LeadSwoop

Founder

Copywriter and Email Marketing Strategist

I book you meetings with your ideal clients ★ Generating leads for your high-ticket offers through cold email, LinkedIn, and direct response copywriting

Are you a B2B service provider?

Can you answer “YES” to the following questions?

1. Do you close at least 1 client per month from LinkedIn?
2. Do you have a LinkedIn messaging strategy that books at least 1 sales call per week? 
3. Do you have a LinkedIn funnel that attracts and converts qualified leads?

If you can’t answer “YES” to all of the above - it might be worth us having a chat.
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𝐓𝐡𝐞 𝐁𝐚𝐝 𝐍𝐞𝐰𝐬 - most of the advice you’ve heard about LinkedIn is just plain wrong and will get you nowhere.

❌Posting every day and waiting for leads to appear as if by magic
❌Commenting on 50 posts a day to “get seen”
❌Spamming thousands of automated pitches and hoping for the best

𝐓𝐡𝐞 𝐆𝐨𝐨𝐝 𝐍𝐞𝐰𝐬 - I can help you build a LinkedIn client acquisition funnel that consistently brings you attention, leads, and sales from your ideal clients.

In reality, you need 3 things to make LinkedIn your most predictable revenue channel:

1️⃣ A way to predictably get on the radar of your ideal clients
2️⃣ A funnel to take that attention and turn it into interest
3️⃣ A framework to turn interest into sales calls in the DMs.

It’s that simple.
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𝐒𝐨 𝐰𝐡𝐨’𝐬 𝐭𝐡𝐢𝐬 𝐟𝐨𝐫?

B2B Service Providers Who Want To:

- Sign new clients predictably and reliably
- Charge premium rates and fees as a result of their expert positioning
- Stop chasing their tail with their marketing efforts
- Build a long-term and evergreen client acquisition system
- Earn more while working less.

If that sounds like you, we should talk. Book in a call here: https://tidycal.com/johntwaddle/freediscoverycall

John Twaddle

SAS Environmental Services Ltd

At SAS Environmental Services we use our unique microemulsion technology and 20 years experience in oil waste treatment to solve oil waste problems, treat oil waste sludge, separate oil mud waste and cleanup oil waste in general. Our mission is to clean up the oil waste around the planet until we can honestly say it is Done. We have some ways to go and we would love you to work with us, clean up the oil waste and do so economically, quickly and to the highest standard.

The Moonshot Factory

Director ZCL - The Moonshot Factory

SAS Production Services

Non Executive Director

Craft Prospect

Craft Prospect develops AI systems for cubesats and space based Quantum Key Delivery technology.

Non Executive Chair

Entrepreneur Business School

Business Mentor - Technology Startups & Growth Companies

Surface Active Solutions Ltd

Develop and implement international sales & marketing strategy.

Commercial Director

Edinburgh Napier University

Development of microemulsion systems for use in pesticide formulation and exo-toxicity testing. 

Development of unique chemistries for safe sheepdip formulations.

Formulating new chemistry for use in mining operations.

Research Assistant

CEO at SAS | Creating Moonshots

As a seasoned entrepreneur and CEO at SAS Environmental Services, I have devoted my career to the development of innovative oil waste treatment solutions for environmental remediation projects. With over two decades of experience, I have led SAS to become a global leader in reducing energy consumption and carbon footprints in oil waste treatment. 

Beyond SAS, I mentor and train technology companies & founder teams as part of the Moonshot Factory.  

I am always open to connecting with like-minded professionals and exploring new opportunities. Feel free to reach out if you are interested in discussing innovative waste management, entrepreneurship, or business growth.

In the Moonshot Factory we provide transformational mentoring and training programs to incubated companies at the Higgs Centre for Innovation in Edinburgh. Collaborating directly with founder teams, managing directors, and investors, we enhance the strategic direction and execution of early-stage ventures. 

Throughout my career, I have had the privilege of working closely with founders and startups across a diverse range of industries, including pharma & medical technologies, space tech, renewables, environmental, and energy. As a trusted advisor, non-executive director, or through program-based engagements such as Edinburgh Innovations (Edinburgh University), Planet Positive Lab (Oxford), the Royal Society of Edinburgh Research Fellowship Awards, Converge Challenge, or iCure, I am committed to driving success and empowering transformative ventures.

Mark Zwinderman

People ask me sometimes, now that my life is roughly 50/50 In Scotland and The Netherlands (and a wee bit in England), do I feel Scottish or Dutch?

All it takes is the last 30 minutes of watching a football match to know the answer 😄 . I aged 20 years last night.

Legends.

Strategic Architect | Designing Systems for High-Ambition Leaders, Organisations & Ecosystems

At EIT Seedbed event in Warsaw today to close the project. Lovely team of people who have been so helpful the past months.

Listeria mono is a terrible pathogen and the Biosers project from University of Strathclyde is a world leading technology.

The Biosers test only needs 2 Minutes to know for sure if there is or isn't Listeria mono in food production facilities. Hayleigh May, Karen Faulds and Duncan Graham have created something genuinely innovative with the potential for huge impact.

Scottish Enterprise and their HGSP are supporting and pushing forward some really awesome technologies. 

If you are in chilled food or Ready to Eat production, seafood processing, or dairy, get in touch.

I architect Moonshot programmes for leaders, enterprises, and regions

No alternative text description for this image

Yesterday I asked 50 ten-year-olds "What can you do with a pen, besides writing?"
 
We ended up inventing a pogo stick for hamsters, a tini spaceship, blow dart, emergency straw, and a Bubble blower.
 
Then I told them a story. Apollo 11. July 1969. Neil Armstrong and Buzz Aldrin are on the Moon. They just landed and they discover the circuit breaker switch for the ascent engine has broken off. Without that switch, the engine won't fire. Without the engine, they're stuck on the Moon. Forever.
 
Buzz Aldrin looked around the cramped lunar module. What did he have? A felt-tip pen. He used it to push in the circuit breaker. The engine fired. They made it home.
 
That pen saved the Apollo 11 mission.
 
This was my morning at a primary school in Oxfordshire delivering a Moonshots thinking session. We explored real Apollo mission stories (I brought replica artifacts the kids could hold), looked at inventions by children their age (from Benjamin Franklin inventing swimming flippers at age 11, to a 11-year-old who patented a microplastics detecting robot) and ran hands-on challenges in creative thinking.
 
I came away more energised than when I arrived. I want to show young people that age isn't a barrier to innovation. That simple solutions and crazy ideas can solve (impossible?) problems. That they can start NOW.
 
Some of those kids will invent things that change the world. And it might start with a question about a pen. If your school would value a session like this, DM me. It's one of my favorite things to do.
 
#Innovation #STEM #Education #Moonshots #ProblemSolving #YoungInventors #Moonshot

In 1949, American actor Sam Wanamaker arrived in London searching for Shakespeare's Globe Theatre. He found only a blackened plaque on an unused brewery wall, incorrectly placed.

Most people would have shaken their heads and walked away.

Sam spent the next 23 years making the impossible possible.

He founded the Shakespeare Globe Trust in 1971, then fought bureaucracy, skeptical colleagues, and hostile local councils. He poured his own earnings as an actor and director into the project. He navigated fire regulations that hadn't allowed a thatched roof in London since 1666. He battled developers who wanted high-rise housing on the site.

Many called it his "great obsession." The project was declared impossible.

Sam died in 1993, while the building was still under construction.

But The Globe Theatre opened in 1997. An indoor theatre bearing Sam's name opened in 2014. His vision transformed cultural expectations and redefined what "impossible" means.

This is what every moonshot requires

→ A vision so compelling it survives decades of rejection 
→ Personal sacrifice (Sam invested his own money when others wouldn't) 
→ Relentless focus despite shifting obstacles → The ability to inspire others to join an "impossible" mission

Sam never saw the finished theatre. But he saw the first performance in 1993, while builders were still working around the actors.
That's the moonshot mindset. You don't wait for perfect conditions. You start. You persist. You inspire others to believe.

You start. Others will join you.

Moonshot thinking isn’t about  coming up with big goals.

It’s about:
– clarity
– sequencing
– systems
– capability
– long-term momentum

They didn’t manage to reach the moon by “thinking big.”
It was reached by designing Mercury → Gemini → Apollo.

Moonshot is a method, not a dream.

Big goals don’t create capability.
Capability creates big goals.
Moonshot thinking builds both.

A powerful post. The line that stood out to me was “we keep acting as though politicians — rarely trained in complex delivery — should fix everything”

This is exactly the pattern I see across universities, industry and government projects. We keep outsourcing the mission. We hand the problem to a single actor and then wait. In Scotland it is usually Scottish Enterprise who are handed the role of the cavalry. Expected to come up over the hill with some magic.

Moonshot thinking suggests a different model.
If you want to change an ecosystem, you build the capability around government, not inside it.

Government sets direction and delivery belongs to the wider system.

That includes founders, researchers, operators, investors, implementation teams, people willing to pull things into reality. Business leaders. Business networks.

Some nations have figured this out. The UK hasn’t yet. But the ingredients are all here.

Before we ask “what should Government do”, we should ask a question.

What is the mission, who owns which piece, and what architecture lets that mission scale?

That’s the work we need if we want more than reports and we want results.

Global Presenter & Moderator | Strategic Connector for Founders, Funds & Change-Makers | Co-Founder of Impact Ventures

🌍 Whatever happens in the Budget on Wednesday, I'll be leaving the country.

Only for a few days - a business trip to Riyadh.

Being away from the UK is always a chance to reflect on a country which, despite its enormous attractions, spends a lot of time doubting itself.

We have remarkable resources, problem-solvers and solutions at our disposal.

Deciding who should be doing what is part of our problem.

Imagine for a moment that all “Charity” is a failure of the state.

Now imagine that all “State”, all “Government”, is a failure of charity - or more broadly, of community.

This confusion about roles and responsibilities has been on my mind.

I recently read a UK House of Lords report on funding technology companies and realised the people best placed to deliver its recommendations weren’t in Government, but across all sectors.

Too often we read such reports and say to Government: “over to you”.

We keep acting as though politicians - uniquely untrained for complex delivery - should fix everything.

When business people see problems, they often fire missile-shaped letters, petitions and policy demands into the heart of Government, as if this were the only route to change.

Instead, reviews could spark cross-sector implementation teams, charged with doing, not talking - inspired by Government, but not confined to it.

My two years on the Council on Social Action at 10 Downing Street taught me that even the most powerful address in the land doesn’t possess a mythical “lever room” where change happens. Seeing its limits was disappointing, challenging, and ultimately inspiring.

I remain in awe of anyone who runs for public office and grateful to those who serve their “tour of duty”.

But imagining Government’s role begins and ends with Government activity misses the point.

The opportunity is to connect, galvanise and inspire new collaborations - to oversee a national social-innovation A&R centre that spots and backs what works, and isn’t afraid of big bets.

The power to convene does not begin and end with a few receptions. Not every social problem has a policy-shaped answer.

In the past month, I’ve been in companies, world-famous recording studios, art galleries, and both Houses of Parliament. 

Each visit reinforced that we lack the institutions needed to drive 21st-century change.

One day, we'll have a House of Solutions.

Until then - whatever the Budget brings - let’s imagine futures where Government does nothing, and ones where it does everything.

Then, let’s build a world in between.

                                                    *****

#HouseOfSolutions

A brand new programme for founders with real ambition and drive to do something special.

And why would you not?

🚀🌙 Oxford Moonshot Applications Closing: T-Minus 5 Days 

The countdown is on. Don’t miss your chance to join the Oxford Moonshot Programme - an initiative designed to support bold innovators tackling some of the world’s biggest challenges, from cleantech and medtech to AI, fintech, and beyond.

Through expert-led workshops, founder talks, industry clinics, and one-on-one mentoring, participants develop the focus, confidence, and investor readiness to take their ventures further - culminating in a Demo Day with £30,000 in equity-free prizes and pathways to continued support.

👩‍🚀 Who’s eligible - University of Oxford:
DPhil candidates 
Early Career Researchers
Alumni within 2 years of graduation

👉 Don’t miss your launch window. Apply now by 21 November: enspire.ox.ac.uk/moonshot

Greg Jones | Dora Handrea | Mark Zwinderman | Oxford Saïd Entrepreneurship Centre | Oxford University Innovation | Careers Service, University of Oxford | Enterprising Women Oxford | MPLS Researcher Training and Development | The ZERO Institute - University of Oxford | Oxford Edge

Just one more.

“According to the British Geological Survey (BGS), when Kenny McLean scored from the halfway line to seal a breathtaking 4-2 win over Denmark, which are ranked 18 places higher in the world than Scotland, the reaction at Hampden Park was equivalent to a very small earthquake”

Big ideas fail because people don't identify the irreducible systems needed to execute, then give those systems both independence and alignment.

NASA found the three fundamental systems that HAD to exist. 

Same with Tesla: you can have brilliant tech but without logistics you can't deliver cars, without money you can't scale.

Most people start with "what do we have" or "what should we do" without first getting ruthlessly clear on "where exactly are we trying to land."

The path to successful idea execution then is…

Define the moonshot. Make it specific, ambitious, time-bound (not "be successful" but "be the #1 cancer research hospital by 2030")

Identify the irreducible systems. So, what HAS to exist to achieve THIS specific goal? (Not generic business functions, but the actual systems this moonshot demands)

Build for independence + alignment. What teams are responsible for each system with autonomy to solve their piece, but all locked onto the same landing point

That’s we do at the Moonshot Factory. We help create the clarity that enables Big Ideas to convert into Success stories.

Applications close tomorrow for the First Launch of the Oxford Moonshot. 

This will be different.

Ana Stewart is right in saying that founders are the unsung heroes of the economy, but the real question is not so much if Scotland supports founders.

The question we need to ask is how well our system is architected to scale with them.

Both the Scaling Scotland report and Ana’s ISBE address highlight the same truth from different angles.

I don’t see an ambition problem.
I do see that Scotland has an architecture problem.

A founder-first mindset matters. Support through incorporation, early traction, and first customers matters. But scaling, true scaling, is where the fractures in the system show up.

leadership capability, governance, commercial architecture, international readiness, long-term capital, and confidence in the next decade.

If Scotland genuinely wants to unlock the potential £20B annual uplift and 100,000 high-value jobs, (not to mention the associated jobs in the community) the solution is not just “do more”.

We need to be building a coherent scale-up system. This means we need clear sequencing for companies as they move from startup → scale-up → global player.

Leadership communities that reduce isolation and increase capability. 

Long-term capital that can stay with a company through the difficult middle years. 

Governance and commercial depth that match our technical excellence.

A talent architecture that keeps experience flowing back into the ecosystem.

We need to design the system that makes scaling predictable, repeatable, and durable.

The two reports together give Scotland exactly that dual perspective.

Bottom-up: founder resilience, confidence, clarity.

Top-down: structure, capital, governance, national ambition.

Combine them, and Scotland has a blueprint for a world-class scale-up ecosystem.

A Moonshot architecture for national economic transformation.

But the real power comes when all three align; culture + talent + long-term capital inside a coherent architecture.

That’s the future Scotland deserves.

Partner at Harper Macleod advising entrepreneurs and investors

“Follow our founders,” supporting them from the idea stage to global expansion, and championing entrepreneurs as “the economy’s unsung heroes.” - Ana Stewart
 
At Harper Macleod LLP, this isn’t just a ambition - it’s what we do everyday. Our founder-first approach means being more than legal advisers. We partner from incorporation to international expansion because scaling isn’t just about capital and talent - it’s about confidence, clarity, and having the right team behind you. That’s where I genuinely believe we differ. We want to work with you at all stages of your life cycle. We’re there to support you from the very beginning right through your scale up journey. We’re not just waiting for you to make it big. 

Scotland’s potential is huge: scaling effectively could unlock £20 billion in annual revenue and create 100,000+ high-value jobs. That’s the ambitious vision laid out in the Scaling Scotland Report by Shane Corstorphine & The Scottish Scale Up team. This report alongside, Ana Stewart’s new growth blueprint in her speech at the Institute for Small Business and Entrepreneurship (ISBE) Conference offers a founder-focused roadmap to make scaling-up a national priority.

🤝 A Shared Vision

1. Building a Scottish Powerhouse: Scotland must evolve from a start-up culture into a thriving scale-up ecosystem, unlocking high value jobs, and driving long term prosperity.

2. Global Competitiveness: both reports emphasise the need to expand international market access, boost export readiness and position Scotland as a magnet for global talent and investment.

3. Measurement & Accountability: Transparent reporting and progress tracking are highlighted as essential to ensure impact and accountability.

❌ Where They Differ

1. Approach: Stewart’s plan is bottom-up and is founder-centric, prioritising mental health, resilience, and tailored support. Scaling Scotland takes a top-down view, focusing on systemic changes in governance, funding, and culture.

2. Funding Reform: Stewart prioritises capital access and tailored interventions but Scaling Scotland estimates a funding gap between £217 million and £1.5 billion for Scottish scale-ups, particularly at mid-to-late growth stages and stresses the need for investment that supports businesses over extended periods.

3. Governance: Governance is central to Scaling Scotland’s roadmap, identifying leadership and board capability as critical barriers.

These two reports offer complementary solutions - one for immediate action, the other for long-term transformation. Aligning both could unlock Scotland’s full scale-up potential and drive sustainable growth.

At Harper Macleod LLP, we’re ready to play our part by following our founders - because when they succeed, Scotland succeeds.

👉 If you had to choose one lever to shape Scotland’s future, which would it be - funding, talent, or culture?

➡️ Read the report: https://lnkd.in/egPdZ73h 

#ScaleUp #Entrepreneurship #Scotland #Innovation #GrowthStrategy

Open article: Shane Corstophine - Non-Executive Director by nowscaleit.com

Shane Corstophine - Non-Executive Director

Running a business often feels similar to flying a spacecraft being hit by lightning. 

When Apollo 12 was hit by lightning on launch, every instrument lit up like a Christmas tree.
Mission Control was silent for a few seconds, nobody knew what to do.

Except one young engineer in a back room.

He remembered a simulation over a year ago.

“Try SCE to AUX.”

The commander flipped the switch.
The spacecraft rebooted.
The mission continued all the way to the Moon.

Big missions don’t survive because everything goes right.
They survive because someone knows the system deeply enough to reset it when everything goes wrong.

Every project has an “SCE to AUX” moment. A small action that saves the mission.

Do you know yours?

Is the problem a lack of good ideas?

Clearly not. 

After 25 years building businesses and now supporting ambitious initiatives across sectors, I see the same pattern everywhere.

In startups. In established corporations. In universities. In regional economies.
Brilliant people with a flood of great ideas. No shortage of enthusiasm or capability. But a lack of infrastructure to move from concept to reality.

The hardest part is building the scaffolding to transform those ideas, those sparks of excitement into something that actually happens.

To create change, to create impact we need to create
* Team structures that can deliver, not just inspire
* Financial architectures that support scale, not just survival or startup
* Systems that create momentum when the initial energy fades

NASA made it to the moon because they had a great idea. The idea itself was carefully thought through and then they got there because they built mission-critical infrastructure: propulsion to generate momentum, navigation to stay on course, life support to sustain the journey.

The same principles apply when you launch a spinout, transform an industry, or set out to change a region's economy.

My focus is not so much on creating more ideas. There’s so many amazing people out there with awesome ideas. I work to create the frameworks and structures that give big ideas their best chance of becoming real.

Because the world needs more ambitious ideas to actually make it across the line. 

This is why the recently launched Oxford Moonshot is such a powerful step forward. It is part of building a structure that enables those with the brilliant ideas to create the impact for all of us.

#Moonshot #Ideas #Action #Oxford #OxfordMoonshot2025

The world needs people who are willing to make the effort and make it a better place. This programme has the goal of supporting a small group of people like this.

Not just support, make sure they move forward. Create momentum.

If you are at Oxford University follow the link below and see if this is the Moonshot you need to pursue.

The hard thing about understanding your Moonshot.

The world only sees the rocket at the end, the world does not see the scaffolding, the testing, the threads followed, solutions tried and investigated.

The “rocket” (the big breakthrough, the thing everyone admires) is the last thing built.

Before that comes:

dull process
paperwork
testing
failed prototypes
weeks and months where “nothing seems to be happening”
the grind of convincing people who aren’t yet convinced

Most people give up because they confuse lack of visible progress with lack of progress.

Most outsiders will confuse their not understanding your progress with a lack of progress.

Your job is to make it real, then make it look inevitable.

A Disaster Bed. You are asleep and an earthquake hits. Disaster!

It's dark, there's chaos, where do you go?

Don't worry, the Disaster Bed or Earthquake bed will save you. As the quake strengthens, the bed opens up under you. You fall into a dark, steel container, which then closes above you.

You are save inside a closed, steel box.

Great idea? Three patents were filed by people who thought so. Could it save thousands of lives?

Bonkers idea? Dropping into a dark, steel box in the middle of an earthquake, while you are sleeping. A terrifying experience for sure.

Amanda and I debate in EP10 of Brilliant or Bonkers.

Listen to the podcast at the link below:

https://lnkd.in/eFG87ukq
#Podcast #Science #DisasterBed #Innovation #Moonshot

Open video: EP10   The Earthquake Bed on youtu.be

Understanding your work in the context of great historical events keeps you sane.

Have a good weekend folks. 

Listen to some Bruce.

Should we use artificial trees to remove CO2 from the air?

Or will it create a response along the lines of “I can do what I want because the magic trees will clean up after me?

Personally I think we need all the tools we can develop to help us contain the climate crisis. It is however crazy we need this.

EP 9 of the podcast out now.

https://lnkd.in/etppNDR3

Open video: EP9 Artificial Trees for CO2 hoovering on youtu.be

COP is going on with another failed effort to do anything of importance regarding climate change.

At Brilliant or Bonkers we decided to cover artificial trees. Giant hoovers that suck in air, remove CO2 and ever so slowly could keep CO2 levels within a certain safe range.

Maybe.

Or return CO2 to a safe level once we stop producing so much of it.

Are these artificial trees the solution to climate change? Or a typical way of hoping some expensive technology will save us from ourselves?

Amanda and I debate and explore. Even the Judgment Giraffe had a bit of a headache after this one.

EP9 of our podcast on the link below.

https://lnkd.in/e77Y4cMz

#COP30 #Climatechange #Netzero #podcast #environment #CO2

If universities could only teach three subjects, which three would create the most innovative society?

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The Battle

John Twaddle

Mark Zwinderman

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The Battle

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Mark Zwinderman

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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);}Mark Zwinderman's LinkedIn Performance

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