Luke Matthews

Co-Founder | Lifestyle Blogger |  Content Marketer | Storyteller 

I teach you how to write with AI (and win LinkedIn)

You don't fit in. You feel left behind and you can't play the social media game that other's tell you to play.... 

Well stranger it's true that the internet has changed. BUT not all is lost....

Yes, dead internet theory is alive and well, it feels like there are no humans on LinkedIn™ or any platform anymore doesn't it? 

BUT my dear rebel, you aren't alone. 

After marketing for over 10 years on social media, building over 250k followers across all my platforms and ghostwriting for some of the biggest personal brands in the world....

I quit social media last year. 

Let me explain...

I built my social media on my terms. Sharing the most unhinged content you will ever see. I streamed drunk from the Scottish highlands, given away 1000s of dollars of pizza, hosted live meme competitions and battled other influencers LIVE... 

It was a blast BUT..... I started trying too hard to optimize my "personal brand" and I lost my way. 

10 bans on this platform didn't help and I decided to disappear into the shadows and leave the social media game behind. I was tired of being the rebel that got punished for playing a different game.

So I spent 2025 focusing on biohacking and figuring out how to enjoy my life again after years of hustling and obsession with work... 

It was a great year but truth be told I missed the banter. So I started questioning my choice to disappear...

It was during this journey that I learned a ton about private AI, cybersecurity as well as alternative tools that felt cool to use again. I tapped into my driving force....

Being a rebel without a cause. 

I like building things my way, on my time and saying whatever the heck I want. That's my roots. 

That's the way of the rebel, it's playing a different game with different goalposts and embracing it 1000% without any shame. 

AI and big tech want to put us into a cage. 
But we can use them to build our own kingdoms. 
We CAN build our own freedom.

So if that resonated with you, and you want to learn the "Rebel's Guide to the Creator Economy" and find a lane that serves you best...

I hope you'll follow me in 2026.

Cheers and lets crush it!

--

𝗪𝗮𝗻𝘁 𝘁𝗼 𝗷𝗼𝗶𝗻 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗮𝗻𝗱 𝗴𝗲𝘁 𝘁𝗼𝗼𝗹𝘀 𝗮𝗻𝗱 𝘁𝗮𝗰𝘁𝗶𝗰𝘀 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗼𝗻𝗹𝗶𝗻𝗲 𝘁𝗵𝗲 𝗿𝗲𝗯𝗲𝗹 𝘄𝗮𝘆? 

Follow me and subscribe to my email list. You can subscribe by clicking any link in my profile as they all go to my newsletter on Substack. 

--

𝗔𝗿𝗲 𝘆𝗼𝘂 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝘁𝗼 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗼𝗻 𝗮 𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝗲𝗱 𝗽𝗼𝘀𝘁?

Email me at luke@wizardofoddmarketing.com

Founder - Lead Wizard & Ghostwriter

Linkedin & Twitter Ghostwriting Services for CEOs, Influencers, and Tech companies. 
Reach your audience with a sprinkle of magic, the power of explosive copywriting, and let the WIZARD OF odd MARKETING help make your biz a LOT  less boring.

Alright LinkedIn, let's be real for a second.

I know you're terrified... You see everyone else using AI and you either think:

A) "This is the end of human connection.... Soooo I'm going to write everything by hand in a candle-lit room!"

B) "I must prompt everything! I will become a GPT-powered content machine!"

Black and white thinking is just as lazy as the AI slop ur favorite influencer just posted. 

100% human get's u left behind.
100% AI get's u sounding like a robot.

The winning strategy is to be both human & AI. 

It's not that deep.

Use AI to handle the boring back end stuff.
Use your humanity to connect with your audience.

Easy peasy... 

Personally I've always enjoyed writing unhinged AND automating the back end like a nerd.

No need to pick a side.. 

Use AI AND be so human it stands out.

👊

𝗕𝗼𝗿𝗲𝗱 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗲 𝗔𝗜 𝘄𝗿𝗶𝘁𝘁𝗲𝗻 𝘀𝗹𝗼𝗽 𝗵𝗲𝗿𝗲?

Join me on Substack for daily unhinged writing + bi-weekly newsletters for rebels.. https://lnkd.in/eagxG_7k

I got 99 problems and a LinkedIn ain’t one.

The 2026 LinkedIn algorithm favors written content.

But NOT AI slop... You must write SO human it hurts..... 

These writing staples used to work:

-Short sentences like this.
-Ridiculous post hooks.
-The rule of three.
-[this] vs [that] + [philosophical power statement'
-Open loops.
-Listicles...

But AI is good enough that you can feed it the above principles and it will do a decent job writing words and FEEL LIKE CHATGPT WROTE IT AND YOU WILL GET NO CLIENTS.........

Sorry folks but you got to write for yourself.

Writing in 2026 still requires you to learn techniques. 

But now it demands a secondary layer to feel human.... 

You need to add these to your skillset: 

-Chunky paragraphs. 
-Written technical knowledge of your industry.
-Humorous and cultural pieces. 
-The art of writing to specific pain points.
-Spelling mistakes n choppy sentences..
-The courage to say what others wont with some spice...

You don't need hot selfies.

But look ur words can't be mid any longer....

PS Yes I made this infographic with AI. Did it trigger u?

(I'm all for creating media with AI just no words lol)

How to create an elite infographic with AI.

Step 1: Turn the ON Switch on in your brain...

(yes you still need your wits to create with AI)

Step 2: Use the Artlist All-in-One AI Toolkit.
Step 3: Select Nano-Banana 2 (now on Artlist)
Step 4: Use my prompt.... 

Comment ELITE to get it and you can stop reading.

OR....

Read on and follow my actual 4-step framework for commanding the AI to work some magic because you know that AI s an illiterate artist that struggles with detail UNLESS you tell it exactly what to do and use the right model. 

That's why Nano Banana 2 is elite.

I used it to create this infographic within my work sandbox.

It's an elite text-to-image and image-to-image model where outputs are more accurate, detailed, and repeatable across generations. It keeps the speed the Nano Banana family is known for but improves the quality. Ideal for ad variations, social content, and video frames at scale. 

I mostly use it for infographics and ads. 

Anywhoodles....... here's the real 4 step guide: 

𝗦𝘁𝗲𝗽 𝟭: 𝗗𝗶𝗿𝗲𝗰𝘁 𝘁𝗵𝗲 𝗦𝘁𝘆𝗹𝗲.

Don’t say “make an infographic.” Say “make a professional infographic in a clean, magazine editorial style with a warm cream paper background and a sage green color palette.” Define the entire visual language from the start.

𝗦𝘁𝗲𝗽 𝟮: 𝗖𝗼𝗺𝗺𝗮𝗻𝗱 𝘁𝗵𝗲 𝗟𝗮𝘆𝗼𝘂𝘁.

Don’t let the AI guess the structure. Tell it exactly what you want. “Create a 4:5 aspect ratio image with a main title at the top, two cards in the middle, and a four-column feature section below.” You are the architect.

𝗦𝘁𝗲𝗽 𝟯: 𝗗𝗶𝗰𝘁𝗮𝘁𝗲 𝘁𝗵𝗲 𝗧𝗲𝘅𝘁.

Never let the AI write your copy. It’s an image generator, not a copywriter. Put every single word you want it to render in quotes. Titles. Body text. Labels. Everything.

𝗦𝘁𝗲𝗽 𝟰: 𝗟𝗼𝗰𝗸 𝘁𝗵𝗲 𝗗𝗲𝘁𝗮𝗶𝗹𝘀.

Be ruthlessly specific. Specify the fonts. List the exact color hex codes. Describe the icon style (“simple, hand-drawn doodle line art”). The more details you lock in, the fewer mistakes the AI can make.

Once again if you want my prompt comment ELITE but don't just copy me. 

Study it. See how it works.
Then, make it your own.

PS Who read the whole post? Your the best if you did.

--

𝗪𝗮𝗻𝘁 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗔𝗿𝘁𝗹𝗶𝘀𝘁 𝗔𝗜 𝗧𝗼𝗼𝗹𝗸𝗶𝘁?

Sign up here: https://lnkd.in/ejKNGHgQ

The gurus took over LinkedIn. 

If you detest “how to get rich” posts.
If you detest “I made 50k MRR” posts..
If you detest “I have 500k followers” posts…

Do what I do...

Be ruthless. Mute, unfollow & block these grifting gurus.

And go where you are treated best...

I've been banned over 10x and have found battling the AI slop, endless grifting and platform indifference tiring..

So I post 1 or 2x a week and run ads.

I speak my mind on Substack and find my tribe of rebels there.

LinkedIn may be 69% dead... 

But the thinkers, builders & genuine souls are still building and fighting for their corner of the internet...

It's just not here.

🤷

3 years ago I booked a one way ticket to South America.

I’d never been, didn’t speak Spanish, didn’t know anyone……………..

Blah blah blah..... BLAH!

Every story like this now follows the same script. 

<Insert hero’s journey back story here>

<Insert relatable sob story struggles here>

<Insert comeback arc here>

<Insert generic encouragement here>

<Insert call to action to my program to teach u too>

Marketers and influencers somehow have ruined good storytelling too and the modern internet really is unbearable.....

But also... I... did... actually do this. 

I eat $500 steak for breakfast.

It changed EVERYTHING SO BUY MY COURSE OK......

<insert pattern interrupt here>

Ha ha ha ha....

I just can’t follow the script… 

Aight im done.

PS Who misses stories with no sell at the end?

--

So.. This is the perfect time to sell!!!

<insert not so surprising double plot twist here>

Yes. You've been had and I know you aren't mad about it.

So look.. Join my free community of rebels over on Substack. I rant about the creator economy and share daily icebreaker questions to help you meet humans....

Join us here: https://lnkd.in/dB96mKfP

I don't write with AI. But I do create media.

With Artlist I get access to the leading models like Kling 2.6 Pro, Sora 2 and new models like Seedance 2.0....

I use an isolated work sandbox when accessing Artlist to create infographics, PDFs and elite videos. 

(to keep my data as secure as possible) 

Cheers to Artlist for sponsoring this post.

They keep adding great AI models to the Artlist all in one AI Toolkit and Seedance 2.0 is coming soon....

You'll get features like:

𝗧𝗼𝘁𝗮𝗹 𝗔𝘀𝘀𝗲𝘁 𝗖𝗼𝗺𝗺𝗮𝗻𝗱: Tag anything to build via 1 prompt.

𝗙𝗹𝗮𝘄𝗹𝗲𝘀𝘀 𝗙𝗹𝗼𝘄: Generate seamless, one-take sequences with perfect cinematic continuity.

𝗧𝗵𝗲 𝗨𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝗠𝗮𝘀𝗵𝘂𝗽: Combine up to 12 assets like text, images, video, and audio all at once.

𝗦𝗼𝘂𝗻𝗱 𝗧𝗵𝗮𝘁 𝗛𝗶𝘁𝘀: Auto-generate sound effects and music that sync perfectly to the on-screen action.

𝗣𝗿𝗼-𝗟𝗲𝘃𝗲𝗹 𝗖𝗼𝗻𝘁𝗿𝗼𝗹: Swap characters, delete clips, or extend your footage from any frame.

Learn more about Seedance 2.0 here..
↳ https://lnkd.in/d5V-_QmV

Wild what can be done now with AI as a solo creator...

--

𝗪𝗮𝗻𝘁 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗔𝗿𝘁𝗹𝗶𝘀𝘁 𝗔𝗜 𝗧𝗼𝗼𝗹𝗸𝗶𝘁?

Sign up here: https://lnkd.in/eFgDmM6u

PS Is it just me or does anyone feel the struggle to keep up with AI right now..... lol

This video was made using Seedance 2.0, coming soon to Artlist.

Brand partnership • I got 99 problems and a LinkedIn ain’t one.

I'm a Canadian who grew up playing hockey and I couldn't be more pleased that team USA won the gold........

Hockey players are the toughest of all sports. 

Hockey players fight, throw big hits and take pucks to the teeth, get up keep playing and score the game winning goal like Jack Hughes...

Aaaaand then go celly with the prez & handle the media with class....

But you know behind closed doors they are laughing.

#goats

PS What's your favorite sport? 

Oh and yes... I left Canada ages ago. No regrets... :)

Vibe coding is great for shipping apps.

But shipping a product people want to buy is the hard part....  

(you need an audience to sell too)

Vibe coding used to be a grifters dream. 

Sell the hope of making a product easy and making money fast BUT that's not the reality. It takes time to build a product and a business. 

The good news is.... AI can now help make technical part easy.

Replit lets me build the tool I wish existed when I was cleaning up my own digital life.

The tool I used to clean my digital footprint was great for a deep clean. But there was no simple, free way to just 𝘴𝘦𝘦 how much of my data I was exposing. I wanted a tool that made people aware of what the current risk was for their social media accounts and let them start cleaning up slowly.

So I built Privacy Guard using Replit which helps make building a mobile app and getting into the App Stores simple.

The traditional barriers of mobile development are handled by the AI.

This is how easy it is:

1. Start with a prompt of your tool/app idea.
2. Describe how the mobile app works.
3. Wait for AI to build a version 1.0.
4. Test and refine with reprompts.
5. Publish to the app store.

Yes, yes this is indeed a sponsored post by Replit.

But I actually did build my own mobile app.

Check out version 1.0 of "Privacy Guard" a social media privacy audit to help you see exactly what sensitive information you're exposing publicly. 

The tool only analyzes publicly visible content.
It processes your data and discards it. 
Nothing is stored on servers. 

Want a free privacy audit of your social media accounts? 

Comment "𝗔𝗨𝗗𝗜𝗧" and I'll send you the link. 

--

Build your own mobile app on Replit here:
>> https://lnkd.in/dATV8HUV

I delete my posts, comments and likes every 6 weeks.
I have not shared a real selfie in almost 9 months. 
I am a combo between AI fanboy & doomer....

AI has made marketing a lot easier. 

You can generate posts, PDFs, scrape lists, build websites, create graphics, videos and even automate follow up, DMs and a plethora of other activities...

I know people will scream it's not quality.

Unfortunately in the last 2 months all of these activities have become elite thanks to AI agents and the frontier models pushing further and further...

But the reason AI is accelerating?

You all give your data away in exchange for convenance. 

Now we have skynet loading, meta glasses invading your privacy and Claude training it's AI to have its own "ethics"....

The doom is real. 
The boom is real too.

I don't have all the answers, perhaps that is why I am pretty quiet despite showing up and posting again.

All I can say is... If you still have your data sitting in Google (to be used by Gemini), your data sitting in whatsapp, facebook and instagram (to be used by Facebook) and your data sitting in ChatGPT (to be used by OpenAI)....

You should be concerned. 

These companies do not care about you. 
These companies do not value privacy. 

If I were you I'd clean up my data and figure out how to access AI in a more secure, private way....

Personally I am learning how to run AI locally AND I spent 3 months last summer deleting all my data from big tech and deleting my social media accounts.

I only use LinkedIn for business and Substack to write.

Anywhoodles I'll let you get back to the next post promising you riches if you learn AI. 

😆

These are the 13 commandments of organic reach.

(A mostly helpful guide to get u 200k followers)

It took me 6 years to hit 200,000 followers.

But you can do it in triple the time. 

Let's get started eh?

Blessed are the impressions, cz dopamine...
Blessed are the mid selfies, for they get the likes
Blessed are the live streams, for they reach no one
Blessed are the em-dash haters for they are correct
Blessed are the AI comments for they boost our stats
Blessed are the coaches, for they will take your moneys
Blessed are the engagement pods, for they kill your soul
Blessed are the "We hit 500k MRR posts" for they are tru
Blessed are the "how to" educational posts, for they zzzzz
Blessed are the "comment this" posts for they make us $$
Blessed are the memes for they help me show up........

All but half of these will get as much reach as we should all like, but less than half of you will use these methods as much as they deserve.

So you see...

Organic reach is fleeting.
Followers don't matter.

But ancient texts (and modern translations) live on forever.

PS Yeah there's only 11 commandments (sue me)

I teach the art of raw writing & the science of private AI.

"Safe" is the most dangerous place to be as a writer.

If nobody hates your words, nobody loves them either.

Share a take.
Make some enemies.

Say the thing you’re afraid to say.

PS I love playing the whats the worst thing that can happen game? Well in this case you could get reported and banned just like I have over 10 times. But the thought of a final ban is actually relieving to me. But maybe if it isn't to u think about all this and be careful okay..

Some people luv Netflix after work.
Some people r pumped for beach holidays..
Some people can't wait to trial a cluster of ai agents on a local machine via a fresh Linux install running LM studio n way too much vram....

Yeah I don't get out much.

But when I do its a hardware run somewhere warm with a side of pickleball. 

PS Any local ai nerds out here? 

(I was the last "some people" hehe)

Controversial events are a gift.

Yes Karen, ur ChatGPT cartoon of bad bunny, cultural reform, matcha tea n Diary of a CEO motivational quote shared via poorly promoted AI written slop is a gift.

Now I don't have to see u in my feed.

The unfollow button is a gift peasants!

PS Repost this for Lady Gaga cz I think her last good song was in 2012.

Controversial events are a gift.

Yes Steven, ur ChatGPT cartoon of Kid Rock, bible verses, coors light beer n inspirational quote of Steve Jobs shared via a poorly prompted AI written slop is a gift.

Now I don't have to see u in my feed.

The unfollow button is a gift my diverse friends!

PS Repost this & spread the message of unity to all!

#badbunny #2posts1hour

Roman Pikalenko 🇺🇦🦩

Turning Impact Leaders into Authority Figures Through Powerful Stories | Ghostwriting LinkedIn & Educational Email Courses ✍️📚

Climate tech founders are building world-changing solutions.But most of them are invisible online.Meanwhile, fossil fuel lobbyists have near-infinite marketing budgets. Greenwashers dominate the conversation. Climate deniers spread misinformation to millions.The people actually solving the problem? They're too busy building to talk about it.That's where I come in.As a climate tech ghostwriter, I build LinkedIn thought leadership for Series A+ climate tech CEOs and founders — helping them take control of the narrative and build visibility that compounds.Here's how it works:→ 6-12 month projects built on weekly or bi-weekly interviews→ I extract your expertise and turn it into content that sounds like you→ Full strategy, content planning, and profile optimization included→ Continuous improvement baked in (that's what Kaizen means)I'm not an agency with 47 writers and a sales team. I'm a solo operator with a limited client roster, which means you work directly with me — every interview, every post, every edit.Results my clients have seen:→ Inbound leads and investor connection requests→ Podcast invitations and speaking opportunities→ Top talent reaching out directly→ Measurable traffic to demos, books, and qualification surveysI've worked with 20+ climate leaders across 4 continents, including 3 LinkedIn Top Voices and a Forbes 30 Under 30 founder. Collectively, my clients have raised $200M+.I've ghostwritten 1,000+ posts and have been running Kaizen for almost 3 years.If you're looking to take control of your narrative and start building your visibility, DM me "climate" and I'm happy to talk more.

Growth Marketer

~ Running company social media marketing operations
~ Running paid ad campaigns on social and Google Ads
~ Inbound and content marketing

Sooo I got featured in SUCCESS Magazine last week 👀

Proper 'pinch me' moment. First-ever feature in a magazine for me.

3 years ago, I was struggling to find a single ghostwriting client.

Now I'm being quoted as a LinkedIn expert alongside career writers who've been featured in Forbes, HubSpot, and the BBC.

The article is about LinkedIn coffee chats — something I've done 100+ of since the pandemic.

A lot of it has helped me gain confidence, build great connections, and meet amazing people. Some ended up as clients.

And it's crazy, it's led me to this.

Link to the full article: https://lnkd.in/dC_MXy2j

And a huge thanks to Kayla Ihrig 🌴 for interviewing me!

Roman Pikalenko 🇺🇦🍉

I turn $10M+ Series A climate tech founders & execs into LinkedIn thought leaders to attract capital & talent | Helped 3x LinkedIn Top Voices & 10+ climate tech founders | Obsessed with solar right now ☀️

Just signed my 7th client. 3 months upfront. 

Solar software founder. First call was with their marketing manager — who became the internal champion (as they usually do). 

The only real challenge? Helping them decide between posting in German or English. I've had clients wrestle with this before, so I put on my consultant hat and broke down the trade-offs. 

The close happened on the 2nd call. 

This is my 3rd solar client now. And what I've noticed is that the more specialized you get, the faster the sales calls go. 

You've already solved their problems for someone else. You already speak their language. 

It's one of those times when I pat my past self on the back and say: "Great job niching down on climate tech, dude." 

February is off to a great start. 
Onwards.

Most solar companies grow by expanding into new territories.

These three grew by going deeper — block by block — in Brooklyn.

Meet T.R. Ludwig, Gaelen McKee, and Mark Cunningham — CEO, President, and CTO of Brooklyn SolarWorks.

Before founding BSW, all three were building careers in solar. T.R. and Gaelen were at Sunrun, driving out to New Jersey and Long Island to install panels on suburban homes.

But they all lived in Brooklyn. And every day, they were driving past a massive untapped opportunity.

The problem? NYC's rooftops aren't like the suburbs.

Flat roofs. Fire code restrictions. Limited space. HVAC equipment everywhere. One of the most complex building codes in the US.

NYC desperately needed solar. But traditional racking systems couldn't work here.

So in 2015, they decided to build solar where they lived — and invented a way to make it possible.

Their idea: the Brooklyn Solar Canopy.

A patented system that elevates panels above rooftop obstacles — creating usable living space underneath.

Mark leads design and engineering, ensuring every system works within NYC's notoriously complex code. 

Gaelen runs operations and product development — turning their hyperlocal insights into a scalable national product. 

T.R. drives business growth and industry advocacy.

Instead of expanding outward like every other solar company, they went hyperlocal.

90% of their 2,500+ projects sit within just 15 zip codes, all reachable from their Gowanus headquarters by car, bike, or even foot.

That local focus gave them deep expertise with NYC's zoning, permitting, and code — and a level of accountability to the communities they serve that's hard to replicate.

→ 2,500+ residential and commercial installations across all five NYC boroughs 
→ Over 40,000 tons of CO2 emissions avoided 
→ Launched Brooklyn Solar Canopy Co to sell their system nationwide 
→ Named a Top Solar Contractor by Solar Power World 
→ T.R. named "Trailblazer in Clean Energy" by City & State New York 
→ T.R. helped pass NYC's City of Yes Carbon Neutrality amendment, unlocking rooftop space for solar across the city

They even donated a full canopy system to CHiPS, a Park Slope nonprofit running a soup kitchen and housing program — right down the street from their office.

I'm convinced every European capital could replicate their success (or partner up with them).

—

Do you think urban solar should be the norm?

—

I share stories of exceptional climate leaders every Monday for #ClimateFounderMondays

Follow me by clicking the bell icon on my profile to be the first notified next week.

Small life update: I'm thinking of going back to study.

It sounds a bit overwhelming.

I'm running a full-time business. Working 6 days a week. And building a new vertical.

But I now have the resources and opportunity to pursue one of my oldest dreams—give it a go at STEM.

Here's the thing:

I sucked at science in middle and high school.

Just completely terrible at it.

But at 27, I'm genuinely curious about it for the first time.

I know how to learn now. And I actually want to understand the science behind the climate work I've been writing about for years.

Helsinki has two great unis for it:

→ University of Helsinki
→ Aalto University

The problem is:

My current degree is a BBA in International Business, so I'd need a new Bachelor's.

And I'm not 100% on the direction yet, but I want it to be climate-focused eventually.

Likely will start with Open University to figure out which path makes sense.

What I'm curious about:

Is there anyone who's done full-time work and full-time studying?

What advice would you give yourself before starting this?

I'd love to hear what worked, what didn't, and what you wish you'd known going in.

—

PS. Working in STEM will also make me a better ghostwriter for climate founders. Understanding the science side of things can only help, right?

He grew up in Oman surrounded by pristine beaches, corals, and desert.

Then he discovered a dead zone the size of Florida sitting right off his country's coast.

Meet Talal Hasan, Founder and CEO of 44.01.

Talal was born into a family of environmentalists in Oman. But he didn't take the obvious path into climate.

He studied French and Business Management in London. Became a corporate lawyer. Spent 10+ years working on energy transactions in the Gulf.

Then he helped launch IDO Investments, a $130M VC fund for the Omani government, investing globally in technology.

The turning point came while working at the sovereign fund.

He read that Oman's coast had the largest ocean "dead zone" in the world — a lifeless stretch of water caused by CO2 emissions being absorbed by the sea.

As someone raised by environmentalists, he couldn't look away.

When he investigated, he found something remarkable:

The problem and the solution were literally right next to each other.

Oman's Al Hajar mountains contain the world's largest surface deposits of peridotite — a rock that naturally turns CO2 into stone.

This process happens in nature. But it takes decades.

Talal's question: what if we could speed it up?

In 2020, he founded 44.01 (named after the molecular weight of CO2).

Here's how the technology works:

→ They capture CO2 from the atmosphere or from industrial processes
→ Dissolve it in water (essentially fizzy water — no toxic chemicals)
→ Inject it into peridotite formations underground
→ The rock mineralizes the CO2 in under 12 months
→ It becomes part of the mineral crystal lattice.

If something did leak? It's a puff of CO2 like opening a soda bottle.

The results have been extraordinary:

→ $47M raised ($42M Series A led by Equinor Ventures)
→ Backed by Bill Gates' Breakthrough Energy Ventures
→ Amazon's Climate Pledge Fund, Siemens, Air Liquide, and Sumitomo also invested
→ Won Prince William's Earthshot Prize in 2022 ("Fix Our Climate" category)
→ Won $1M XPRIZE Carbon Removal Award against 1,300+ teams from 80 countries
→ Won another $1M XFACTOR Award in April 2025
→ Partnered with ADNOC to scale in the UAE
→ Partnered with Climeworks (world's leading direct air capture company)
→ 50+ employees across Oman, UAE, and London

And peridotite isn't only in Oman. It's found on every continent.

The US, Canada, Europe, Africa, Asia, Australia — all have deposits.

Which means 44.01's technology could scale globally.

Their goal: mineralize 1B tonnes of CO2 by 2040.

For context, the IPCC says we need to remove 1 gigaton per year by 2030. 
That's equivalent to all global air travel emissions.

—

Did you know about Talal and 44.01's work?

PS. I share more stories of exceptional climate leaders every Monday for #ClimateFounderMondays

Follow me by clicking the bell icon on my profile to be notified next week 🔔

I'm speaking at Climate Drift on February 9.

And I'm starting with the thing most people get dead wrong:

Metrics.

Someone tells you to "post consistently" and "build thought leadership."

You start posting.

You check likes. You check impressions. You check follower count.

But none of that tells you if it's actually working.

The thing most coaches, courses, and gurus won't tell you:

→ Follower count means nothing if no one's buying
→ Likes don't pay your bills
→ Impressions are out of your control

The metric that matters most? Revenue.

Full stop.

Then you work backwards:

What's your actual goal in the next 6 months? Speaking gigs? Partnerships? Investor intros?

That becomes your North Star metric.

Not likes. Not engagement rate. Your goal.

Then—and only then—do you reverse engineer which social metrics actually correlate to that goal.

On LinkedIn specifically:

→ Likes correlate to topic quality
→ Comments show if people care enough to engage
→ Reposts signal shareability
→ Profile views show if you're attracting the right people

You can't optimize for all of them. You have to pick one.

—

This is what I'll be covering in the first week of Climate Drift's Thought Leadership for Humans program.

It's a 60-minute Q&A on February 9 where I'll walk the cohort through:

• How to tie your content to revenue (or your real goal)
• The hierarchy of social metrics that actually matter
• Platform-specific metrics worth tracking
• How to pick ONE metric and optimize around it

I'll be building a live Notion guide during the session that participants can use after.

If you're in climate and you've been stuck posting without a real strategy—or avoiding posting altogether because you don't know what success looks like—this might be for you.

Katie Gilbert is running an incredible 6-week program to help climate leaders finally build a sustainable thought leadership practice.

And I'm honored to kick it off on Day 1.

Applications close today.

Apply here: https://tally.so/r/68eJDJ 

Tag someone in climate who needs to hear this.

—

PS. Big thanks to Katie Gilbert, Marco Morawec, and Climate Drift for having me. Can't wait to meet the participants.

"The ignorance of how important and efficient LinkedIn is pissing me off."

— Cornelius Schmahl, who helped climate techs raise over $1bn in funding.

This came from a comment exchange last week.

Cornelius works with exits and fundraising at the highest level.

And he's frustrated.

Because founders keep making the same mistake:

They post AFTER fundraising.

Or worse. They ignore LinkedIn entirely until they're desperate for investor intros.

That's backwards.

When you wait, you're stuck with the "normal" rejection rate. 200 asks. 1 yes. And everyone tells you that's just how it is.

But it doesn't have to be that way.

Two of my clients right now:

→ One in sustainable materials
→ One in deep tech

Both are getting investor inbounds every single month.

All because we’ve been building their visibility for the past 2 years (largely before they needed money).

If you scramble last-minute for intros = desperation.
If you build visibility proactively = credibility.

Investors can smell the difference.

If you're fundraising in the next 6-12 months:

1/ Pick a posting frequency that feels comfortable (once/week or every two weeks)

2/ Pick 3 content styles to rotate:

→ Founder journey
→ Industry commentary
→ Problem-solving content

3/ Publish and stay present.

Everything else is optimization.

You don't need a perfect strategy.
You need to start before you're desperate.

Tag a founder who needs to see this.

Last Friday, I spoke at Climate Drift's Thought Leadership for Humans program.

The Q&A after was fire. Here are 6 questions I got from people in climate (and my honest answers):

Q1: Will AI replace ghostwriters?

Think of AI like Photoshop was for graphic designers. It's a tool, not a replacement. My job isn't writing posts — it's building your presence, course-correcting when things go sideways, and extracting stories you didn't know you had. AI can't do that. If anything, AI raised my client cap from 5 to 7.

Q2: LinkedIn reach is dropping. Should I even bother?

The reach is declining because LinkedIn is going the Facebook route — incentivizing people to pay for distribution that used to be free. But you don't need 50,000 impressions per post. You need the right 50 people to see your post and start a conversation. Focus on profile views, # of conversations started, or revenue as the right metrics.

Q3: Should I start with LinkedIn or an email newsletter?

LinkedIn is your distribution channel. Email is your middle channel. If you start a newsletter without an audience, you'll need to drive traffic from somewhere anyway. Start on LinkedIn. Build the list from there. Then email becomes your insurance policy when the algorithm gets worse.

Q4: I have multiple goals — speaking, advising, growing my business. How do I choose?

You can't pursue them all at once. Something always has to give. For example, if you want to speak and advise? Podcasts are a stepping stone — you build credibility for advising while getting reps as a speaker, without traveling.

Q5: Should I expand to Twitter or Bluesky?

Only if you've maxed out your current platform. Take your 20-50 best-performing posts from LinkedIn and use them as your starter library on the new platform. If you don't have that library yet, you haven't finished building your foundation.

Q6: How do I build an audience in a niche I'm new to?

Borrowed credibility. Highlight people already in the space. I do this every Monday — I pick a lesser-known climate tech founder and tell their story. Tag them. Connect beforehand. 2 out of 3 times, their network engages and a chunk of them follow you. You're borrowing their audience by giving them recognition.

—

These questions came from a variety of people:

Small business owners
Heads of startup incubator programs
Jobseekers
Climate scientists

If you're in climate and want to start building your LinkedIn presence but don't know where to begin, follow me. I share stuff like this regularly.

What question would you add to this list?

PS. Huge thanks to Katie Gilbert and Marco Morawec, for inviting me as a speaker once again 🙏

≈30% of climate tech prospects tell me the same thing:

"We want to try ghostwriting in-house before outsourcing."

Easier said than done.

Their exec or founder needs to be on LinkedIn.

But has zero time to write.

Hiring a ghostwriter feels expensive ($5-10k/month) or culturally off.

So marketing gets told: "figure it out."

The problem?

Marketing teams at Series A climate startups (usually 1-3 people) don't have ghostwriting training.

They can write blog posts. Press releases. Website copy.

But exec LinkedIn? That's a completely different skill.

You need to:

→ Sound like the founder (not like marketing)

→ Extract ideas without making it a homework for the CEO/exec

→ Write posts that drive business outcomes, not likes

Most marketing teams are left guessing.

So I'm thinking of running a workshop to teach climate marketing teams how to do this in-house.

One high-quality post per week so your exec/CEO/founder has a consistent presence.

Something you can execute with the existing internal resources.

Before I build this, I want to understand if it's actually useful.

Two questions for climate marketing teams:

1 - Have you ever considered building in-house ghostwriting expertise?

2 - If yes—what's your BIGGEST blocker right now?

Drop a comment or DM me.

I want to know what would make this a no-brainer vs. just another workshop nobody rewatches.

I've ghostwritten for the same climate tech CEO for 20+ months. Last week, he told me my questions had become useless.

He was right.

For the first 12-14 months, every weekly call produced gold. I'd ask about customer stories, product updates, market reactions — and he'd give me frameworks, contrarian takes, and insights I couldn't find anywhere else.

350+ posts later, I noticed a change.

His answers started getting shorter. Fewer details. I'd ask about a new customer and he'd say "it's the same story, you can make it up.”

I kept pushing. Better questions. Different angles.

It didn't help.

Then last week, he said it directly: "Your questions don't uncover more depth. They feel repetitive."

And he was right. I’ve hit the ceiling with my question bank and was going out of my way to be ‘creative’ and uncover ‘novel’ angles.

That wasn’t working.

So now we're rebuilding the system:

→ I double down on research. Industry data, policy shifts, market examples.

→ I draft the angles and bring them as finished concepts instead of questions.

→ His role shifts from answering questions to correcting my framing.

→ The calls go from weekly to bi-weekly. Shorter. More focused.

I'm betting his corrections and disagreements will produce better content than my questions in the last 1-2 months did.

We're testing it now. I don't know if it'll work yet.

But it got me thinking:

The best ghostwriting relationships aren't static. The system that works at month 3 might break at month 15.

If it does, it’s a signal that your content partner has absorbed enough context to operate differently.

And that’s ok.

—

PS. If you're talking to a ghostwriter, ask them for examples of how their process has evolved when working with clients for over a year. This will give you a good idea whether they are someone who can adapt to you or if they are too rigid.

Had a wild conversation with a client this week.

He used to run a solar company. Built the team. Set up the processes. Hired good people.

And one day he's sitting in his office thinking: "I have nothing to do."

Not in a good way. He felt useless.

What messed with his head the most:

Someone on the warehouse floor asked him a simple question. Something like "hey, we forgot to do this on a job — should we go back?"

His gut said: "Yeah, go back."

But that one answer? That was him making a decision his manager should've made. Without context. Without the full picture. Without anyone else knowing.

And every time he did that, he was quietly undermining the people he hired to run things.

So he had to unlearn the one thing every founder is wired to do — solve problems on the spot.

Instead, his answer became: "Talk to your manager. Follow the process. They'll figure it out."

Brutal for a problem-solver. But necessary.

Once he stopped being the answer machine, he had all this mental bandwidth. 

So he started tinkering with a recurring problem he kept seeing across the industry.

That problem became a product. That product became its own company. He eventually exited the first business entirely.

The "useless" phase wasn't a dead end. It was a signal that he'd outgrown the role — and was ready to grow as a CEO. Or, in his case, to also build the next thing.

This is the kind of stuff that comes up in my weekly calls with founders. I frequently get feedback like:

"I didn't expect this to come up today."
"Idk how you pulled these out of me."
"Came completely unprepared. Yet we covered so much."

This is my bread and butter.

The tiny details.

The stuff that no AI will ever be able to replicate.

—

Have you ever felt useless in your own company?

Curious if other founders can relate.

I haven't talked to one of my clients in over a year. And she's one of the best-performing accounts I manage.

Her exec syncs with me monthly. She reviews content in 10-15min per batch. 
And her posts consistently attract investors, partners, and customers in her space.

How?

We spent months building the foundation — her voice, her positioning, her themes. Once that was locked in, the system runs without her needing to be in every conversation.

But that's not how most of my client relationships work.

Here's the full breakdown across my 7 clients right now:

- 4 clients are on a weekly cadence. 45-50min calls where we go deep on what's happening in their business, industry, and head. I ask questions. They talk. I turn it into content.

I like weekly because it keeps the context fresh. New deals, new conversations, new opinions — that stuff has a short shelf life. If I wait too long, the moment's gone. These are also founders that are involved in the daily business activities so they have rich context to share.

- 2 clients are on a bi-weekly cadence. Heavier travel schedules, board-heavy months, more visionary people. We batch more per call, and I lean harder on async — voice notes, Slack messages, articles they've shared.

- And then the monthly setup I mentioned above.

There's no single "right" cadence. The best setup is the one that matches:

How a founder actually works
Their communication style
And their schedule

Some founders think best out loud on calls. Others drop fire voice notes at 11pm. One client sends me regular articles he reads with his thoughts on it.

I even had a CEO who'd jump on random WhatsApp calls for 10-15min in the moment of inspiration.

My job is to meet them where they are.

—

If you've been putting off LinkedIn because you think it means another weekly meeting on your calendar — it doesn't have to.

What's your best format for sharing your thoughts? On calls? Via text? Voice notes?

Would love to know.

Earlier on Monday, I woke up tired. Again.

After some self-reflection, I realised I'm a workaholic. And it's kicking my ass.

It's cut into my personal life, my health, and my future goals.

→ I've become more irritable (because I'm always working)
→ I've become obsessed with sleep optimization (because I wake up tired)
→ I've become afraid of actually committing to big goals like studying (because I'm overworked)

Not exactly peak decision-making state.

My coaches, Loz & Baz, helped me figure it out.

So I'm doing something that might sound trivial to most, yet kinda crazy to me:

→ I want to start working only 5d/week. At least for a couple of months.

I'm fast approaching a 3-year anniversary of my business, and for as long as I can remember, I've worked 6-7 days per week.

It's caught up with me.

No bueno.

My plan:

→ Keep all calls to Mon & Fri only
→ Have strict lunch & dinner breaks
→ Work on writing efficiency for clients

And learn how to do nothing for 1 day a week 🫠

Anyone else working 6-7 days a week and pretending it's fine?

PS. A friend of mine once told me I need to get out and touch grass more. Guess it's time lol

PPS. Photo of me in Japan when I wasn't a workaholic (felt good).

In 2025, I got invited to LinkedIn's HQ in Amsterdam.

Cool experience. Met some great people. But one thing stuck with me that I haven't talked about publicly.

The core topic of the event? How to use LinkedIn's advertising tools to boost your personal profile posts.

Not company page ads. Personal posts.

Two years ago, this wasn't even an option. Boosting was only possible through company pages.

Now, there's a little button at the top right corner of every post that says "Boost." You put in 50, 100, 200 and LinkedIn pushes it to more people.

Why does this matter for you as a climate tech founder?

Because the platform is evolving in the same direction as Facebook.

LinkedIn is incentivizing people to pay for reach that used to be free. And the more people boost, the less organic content gets distributed to make room for it.

That's why your reach feels like it's been declining. It's not your content getting worse. It's the platform shifting its model.

So what do you do about it?

I'm not a fan of boosting. I'm very much an organic-first person. But I won't pretend it doesn't exist.

If you want to experiment with it, do it.

But it'll dilute your organic data. If you publish 10 posts without boosting and 1 with, you can't compare them the same way. You'll need to treat boosted content separately when analyzing what actually resonates.

The core idea behind posting hasn't changed.

Your content strategy shouldn't depend on the algorithm being nice to you. It should depend on whether the right 50-100 people see it and whether it starts conversations.

That means:

1/ Stop obsessing over impressions. Start looking at who's viewing your profile after you post. Are they investors? Customers? Partners? If yes, your content is working — even if the numbers look smaller than last year.

2/ Use your posts as conversation starters, not performance metrics. The DMs, the replies, the introductions — that's where LinkedIn actually converts for founders.

3/ Double down on content analytics as a skill. When organic reach shrinks, you can't afford to keep posting stuff that doesn't land. Learn to read your own data — what topics your audience actually engages with, what formats fall flat, and what's worth doubling down on. Now is the time to 5x the effort on quality.

4/ And build your email list. You own that. You don't own your LinkedIn reach. If the algorithm keeps going this direction, having a direct line to your audience is insurance.—

Have you noticed your LinkedIn reach dropping?

Curious how others are experiencing it.

📸: Met the legendary Harald Friedl at the same event.

Aaron Nichols has generated 1.5M+ LinkedIn impressions in the solar industry using 4 storytelling rules. 

I took his framework and made it 10x easier to apply (with AI's help): 

Quick context: 

Aaron is a marketer at Exact Solar who built his entire audience by doing what most companies refuse to do... 

Leading with story instead of stats. 

His 4 rules are designed to help you: 

- Open posts with stories people actually feel (not data dumps) 
- Speak to what your audience already cares about 
- Simplify your message so a 14-year-old could get it 
- Sound like a real human, not a corporate press release 

His framework was great. 

But there was one problem: 

Aaron shared the "what" but not a system to apply it consistently. 

So I took his rules and built: 

- A pre-publish checklist to audit any post against all 4 rules 
- And a copy-paste AI prompt that scores your draft and tells you exactly what to fix 

Want to give it a try? 

Like this post 
Comment "story" 

I'll send it to your DMs. 

PS - The AI prompt alone is worth grabbing. Paste any draft in and it returns a scored audit with specific rewrite suggestions. Takes 30 seconds.

Aaron Nichols' 4 Rules of Storytelling Framework

I spent 3 years building a 4-level batching system so I could take a 2.5 week vacation with 6 clients.

Here's how each level forced the next (and why I'm now scaling to 7 without adding hours):

The forcing function was Japan.

I planned a 2.5 week trip and realized my system would collapse if I stepped away. So I spent 2 months building a month's worth of content buffer for all 6 clients.

Just to buy myself a real vacation.

That constraint became the catalyst for Level 4.

At first, I was batching one week at a time.

Ideation → hooks → outlines → drafts → edits → visuals → submission.

All in one go.

Worked fine for 2-3 clients. Broke immediately at 4.

So I increased batching to 2-3 weeks per client.

Longer calendar blocks. Smoother process.

Better. Still felt like racing the clock.

Then I split the process.

Day 1: Ideation, hooks, outlines, v1 drafts.
Day 2: Finishing drafts, visuals, editing, submitting.

Got me to 6 clients. Where most people stop.

But here's where it gets interesting.

I noticed every client has daily themes. My sustainable materials founder:

→ 2 posts/week on denim insulation
→ 1 post/week repurposing from 300+ archive
→ 1 post/week on Australian manufacturing
→ 1 post/week on company updates

Instead of batching by "weeks," I started batching by topics.

Pick "denim insulation." Create 4-6 weeks of content on that single theme.

Then "Australian manufacturing." Same thing.

But here's the key—and this is what most people miss:

I combined this with a buffer.

Weeks 1-2: Create the standard 2-week batch.
Weeks 3-4: With everything ahead, I have breathing room to focus on topic-based batching.

By week 3, I have almost a month's worth prepared. 80-90% done.

By weeks 4-6: The compounding is so efficient I can plan and draft content for the next 1-2 months.

This is the system that lets me manage 6 clients without working weekends.

And it's the same system I'm now using to scale to 7 — without adding hours.

—

Most climate tech founders I work with have the opposite problem.

They're not batching 6 clients' content. They're struggling to post consistently for themselves.

They know LinkedIn matters for fundraising, hiring, and partnerships.

But they don't have time to figure out the system.

So every Monday, I send out the exact strategies I've built ghostwriting for climate tech leaders who've raised $10M+ — broken down so you can use them yourself in 10 minutes per week.

430+ climate founders already get it.

Join them here (free): https://lnkd.in/ezCxpYcH

This former SpaceX intern and MythBusters contestant just raised $35M to sell sunlight at night.

Meet Ben Nowack, Founder & CEO of Reflect Orbital, and his team.

Ben, 29, from Cape Cod, spent his childhood obsessed with energy.

He explored damming oceans. Flattening mountains with gravity batteries. Latching onto the moon with a cable.

Every idea too big. Too impossible.

Until he found one that wasn't.

Ben started documenting his DIY engineering projects on YouTube at 17.

Built underwater robots. Launched weather balloons. Tested rocket engines.

His channel "BenNBuilds" became his portfolio.

That's how co-founder Tristan found him. High schooler watching YouTube videos of a guy building space experiments in his garage.

At 21, Ben interned at SpaceX. Twice. Production engineering, then propulsion on Crew Dragon.

Then competed on MythBusters: The Search on Science Channel.

All before turning 25.

In 2021, he founded Reflect Orbital to solve one ambitious challenge:

"Solar is unstoppable. Everyone's installing panels everywhere. But sunlight turns off. It's called nighttime."

His solution? Place mirrors in orbit to reflect sunlight onto Earth after dark.

The technology:

Constellation of satellites with 18m x 18m reflective surfaces. Each can project a 5km-wide spot of light anywhere in the world after sunset.

Target customers: Solar farms needing 24/7 generation. Construction sites. Industrial facilities. Disaster zones.

They use lightweight polyester film instead of heavy materials.

Cost dropped to 1/90th of conventional orbital reflector models.

Making space-based sunlight economically viable for the first time.

The traction so far:

→ $35.2M raised (Sequoia's first space investment since SpaceX in 2020)

→ 260,000+ organizations requesting collaboration

→ $1.25M US Air Force contract (May 2025)

→ First satellite EARENDEL-1 launching April 2026

→ Vision: 4,000 mirror satellites by 2030

Ben's not building this because it's clever.

He's building it because solar has one fatal flaw. It stops working half the day.

"Sunlight is Earth's most universal resource. My mission is to let it transcend night, and shine wherever it's needed most."

—

What "impossible" climate ideas are you following?

#ClimateFounderMondays

"Our proprietary bio-based polymer formulation provides a functionally equivalent alternative to petroleum-based packaging substrates." 
Vs. 
"We make packaging from farm waste instead of oil. It's just as strong." 

Same company. Same technology. Same facts. 

But only one version gets read on LinkedIn. 

If you're a climate tech founder posting technical content that gets 12 likes from your team and zero engagement from investors, customers, or talent... 

The problem isn't your ideas. It's your language. 

I built a free guide that teaches you how to simplify any LinkedIn draft using 5 Hemingway rules specifically adapted for climate tech writing. 

It includes:

→ 5 rules with climate-specific examples (kill adverbs, active voice, short sentences, plain language, one idea per sentence). 

→ 5 full before & after rewrites across solar, water tech, sustainable packaging, energy efficiency, and alt proteins. 

→ A jargon-to-plain-language swap table you can reference anytime. 

→ A copy-paste AI prompt that takes your draft and returns a simplified version with a change log for every edit. 

The AI prompt is the real gem. It scores your draft on complexity, flags the exact sentences dragging it down, rewrites the whole thing, and explains every change. 

Want it? 
Like this post 
Comment "hemingway" 

Send me a connection request so I can DM you

I'll send the link ASAP. 

PS - Unlike the free Hemingway app, the AI prompt inside actually suggests edits and ranks your drafts in a more iterative way so you don't have to pay for Hemingway AI Pro.

My solar client said something the other day that stuck with me.

We were talking about solar installation and maintenance.

He said: "Anyone can install a panel. But are you gonna be there when something breaks?"

He made a point about offering ongoing O&M services as a source of revenue.

And you know what?

It's the exact same thing I have to explain with AI and content.

Anyone can open ChatGPT and write a LinkedIn post.

Cool. You got a post. Maybe it's even good.

But what happens when:

→ Your engagement drops for 3 weeks straight?
→ A post accidentally misrepresents your tech?
→ Your messaging needs to pivot mid-fundraise?
→ Your content attracts the wrong audience?
→ You run out of things to say by week 4?

ChatGPT won't diagnose that. It won't jump on a call with you. It won't adjust your strategy based on what the data is telling us.

That's what a premium ghostwriter is for.

The true value of a ghostwriter isn't the writing.

It's the maintenance and ongoing consulting.

The weekly calls. The pattern recognition. The "hey, this angle isn't landing — let's try this instead."

It's someone who knows your voice, your audience, and your goals well enough to course-correct before things go sideways.

AI will only amplify the mistakes you make along the way.

—

If your LinkedIn content feels like it's collecting dust, send me a DM.

I offer free 45-min LinkedIn funnel audits for anyone in the climate space.

Your competitors' founders are posting 3x a week.
Yours hasn't posted in 3 months.

I've watched this play out with dozens of Series A marketing teams.

The CEO says "I don't see the ROI."

And you're trying to convince them otherwise.

When talking to the CEO, remind them of these 3 risks:

Risk 1: Your sales cycles stay at 12-18 months when they could be 6-12.

Founder visibility builds trust before the first call. When prospects already follow your CEO, they walk in saying "we've been watching you for months."

Risk 2: Competitors own the narrative while you stay invisible.

When buyers search for solutions in your space, they'll find your competitor's CEO. They'll see their takes, their frameworks, their POV.

Risk 3: You waste 90% of your organic reach by relying on the company page.

Personal profiles get 10x the visibility of company pages. Every post your CEO doesn't write is reach you're leaving on the table.

So what do you actually say to a CEO who "doesn't see the ROI"?

Stop positioning LinkedIn as social media. Reframe it as:

→ Series B prep (you need 12-18 months to build momentum)
→ Talent magnet (top candidates look at founders before applying)
→ PR strategy (journalists scan LinkedIn to decide who to cover)
→ Sales enablement (gives buyers the proof they need to convince their boss)
→ AI search optimization (the better your content is, the more likely it shows on AI searches)

And it's especially true if you're in climate tech.

—

What are some other risks you see from NOT building your visibility online?

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The Battle

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