Luke Tobin

Entrepreneur, Advisor & Investor. Follow for daily posts on business & personal growth.

Commercial and speaking: sponsorship@luketobin.com

3 exits. 7 businesses. £100 to an eight-figure agency exit in 5 years.I help founders turn self-doubt into leverage, and leverage into exits.

My last business started with £100 and a lot of imposter syndrome. No funding. No safety net. Just a laptop, a tiny runway and more self-doubt than certainty. Five years later, we sold for eight figures. It was one of the fastest-growing agency stories in the UK at that level.

That was exit number three. Before that, I built and sold a hospitality business and an e-commerce brand. Different industries, same scale-to-exit playbook. Build lean. Price for profit. Systemise delivery. Think like a buyer long before you ever meet one.

Now I back other founders and work on fixing what is broken in the agency world.Current work

Unusual Group (Founder)We take minority stakes in agencies and plug them into the capital, infrastructure and operator support they need to grow margins and become exit-ready.

Tobin Capital (Owner)I invest in more than 25 brands, including SpaceX, Atom Bank, and Honest Mobile. When I invest, you do not just get capital. You get an operator in your corner on pricing, operations, hiring and exits.

A-Frame Venture Studio (Partner)We build consumer brands from scratch. Our first brand, Mirth Water, is now live in the United States at drinkmirth.com.

The Success Method NewsletterEvery week, more than 100,000 founders get my breakdown of how to turn self-doubt into an advantage in their business. I share how I structure deals and exits, the pricing moves and margin levers that work in practice.

Book (Q2 2026)My first book, on how founders can turn doubt into an asset rather than a drag on growth, is coming in Q2 2026 from a major publisher.

In total, I have started seven businesses. Two failed. Three exited. Two, I am still building. The failures taught me more than the exits. Self-doubt never went away. I learned how to use it as a filter to make better decisions in hiring, pricing, partners, and exits. That is what I teach and invest around now.

Today, I share what actually works with more than 800,000 founders across my channels. The playbooks, the red flags, the live deals and the parts of the mental game most people never talk about.

If you are an agency owner or founder who wants to raise, exit or fix your margins in the next 12 to 24 months, send me a DM.

Newsletter (100K plus subscribers): www.luketobin.com/newsletter

DM me about: investments, agency exits, speaking

Investor

The next‑generation personalization AI for e‑commerce.

Success that burns through your mental bandwidth isn’t success.

It’s mismanagement disguised as commitment.

Early in my career, I thought being available meant being valuable.
Every ping got a reply.
Every meeting got a “yes.”
Every spare minute became a catch-up slot.

On paper, it looked like momentum.
In reality, it was erosion.

High performance isn’t about being always on.
It’s about knowing when to switch off so your decisions stay sharp.

These are the boundaries that keep my focus intact:

1. Control inputs.
No phone before strategy, no Slack before thinking.

2. Batch reactions.
Email and messages twice a day, everything else waits.

3. Protect transitions.
Five minutes between calls to reset the brain.

4. Create unreachable hours.
Evenings or weekends when nobody gets access.

5. Guard energy like capital.
Spend it where it compounds, not where it’s wasted.

This isn’t self-care.
It’s self-leadership.

Because success that costs your sanity will eventually cost your results.

Which boundary protects your focus the most?

♻️ Repost to help more leaders build sustainable success.
🔔 Follow Luke Tobin for more personal growth insights.

Building, buying & backing businesses | 3 exits | Investor in 40+ companies | 800K+ social audience, sharing daily content to help others succeed

Power isn’t about being loud.

Knowing when to be quiet is.

- Not every situation requires a reaction.
- Not every opportunity deserves your time.
- Not every battle is worth fighting.

Here’s how to master restraint and make your actions more powerful:

1. Master the art of silence:
- The most influential leaders listen more than they speak.
- Observing first allows you to respond with clarity, not emotion.
- Silence is often more impactful than words, use it strategically.

2. Be selective with your energy:
- Every "yes" drains time and focus, choose them wisely.
- Not all opportunities align with your goals, be intentional.
- Protect your mental bandwidth; decline distractions without guilt.

3. Build self-sufficiency:
- Rely on your skills, instincts, and knowledge.
- External validation fades, trust yourself first.
- Confidence grows in solitude; embrace independent thinking.

You don’t need to:
- justify your decisions to everyone.
- be everywhere.
- do everything.
- prove yourself constantly.

The most successful people move with intention, not noise.

Here's your reminder to:
Step back when needed.
And, move forward when it matters.

♻️ Repost to remind others that restraint is power.
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Building, buying & backing businesses | 3 exits | Investor in 40+ companies | 800K+ social audience, sharing daily content that helps others succeed

If a paycheck costs you your peace,

it is too expensive.

You deserve a workplace that doesn’t just pay the bills,

Instead:
- Gives you space to grow
- Thrive
- Feel valued and safe

Here’s what to look for when seeking a workplace that nurtures your peace of mind:

1. Prioritise your mental peace
→ Look for a culture that supports your personal and professional growth.

2. Seek alignment with your values
→ Find a company that shares your principles and respects your work-life balance.

3. Ask the right questions during interviews
→ Don’t just ask about the role, ask about the culture, the leadership, and the values.

4. Look for leaders who lead with empathy
→ A good leader will support your well-being as much as they challenge you.

5. Pay attention to team dynamics
→ A healthy team culture will encourage collaboration and support, not competition and stress.

6. Choose companies that offer flexibility
→ Flexibility is key to maintaining a healthy balance between work and life.

7. Assess if work-life balance is respected
→ Make sure the company doesn’t just say they value it, they live it.

8. Pay attention to employee turnover
→ High turnover can signal a toxic culture, while low turnover suggests stability and respect.

9. Trust your gut
→ If something feels off about the culture, it probably is.

10. Observe how they handle conflict
→ A company that values peace will address issues calmly and constructively, without drama or hostility.

Your job is not just a source of income,
it should be a source of growth and peace.

Choose wisely.

♻️Repost to help your network prioritise their well-being.
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Founder of Unusualgroup.com | Follow for posts on Business, Marketing, Investing & AI

Don’t stay where you're not fulfilled.

The life you want won’t meet you where you are.

Here's what I've learnt about dealing with change
(wherever you are in life right now):

- Mastering change isn't about having no fear.
- It's about moving forward despite it.

The blueprint for a meaningful pivot:

1. Honest self-reflection:
↳ Look at who you’ve become vs who you want to be.
↳ Acknowledge the habits, patterns, and environments that no longer serve you.

2. Intentional planning:
↳ Get clear on what “better” looks like.
↳ Create small, realistic steps that move you closer to it.

3. Audit your environment and the people around you:
↳ Surround yourself with those who support your growth.
↳ Have the conversations you’ve been avoiding.

4. Personal investment:
↳ Build the mindset, routines, and boundaries that elevate you.
↳ Upgrade your thinking before you upgrade your life.

5. Courageous action:
↳ Set deadlines for the changes you’ve been delaying.
↳ Choose progress over comfort.

The biggest risk isn’t changing direction.
It’s staying where you already know you’re shrinking.

♻️ Reshare if this resonated.
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cc Colby Kultgen (shout out for the powerful reminder!)

Founder of 1% Better™ | Former accountant, future author | Follow me for the best self-development content on LinkedIn

Being easy to work with costs $0.

But it separates you from 90% of people.

Most underestimate the power of simplicity..

- Showing up on time.
- Communicating clearly.
- Keeping your word.
- Taking ownership without being chased.
- Coming up with solutions.
- Managing your emotions without making it others' problem.

None of these require a degree.
None require a title.
None require extraordinary talent.

But they do require self-awareness, emotional intelligence, and respect for the people around you.

The truth is: your attitude is a competitive advantage.

People remember when you made their job easier.
They remember when you kept things simple.
They remember when you stayed calm and consistent.

Your résumé might get you in the door..

But your behaviour is what gets you invited into bigger rooms, recommended for better opportunities, and trusted when it matters.

If you want to stand out, here are a few simple habits that make you incredibly easy to work with:

1. Reply with clarity
- Avoid vague messages. 
- State what you understand, what you’ll do, and when you’ll deliver.

2. Close loops
- Don’t leave people wondering. 
- Always confirm when something is done.

3. Overcommunicate early, not late
- If something will slip, say so upfront. 
- It builds more trust than silence.

4. Bring one problem, but three solutions
- People love working with solution-driven thinkers.

5. Stay calm under pressure
- Your energy sets the tone. 
- Composure is a leadership skill.

6. Give credit, take responsibility
- Teams follow people who lead with humility, not ego.

Because at the end of the day:

People don’t just work with your skills, they work with your behaviour.

They don’t remember your CV, they remember your character.

And in a noisy world, professionalism is still a superpower.

Be the person others are grateful to collaborate with.
It costs nothing.
And it changes everything.

♻️Repost to help others in your network.
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cc Justin Wright (shout out for image and original message!)

Your success, my mission | People-first leadership + Emotional intelligence + Self-mastery | CEO @ Polished Carbon | Former CIO $4B company | DEIB ally

Most people overestimate what they can achieve in a month

and underestimate what they can build in a year.

Progress rarely looks exciting while it’s happening.

It’s not dramatic.
It’s repetition, refined.

The truth is, nothing meaningful scales overnight.
It compounds quietly, in systems, skills, and relationships.

In business and in life, I’ve learned:
Momentum isn’t a spark.
It’s friction mastered.

The days that feel slow, repetitive, or unnoticed are usually the ones where foundations are forming.

When growth stalls, I don’t double the effort, I double the focus.

I look for the one action that will compound over time,
not the ten that just make me feel busy.

Because high performance isn’t about speed.

It’s about stamina.
Anyone can start fast.

Few stay consistent long enough for the results to catch up.

💭 What’s one thing you’re quietly building that will pay off next year?

♻️ Repost to remind someone that slow isn’t failure, it’s formation.
🔔 Follow Luke Tobin for more insights on focus and sustainable growth.

cc Justin Wright (shout out for the image and essential reminder!)

Most people lose because they wait for perfect conditions.

The winners?

They move.
They test.
They try.

While everyone else is still “thinking about it,” they’re already three mistakes deep… and three lessons ahead.

And honestly?

That’s been the story of my entire career.

By the time someone has spent 3 weeks planning a “flawless” strategy, I’ve already:
• launched version 1.0
• broken it
• fixed it
• improved it
• and learnt more than they have on paper

Most people are trapped in analysis mode, waiting for the right time, the perfect plan, or the guarantee that nothing will go wrong.

But the people who actually win?

They don’t wait for perfect conditions.
They create momentum through imperfect action.

They understand that:
• Speed > perfection
• Execution > intention
• Feedback > theory
• Momentum > motivation

Overthinkers keep planning.
High performers keep moving.

By the time you’ve convinced yourself it’s “safe,” someone else has already launched, failed, adjusted, and found a better way.

Here are a few practical ways to build “move-fast” momentum:

1. Set a 48-hour rule:
- If an idea excites you, take one real action within 48 hours. No excuses.

2. Launch version 1.0 early:
- Get it out. Get feedback. Improve.
- Perfection is just procrastination in disguise.

3. Reduce decisions to minutes, not days:
- If it won’t matter in a year, decide in a minute.

4. Embrace micro-failure:
- Each small mistake is data. The faster you collect it, the faster you grow.

Your advantage isn’t in waiting.
It’s in doing.
Start before you’re ready.
Move before you’re comfortable.
Act before you feel “qualified.”

The winners?
They’re already on version 3.0
while most people are still polishing version 0.1.

♻️ Repost to help more leaders in your network.
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cc Codie A. Sanchez (shout out for the image and reminder!)

Building, buying & backing businesses | 3 exits | Investor in 40+ companies | 800K+ social audience, sharing what actually works

Here’s the harsh truth:

You can make the “right” choice and still end up somewhere you didn’t expect.

That doesn’t mean you messed up.

It just means the path is doing what it’s supposed to do: Shape you.

Life isn’t linear. 
Some detours are lessons. 
Some delays are protection. 
And sometimes the “wrong train” is exactly what forces you to grow into the person who’s ready for the right destination.

Read that again.

If you’re feeling lost, behind, or off-track, don’t spiral. 
You’re not stuck, you’re being redirected.

Three things to remember when life doesn’t go to plan:

1. Stop assuming a setback means failure.
- Often it’s just feedback, guiding you toward a better route.

2. Zoom out.
What feels wrong today might make perfect sense in three months. Perspective changes everything.

3. Keep moving.
Clarity comes from action. Momentum beats overthinking every single time.

The wrong train can still take you to the right station..
as long as you stay awake, pay attention, and keep walking when the doors open.

You’re not off your path.
You’re being recalibrated.

♻️Repost to help someone in your network.
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One of the fastest ways to burn out is trying to control what was never yours to manage.

We convince ourselves that control creates stability.
But control is an illusion, and a costly one.

I’ve fallen into that trap too.

Worrying about perceptions, outcomes, or decisions I couldn’t influence.

All it did was drain focus from what I could actually impact.

High performers learn this distinction early.

You can’t control outcomes..
But you can always control inputs, effort, intention, and response.
The moment you shift from control to influence, everything changes.

You can’t control how others perceive you.
But you can control how consistently you show up.

You can’t control every project’s result.
But you can control the standard you bring to it.

You can’t control the pace of the world.
But you can control your reaction within it.

Energy follows focus.
And focus is wasted where control doesn’t exist.

The leaders who thrive aren’t calmer because life is easier.
They’re calmer because they’ve stopped fighting battles that aren’t theirs.

Focus on what’s in your hands.
Let go of what isn’t.

That’s how you build real control, through discipline, not domination.

What’s one thing outside your control that you’re ready to stop carrying?

♻️ Repost to help others refocus their energy where it matters.
🔔 Follow Luke Tobin for more insights on leadership.

cc Josh S. (shout of for the image and essential reminder!)

Co-Founder @ The Creator Accelerator. Head of Content @ Chris Donnelly LTD. I talk about AI, Marketing & The Creator Economy

Weak leaders hoard power. 

Great ones create it in others.

"Someone remembers the day you believed in them"

That one sentence. 
That one nudge. 
It shifted their trajectory.

That’s what real influence looks like. 
Not followers. 
Not applause.
Impact.

Here's how to lead in a way that compounds:

1. Spot asymmetric upside in people
↳ Bet early. Invest in underpriced talent before the market catches on.

2. Give feedback like an owner, not a critic
↳ High standards + high belief = exponential growth.

3. Document belief, not just data
↳ Celebrate progress publicly. People work harder when they feel seen.

4. Teach leverage, not dependence
↳ Don’t build followers. Build founders, thinkers, leaders.

5. Transfer conviction, not control
↳ Don’t micromanage. Teach people to think independently and take ownership.

Quiet power move:
Make people remember how they felt after meeting you.
Forget legacy. 
Build people. 
That’s real scale.

You’ll be remembered more for who you raised than what you built.

Small bets on people become empires.

This is how wealth, culture, and movements are made.

♻️ Repost to inspire other leaders.
🔔 Follow Luke Tobin for more leadership insights.

cc Eric Partaker (shout out for the image and essential reminder)

Fear works, for a while.

It gets compliance, not commitment.

I’ve seen leaders rule through pressure and intimidation.

On paper, things looked fine: deadlines met, boxes ticked, metrics up.

But behind the scenes, creativity died.

- People stopped thinking independently.
- Stopped taking ownership.
- Stopped caring beyond the minimum required.

Because fear narrows focus.
It moves teams from innovation to self-preservation.

The best leaders I’ve worked with never raised their voice.

They raised standards.
They made it safe to speak up, safe to fail, and safe to fix things fast.
That’s where performance comes from, not pressure, but trust.

Leadership built on fear burns bright and fast.
Leadership built on belief compounds quietly over time.

You can’t scale fear.
You can only sustain trust.

💭 Which type of culture do you think produces better long-term results, compliance or confidence?

♻️ Repost to help more leaders rethink how they build trust.
🔔 Follow Luke Tobin for more insights on leadership.

cc Justin Wright (shout out for the image and powerful reminder!)

Not every reaction deserves a response.

In leadership, composure is currency.

The moment you let emotion take control, you spend credibility you can’t easily earn back.

Early in my career, I thought speaking up immediately showed strength.
It didn’t.
It showed reactivity.

The best leaders I’ve met have one habit in common..

They pause.

They don’t meet emotion with emotion.
They meet it with awareness.

Because silence isn’t avoidance.
It’s assessment.

It gives you space to separate signal from noise, truth from impulse.
And that gap, the few seconds between reaction and response,
Is where your influence is built.

Staying silent in a heated moment doesn’t make you passive.
It makes you precise.

You can always add words later.
You can’t take the wrong ones back.

What’s one situation where holding back gave you a better outcome?

♻️Repost to help others lead with composure.
🔔Follow Luke Tobin for more leadership wisdom.

Success doesn’t change you.

The process of earning it does.

The real transformation doesn’t happen at the peak.

It happens in the climb.
In the repetition.
In the setbacks.

In the small, uncelebrated days where you show up anyway.

When I look back, every major leap in my career came from the same place:
- A habit I didn’t want to build,
- A conversation I didn’t want to have,
- A project that felt too small to matter, until it did.

The process isn’t a means to an end.

It is the work.

Because what you do consistently shapes who you become permanently.

You don’t build confidence from reaching goals.

You build it by proving you can stay in the climb long enough to reach them.

Fall in love with the process, and success becomes a by-product.

💭 What’s one habit that looked insignificant at first but changed everything over time?

♻️ Repost to remind others that consistency compounds.
🔔 Follow Luke Tobin for more on performance psychology.

cc Dora Vanourek (shout out for the image and essential reminder!)

Helping Newly Appointed Executives Succeed in Complex, High-Stakes Environments | First-Year Executive Transitions | ex-IBM | ex-PwC| F100 Advisor | CPCC

Careers don’t grow by accident. 

Most people wait… and get left behind. 

Most of us don’t fail in our careers because we’re not talented. 

We fail because we avoid the uncomfortable truths that actually move us forward. 

The further you go in your career, the clearer it becomes: 
No one will manage your growth for you. 

Not your boss. 
Not your company. 
Not the system. 

Over the years, I’ve learnt (sometimes the hard way) that the people who grow fastest aren’t the smartest, they’re the ones who learn these truths early and act on them consistently. 

The truth is: Hard work isn’t enough. 
Being “good” isn’t enough. 
Staying comfortable is definitely not enough. 

The real differentiators? 
Visibility. 
Networks. 
Boundaries. 
Skills. 
And most importantly, ownership. 

That’s why I put together 7 harsh career truths every professional learns sooner or later, along with action steps you can take immediately. 

1. No one cares about your career as much as you do 
→ Set one career goal for the next 90 days and block weekly time to work on it. 

2. Hard work alone won’t get you promoted 
→ Once a week, share a quick update with your manager on achievements and next steps. 

3. Being “good” at your job isn’t enough 
→ Pick one soft skill (communication, influence, leadership) and work on it intentionally for 30 days. 

4. Your replaceability is higher than you think 
→ Build two new skills this year that increase your earning power or mobility.

5. Your network will open more doors than your CV
→ Reach out to one new person every week, no ask, just connection. 

6. If you don’t set boundaries, people will take advantage 
→ Protect one non-negotiable hour per day for deep work or rest. 

7. Comfort is the biggest career killer 
→ Do one thing each month that scares you slightly, present, apply, pitch, or initiate.

Your career won’t transform overnight… 
but it will transform when you start acting with intention. 

Small habits. 
Small risks. 
Small moves forward, compounded over time. 

♻️ Repost to help more leaders build high-performance cultures.
🔔 Follow Luke Tobin for more on performance psychology.

7 Harsh career truths every professional learns

Most people are preparing for 2026 the wrong way.

They’re working harder… at all the wrong things.
﻿
They’re trying to protect their job titles… instead of upgrading the skills that will actually keep them relevant.

The future isn’t rewarding the busiest people.
It’s rewarding the sharpest.

Here are 10 skills that will matter most in 2026,
﻿and the simple truth behind each:

1. Strategic thinking:
- Because knowing what to do matters more than doing everything.

2. Clear communication:
- If you can’t explain it simply, you can’t lead it confidently.

3. Adaptive learning:
- The fastest learners are becoming the fastest earners.

4. AI fluency:
- Not coding but knowing how to use AI to multiply your output.

5. Problem solving:
- People who remove friction rise faster than people who create noise.

6. Emotional intelligence:
- The workplace is changing, empathy is becoming a leadership superpower.

7. Personal branding:
If people don’t know you, they can’t promote you or buy from you.

8. Decision-making under pressure:
- Hesitation costs opportunities. Clarity creates them.

9. Resilience:
- The next decade will test everyone, those who stay steady will stay ahead.

10. Collaboration:
- The future is built by teams who think differently, not the same.

The world is changing too fast to wait for permission.
Start building these now, so you’re not catching up in 2026,
you’re leading it.

The truth is:
Your degree won’t save you.
Your job title won’t protect you.
Your experience won’t guarantee anything.

But your skills will.

♻️Repost to help others in your network.
🔔Follow Luke Tobin for more personal growth strategies.

10 Skills That Will Matter in 2026

Readiness is an illusion.

It’s comfort disguised as preparation.

Every skill that matters begins in uncertainty: leadership, selling, creating, and speaking.

The only difference between those who grow and those who stall is how quickly they act before they feel qualified.

When I started leading teams, I had no idea what I was doing.
Half the time, I was learning in real-time.

But progress isn’t built on confidence.
It’s built on iteration.

Competence creates confidence, not the other way around.

High performers don’t wait to feel ready.

They build systems that let them improve faster than they fail.
So whatever your “first” is, first hire, first product, first pitch,
start before you’ve figured it out.

Because you’ll only know what works once you’ve tested what doesn’t.

Your first attempt won’t be perfect.

It’s not supposed to be.
It’s supposed to exist.

💭 What’s one thing you’ve been delaying until you feel ready?

♻️ Repost to remind someone that iteration beats hesitation.
🔔 Follow Luke Tobin for more on mindset in motion.

cc Jade Bonacolta (shout out for the image and powerful message!)

Ranked #1 Female Creator on LinkedIn | Founder of The Quiet Rich™ | Ex-Google | Forthcoming Author | Follow me for daily life hacks

Most people say they want success…

But almost nobody is willing to become the person who can actually hold it.

Here are 10 rare traits every high performer has
(and most people never master):

1. Relentless ownership
- If something goes wrong, they look in the mirror first, not out the window.

2. Boredom discipline
- They keep showing up long after motivation leaves.

3. Obsession with improvement
- Every day becomes a 1% upgrade.

4. Emotional neutrality
- They don’t let frustration, ego, or impulse ruin decisions.

5. Long-term thinking
- They make choices their future self will thank them for.

6. Comfortable with discomfort
- They train their mind to lean into friction.

7. Ruthless focus
- They eliminate distractions, drainers, and noise with zero guilt. 

8. Quiet confidence
- They let their results speak for themselves.

9. High standards (non-negotiable)
- They never slip into the “bare minimum lifestyle.” 

10. Adaptability
- When things change, they pivot fast. 

These traits aren’t “natural gifts.”
They’re decisions. Repeated daily.

If you want to stand out in a world where everyone is “busy,” ask yourself:

- Where am I blaming instead of owning?
- What’s one thing I could improve by 1% today?
- What distractions do I need to cut?
- What uncomfortable thing am I avoiding?

High performers aren’t special.
They’re consistent.
Disciplined.
Self-aware.
And willing to do the work when no one is watching.

Master these traits and you stop competing.
You start leading.

♻️Repost to help others in your network.
🔔Follow Luke Tobin for more on building high-performance habits.

10 Rare Traits in Every High Performer by Luke Tobin

I’ve interviewed hundreds of people for high-level roles. 

The most experienced candidates don’t always get the job.

The most prepared candidates do.

That's where the STAR method comes in. 

It's a proven framework for showcasing your experience and abilities.

Here's how to ace your next interview:

1. Identify key skills for the role
- Review the job description and identify the critical skills required.
- These will be the focus of your STAR stories.

2. Structure stories using STAR
- STAR stands for Situation, Task, Action, Result. 
- Craft 10-15 concise stories (2-3 minutes max) that demonstrate those key skills.

3. Practice delivery 
- Run through your stories out loud. 
- Refine your phrasing 
- Work on maintaining confident body language.

4. Recall relevant experiences
- When the interview begins, share your relevant STAR stories according to the questions. 
- Show the impact of your results when possible.

Use this method and you'll be ahead of 95% of other candidates. 

Be confident, be genuine, and go crush that interview!

♻️Found this helpful? Share to help others 
🔔Follow Luke Tobin for more career tips.

Happiness isn’t what you think it is.

It’s not the title, the car, or the lifestyle.

It’s the quiet confidence that what you already have is enough.

It’s about perspective.

True happiness looks more like this:
- Time freedom
- Good health
- People you can trust
- Work that gives you meaning
- Enough presence to enjoy the small moments

Some of the most fulfilled founders and leaders I’ve met aren’t the ones with the biggest exits or the flashiest lives.

They’re the ones who notice and appreciate what they already have.

Gratitude doesn’t mean settling.
It means building from a place of abundance instead of lack.

Being thankful today doesn’t stop you from chasing more tomorrow.

It just ensures you enjoy the journey as much as the destination.

What’s one simple thing you’re grateful for this week?

♻️Repost to help someone on your network.
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cc Scott Caputo (shout out for the image and essential reminder!)

The fastest way to lose momentum is to lose yourself.

Early in my career, I tried to fit the mould, the tone, the style, the version of leadership I thought people expected.

It worked on paper.

But it killed my conviction.

Every time you dilute who you are to make others comfortable,
you trade clarity for approval.

The problem is, approval doesn’t compound.
Authenticity does.

The best founders, leaders, and creators I know have one thing in common:
They build in alignment with who they are, not who the market tells them to be.

You don’t need to fit in to belong.

You need to stand firm in what you believe, even when it’s unpopular.

Because the moment you stop editing yourself to match the room,
you start building rooms that match you.

💭 Where in your work or life are you still trying to fit in when you should stand out?

♻️ Repost to help more leaders trade approval for authenticity.
🔔 Follow Luke Tobin for more insights on leadership.

cc Steven Bartlett (shout out for the image and reminder!)

Matt Swain

LinkedIn for Founders & Execs

I’ve built my career as a creator, thought-leader, author and entrepreneur who helps executives and founders evolve their online presence into genuine influence. I’ve had the privilege of working with global icons such as Wim Hof, Steven Bartlett and Arthur Brooks, and collaborated directly with LinkedIn to shape the conversation around digital content, executive-led brands and how social influence can drive commercial growth.

At the start of 2024, I founded Triangle Branding, an exclusive B2B thought leadership agency built for category-leading founders and CEOs who want to turn their ideas into influence. We help them build human-led digital reputations by using their own personal voice to drive commercial impact through LinkedIn-first content, strategic storytelling and demand-generation systems. 

Over the last 18 months, we’ve helped clients raise over $100M, land deals with companies such as Sony, Nvidia and Virgin, had 100 million eyeballs on clients’ content and generate meaningful inbound opportunities by building executive-led brands that people trust.

www.triangle-branding.com

Founder of SOCIAL CLUB

Founder and Manager of SOCIAL CLUB - an exclusive social media community where members manage over 328 million followers. 

If you're an influencer or brand who wants to connect please get in touch. 
If you're interested in investing/sponsoring/collaborating please email on matt@mattswain.co.uk

4 years ago on a random Wednesday morning I hit post on LinkedIn. 

It's been a wild ride since: 

– Publishing my first book
– Winning clients, losing clients
– Hitting record-breaking months
– Speaking on international stages
– Travelling & working across continents 
– Hiring my first team member (then my tenth)
– Waking up to emails from Fortune 500 brands
– Heaps of self-doubt, rejection and imposter syndrome
– Working with Wim Hof, Arthur Brooks, and Steven Bartlett

When I set out on this journey, I focused on followers, impressions, metrics - they mattered. 

But as you grow, you forget all about those, and start to focus on how posting online opens up business, friendships, opportunities - the things the numbers can't capture. 

So while hitting 50,000 followers should feel like a milestone - it doesn't. 

Because I've come to realise, it's not about the audience. It’s about the projects, conversations, people, opportunities, connections, meaning and growth that comes with it.

500 to 50,000 followers - my takeaway 

I was invited by LinkedIn to attend B2Believe, and the message was clear:

B2B is shifting faster than most teams realise. Creativity, buyer confidence, and human connection are becoming the new growth levers.

Here are my 7 core takeaways (share & save this!) 

1. Creativity is becoming the language of B2B

Creative that grabs and holds attention multiplies leads by 3x. But while 92% say consistent creative matters – only 12% deliver it. 

49% B2B decision-makers say they’re more likely to explore a company if its advertising is creative

40% B2B decision-makers say they’d be more likely to consider a purchase if the ad is seen as “creative”


2. Millennials + Gen Z now make up 71% of B2B buyers 

You need to engage them differently – they respond to: Cultural references; human stories; faces, not logos. 

87% of B2B buyers now prefer content from trusted industry influencers over brand-authored content.


3. Buyability: the new model for growth

B2B buying is slow because buyers don’t feel safe with 64% of marketers saying decisions now take longer. 

The top job-to-be-done is: “Can I defend this decision if it goes wrong?”

Buyers don’t need more information — they need more confidence.


4. Your network is a marketing asset — not a distribution channel

When employees from your target accounts follow your company, you generate 2.4x more leads.

And when senior decision-makers at those target accounts are connected to your employees, that jumps to 2.2x more leads.

You are more than 20x more likely to be bought when everyone in the Buyer Group knows you on Day One. Build brand, trust & authority with the right people. 


5. Video is non-negotiable

Jonathon Palmer said it well: Sound, movement, and visual cues trigger far stronger memory formation than static content ever can.

It generates 1.4x more engagement, meaning more people stop, watch, and interact.

And most importantly: viewers retain 95% of the message when it’s delivered via video.

+20% more leads are driven with video

Attention is scarce and recall is even scarcer. Video gives you the highest chance of being remembered — and being acted on.


6. Employee content > corporate content

B2B is shifting from logos to faces; from corporate statements to human voices.

Even when only 3% of employees post regularly, companies drive 20% more leads.

So bring your team to the forefront. 


7. Brand and demand are no longer separate

Everything now all comes down to trust, Tunji Akintokun put it: “In B2B, trust is the ultimate growth metric that closes deals.”

The era of “brand OR performance” is finished. Full-funnel integration is now a growth multiplier with always-on brand activity showing +10% conversion lift. 


In summary: 

The brands that win in 2025 won’t be the ones who look good in reports — they’ll be the ones who move buyer groups to act.

In partnership with LinkedIn for Marketing #Ad

He has 2,100 followers and averages 5 likes a post. Yet books in calls with Nvidia, HP & Shell. True story of one of my clients: 

His LinkedIn presence books monthly new business development opportunities with $10m annual contract value. 

Yet, we don't follow any of the "hacks" or "templated content" or "automated outreach" approaches that go viral on here. Because if you're selling to high-value decision makers with 7-figure deals, they won't work. 

Our process at Triangle starts long before the post goes live. We study how your ideal buyers think – their pressures, quarterly goals, decision frameworks, and what creates credibility in their world. And build an authority-building content strategy and human-touch DM messaging plan around that. 

If you're just hoping that hitting post and sending a few random connects is enough – it's not. If you want to reach your long-term demand-generation goals with LinkedIn – you need a nuanced, custom approach based on your business, target persona and wider marketing strategy. 

LinkedIn can open doors to 7-figure opportunities – but only if you stop playing the same game as everyone else.

10 shocking stats you need to know about the Creator Economy:

(1) Nearly 1 in 3 creators launched a product, agency or SaaS tool in 2025 – the line between creator and entrepreneur is gone.

(2) HubSpot now allocates 10% of its influencer budget to LinkedIn, while Notion will spend 40–45% here by end of 2025. LinkedIn is the place to be for B2B creators. 

(3) The creator economy will grow from $191B in 2025 to $528B by 2030 – a 22.5% CAGR. The “creator economy” is no longer a niche – it’s the next great economic sector built on individual IP.

(4) Unilever will allocate half of its entire marketing budget on socials by the end of 2025. Legacy brands are admitting what startups already knew – creators are the new media channels.

(5) 1 in 5 social media users now identify as a creator – everyone’s a broadcaster now.

(6) Knowledge creators (educators, founders, consultants) earn 3x more than lifestyle creators with the same audience size. Depth beats aesthetics – audiences are craving insight, not aspiration. 

(7) The average enterprise spends $1.7M/year on creator collaborations, up 40% since 2022. Creator partnerships have gone from “test campaigns” to core marketing channels. 

(8) 91% of creators now use AI tools as part of their workflow – AI has turned solo creators into full production teams.

(9) Courses, newsletters and podcasts, known as the knowledge creator stack, are now the fastest-growing revenue channels in the creator economy. Creators are moving from ad-driven to IP-driven models. The goal isn’t virality – it’s ownership.

(10) 82% of consumers say they trust creators more than brand ads. In an era of AI-generated everything, human credibility is the ultimate growth moat.

The Creator Economy is only going in one direction – up! 

And with the rise of knowledge creators, LinkedIn is a core platform marking a new era where expertise outperforms entertainment.

Jae Oh flew in from San Francisco for B2Believe, and LinkedIn asked me to sit down with him to kick off their new series, #B2BOverBevies. Jae leads measurement at LinkedIn, and he’s one of the few people who actually sees how B2B performance, intent, and ROI play out in reality on the platform. 

We talked about the myths holding teams back: why ROAS is often misunderstood, why intent now matters as much as conversion, why incrementality reveals what dashboards hide, and the difference between confidence & clarity for marketers.  

Conversation dropping soon! 👀

2 weeks ago, we got introduced to a Harvard Professor. We've been working with one of their colleagues and generated 4.5 million views in the last 90 days and grew their audience by 19,500 followers. 

We sat down with this new professor and talked about what they’re trying to achieve over the next 6 months. 

They have a book launching with Penguin in 2026 & want a channel to drive speaking and corporate training bookings. And they want a brand that does justice to 20+ years of academic research, depth of thinking, and nuance in their ideas – this is what we do best. 

We built an action plan and walked through our strategy, our process and a bunch of initial ideas. 

They loved it & signed contracts 2 days later. 

We kicked off yesterday with our Deep Dive session where we: 

(1) Codified his Intellectual Property – So he can own a clear space in his market — anchored in his strongest ideas, opinions, and niche-defining frameworks.

(2) Mapped his Story Arcs – Extracting the pivotal moments, transformations, and turning points that make his journey memorable, relatable, and worth following.

(3) Distilled his Core Messaging Pillars – Clarifying the 3–5 themes he’ll become known for — so every post, story, and idea reinforces a consistent, recognisable brand.

I get asked about the best thing about Triangle – and my answer is always the same – our client base is incredible. 

Week after week, we get to partner with world-class thinkers, operators, founders, professors, economists, and industry leaders who are shaping the conversation in their fields.

Taking their brilliance and building the systems, stories, and positioning that make the world take notice.

10 unpopular opinions about LinkedIn that I'll stand by:

1. Your "thought leadership" post with zero original thought is just noise. If ChatGPT could write it, why are you?

2. Posting 3x a week without strategy is worse than not posting at all. You're training your audience to ignore you.

3. 2,100 followers who buy from you beats 100k who scroll past you. I've seen clients book calls with Nvidia, HP & Shell averaging just 5 likes per post.

4. Stop chasing viral templates. Lean into your unique advantage, core IP, and the expertise only you can deliver. That's what creates category ownership.

5. Your company page isn't going to drive results. Faces drive 10x more engagement than logos - bring YOU to the forefront. 

6. "Building in public" only works if you're actually building something and sharing your lessons from the trenches. Your morning coffee routine isn't a founder story. 

7. Most founders spend 5 hours writing one post. We get 10 posts from 1 hour of conversation. You don't need more time – you need better systems.

8. Millennials and Gen Z make up 71% of B2B buyers. If you're still writing like it's 2015, you're speaking to an audience that's already left.

9. Your audience doesn't need more information. They need confidence to make decisions. Stop educating, start reassuring.

10. LinkedIn isn't a content platform. It's a trust-building platform. If you're not increasing buyer confidence, you're doing it wrong. 

--

B2B buying is slow because buyers don't feel safe. 

Their top question isn't "Does this work?" – 
It's "Can I defend this decision if it goes wrong?"

Every post should build confidence, not just awareness.

If you still think LinkedIn is “just a place to post” – think again.

Because the results we’re generating for clients right now — from Harvard professors to £100M founders – show a completely different reality.

A reality where content isn’t vanity… it’s pipeline, authority, and multi-seven-figure opportunities.

Some of our results: 

Client A – Director, Co-working Space (London)

Goal: Increase visibility, attract inbound demand, and build a steady flow of MQLs.

Result:
- 300,000 impressions in 90 days
- 1,381 highly targeted new followers
- 51 MQLs
- One week with £300,000+ inbound leads


Client B – Leader in Emerging Tech

Goal: Build authority from scratch, grow an industry audience, and position as a recognised voice.

Result:
- 24,255,000 impressions
- 9,953 engagements on best post
- 3,034 profile views in 90 days
- Grew from 300 connections → 10,000 followers


Client C – CRO at $150M ARR B2B SaaS

Goal: Produce high-quality, technical executive content that drives engagement & industry visibility.

Result:
- 635,363 impressions in first 2 months
- 1.25% engagement rate
- 7,396 reactions, 529 comments, 35 shares
+5,609 profile views


Client D – Co-Founder at £100M Agency, Forbes 30 Under 30

Goal: Create strategic content & outbound to open enterprise doors and generate pipeline.

Result:
- 310,866 content impressions
- 55+ MQLs
- 10+ SQLs in first 2 months (including SVPs at Snap, Paramount, etc)
- Reached senior decision makers across Coca-Cola, Unilever, EA, Ubisoft, etc.
- Attracted organic engagement from execs at Nike, Mars, L’Occitane, Swatch, L'Oréal


Client E – CEO, Energy Tech Platform (1,000+ employee clients)

Goal: Build authority in the energy & climate sector and drive enterprise conversations.

Result:
- 164,676 impressions
- 410 engagements on best post
- 1,411 profile views
- Audience surpassed 16,000+ professionals
- Booked meetings with leaders at Walgreens, Starbucks, GSK, Mars


Client F – Harvard Professor & Author

Goal: Expand thought leadership reach, attract senior decision-makers, and strengthen global influence.

Result:
- 5M+ impressions in 90 days
- 40,000 engagements
- 3,000,000+ impressions on best post
- Earned LinkedIn Top Voice
- Invited to LinkedIn’s exclusive Creator Programme
- 34% of his 78,000 followers are senior decision-makers at 10k+ employee companies

This is what happens when you combine premium positioning, high-quality thought leadership, and human-led outbound into one system designed to earn attention from the people who actually want to reach. 

If you want to build the same level of authority and demand in 2026, send me a message!

If you’re struggling to post consistent, high-quality content, you don’t have a system in place. 

Yesterday we spent 1-hour with a CEO client in the energy space, who with our support is signing enterprise deals through his LinkedIn. 

We ran one of our Strategic Ideation Sessions (think podcast-styled-conversation) where we got 10 posts from 1 hour together. 

They share their incredible ideas, insights & stories. 

We layer in our LinkedIn expertise. 
We run the whole system. 
We do all the research.
We ideate, write, schedule, assets, report. 

This is the power of having a repeatable content engine.
This is how you stay consistent without burning out.
This is how you show up as a category leader every week.

Here’s the posts we ideated: 

1. Tapping into the macro narrative their ICP cares about. 

2. Riding the AI + energy discourse dominating LinkedIn. 

3. Speaking the same language as his prospects. 

4. Reframing risk to shift how his audience thinks. 

5. Building credibility through relatable leadership storytelling. 

6. Reinforcing their biggest commercial differentiator. 

7. Using story + analogy to create memorable insight. 

8. Speaking to enterprise frustration to drive demand. 

9. Delivering a simple “aha” insight for his ICP. 

10. Injecting personality and humour to increase relatability. 


All strategically building the right blend of touch-points to drive 127,221 impressions, 35 MQLs, 5 booked calls with VP's at enterprise companies - in the last 30 days. 

Building his influence - but also generating commercial value.

A Fortune 500 CMO called me last week: "Matt, we're posting 3x a week and getting nowhere. What are we missing?"

I pulled up their content. 

No imagination.
No strategy.
No system.
Not audience-first.
Not LinkedIn-first.
Just… posts.

That's when I showed them the framework we use at Triangle – the same one that's generated 1,500,000 impressions for our clients in the last 30 days.

Every piece of content we create passes through 4 critical filters:

1) The Content Test: Would you stop scrolling for this? We obsess over hooks, clear angles, and making sure there's one unmistakable takeaway your audience will remember. 

2) The Data Layer: Your best-performing post from 6 months ago? Run it again with a fresh hook. That viral TikTok format? Test it on LinkedIn. We track everything – which hooks work, which stories resonate, which formats your ICP actually engages with.

3) The Strategy Check: Every post needs a job. Drive traffic? Build authority? Generate leads? We time posts with industry moments, tag the right people, and always include a clear next step. 

4) The Soul Filter: This is where most content dies. If it doesn't move you, it won't move them. We ask: Could the client have written this themselves? Will anyone care about this next week? Does this actually add value or just add noise?

Posting is not enough. 

You need strategy, results, outcomes with quality & authentic content that genuinely grows your audience and builds authority & trust.

--
We've been working hard on our content formula the last couple months - the image shows screenshots of some of our client results.

While everyone talks about being consistent, it is the No.1 proof point of success. 

The truth is: everything meaningful in business compounds. Authority compounds as you show up with perspective. Trust compounds as people see you week after week. Distribution compounds when your name becomes familiar. But none of these effects reveal themselves quickly. You have to be in the game long enough for the multiplication to begin — and almost nobody is.

This means you need to build a systemised Content Engine for: 

1. Volume/reps over a long time period. 
2. Quality, authentic, original, value-adding content. 

I’ve seen it with clients, we start working together and build momentum, with more touchpoints, more qualified leads, more premium positioning. Then they leave and stop posting. Within weeks, everything slows down. The awareness. The authority. The inbound demand. The shorter sales cycles. All the benefits evaporate as quickly as they appeared. Not because the strategy stopped working — but because the consistency did.

It feels like trite advice, and to be honest, it is. But I believe it is the No.1 factor determining success.

Having spent 3 years building leading personal brands, generating over 100 million impressions and now running an agency turning CEO's & Execs into Thought Leaders on LinkedIn, I've always felt that: 

A founder’s voice is the most valuable marketing asset a company has.

We all know, people buy from people. 

And now, the latest data from LinkedIn backs this up. 

– Startups whose founders post at least ten times a year on LinkedIn generate 33% more leads than those who remain silent.

– Deals close 22% faster when buyers feel they know the founder. Sendoso reported an 11% higher win rate and 120% higher deal sizes when prospects followed their executives.

– Hootsuite, CEO Irina Novoselsky traced 37% of monthly leads and £12 million in influenced pipeline directly to her presence on LinkedIn.

This is the commercial ROI of visibility on LinkedIn through Execs.  

The founder’s perspective builds trust long before a sales conversation begins. It strengthens pricing power, accelerates recruitment, and shortens deal cycles.

Momentum also grows quickly once consistency sets in. Founders who post regularly achieve three times more engagement and four times more followers than those who post occasionally. You create organic, value-adding, authority & trust-building touch-points with your network at scale. 

At Triangle, we've seen this first-hand. And have so many case studies showcasing the impact of this in action. 

If you're not activating your CEO & Execs on LinkedIn with authentic content – you're missing out.

A client of ours has 1,237 followers, and only gets 10 likes a post. But in October we booked 15 calls with $5M+ tech companies using nothing but his LinkedIn profile.

He offers 6-figure+ M&A consulting services that are incredibly specialised. 

In order to get a conversation started in this area you need trust. 

We don’t do any of the growth hacks. 

Instead our strategy is custom, based on a deep understanding of: 

- Your unique differentiators — what truly sets you apart in your market

- Your ideal buyer — who they are, how they think, and what drives their decisions

- Your expertise — the insight, experience, and proof that builds trust

- Your offer — the tangible value and transformation you deliver

- Your narrative — how all of the above connects into a story people actually care about

In October we booked him 15 qualified conversations. 

And 15,000+ ICP impressions. 

The screenshot is an extract from the call transcript the team had last week. Tom Muller and Jacob Edwards are smashing it! Client happiness & results are everything to us. 

Our approach is NOT lead generation. 

But instead, a relationship-building approach through content & human-led outbound flows that engages senior decision-makers — who are interested, engaged and qualified before they even join the call. 

They already have a connection. 
They already see him as the expert. 
They already know he can help with their pain. 

We've aligned closely with our client to make this work. Iterating message flows, DM structures, and signal-based targeting. 

Because, for this to work, you need a partner – taking all of your insights and combining it with our LinkedIn Content & Outbound expertise & data. 

And it drives results like this. 

Ready to see how we can do the same for you?

Excited to be sharing our playbook with the Apollo community next week — breaking down the exact system we use to book calls with senior decision makers at companies like Nvidia, Sony Ericsson, Virgin, Starbucks, Walgreens, GSK and more. 

Through a blend of authority-building content, expert positioning, signals and high-intent human-led outbound.

Excited for this one!

How to get 100k+ impressions and booked conversations with enterprise companies through LinkedIn (a case study):

A CEO came to us frustrated that LinkedIn wasn’t driving the growth, visibility, or conversations they expected.

We took over the content (fully DFY) and built an Outbound motion through the CEO’s profile.

Taking him from no traction, no booked conversations, no growth on LinkedIn. 

To these results:  

– 170,000+ impressions
– 1,450 profile views 
– 111 MQLs
- 5% monthly follower growth
– 23 booked calls with VPs at Starbucks, Mars, Lidl, and more. 

Here’s what made the difference:

(1) Content that focused on the buyer – their world, their problems – building trust and content specifically designed to reach audiences beyond their existing network.

(2) A DM approach designed to engage senior decision-makers at 1,000+ companies – targeted, human, conversational, and relationship-based, using our proven data points and message frameworks.

(3) A streamlined, systemised setup so the CEO only needed to dedicate 2 hours a month – we handled the heavy lifting to keep everything consistent (because consistency is what compounds).

Proof that when you combine the right content with targeted outreach – LinkedIn becomes a growth engine.

Want to do the same? Happy to share our learnings over a Strategy call.

taplio

The Battle

Luke Tobin

Matt Swain

Followers

Posts

Engagements

Likes

Performance ScoreLuke Tobin's LinkedIn Performance

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Luke Tobin

Matt Swain

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Luke Tobin's LinkedIn Performance

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreLuke Tobin's LinkedIn Performance