Karla McNeilage

Making your brand memorable through story-led marketing. Using creative content strategies to drive growth • Social Media | Copy & Content Writer | Founder of Wave Socials 🌊 Mental health and wellness advocate

In 2014, my passion for writing and storytelling led me to study English Literature at uni.

I loved it so much that it influenced my career:

→ 2016: Started dabbling in copywriting jobs to see if I enjoyed it.

→ 2016: Created a Wordpress blog as a creative outlet. Fell in love with content writing.

→ 2018: Graduated. No grad job. Wanted to work in marketing but didn’t know what niche. Ahh. Spent 8 months working 14-hour days, juggling different unpaid internships.

→ 2018-19: Landed an internship and eventually became Head of Social Media & Influencer Marketing for an e-com start-up.
Sold out every launch with my marketing strategies, my content reached millions of impressions p/m and took our IG from 3K > 80K+ followers in <10 months.
I loved creating marketing campaigns. But I didn’t get to write much. I missed it.

→ 2020: New job. Head of Social Media for another e-com start-up.
Brought the same energy and sold out every product launch, reached millions p/m and grew a loyal community of superfans.
This time, more copy & content writing opportunities: email marketing, website & landing pages, paid ads.
I started ghostwriting as the founder. I loved stepping into someone else’s shoes.

→ 2022: Quit my job. Started my business, Wave Socials. Never looked back.
Services: social media marketing and copywriting/ content writing for 40+ CEO’s & founders, e-com businesses, agencies and big corporates.

→ 2024: Pivoted my services to LinkedIn personal branding. 
Took my own strategy seriously. Became a content creator on LinkedIn. Have a fully inbound business as a result. Also grew an amazing community and network.

Realised personal branding is the perfect blend of social media marketing and writing- all the skills I’ve been honing for nearly a decade.


Now, I help 6-8 figure C-suite execs, founders & creators amplify their voices on LinkedIn to grow their businesses.

I’ve carved out a career that feeds my love for writing, creative content, connection and storytelling.

-

SERVICES:

• LinkedIn Ghostwriting & Personal Brand Management:
For those who lack time, knowledge and/or expertise to create outcomes and impact.

• LinkedIn Workshops & Masterclasses:
Teaching you and your team how to leverage your personal brands on LinkedIn for business growth.

• LinkedIn Coaching:
Master the art of creating a personal brand that gains authority, builds trust and attracts quality leads and opportunities.


Want to work together? Fill out this form and I’ll be in touch!

https://forms.gle/Qf7vPL4ed53tSrPf9

My DM’s are open if you have any questions :)

Owner

Karla Mcneilage

Celebrating a HUGE milestone…

I'm 1,000 days alcohol free!!!

My biggest lesson?
Quitting alcohol isn’t about what you give up. It’s about what you gain.


I stopped drinking as part of 75 Hard (a fitness challenge) almost 3 years ago.

But I felt so good that I never picked it back up.

There obvious benefits:
Clearer skin, better sleep, saving money, improved productivity & mood.

But quitting alcohol has been a full system reboot.


→ I’ve got so much more time!

• Less time drinking & recovering
= more time for me, my goals, my business & my future

• I have more energy and get my mornings back too


→ Drink was a form of socially acceptable self-sabotage

• Stressed? Nervous? Happy? Prosecco!
• I was an anxious mess for days after drinking
• It worsened my emetophobia & ADHD symptoms

• It was a loop of:
Drunk > hungover > anxious > low dopamine > bad routine > drink again

• My nervous system is regulated.
• I feel so much more aligned with myself!


→ Better emotional intelligence

• I'm more self-aware & self-sufficient
• I’m in control of my decisions, behaviours, reactions
• I don't put myself in dangerous situations by getting black out drunk


→ Increased self-confidence

I’ve not relied on alcohol to get me through:

• Speeches (biggest fear!)
• Weddings alone, where I didn’t know anyone
• Heartbreak, homesickness, depression
• Festivals, concerts, pub nights, raves
• Pubcrawls, celebrations, open bars
• Travelling & moving abroad alone

No liquid confidence.

Just inner resilience and pushing myself out of my comfort zone.


→ Deeper relationships

• Better social skills
• Super strong boundaries
• More present and intentional
• Cut people out, as our friendship was based on booze


→ I don’t need alcohol to have fun!

• Thought it made me fun, but I think I’m just fun?
• I outlast my drunk friends & can stay out until 5am
• I’m always the first on and last off the dance floor
• The past 1000 days have been the best of my life - great time making memories


→ Healthiest & fittest I’ve ever been

• Lost 3 stone
• Can lift 4x my body weight
• Gym bros tell me I intimidate them lol
• Quit junk food/ binge eating/ fizzy juice
• Only drink water & 90% whole, organic foods


I didn't have a drink addiction.

But when I drank, I binged.

Alcohol was escapism, and it's deeply embedded into UK culture.

Especially where I grew up on a council estate.

You’re seen as weird if you don’t drink.
Or boring. Or people think you're pregnant...


It's the only substance where you're judged for taking too much, and also not enough.

Those temptations to cave into the “just have one” comments.

Or fighting the urge to have a little sip.


A lot of people don't like it, but they're bored, have FOMO or give into peer pressure.

Sobriety is all about your discipline and mindset though.

(Support from loved ones helps too!)

I've regained control by not allowing alcohol to control me. Proud ❤️


P.s. Got myself a cake. Romanticising my life & wins more!

Personal Brand Strategist & Ghostwriter for B2B Founders | Helping You Build Influence, Thought Leadership & Revenue Through Strategic Storytelling | UK’s #3 Content Marketer | 📍 Bali

I’m turning 30 soon, have my own online business and live abroad.

Yet I've been told:

“Be realistic…”
“It’ll never work”
“You’re so delusional”
“Just quit and get a real job”
“You’re living in a fantasy world”
“You should be settled down by now”

I’ve heard them all.

From peers, people I love and even my own inner voice.


When I quit my job with no backup plan in 2021.

When I started my business with little savings and a mortgage to pay in 2022.

When I took 3 months off to recover from burnout in 2023.

When I got a late ADHD diagnosis and working on healing / reinventing myself in 2024.

When I left my family to move to the other side of the world alone in 2025.


And here’s what people don’t see:

→ The internal work I do every single day

→ Therapy, journaling, hard convos, identity shifts

→ Figuring out what my new version of 'normal' looks like

→ Pushing back on everyone telling me what my life should be by now

→ Getting "Live Without Limits" tattooed on me as a reminder to keep pushing myself out of my comfort zone


I tried the long-term, settled life in the UK:
Mortgage, stability, sensible retirement plan.

But it wasn’t for me. I felt trapped.

Now, I live out of a suitcase and am on my own timeline.


Do I feel unsettled sometimes? Yup.

Is the future scary without a 5-year plan? Definitely.

But do I feel liberated not knowing exactly what's next? 1000%.


I stopped measuring ‘success’ by societal norms :
Marriage, kids, climbing the corporate ladder.

Instead, I re-defined it on my own terms:
Time/ location freedom, fulfilment, impact, peace, self-growth, health, happiness, fun, adventure, waking up excited, presence, anddd untapped earning potential.


If people think I’m a failure because of that, fine.

But if younger me knew that I:

• Feel SO loved and supported
• Get to work with dream clients
• Have a business I’m obsessed with
• Am making a difference to others’ lives
• Call two places home: Indonesia & UK
• Carve out time for my own creative outlets
• Live in the sun, just 5 mins from the beach
• Build my biz from anywhere in the world!!!
(Including by the pool + beachside cafés)
• Have an insane global network & community
• Work to my schedule = gym whenever I want
• Am 10000% comfortable in my own company

And my personal fave:
• Spend time in the ocean, wild monkeys nearby, coconuts galore, sitting on cliffs watching sunset to recharge

… I think she’d be pretty damn proud!


The people who once called me delusional?

They’re now asking how I managed to build my dream life!


Reminder - you don't have to:

-Do what everyone else is doing
-Fit into a system that feels unaligned
-Shrink your ambition to make others feel comfortable

Buttt...

You do have to be brave enough to take action and go after what you really want.

And a bit of delulu never hurt anyone!


P.s. flying to Scotland soon to have a 30th party before going to Egypt then back to Bali. If that isn't a lovely self-made fantasy world idk what is ☺️

I just hit 60,000 followers on LinkedIn!!!

This platform has changed my entire life, so here’s what I’d tell myself if I was just starting to build my brand.


1/ Focus on quality > quantity

I’m celebrating growth but followers shouldn't be a success metric.

A big following ≠ high-leverage network.

What you should look at is how aligned your audience is.

My analytics for example:
-UK/ USA based
-Founders, CEOs, directors
-Working in advertising, marketing, tech

My followers are my future clients or collaborators.

That’s what really matters!

And its all down to content and positioning.


2/ Stand for something

You don’t need to dilute your messaging to build your brand.

In fact, that's the fastest way to become invisible.

To become a thought leader and someone worth following, be:

-Opinionated 
-Specific & clear on beliefs
-Unafraid to challenge the norm

Neutrality and appealing to everyone
= memorable to no one.

You'll attract the right people by evoking emotion / teach new things.


3/ Your story is your unfair advantage

The posts that changed everything for me are honest, vulnerable insights:

ADHD, self-growth, building a business from rock bottom.

Credibility isn’t just about achievements.

It's your failures, lessons, journey.

Tell your story strategically, and it becomes your USP.

Resonance → connection
Connection → trust
Trust → builds business.


4/ Keep showing up

Be intentional and consistent on LinkedIn.

Don't get down about bad impressions, algo changes and non-viral posts.

Aim to inspire, educate, connect and entertain with your content.

Silent lurkers are everywhere!


5/ Stop trying to sound so professional

Corporate jargon creates distance.

Write how you speak:
cadence, colloquialisms, personality, wit.

Show your humanity (in the world of AI!)

You don’t build authority by sounding like everyone else - you have to be recognisable.

Plus, there's nothing wrong with having a bit of fun on here!


5/ Networking is non-negotiable

LinkedIn is a social networking platform.

Comment and add your perspective.
Spend a heck of a lot of time in DMs.
Meet up with people IRL.

Some of my biggest opportunities didn't come from posts.

They came from convos & building genuine relationships.


6/ Just hit post!!!

Limiting beliefs and mindset are what hold us all back.

But done is better than perfect.

Post flops? Nobody will remember.
No sales? Refine and try again.
Feel cringe? It's the cost of entry.

You’ll never feel ‘ready’ to start building your brand.

Confidence comes from action!

-

I wouldn't be living abroad as a digital nomad, building an online business I love and working with dream clients if I hadn't started posting on LinkedIn.

Revenue, podcasts, keynotes in 3 countries, PR, best friends, global network, trips abroad, paid partnerships as a B2B creator, impacting others, location freedom...

The opportunities that come from growing your brand are endless!

Thanks for following my journey ❤️ ily!!!

What I say my job is: LinkedIn ghostwriter & personal brand strategist.

What I actually did this week:

→ Dived deep into market research across 5 industries
→ Ghostwrote a heck of a lot of posts
→ Built a go-to-market plan for a clothing brand
→ Edited a press release for a fast-scaling agency
→ Spoke with clients’ internal teams about partnerships with legacy brands
→ Tapped into my network for a client who's hiring
→ Proofread a client's job description before it went live
→ Had a LinkedIn coaching call for a B2B SaaS founder
→ Worked on a 2026 marketing roadmap for my clients' 8-figure agency
→ Rewrote a friend's LinkedIn post with a 5-min VN explanation
→ Client strategy call: positioning & lead-generating content focused
→ Integrated SEO forecasting into a client’s content plan
→ Started building a LinkedIn-led growth engine for a founder: focused on deal flow, market visibility & strategic positioning


None of that fits neatly into "ghostwriter."

And that's kinda the point.


When I started my business, I focused on becoming known for one thing.

Content marketing.

I didn't niche all the way down.

Because my clients, who are high-growth agency founders, want a thought partner. 

An expert who:
-Solves problems
-Saves them time
-Makes life easier

Someone who sees the bigger picture and buys into their vision.

Who’s on the journey with them, and in it for the long-run.

Who actually cares whether or not they win.


With 10+ years of experience in e-com & social-first content marketing…

I’m that person for my clients.


Skill stacking was bloody hard at the start of my career.

I was juggling 101 plates and working myself into the ground daily.

But it did change everything for me.


Over the last decade, I’ve worked across:

Content strategy, persuasive & creative copywriting, copyediting, social media, PR, SEO, influencer outreach, content creation, creative direction, sales funnels, cultural analysis, email marketing.

I’ve been a Fractional CMO, Head of Social, Ghostwriter

You name it, I’ve done it.


Each skill on its own is valuable.

But combined, you become harder to replace.


My clients don't hire me JUST to write LinkedIn posts.

They hire me because I understand their story, their business, goals and audience.

They trust my insights and loop me in on marketing / business brainstorming.

That’s the shift -
From personal brand manager > thought partner and legacy builder.


Reminder:

It’s great to solve one problem for one person.

But business isn’t black and white.

Especially in the creative space.

Have boundaries, yes.
Charge accordingly, absolutely.
Don't say 'yes' to everything.

But never stop skill stacking!


Don’t worry too much about boxing yourself into a title.

Positioning matters.

Your true value lies in the problems you can solve though.


The goal?

Become indispensable.

That’s how you go from a hired pair of hands → strategic partner.

POV you think LinkedIn's a professional platform where you post job updates, but it’s actually a global social networking channel where you can meet best friends & business partners!


2021: Connected with a stranger on LinkedIn.


2022: Met said stranger Shoaib Ahmed at Chlöe Gibbions business event in Manchester.

Talked about future biz goals.


2023: Went on a co-working trip to Spain.

- Had only met once at that event a year prior
- Spontaneously booked a holiday
- Left our 4-hour flight as besties
- Spent a week working on our business, health & fitness
- Celebrated NYE together in London
- He phoned me for help when he got mugged


2024: Couldn’t get rid of him.

- Recorded a podcast together
- Had fun at concerts, nights out, events
- Flew to Paris as B2B creators & ambassadors for VivaTech
- Collaborated on brand deals with LAF | Les Années Folles - B2B Influence
- Went to Laurel Denney’s wedding in Valencia
(met on LinkedIn too!)
- He came to Glasgow for my Dad’s 60th
- I visited him in Manchester
- And then gatecrashed the 1st night in his new home
- Another co-working holiday in Spain!


2025: He followed me around the world.

- I went to Manchester so we could co-work
- Then he came up to Glasgow to visit
- He sat front row cheering me on during my IWD speech
- We co-founded & launched a business together
- Helped cohort members change their lives
- I moved to Bali, we kept friendship strong across timezones
- He travelled 24 hours to visit me for 3 weeks
- We hiked up an active volcano, visited a monkey forest, did paramotoring, went to a coffee & cocoa plantation, did boxing classes, swam in the ocean, painted pottery, laughed until we cried, grew our brands/ businesses, worked hard on our goals.


2026: Building together!

- He just flew to Bali to spend another month with me
- Lots adventures & co-working days ahead
- I've got a belated birthday surprise for him
- He's celebrating my 30th with me
- He'll come to Bali 2-3x per year
(Told you I can’t get rid of him)


LinkedIn isn’t just a social platform.

Had Shoaib and I not connected online and IRL…

None of the above would've happened.

The butterfly effect really is beautiful.


We phone each other in an emergency.

He’s promised I’ll be the maid of honour at his wedding.

He swore he’d take a bullet for me.
(Holding him to that).


I don’t have a team and work alone.
It gets lonely.
But great connection helps.

I moved to Bali alone.
I struggle with long distance.
But I’m SO grateful my friends follow me around the world!

I struggle with ADHD.
It impacts my mental health.
But having a support system that understands me is everything.

I’m crazy ambitious.
Sometimes I don’t dream big enough.
But having people like Shoaib who push / challenge me helps me succeed.


Grateful I've met countless friends for life on LinkedIn ❤️


P.s. I got my wee platonic soulmate a bunch of flowers to say thank youuuu for visiting. Really homesick, so cried a LOT of happy tears!

For 9 months, I’ve been the only Scottish person in every room.

I moved to Bali last year and any table I sit at now is international.

I’ve made friends & networked with people from every corner of the globe:

Iraq, Germany, Indonesia, Syria, Iran, USA, South Korea, France, Jordan, Australia, Japan, Egypt, Morocco, Russia, Brazil, Turkey,… you name it.


Some lovely exchanges:

“Scotland? Where's that??”
(Me: the UK... I’m from the UK)

“Oh so you play the bagpipes?”
(Me: yup, since I was 2 yrs old)

“Do you love haggis?”
(Me: even if I wasn’t veggie, no)

“Ghetto, what do you mean ghetto?”
(Me: just trying to say ‘girl’ in my accent)

“What’s wrong with your eye??”
(Me: accidentally said ‘aye’ instead of ‘yes’)


And my personal favourite? 😂

A woman came up to me in the gym and asked where I was from.

“Scotland? But you look so normal???” 

Her confusion spiralled out of control when she looked at my manicured nails, jewellery and cute pink outfit.

Me: [dying after hip thrusting 280kg… feeling like a strong Scottish alien]

Her: “You’re so glam, I thought you were all sheep farmers? Do you even have salons and gyms?”

I wish someone took a photo of my face 😅🤣


I loooove having a global community.

But it's also deeply disorienting.

Every time I open my mouth... I’m not just talking.

I’m translating.

Words, tone, humour, intent.


Because English isn’t everyone's first language.

And sadly, nobody would understand me if I spoke in my true tongue.

(Jokes on them because I’m absolutely hilarious xx)


When I’m at home, I speak Glaswegian / Scots English.

We’ve got:
- Different vocab
- Cultural shorthand
- Unique colloquialisms
- Distinct pronunciations

It’s fast, dry and expressive.


I started diluting that part of me when I launched my business 4 years ago.

All of a sudden, I was working with affluent clients from different countries and social classes.

So I softened it.
Practised articulation.
Slowed my cadence wayyyy down.
Replaced slang with ‘proper English.’
Stopped using cultural references.

I made myself easier to understand - more 'professional' and respectable.


When I moved to Bali, that dilution continued.

As my dialect changed, I started to feel  a lot less like myself.

I hadn't realised how much of my identity lived in the way I speak.

… and it made me crave the people who ‘get me.’


I’ve had to ditch my dry, sarcastic sense of humour.

(Still trying to make it land!)

BUT...
I’m so bloody grateful that moving abroad has improved how I connect.

Now, I:
-Slow down & think before I speak (hard as an ADHDer)
-Speak bits of Bahasa, Arabic, Spanish, French & Darija
-Can connect without needing perfect language
-Am more confident as the 'odd one out'


When I went home for Christmas, I even brought back books on Scottish history and politics.

Leaving home has made me wanna learn about the beautiful country I’m representing which I love!


P.s. If you’re Scottish and in Bali lmk, I’m craving a raw, unfiltered convo

"It feels like I wrote this post. Every word deeply resonates."

As a copywriter & marketer of 10+ years, I get messages like this weekly.

Two words:
Strategic storytelling.

It's a technique that blends narrative with business strategy.

It's designed to build emotional connection AND drive action!


And no - you don’t need to be the most brilliant writer.

But you do need to know how to turn your story into your USP.

Here are 6 ways I write stories that stick - using examples from my own content:


1. Lead with tension, not context

❌ "Last year I made some changes…"
✔️ "365 days ago I went completely teetotal”

Start with the moment that matters, not the backstory.

Nail your hook, and explain the ‘why’ later.

That sparks curiosity and encourages people to click ‘see more.’


2. Be painfully specific

❌ "I was really struggling a few years ago"
✔️ "In 2021, my social anxiety was so bad I didn't leave the house for 3 months"

Vague = forgettable.
Specific = powerful.

Numbers also grab attention by acting as visual anchors in copy.

Even better if you use odd numbers.

(It takes our brain 20% longer to process them = easier to remember).


3. Show, don’t tell

❌ "I did a speaking gig and was terrified"
✔️ “I looked at the sea of faces in front of me. My legs shook so badly with nerves I had to lean on the table behind me.”

Use sensory details to immerse your reader in the memory. 

It makes your story more vivid, so your reader can experience the moment vs just reading about it. 


4. Use real dialogue

❌ ”I helped improve my client's mindset” 
✔️ ”’You created a tectonic shift in my mind’ - my LinkedIn coaching client, Jordan”

Real words, real social proof & real impact.

Dialogue makes you more credible, adds personality and breaks up heavy text!


5. Open with a pattern interrupt

❌ ”My top tips for goal setting…”
✔️ ”Want to quit on your goals? Quit today.”

Don't just write for the algorithm.

Say something bold, unexpected or disruptive.

Give your unique perspectives and dare to challenge people.


6. Let the reader inside your head

❌ ”I was nervous about moving abroad"
✔️ "As soon as I sat down on the plane, I freaked out… 'Wtf am I doing?'”

I wanna hear your internal monologue!!!

Show your real-time thoughts during the messy moments.

That's how you create real intimacy, connection and resonance.


My number 1 tip, though?

Just put yourself in your reader's shoes.

Strategic storytelling isn't about performance, or posting for the sake of it.

It's about purpose.

Write with a goal in mind - for someone specific.

Share your humanity.
Teach from lived experience.
And actually be useful.

That's how you make people feel seen, evoke emotion and build trust.

And you they're finally ready to act?

They’ll already know you’re the one to turn to.


📸 Me in my Eat, Pray, Love era, writing content from the jungle in Bali, swimming pool filled with thousands of flower petals & looking onto an active volcano. Story for another day!

Personal branding isn't as complicated as you think it is.

I've built a high-converting audience, fully inbound business, been flown abroad for events and speeches, created a global network of thought leaders, grew a lovely community and opened doors I never could have imagined...

Allll from LinkedIn.

Going live today with some amazing creators & founders who've also leveraged this platform:
Shoaib Ahmed, Hannah del Herrera & Louis Butterfield ❤️ 

Shoaib's out visiting me in Bali right now.
Hannah and I got drowned in a thunderstorm together 2 weeks ago.
Louis lives on a different continent, but he's with us in Asia in spirit 😂 

Come hang out, have a bit of fun and learn what actually works.

We don't gatekeep!!

$2M generated from 1 video/week → 122/250 founders (and counting)

3 people who've built ~60,000 followers each.

Literally 100's of clients between them.

Going live with Shoaib Ahmed, Karla McNeilage and Hannah del Herrera to break down what actually makes strangers trust you online.

Not the stuff you've heard a thousand times on the feed.

Like what is the EXACT way they did it from 0-60,000?

So you walk away knowing exactly how to do it yourself.

Les do it.

Kush Shah, Leigh Campbell-Wan and 153 other attendees

The stupidly simple way to build a brand + win strangers’ trust

Cyber Risk Advisor | Speaker | Coach | #CyberSecurityMatters Podcast Host | Positive Troll | Board Director

Your biggest customer just told you they need proof of your cybersecurity practices in 60 days or they're walking.That $5M contract? Gone. 

Or your cyber insurance renewal got denied. 

Or you're sitting in a board meeting, and they're asking security questions you can't answer without sounding incompetent.

Here's what you probably tried: Your IT guy started talking about firewalls and acronyms. He wants $200K for new tools. You have no idea if you need them. 

Or you hired a big consulting firm. They sent a junior analyst with a 47-page report. It's in a drawer somewhere. You still don't know what to DO.

The truth most cybersecurity consultants won't tell you: They're boring as hell and can't talk to business leaders.

They lead with technology because they get vendor kickbacks. 

They'll tell you everything you're NOT doing (easy), but can't tell you what NOT to do (that requires business judgment). 

They can’t explain to you which risks are worth the money. 

I do this differently:

I start every engagement the same way: What makes you money? I don't care about compliance frameworks or your tech stack yet. 

I need to understand your critical business processes first. Then what data supports them. THEN we look at technology. 

I care about the systems that generate revenue and the contracts that depend on you proving you're not a security liability.

I work with manufacturing and B2B companies (50-2,000 employees) in three situations:

→Major customer demanding security proof or killing the contract - I helped a client keep their $5M Walmart contract. My fee? $150K. Easy math.

→Cyber insurance denied or demanding new requirements - Insurers want proof of fractional CISOs and real security practices. I provide that.

→Post-breach, board wants guarantees that significant breach cost never happens again - I rebuild programs from scratch and build sustainable security teams.

What you get:→No kickbacks on tools. No jargon in board presentations. No shelfware reports. Just a prioritized 12-month roadmap focused on protecting revenue and satisfying your customer’s cyber security questions.

My background:20+ years in cybersecurity. Companies from 50-2,500 employees. Built security teams from scratch. Fractional CISO for dozens of organizations.

Speaker at industry associations. 

I work with manufacturers and B2B firms honest enough to say "we need help."

If you're facing vendor security requirements, insurance issues, or board questions you can't answer, let's talk.

 https://meet-with-dom-vogel.appointlet.com/

Dominic Vogel

An uncomfortable truth about the cyber consulting industry:


Big firms are great at producing reports. Impressive documents. Deliverables that look good in board meetings.


But execution? That's not their business model.


They bill by the hour to create the plan. Then they leave. And you're stuck trying to figure out how to turn 200 pages of recommendations into real security outcomes.


That's where I come in.


I don't just write plans. I make plans come alive.


I take the complexity and turn it into clarity.


I take the theory and turn it into action.


I take the overwhelm and turn it into momentum.


And I do it with kindness because your team is already stressed enough.


A COO who sounded exhausted reached out to me the other day


"Dom, we paid a fortune for this plan from one of the big consulting firms. Everyone told us it was exactly what we needed. But we have no idea what to do with it. Our IT team looks at it and gets overwhelmed. Our leadership team can't figure out where to start. It's like we bought a Ferrari but no one can drive it."


I took a look at the plan


The plan wasn't wrong. It was actually quite thorough.


But it was completely divorced from reality.


It recommended enterprise-grade solutions for a 50-person company.


It outlined a three-year roadmap with no prioritization everything was labeled "critical."


It used technical jargon that made sense to the consultants who wrote it but meant nothing to the people who had to implement it.


It had zero consideration for budget constraints, staffing limitations, or the actual day-to-day operations of the business.


It was a plan designed to look impressive not to be executed.


So here's what I did at a fraction of the cost:


✅ I translated it into plain English. No jargon. No theoretical frameworks. Just: "Here's what this means. Here's why it matters. Here's what it looks like in practice."


✅ I prioritized ruthlessly. Not everything is critical. I identified what would actually protect their revenue-generating systems and their critical data. That became Phase 1. Everything else could wait.


✅ I made it actionable. Instead of "implement a zero-trust architecture," I said: "Start with MFA on your customer portal. Here's the tool. Here's the cost. Here's who implements it. Here's the timeline."


✅ I aligned it with their reality. Their budget. Their team. Their actual risk profile. Not some theoretical "best practice" written for a Fortune 500 company.


✅ I coached them through execution. A plan is useless if no one can implement it. So I walked alongside their team, answered questions, removed roadblocks, and kept them moving forward.


Six months later?


They'd implemented 70% of the prioritized roadmap.


Their team felt confident instead of overwhelmed.


Their leadership finally understood what they were paying for and why it mattered.


And they spent a fraction of what that $100K plan cost


Why?


We focused on doing instead of documenting

I Help Manufacturing & B2B Avoid Million-Dollar Cybersecurity Losses | Fractional CISO | 20+ Years Protecting Revenue, Not Networks | No Jargon, No Kickbacks | Proud Dad & Beard Grower

Let me tell you an uncomfortable truth about the cybersecurity consulting industry:


Most consultants are biased.


Not because they're bad people. Not because they don't care about your security.


But because they're incentivized to sell you specific solutions.


A consultant comes in to "assess your security posture." They find gaps real ones, usually. Then they recommend a specific solution.


Sounds helpful, right?


Until you find out they're getting a kickback from the vendor.


Suddenly, that "unbiased recommendation" isn't so unbiased anymore.


Maybe that $80K security tool is the right fit for your business. Or maybe there's a $15K solution that does exactly what you need but the consultant doesn't mention it because there's no commission on that one.


You have no way of knowing.


And that's the problem.


Businesses get sold tools they don't need.


Budgets get blown on "enterprise solutions" when a simpler approach would work.


IT teams get overwhelmed trying to manage five overlapping products because three different consultants recommended their "preferred" vendors.


It's not malicious. But it's not honest either.


I don't take vendor kickbacks. Period.


I don't get paid more if you buy expensive tools.


I get paid to tell you the TRUTH.


If a $5K solution solves your problem, I'm going to tell you that even if there's a $50K option on the table.


If you don't need a tool at all, I'm going to tell you to save your money.


If your current vendor is actually doing a great job, I'm going to tell you to keep them even if that means I don't get to sell you something new.


My incentive is singular: Help you protect what matters most, in the most effective and sustainable way possible.


Not the most expensive way. Not the flashiest way.


 The right way.


I worked with a manufacturing company that had been told by two different consultants they needed a $120K security operations center (SOC) platform.


They didn't need a $120K SOC.


They needed better visibility into their network, which we achieved with a $12K solution and some process improvements.


Saved them over $100K. Got them the security outcomes they actually needed.


Why would I do that?


Because I'm not trying to maximize my commission. 


And here's the thing: That approach builds trust.


 The kind of trust that turns a one-time engagement into a long-term partnership.


That CFO didn't just hire me for that project. She brought me in as a fractional CISO for all her companies. She referred me to her network. She became one of my biggest advocates.


Not because I sold her the most expensive thing.


 Because I told her the truth.


The next time a consultant recommends a tool, ask them:


"Do you have a financial relationship with this vendor?"


"Are there other solutions that could achieve the same outcome?"


"What happens if I choose a different product?"


You deserve unbiased advice. And if they can't give you that, find someone who can.

Ask a CEO about their top financial risks. They'll give you an answer.


Cash flow concerns. Market volatility. Rising costs.


Ask them about their top legal risks.


Contract disputes. Regulatory compliance. Employment issues.


Ask them about their top operational risks.


Supply chain disruptions. Equipment failures.


Ask them about their top personnel risks.


Key employee retention. Succession planning. Skills gaps.


They'll answer every single one without hesitation.


Now ask them about their top cyber risks.


Nine times out of ten?


They'll shrug. Look uncomfortable. And say:


"I don't know. Ask the IT guy."


And that right there? That's the problem.


Not because executives need to become cybersecurity experts.


But because cyber risk is a business risk and they're treating it like an IT problem.


You wouldn't shrug off a financial risk question and say "ask the CFO."


You wouldn't defer a legal risk question and say "ask our lawyer."


You wouldn't ignore an operational risk question and say "ask the plant manager."


Because as a leader, you own those risks. You understand them. You make strategic decisions about them.


But cyber risk? Too often, it's treated as someone else's problem. Something technical. Something you can delegate completely and never think about again.


And that's why we're losing.


That's why ransomware attacks are running unabated.


That's why breaches keep happening.


That's why companies lose contracts because they can't answer basic security questions.


That's why boards are blindsided when an incident happens.


Not because IT isn't doing their job. But because leadership isn't treating cyber as what it actually is: a strategic business risk.



If you're a CEO, a CFO, a COO, or any executive leader, you need to be able to answer this question:


"What are your top three cyber risks, and what are you doing about them?"


You don't need to know how firewalls work.


You don't need to understand zero-trust architectures.


You don't need to be able to configure endpoint protection.


But you do need to know:


What systems are critical to generating revenue?


What data, if compromised, would damage client trust?


What contracts depend on proving you're not a security liability?


What's your plan if you get hit with ransomware tomorrow?


That's not IT knowledge. That's business knowledge.


And if you can't answer those questions, you're shirking your responsibility as a leader.


I say that with kindness but also with urgency.


Because the cost of not knowing isn't just technical. It's financial. It's reputational. It's existential.


Because you wouldn't shrug off your financial risks.


You wouldn't ignore your operational risks.


So stop treating cyber risk like someone else's problem.


It's yours. Own it.


And if you need help understanding it and managing it I'm here. 


With kindness, clarity, and zero judgment.


Let's get you to a place where you can answer the question.

Let me tell you what you DON'T get when you work with me:


❌ No kickbacks on tools. I don't care what vendor is wining and dining me. 


❌ No jargon in board presentations. Your board doesn't need to hear about "zero-trust architectures" and "advanced persistent threats." 


❌ No shelfware reports. I'm not writing a 200-page document that looks impressive, collects dust, and changes nothing. If it's not actionable, I'm not delivering it.


Here's what you DO get:


✅ Unbiased truth delivered with kindness. I'll tell you what's broken, what's working, and what you're wasting money on. But I'll do it in a way that's honest and human. No shame. No fear-mongering. Just clarity and a path forward.


✅ A prioritized cybersecurity roadmap that makes sense. Not a wish list. Not "best practices" copied from a framework. A clear, sequenced plan based on your business, your risks, and your budget. And yes, we might even have some fun building it together


✅ A relentless focus on protecting revenue and people. Because cybersecurity isn't about compliance checkboxes or theoretical threats. It's about protecting the systems that make you money, the contracts that depend on trust, the reputation that keeps clients coming back, and the people who make it all happen.


Most cybersecurity consultants have conflicts of interest baked into their business model.
They're resellers. They get paid to push specific tools whether you need them or not.


They speak in technical jargon that makes them sound smart but leaves you confused and dependent on them


They deliver massive reports that check a compliance box but don't actually tell you what to do


And worst of all? They lead with fear instead of care.


I don't operate that way.


I'm not here to scare you into buying tools. I'm here to help you make smart, human-centered decisions about what you actually need.


I'm not here to impress your board with buzzwords. I'm here to give them clarity in plain English so they can sleep better at night.


Because cybersecurity shouldn't feel like punishment. It should feel like protection. And protection is an act of care.


I worked with a manufacturing company that had been sold six different "essential" security tools by three different consultants.


Half of them weren't configured. A quarter of them overlapped. And none of them were protecting the one system that actually generated revenue their customer portal


We sunset the tools they didn't need, reinvested that budget into what actually mattered, and built a roadmap focused on their critical business processes and on making the team feel supported, not overwhelmed.


That's what unbiased consulting looks like. 


You need someone who cares more about protecting your business and your people than padding their commission.


And that's exactly what you get. With kindness, clarity, and maybe even a few laughs along the way


With humanity at the center.

"I don't trust our IT provider and I don't know if I'm being taken advantage of."


That's what the COO of a $20 million dollar company told me when we first met.


His company was paying $15K a month for managed IT services. Every time he asked questions, he got tech jargon in response. 


Every time there was an issue, he was told it was "complicated" and would cost extra to fix.


He felt uneasy. Uncertain. Like he was flying blind while writing big checks every month.


So I became his IT couples therapist.


No, seriously. That's what I do.


I step into the messy, uncomfortable relationship between businesses and their IT providers and help both sides actually communicate.


I don't come in guns blazing, ready to fire your IT team. I come in curious, kind, and focused on understanding the truth.


✅ I talk to your IT provider in their language. I understand the tech. I know what's reasonable and what's BS. I can tell the difference between "this is genuinely complex" and "we're charging you extra because you don't know better."


✅ I translate for you in business terms. No jargon. No condescension. Here's what it costs. Here's whether it's worth it. And here's what you should be getting for your money.


✅ I remove inefficiencies and unnecessary costs. Sometimes your IT provider is doing great work but charging for things you don't need. I find the gaps, the overlaps, and the waste.


✅ I give you clarity. Because the worst feeling in business isn't paying too much it's not knowing if you're paying too much.


Here's what I did:


 Talking to the provider. Reviewing contracts. Understanding what was actually being delivered versus what was being billed.


Turns out? The IT provider wasn't malicious. They were just sloppy. Billing for licenses the company didn't use anymore. Charging "project rates" for routine maintenance. Providing coverage the business had outgrown.


I sat down with both sides like a couples therapist and facilitated an honest conversation.


The IT provider adjusted their pricing, tightened up their deliverables, and started communicating in ways the COO could actually understand.


The COO went from feeling uneasy to feeling confident. He understood what he was paying for.


 He trusted his provider again because now there was transparency.


And the company saved $4,500 a month. Over $50K a year.


Not by firing anyone. By creating clarity.


Most businesses don't have an IT problem. They have a communication and trust problem.


Your IT provider might be great but if you can't understand what they're doing or why it costs what it costs, you'll never feel good about the relationship.


Or your IT provider might be taking advantage and you'll never know because you don't speak the language.


I speak both languages. Business and tech. Risk and revenue. Strategy and systems.


And I do it all through my trademark kindness because no one benefits from blame, fear, or adversarial relationships.

Imagine how beautiful our world could be.


Not perfect. Not without conflict or struggle.


But beautiful because we chose to approach one another with empathy instead of judgment.



Most of the time, when someone acts in ways that frustrate us, anger us, or hurt us they're not acting from wisdom.


They're acting from pain.


Pain in their hearts. Pain in their souls. Pain they might not even fully understand themselves.


And that pain prevents them from showing up as their best selves.


So they react emotionally.


They lash out.


They withdraw.


They make decisions that don't make sense to us because we can't see the weight they're carrying.


And here's where we have a choice:


We can judge them by their actions alone react with anger, fear, or frustration of our own.


We can ask: "What might they be going through that I can't see?"


We can choose empathy over reaction.


We can choose understanding over judgment.


We can choose to see the full human being not just the behavior in front of us.


And when we do that? Everything changes.


Because empathy doesn't excuse harmful behavior.


 It doesn't mean we tolerate mistreatment or ignore our own boundaries.


But it does mean we respond thoughtfully instead of reactively.


It means we give people the space to be struggling and still worthy of dignity.


It means we recognize that our kindness, our understanding, our willingness to see someone fully that can be the thing that helps them find their way back.


The next time someone acts in a way that frustrates you—whether it's a colleague, a client, a family member, or a stranger—pause.


Before you react, ask yourself:


"What pain might they be carrying that I can't see?"


"What struggles might be driving this behavior?"


"How can I respond in a way that helps instead of harms?"


You don't have to fix their pain. You don't have to solve their problems.


You just have to choose empathy.


Because our ability to respond with kindness even when it's hard, even when we're frustrated, even when we don't understand that can make a real difference.


It can be the spark someone needs to find their strength again.


It can be the moment that shifts everything.


It can be the choice that creates the kind of world we all want to live in.


A world where understanding and support are at the forefront.


Let's be those people.


Starting today.

Anyone can tell you what you're not doing.


That part's easy.


A checklist can do it.


A framework can do it.


Honestly? AI can do it right now in seconds.


Ask ChatGPT about your security gaps and it'll spit out a beautifully formatted list of everything you're missing. 


Complete with recommendations, best practices, and a prioritized roadmap.


Free. Instant. Comprehensive.


If identifying security gaps is that easy, why are organizations still struggling?


Why are breaches still running rampant?


Why are security plans still sitting on shelves collecting dust??


Why are teams still overwhelmed, disengaged, and unsure what to do next?


Because knowing what to do and actually doing it are two completely different things.


And the gap between those two things?


That's where leadership lives.


It's not writing the plan. It's making the plan come alive.


It's not identifying the gaps. It's building the team and culture to close them.


It's not recommending the training. It's inspiring people to actually engage with it.


It's not pointing out what's broken. It's holding people accountable with kindness instead of fear.


It's not producing the roadmap. It's navigating the politics, the resistance, the budget constraints, and the competing priorities to actually execute it.


That's the hard part. And that's what most consultants and definitely AI can't do for you.


Because execution isn't a technical problem. It's a human problem.


And human problems require human leadership.


Real leadership isn't about being the loudest voice in the room.


It's not about wielding authority or instilling fear.


It's not about pointing fingers when things go wrong.


Real leadership is showing up with kindness, accountability, and an unwavering commitment to making things happen.


It's sitting with a team that's overwhelmed and saying: "I see you. Let's figure this out together."


It's holding someone accountable for a missed milestone not with shame, but with clarity and care.


It's inspiring a room full of skeptical executives to care about cybersecurity not because you scared them, but because you helped them understand what's actually at stake.


It's taking a 200-page security plan that nobody understands and turning it into something a team can actually execute step by step, with confidence.


That's what I bring to the table.


Leadership. Execution. Accountability. Delivered with kindness.


Security plans get executed.


Teams get trained and the training actually sticks.


Cultures shift from reactive to proactive.


Leaders stop deferring and start owning their cyber risk.


That's the transformation I create. And I do it all through kindness.


What's rare is someone who can make it happen.


With accountability. With humanity. With kindness.


That's what I do.

We're not ready for a security assessment right now.


That's what the CFO told me when we first spoke.


She was overseeing a group of companies.


 Multiple business units. Hundreds of employees. Millions in revenue.


And she had no idea what the current state of cybersecurity looked like across her organization.


I could have pushed harder. I could have leaned into fear. I could have painted worst-case scenarios until she felt backed into a corner.


But that's not how I work.


Instead, I was kind. But firm.


I said: "I understand you're not ready. 


But I want you to understand something too: The cost of action versus the cost of inaction is vastly different. If we do this assessment now, we can address gaps proactively. 


If you wait until after a breach, my cost will be 3x and that's just my cost. The real cost to your business will be far higher.


She thanked me for my time. And said no.


I didn't argue. I didn't guilt her. I didn't send follow-up emails painting disaster scenarios.


I just said: "I'm here when you're ready."


Five months later, my phone rang.


I was on vacation. Middle of the afternoon.


 Unknown number.


It was her.


"Dom, we need to talk. We just discovered we've been compromised. I need your help. And I know what you said your cost is going to be 3x now. I get it."


I didn't lecture her about ignoring my advice.


I didn't make her feel worse than she already did.


I responded with kindness and compassion.


"Okay," I said. "Here's what we're going to do. First, let's contain this. Then we'll assess the damage.


 Then we'll build you a roadmap so this doesn't happen again. We'll get through this together."


There was a pause on the other end of the line.


Then she said something I'll never forget:


"Dom, I didn't forget about the 3x. But I also didn't forget how you treated me when I said no. You were kind. You didn't resort to fear tactics. You didn't make me feel stupid. You just told me the truth and let me make my own decision."


She continued: "That's why I'm calling you now.


 Because I know you're going to help me fix this not shame me for it."


People remember how you make them feel especially when they're in crisis.


You can be right and be cruel. Or you can be right and be kind.


The outcomes might look the same in the short term. But in the long term? Kindness builds trust.


 And trust builds loyalty.


Not because I scared her. Because I respected her.


The next time someone says no to you whether it's a client, a colleague, a team member resist the urge to manipulate, guilt, or fear them into saying yes.


Tell them the truth. Give them the information they need to make an informed decision. 


And then respect their choice.


Because kindness isn't weakness. And patience isn't passivity.


It's leadership.


And when the crisis comes—and it will—they'll remember who treated them like a human being.


 And they'll call you.


And that's why people call me when it matters most.

We have sophisticated backups. We're covered.


That's what the construction company's IT guy told the CEO.


State-of-the-art backup system. Multiple redundancy layers. Offsite storage. Cloud replication. The works.


So when ransomware hit, they weren't worried.


"No problem," the IT guy said. "We'll just restore from backup."


Then they tried to restore a critical file.


A contract document they needed to close a $2 million deal. Time-sensitive. Client waiting.


Nothing happened.


They tried again. Nothing


They called me. I started digging. 


Hours passed. 


Then the truth came out:


The backups had never been tested.


They'd been running for two years. Generating reports that said "Backup Successful" every night.


But no one had ever tried to actually restore anything.


The sophisticated backup system was useless.


By the time they figured it out and recovered the file through other means the $2 million deal was gone.


Here's the brutal lesson:


Having a backup system and having a working backup system are not the same thing.


If you're not testing your backups regularly, you don't have backups. 


You have a very expensive false sense of security.


It's like having a fire extinguisher that's never been checked. It might work when you need it. Or it might not. And you won't know until it's too late.


Here's what I told them needed to happen! 


✅ Test your backups. Once when you set them up. Quarterly at minimum. Monthly is better.


✅ Test the full restore process. Don't just verify the backup ran. Actually restore files and make sure they work.


✅ Document your recovery procedures. When disaster strikes, people panic. You need clear, tested steps anyone can follow.


✅ Time your recovery. How long does it take to restore critical systems? Can you afford that downtime?


This isn't optional. It's fundamental.


I've seen this scenario play out too many times:


"We have backups."
"Great, let's restore."
"Oh… this isn't working."


And suddenly, what should have been a minor inconvenience becomes a business-ending crisis.


Here's what I told that construction company CEO:


"Your IT guy didn't lie to you. He thought you were covered. But he made a critical mistake: he trusted the system without validating it. In cybersecurity, trust but verify isn't just good advice it's survival."


We rebuilt their backup strategy from scratch. But more importantly, we built a testing cadence into their operations.


Now? They test quarterly. They know their backups work. They know how long recovery takes. They've practiced the process.


And they sleep better at night.


Who I am:
I'm Dom Vogel—the Dopamine Dealer on LinkedIn. I help manufacturing, construction, and B2B organizations build security that actually works—not just looks good on paper. I provide fractional CISO services that focus on validation, testing, and real-world resilience.

I put a picture of a luxury yacht on the screen.


Dead silence in the boardroom.


Finally, the chairman spoke up: "What does this have to do with cybersecurity?"


I smiled. "How many of you spend time on one of these?"


Several hands went up. This was a well-to-do board. $250M+ manufacturing company. 


Luxury lifestyle wasn't uncommon.


"Great," I said. "Now let me ask you this: How attached are you to keeping this lifestyle?"


They looked confused.


"Because if this company suffers a data breach and the board is found to have failed in its oversight duties around cyber risk management, you could be held personally liable."


"Personally. Liable."


I let that sink in.


"That yacht? Your vacation home? Your retirement accounts? All of it could be at risk if you're not fulfilling your fiduciary responsibilities when it comes to cybersecurity."


The room got very quiet.


Suddenly, cybersecurity wasn't some abstract IT issue they could delegate and forget about.


It was personal.


Here's what changed after that conversation:


They started asking the right questions.


They stopped deferring to "the IT guy" and started owning cyber risk as a board-level issue.


They brought me in as a fractional CISO to help them build real oversight, not just check boxes.


Not because I scared them. Because I made it relatable. 


These were smart, successful people. But cybersecurity felt distant technical jargon, compliance frameworks, things that happened to other companies.


A yacht? That's real. That's tangible. That's theirs.


And once they understood the personal stakes, everything shifted.


If you're presenting to a board and they're not engaged, you're speaking the wrong language.


They don't care about zero-trust architectures.


They don't care about penetration test results.


They don't care about compliance frameworks.


They care about what's at risk. And sometimes, you have to make it personal to get their attention.


I do it with kindness but also with clarity.


Because board members sometimes are only motivated when they understand their real personal stakes. 


Organizations need boards that actually lead on cyber risk instead of deferring it.


Because sometimes, all it takes is a picture of a yacht to wake people up.

🎯 DROP EVERYTHING and watch this. 🎯


My BRILLIANTLY AMAZING friend Mandy Morris, LPC delivered a TEDx Talk for the ages that genuinely stopped me in my tracks and I NEED you to see it.


She's talking about something we ALL carry but rarely name: trauma. Not the Hollywood version. The real definition a wound. 

And here's what blew my mind: those incredible stress patterns that helped us achieve? They were survival strategies. Genius ones. But survival isn't the same as freedom. 


If you're a high achiever who's ever felt stuck in the same cycles same work dynamics, same relationship patterns, same internal loops despite doing EVERYTHING "right"... 

Mandy just connected the dots in a way that will shake something loose


This talk is for every person who's been disciplined, capable, committed... and still wondering why certain patterns won't shift.


👉 Watch it here: https://lnkd.in/eN9VnCmM


Mandy, thank YOU for having the COURAGE to name what so many of us are quietly carrying. You are a true hero!!! 


Share this with someone who needs it today. You might just change their life. ❤️

Executive Psychology Coach & Co-Founder, SoFree™ | International TEDx Speaker | Creator of The Internal Edge™ | Helping High-Achievers Reset from Burnout, Rewire Stress Loops & Lead with Clarity

In my TEDx Talk, I name something no one likes to talk about.

There’s an invisible force shaping the way we think and react. And for high achievers, it often disguises itself as strength.

I’m talking about trauma.

Not as a buzzword. Not as something extreme. I mean the original definition: a wound. And we all carry them.

Many of the stress patterns that built our success were once survival strategies. They helped us cope, perform, and stay steady under pressure.

But survival is not the same as freedom.

If you’ve ever felt stuck in the same work environments, relationship patterns, or internal cycles despite being disciplined and capable, this might explain why.

👉 Watch the full talk here: https://lnkd.in/eN9VnCmM to see what decades of research say about rewiring those patterns and reclaiming real freedom.

I’m deeply grateful to the TEDxSwansea  organizers for creating a platform where conversations like this can reach more people. Mark Davies & Roxani Oikonomou  - thank you! It means so much to be able to share this message in spaces where high achievers are quietly carrying more than they show.

If you’ve ever wondered why discipline alone hasn’t changed certain patterns, this might connect some dots.

• Share this with someone who needs to hear it today. 

#HighAchievers #BurnoutRecovery #NervousSystemRegulation
Niki Papaioannou

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