Spend abit more time on the start. 
It will be worth it. 

P.S any other exercise faux pax?

What most Cyber CEOs post on LinkedIn 
 
- repost their company's post 
- post about the latest hack 
- random AI blog 
 
What should Cyber CEOs post on LinkedIn 
 
- customer success stories 
- lessons learned about your business 
- strong opinion about industry issues 
 
You are the leader. 
 
Lead by example. 
 
Here are more post ideas. 

Subject Matter Expertise
- insights
- pain-points
- transformation
- trends + opinion
- counter-trends
- mistakes you have seen others made

Trust
- client success stories
- decision-making dilemmas
- framework for decision-making 
- social proof
- results

Character
- guiding principles
- values
- client examples
- stories of resilience
- leadership

Authenticity
- challenges that excite you
- lessons learned
- challenges that you overcame
- best advice that you received

I trained Principle Warfare Officers. 

We assessed them on 3 attributes. 

The Principle Warfare Officer (PWO) was responsible for fighting the ship. 

This included the deployment of weapons, manoeuvres, and in many cases the control of multiple ships and aircraft to fulfil a mission. 

These are the 3 attributes. 

Knowledge 
- know the procedures 
- know the asset capabilities
- know the adversary’s capabilities 
- know the ever changing situation 

Command and control
- clarity of situation  
- clarity of instruction 
- clarity of orchestration

Creativity 
- demonstrates intuition 
- demonstrates flexibility 
- demonstrates adaptability 


In cybersecurity operations,

We assess
.
.
.
.
.

Hope you get my point. 

Happy training.

Stressed thinking of LinkedIn post ideas? 
Don't be in 2026. Know where to look.
Here's 5 places Cyber CEOs should tap for inspiration.

Are you always stuck on the draft page? 
You click on the "Write Post" button and stare at the blank page, struggling for ideas.

Then doubt creeps in. 
This idea isn't even worth sharing. 
Who would bother reading about this.
Is this even useful for my business at all?

Close page. Open email and feel "busy".

Don't go into 2026 without an content plan.

Here is where all the gems are.

1. Conversations
Everything you speak to someone in your network, take some notes. Ask some questions that you were curious about. Draw out their insights or take it as a chance to validate some of your ideas. 

That is content that showcases your interests.

2. Discovery calls
Perhaps you are leading the call, or even review transcripts from your team when they speak with clients. Pay attention to the words that the clients are using and the pain points that they face. You are literally pulling the words from their mouth. Use it.

That is content that is aligned with your ICP.

3. Team meetings
Are your team meetings boring? First you may want to change that. Add in some interesting questions to pull information from your team from their various projects and clients. 

That is content that is aligned with your offer and position.

4. Long form articles or interviews
Have you written articles or been interview previously? If yes, break those down and reuse them. Esp if you have whitepapers or other research papers. Break it up and contextualize it. No one has read those anyway.

That is content that is aligned with your insights.

5. Calendar
Look at your calendar. Review last week and look ahead for next week.
What stood out for you? What was interesting? What are you looking forward to?

That is content that is aligned with who you are.


Set this up.
Create a content bank.
Structure a content calendar.
Open the page and write. 

Don't get stuck at the blank page again.

P.S Where else can one find ideas?

If you train easy, don't be surprised when the fight gets hard. 

Most organizations barely dive deep into risk scenarios. 
They assume ideal conditions and have many blind spots.

I interviewed Lina to learn about her experience in law enforcement, cybercrime, cybersecurity, leadership, and being an inspiration for the next generation.

𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 & 𝗦𝗲𝗰𝘂𝗿𝗶𝘁𝘆 𝗖𝘂𝗹𝘁𝘂𝗿𝗲

In your current work, what are the biggest gaps you see in how organizations prepare for and respond to cyber risk?

Look at the big picture and don’t look at things in silos. Empower your team to operate and respond in less than optimum conditions. The likelihood of an attack on a weekend or holidays rises considerably (30% higher), yet many tabletop and crisis simulations take place when the CISO and senior leaders are present. 


What practical steps can leaders take to strengthen both their teams and their organization’s overall resilience?

Build opportunities for cross-training where possible and where it makes sense; ensure teams have at least a working understanding of what other teams do will reduce redundancy and address gaps. Remember that training is never static and continuous learning helps your team with their roles currently, but more importantly, supports succession planning. 


If you enjoyed this interview series, please follow Lina. She is a passionate defender in the cybersecurity space and an inspirational leader.

P.S. What are some best cyber training practices that you have seen companies invest in?

Executive Director, office of the CISO Optiv Canada RCMP Cybercrime (ret’d)

I reviewed the LinkedIn headlines of 23 Cyber CEOs.

Not 1 mentioned these important aspects.

LinkedIn headlines are your first impression.
More precisely, the first 57 characters matter.

They are seen:
• on your profile
• during connection requests
• on the main feed via your posts
• in the comments with every response


I help [buyer] achieve [outcome] without [pain].

None of the CEOs mentioned buyer, outcome, or pain.

How would you write your headline?



[9]
CEO at [Company]
CEO at [Company]
CEO at [Company]
Founder/CEO at [Company]
Founder and CEO of [Company]
Founder and CEO at [Company]
Co-Founder & CEO at [Company]
Co-Founder & CEO at [Company]
CEO & Co-founder at [Company] - We are hiring!

[7]
CEO at [Company]| Autonomous SOC
CEO @ [Company]- Enterprise Hyper-Automation
Co-founder & CEO at [Company]| AI for Security Operations
Co-founder and CEO @ [Company] | Security Operations, at scale
Co-Founder/CEO at [Company]| Outpace attackers with agentic AI SOC Analysts
CEO @ [Company]| Executive | Entrepreneur | Revolutionizing the SOC with AI
Founder, CEO @ [Company] Autonomous SecOps & Investigation Platform with Hyperautomation.


[7]
Hiring misfits to solve security!
Tech Entrepreneur, investor and board member.
CEO at [Company] and Author of [Book] available now!
Building Your AI Knowledge Engine for Security Operations. Hiring!
Building great teams to execute on very difficult engineering problems
Tech Founder & Executive. Defender. Nation-state Hacker. Medal of Honor Recipient. Public speaker.
Empowering businesses: ChatGPT training, strategizing AI implementation, and offering tailored LLM and AI solutions for process automation.

AI tools are being used in yr org. 
Have your IR plans kept up?
Here are 4 changes to make. 

Implementing AI tools have left security team scrambling over the last couple of years to ensure it is securely deployed and monitored. 

Your incident response plans may have be neglected in the process. 

Consider these updates. 

1. Include AI related incidents 

- sensitive data exposure
- supply chain vulnerabilities 
- unauthorised model changes 

Don’t assume your plan is a catchall. 
AI asset owners don’t fully understand the security risks. 

2. Validate asset + contact list

- AI asset owners 
- data architects r crucial
- most of these folks r probably new

These AI gurus have been heads down focused on speed on implementation. They probably can’t spell cyber if u meet them for the first time on an incident call. 

3. AI specific containment

- understand the impacts 
- ask if traditional options will work

It’s going to get more complex as AI tools integrate across enterprise. It may soon become so entrenched that disabling it is a non option. 

4. Logs and investigation 

- review if current threshold is valid
- check on logs before/after go-live

You will learn to love “black boxes” and need to navigate round them. 


P.S what other areas to add?

2.

Incident response plans only play a small part in cyber resilience. 

“Do you have an IR plan?”

Is probably one of the most common question that consultants and experts use to gauge a company’s resilience. 

Many teams are happy to tick yes. 

But having a plan is merely the start. 

Here’s why:
- high turnover of staff
- fast pace of tech change
- lots of assumptions remain  
- plans get outdated due to new tech 
- teams don’t use the playbooks/plans
- primary teams hardly get trained
- secondary teams ignored 
- random cyber exercises 
- no training plan

There is barely any focus on training. 

7 men squads in the military get more training time and resources than multi-million dollar cyber defence teams protecting our financial ecosystem. 

Will having a plan alone save you?

And how long are you going to assumed your team is ready?

P.S the world is still a vulnerable place

5 LinkedIn posts that should be part of your pre-RSAC marketing plan. 

If your Head of Marketing is not bugging you to start posting on LinkedIn before RSAC, ask them why?

Even better if they tell u what to post. 

Here’s 5 posts that I will write. 

“Heading to RSAC next week. Here’s the one question I’m asking every CISO I meet.”

“One year ago, [Client Type] was struggling with [Specific Problem]. Here’s what changed.”

“Everyone’s talking about [Trending Topic] at RSA. Here’s what they’re missing.”

“We’re bringing [Specific Thing] to RSA. Here’s why we built it.”

“I have 8 meeting slots open during RSA. Here’s who I wld love to talk to.”

_____________

Here’s 3 reasons why you shld post. 


REASON 1: 
Conferences are chaotic. 

This gives you a chance to cut through the noise.  

REASON 2: 
Post-Conference follow-up success is built upon pre-conference interaction.  

Unless you are a magician and can engage random folks on the floor. 

REASON 3: 
Yr competitors are already doing so. 

Silence = Falling Behind

You don’t want to waste all that $$$$

———————

No time to write?
Overwhelmed by the preparation?
Rather spend time on client demos?

Let’s work together and take that off your plate.

taplio

The Battle

jessie van breugel 🟣

Lester Chng

Followers

Posts

Engagements

Likes

Performance Scorejessie van breugel 🟣's LinkedIn Performance

Performance ScoreLester Chng's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

jessie van breugel 🟣

Lester Chng

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);}jessie van breugel 🟣's LinkedIn Performance

Performance ScoreLester Chng's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance Scorejessie van breugel 🟣's LinkedIn Performance