Demo Lab

At Demo Lab, we're on a mission to:
1. Make democracy sexy 
2. Become the most meaningful foundation on democracy globally

Costa Rica is our lab. We explore initiatives through art, culture and research that promote citizen participation. We provide tools to empower citizens to be financially free, understand their role in society and encourage them to freely express their ideas to build a better future.

We're building the democracy of the future.

This is a movement I am honoured to be part of.

Chief Strategy Officer & Public Affairs

Happy on Mondays

I coach high-achieving women to create a life where they get to have it all so that they can feel alive, purposeful & whole again.

I use my proven systemic & sustainable approach to navigating life pivots to deliver results to my clients like selling their company and creating a new more aligned business while 4X their revenues, attracting the relationship of their dreams, creating their dream role within their company, starting their business, feeling in the best shape of their life, etc.

To enquire about my 1:1 coaching, send me a personal DM with a message explaining your goals.

For my course on how to transform your mind and become the person you truly want to be:
www.happyonmondays.com/the-mind-experiment

Founder & Performance Coach

GrowthGenius

As employee #10, I built the People & Culture department from the ground up, hiring 25 new employees and scaled this high performing team. From coaching, to recruiting and overall HR systems and programs, I've been honoured to be part of the early stage team at GrowthGenius.

Head of People & Culture

L'Oréal

As a Key Account Manager for a newly acquired brand at L'Oréal, I operated a successful transition of CeraVe's business and ensured every department from supply chain to finance was fully integrated and setup to function seamlessly. In this role, I learned to find creative solutions to face many integration problems. I was also involved in National contracts negotiation with key retailers such as Walmart and Costco.

Key Account Manager

Ferrero

As a Key Account Manager for National and Regional accounts in the Impulse division, I was responsible for growing everyday and seasonal businesses for key customers. I achieved aggressive growth targets through strategic thinking, strong social skills, and solution-centric approach.

Joining Ferrero as a sales analyst allowed me to understand the importance of developing strong relationships internally with my team to understand their needs better and bring value by performing in-dept analysis. I created and defined this new role by creating and implementing processes and tools to meet the needs of the team and improve overall productivity. I also learned to work under pressure and manage expectations of internal stakeholders.

Sales Analyst

The Coca-Cola Company

As a Market Development Manager, I learned to hunt new customers by literally knocking on doors, to grow a sales territory and to strategize on ways to revitalize existing business in multiple verticals. I also developed negotiation skills through being in charge of customers' yearly contracts.

Market Development Manager

As a Business Development Manager of emerging brands, I leveraged my creativity, developed a strategic approach and built bridges with the retail team to generate new profitable business opportunities. Thinking outside the box allowed me to create an adapted marketing strategy to enter a new market. What I loved the most was to engage and motivate sales representatives towards achieving our brands' target.

Business Development Manager (Vitaminwater, Smartwater, ZICO)

Starting my career at Coca-Cola, I learned the foundation of sales. As a sales representative, I learned to build and nourish customer relationships. I was awarded my own sales territory and achieved my volume and distribution objectives. I also discovered the importance of point-of-sales executions to drive a bigger impact in stores and improve sales in a specific market.

Sales Representative

Sanofi

Achieving my master degree final project at Sanofi has allowed me to experience data analysis to its fullest. I was the project owner of an automated dashboard that improved the understanding of the flow between forecast, shipments, consumption and customer sales. This experience allowed me to become proficient at Excel and market analysis.

Business Intelligence Analyst

At Demo Lab, we're on a mission to:
1. Make democracy sexy 
2. Become the most meaningful foundation on democracy globally

Costa Rica is our lab. We explore initiatives through art, culture and research that promote citizen participation. We provide tools to empower citizens to be financially free, understand their role in society and encourage them to freely express their ideas to build a better future.

We're building the democracy of the future. 

🎉 Leave an emoji if you appreciate my posts.
♻️ Repost to help us grow this movement.
✔️ Follow me for more stories.

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

For enquiries about one-on-one Leadership Coaching, just send me a DM.

I do high level 1:1 coaching and I have a course that teaches you how you can transform your mind to become the person you truly desire to be.

My course is here: www.happyonmondays.com/the-mind-experiment

Mimi Boyer, M.Sc.

Jumpact

Born in 2022, Jumpact (previously Spark Media) is a bold, branding-first creative agency based in Mississauga. We specialize in social, branding, and production. From ideas to impact, we make brands unforgettable.

Founder

Science&Humans

- Leading a team of SEO and paid ad management specialists, email marketing and growth specialists, graphic designers, content writers, and content creators, to position the brand as a leader in the private healthcare space.

- Leading complete brand relaunch with new products and expanded market segment including: new website including UI/UX, revamped social media presence, updated digital and content strategy. 

- Driving 20% MoM growth in user acquisition with an integrated marketing strategy (SEO, social media, influencer, and email marketing)

- Working on corporate sales program as a new channel to drive growth via customer acquisition.

Senior Marketing Manager

Meridian Global Uniforms

Marketing Manager

Lagom Interiors

Founded Lagom Interiors as an online only shopping store for Modern, Mid-century, and Scandinavian furniture. Lagom is an online furnishing brand on a mission to provide an excellent customer experience and a remarkable product quality. 

Lagom is fast becoming an established brand in Lahore, Karachi, and Islamabad, with a client retention at an astounding 90%, and MOM revenue increase of 30%.

Founder & CEO

Telenor

- Grew the revenue base of Alternate Channel sales by onboarding new partners, particularly non telco retail acquisition to enhance the retail foot print in all major cities.
- Trained, enabled and equipped the alternate channel team to sell Telenor’s Business product portfolio.
- Identifed, developed and traiedn the agent/merchant network and team network to reach out to the masses and promote Telenor Business products and services 
- Proactively managed and mitigated issues through engagement with relevant stakeholders by counterbalancing negative representations and acting as a counterweight to short-term thinking and negative perceptions 
- Developed presentations, reports, strategy documents and manage relationship with partners and strategic alliances

Manager Alternate Channels B2B

Careem

Responsible for the acquisition of corporate customers and restaurant partners, developing ecosystems and driving business growth and profitability.

- Penetrated large scale organizations across FMCG, Telco, and Pharma and effectively closed business deals of PKR 7 million
- Ensured efficient maintenance of the CRM system to accurately record sales activities, pipeline and progress towards
- Worked closely with in house teams of Product, Finance and Marketing to ensure that client requirements are effectively articulated internally
- Identified upselling opportunities from the existing client base and grow an existing portfolio of clients by 12 large accounts within 3 months

Head of Corporate Sales

Headed Careem business including performance, growth, marketing, operations, and PnL for the north province of Pakistan. Key achievements are as follows:

- Built and coached an organization of over 35 people for Careem North ground up. This team is now the most sought-after talent of the province
- Grew the business by 4x within 9 months, and made Peshawar the fastest growing city across Careem Pakistan, and at one point, across Careem Global
- Launched new products that were market relevant (bikes and dabba) to facilitate and solve transportation need, and fuel business growth
- Reduced the OPEX and direct costs by 50%, while delivering exceptional growth
- Launched Women Captains Program across Pakistan, an initiative that won National Civic Innovation Award by Pakistan Innovation Foundation in Dec 2017

General Manager North Province

Telenor Pakistan

Program Manager Startup Accelerator

Focused on devising and delivering Commercial Division's business transformation change management. The role includes strategic planning, senior stakeholder mobilization and providing extensive consulting and coaching. 

Core responsibilities are as follows: 

- Engaged in transforming Telenor Pakistan from a traditional Telco to a Digital Service Provider
- Playing a key role in Commercial's strategic planning to drive business
- Responsible for managing Commercial Division change initiatives and transformation 
- Leading strategic leadership communication across division
- Securing projects sponsorship and define relevant teams to drive change
- Responsible for collaborating with cross functional teams to deliver on agenda
- Identifying and securing efficiency opportunities and make constructive suggestions for  operational efficiency
- Institutionalizing learning from change initiatives

Assistant Manager Business Transformation

The Scottish Government

Reported to the Procurement Manager of Scottish Government Directorate
- Revised business planning processes and provided solutions for maintaining continuous improvement in the Strategic Prioritisation Practice in the Scottish Procurement and Commercial Directorate (SPCD)
- Analysed barriers to performance improvement within projects demonstrated in the 2012 engagement index of the Directorate teams

Continuous Improvement Consultant, The Scottish Government

Nestle

Oversaw the sales analysis, demand forecasts, and inventory maintenance for a monthly product turnover of USD 18.5 million. 
- Collaborated with Sales & Marketing teams to track operations performance and identify business improvement areas
- Communicated and negotiated with key business partners for channelling and implementing Sales & Marketing strategy
- Designed and maintained processes and tools to capture customer feedback on distribution operation efficiency 
- Managed the end to end Supply Chain for associated Sales and Marketing teams

Supply Chain Analyst

Managed the resource planning and optimization for national distribution operations involving floor staff of over 300 employees, daily transportation fleet of minimum 150 vehicles and a daily product dispatch worth USD 2.8 million 
- Implemented resource and operational restructuring based on business growth and production plans, particularly through DMAIC projects 
- Managed the centralized information repository such as warehousing SOP documentation 
- Conducted internal audits as a certified internal auditor for OHSAS 18001 and ISO 14001

Team Leader Planning (Physical Logistics & Warehousing)

Pakistan Telecommunication Company Limited

Development of Operational Master Plan for the deployment of more than 1000 Distribution Points across the country.
- Development of Network Plans for coverage of emerging sectors of Islamabad and its Implementation through GIS Mapping Application

Management Trainee

Entrepreneur | I build powerful branding solutions for bold businesses

I help AI and Tech B2B businesses build brands that shape industries. Companies that work with me aren’t looking for another branding agency. They need a strategic partner who understands how to position them for long-term demand and market leadership.

At Jumpact, we focus on positioning brands where perception drives growth. My work spans high-growth companies in Canada, US, UK,
Middle East and beyond, helping them gain visibility, credibility, and competitive strength.

What I focus on: 
✔ AI and Tech B2B brand positioning
✔ Narrative-driven branding
✔ Category ownership and market perception

If you’re building in AI, SaaS, or future tech and need more than a branding service, let’s talk.

Momina Rajput

If you think B2B must sound boring and safe, think twice.

Intuit Mailchimp built a $4.2 billion business selling email marketing - a commodity service. 

Their competitors focused on lists and deliverability. 

Mailchimp focused on Freddie, the chimp, and an unforgettable, quirky tone.

In a category where they’re certainly not the cheapest,and most likely don’t have the most features either. 

→ They won by being the most human.
→ They took the fear out of email marketing for small businesses and creators. 
→ They told their users, "It is okay to be nervous about hitting send," and backed it up with reassuring copy and delightful micro-interactions.

Here’s what that led to:

According to Forbes, in 2018 it had 20 million users, generated over $600 million in revenue, and was valued at $4.2 billion.
Let that sink in. 

So how did they achieve this in such a competitive space? 

→ They owned one attribute: Approachability and quirky confidence.
→ They targeted one psychographic: The small business owner who feels overwhelmed by technical marketing.
→ They created one transformation: Turning a necessary evil (email) into an enjoyable weekly task.

Mailchimp proves that brand personality is a competitive moat. 

When your competitors are focused purely on the technical spec sheet, you can win by focusing on the user's emotional experience.

Most SaaS founders believe B2B means professional neutrality.
Mailchimp proved that professional distinctiveness is the ultimate premium feature.

What essential tool do you use mainly because you love the way it makes you feel?

Brand Messaging for B2B Tech Founders: Build Authority, Win Clients & Raise Capital

Three creators turned content into income engines.

Most LinkedIn advice obsesses over creation. What to post. When to post. How to hook.

The creators who actually monetize have cracked distribution before they perfected content.

I studied Gary Vaynerchuk, Justin Welsh, and Dickie Bush 🚢.

Combined, they've generated $50M+ in revenue from content.

None of them won by creating more. They won by distributing smarter.

Swipe through to see the distribution systems that built their empires.

What Top Creators Do Right About Distribution

Notion became a verb without paid ads.

"Let me Notion that." "I Notioned the meeting notes."

When your product becomes part of daily language, you've won a game most SaaS companies never even play.

Notion launched in 2016 into a crowded productivity space.

Evernote owned note-taking. Google Docs dominated collaboration. Trello had project management.

Every category seemed claimed.

Then Notion did something least expected, they refused to pick a lane.

Instead of positioning as "better Evernote" or "simpler Trello," they created a new category entirely.

"All-in-one workspace."

That phrase unlocked everything.

The messaging was ruthlessly simple: "Write, plan, collaborate. All in one place."

Just a simple promise that you could stop switching between twelve different tools.

Here's what made it stick:
→ They owned ambiguity as a feature. 

Most SaaS companies panic when prospects ask "what exactly does this do?" Notion leaned into it. 

The answer was always: whatever you need it to.
→ They built for community, not just executives. 

Early adopters were students, creators, and solo operators who customized it obsessively then evangelized freely.
→ They made templates the distribution engine. 

Every shared template became a demo. Every demo created a new user. The product marketed itself through use.

The visual identity reinforced flexibility. Soft colors. Modular blocks. Endless white space.

The design whispered: "You're in control here."

By 2021, Notion hit a $10B valuation with minimal paid acquisition.

Growth came from word-of-mouth because the message was simple enough to repeat:

"Stop using ten tools. Use one."

When Andrew Chen joined as GP at a16z, he called Notion "the productivity tool for the next generation of knowledge workers."

Most SaaS founders think category creation means inventing new jargon.

Notion proved the opposite.

They took existing behaviors and gave people one place to do all of them.

The lesson for B2B founders is you don't need a new category if you can own the overlap between existing ones.

Notion didn't invent docs, tasks, or databases. They just made switching between them unnecessary.

That message was clear enough to spread without a marketing budget.

👉 What tool have you started using as a verb without realizing it?

I used to believe better features won until I saw a brand win with just one defining choice.

Competing to be “better” leads you directly into the commodity pile. 

That is the territory of endless price wars, feature bloat, and marginal gains. 

Products focus on features; brands focus on meaning.

To be different is the easiest path to standing out - even if that feels weird.

Differentiation means subtracting everything that distracts from your single, defining choice. 

Your brand must articulate the unique meaning behind your existence, not just the exhaustive list of functions you perform.

When you compete to be better, you are accepting the existing rules. 

When you choose to be different, you change the game entirely.

Focus on being the only one that does X, not the best one that does A, B, C, and D. 

- Volvo Cars chose Safety over speed or luxury.
- Airtable chose Flexibility over just data entry.
- Salesforce chose Cloud First over enterprise software breadth.

That single defining choice is the cornerstone of sustainable premium positioning.

The deepest work for a founder is isolating that singular source of truth. 

It requires setting aside product pride to find the one strategic constraint that unlocks an entire market narrative. 

If your product is brilliant but your message is diluted, that constraint is the next system we need to build.

If you are a tech founder and want to map the strategic constraint that dictates your entire brand narrative, DM “Brand Bible” and that’s exactly what I’ll lay out for you.

Ask three clients what you do. You'll get three different answers.

Here’s why:

You've perfected your About section. Spent weeks on homepage copy. Nailed your pitch deck intro.

Then you ask a customer to refer you.
They stumble. Pause. Default to "They're in marketing, I think?"

That moment reveals everything.

Your positioning only works if other people can repeat it.

Real positioning lives in this sentence: 
"Oh, you need to talk to [founder name]. They help [specific people] with [specific problem]."

That repeatable sentence becomes the asset that scales.

It gets you into rooms you didn't apply for. It generates warm intros instead of cold outreach. It makes you referable.

Most founders optimize for impressiveness.

They load positioning with industry jargon and feature lists. They want to sound comprehensive.

Then they wonder why referrals never come.

The test is simple:
Can someone who heard your pitch once explain what you do to someone else?

When positioning is too complex, it dies in translation.

The best positioning borders on simple.

Stripe: "Payments for developers." 
Notion: "Write, plan, collaborate. All in one place." 
Superhuman: "The fastest email experience ever made."

You read it once. You remember it forever.
That clarity makes you easy to recommend.

Your positioning should work for the person introducing you, not just the person hearing the introduction.

Strip away everything that makes you hard to explain.

Make referrals effortless.

Test this: Ask three clients to explain what you do. If they each say something different, you've found the problem.

9/10 founders don’t realise just how MUCH their voice shapes market perception.

71% of B2B buyers say they trust a founder’s public insight more than a company’s marketing (Gartner).

And 82% of people are more likely to trust a company when they feel they “know” the founder (Edelman Trust Barometer).

The impact of a founder’s narrative becomes SO obvious when you look at what these founders built by showing up with intention:

1. Adam Robinson (Retention.com → RB2B)
- Built Retention.com to ~$25M ARR with a lean team, fueled heavily by his public presence.
- One LinkedIn post pulled in 1,600 qualified leads.
- The credibility he built online helped him reach $200K MRR at RB2B in six months.

2. Guillaume Moubeche (lemlist / lempire)
- Started with $1,000 and grew lemlist to $28M ARR.
- His build-in-public style positioned him as a category voice.
- The attention he created translated directly into inbound demand, partnerships, and a loyal user base.

3. Kait Stephens (Brij)
- Her LinkedIn presence reshaped Brij’s entire trajectory.
- Her narrative contributed to 10x revenue, 5x pipeline, and 50x website traffic.
- Nearly half their deals had a direct path back to her thought leadership.

4. Chris Walker (Refine Labs)
- Tracked every deal publicly for two years.
- Founder-led content drove $50M in pipeline and $14M closed.
- Zero ads. Zero outbound. Just consistent perspective shared with the market.

A founder’s voice is not a nice-to-have.
It is literally an economic driver.

It shapes the trust, speed, and quality of opportunities coming your way.

Your product creates the result. Your narrative creates the demand.

So, it’s high time you stop putting off building your authority narrative and start showing up with your brand.

He started at one percent polling.

Zohran Mamdani pivoted from that and went on to win the New York City mayoral race.

The first Muslim mayor in the city's history.
The first person of South Asian descent to hold the office.

More than 2 million voters cast their ballot in the 2025 election, the biggest turnout for a mayor's race since 1969.

The city that never sleeps showed up for a message it believed in.

But it wasn't always like this.

A year ago, Mamdani was a virtually unknown state assemblyman from Queens.

When he entered the crowded mayoral race in October 2024, he was polling at around 1% against establishment favorites.

Most political strategists wrote him off immediately.
Then his campaign did something unusual with branding.

While every other candidate ran traditional red, white, and blue campaigns, Mamdani's team chose vivid blue and bold orange.

The colors referenced Bollywood posters, bodega signs, and taxi cabs.

Familiar to New Yorkers. Impossible to ignore.

One marketing professor noted the campaign's visuals "created a brand that supporters wanted to wear and share." 

His competitor, Andrew Cuomo, actually rebranded mid-campaign and copied those exact colors.

That's when you know your message stuck.

The verbal message was equally sharp: "Focus on affordability."

Three words that every New Yorker immediately understood and related to.

Mamdani communicated in English, Spanish, Urdu, and Hindi through consistent and meaningful content in all four languages PR & Lattes, showing communities they mattered enough to be spoken to directly.

As one branding expert put it: "In a sea of sanitized political messaging, Mamdani's visuals stand out because they mean something."

The campaign turned 104,000 volunteers into a distribution engine because the message was simple enough to spread and specific enough to mean something.

Generic messaging gets generic results.
Specific messaging creates movements.

Mamdani proved something most B2B founders forget: 
When your message is clear and distinct, people don't just consume it.

They wear it. Share it. Repeat it.

Your message should make people choose sides.
It should feel like it was built for a specific community.

Mamdani's message worked because it meant something to someone, not something vague to everyone.

The lesson for B2B founders: clarity and cultural specificity beat generic "professionalism" every single time.

When your message actually stands for something, people amplify it for free.

From 1% to 50.4% of the vote in twelve months.
That's the economic value of a message that sticks.

If your content still sounds like your startup days, it’s costing you enterprise deals.

Let me explain...

Every founder hits a turning point.
Usually mid-pitch. Sometimes mid-post.

You hear yourself talk… and realize the story that once sold your dream no longer sells your business.
It feels too small for the size of what you’ve built.

In the early days, your voice was your advantage.
It was raw, personal, and bold - because your buyers were early adopters betting on potential, not polish.

But as you scale, the audience changes.
Now, you’re in rooms with risk-averse decision makers.
They don’t buy belief. They buy certainty.

And that’s where most founders lose traction - not in product, not in performance - but in perception.
Their tone still screams “early hustle” when their company’s already in the big leagues.

That mismatch quietly kills deals, weakens trust, and limits how far your message travels.

Here’s how I fix that for founders:

➡ Refine your voice to match your company’s current stage.
➡ Rebuild your story to earn confidence in high-stakes conversations.
➡ Shape a narrative that scales across teams, content, and clients.

Because your voice isn’t wrong - it’s just outdated.
And every level of growth demands a new language.

If your story hasn’t evolved as fast as your business, you’re already behind.

DM me “Voice” and I’ll personally audit your brand language - so it fits the scale you’ve reached and the markets you’re stepping into.

Twenty-eight times before they buy anything.

That's the average number of touch-points a buyer needs before making a purchase decision.

Reading an email. Watching a video. Clicking through. Engaging with a post.

Twenty-eight separate moments where your message shows up and registers before it finally clicks. 

Most founders hear that number and think: 
more content, more channels, more noise.

They scatter their message across platforms hoping something sticks.

What actually works is repetition with variation.

Same core message. Different angles. Multiple formats.

Think about how you discovered ChatGPT.

You didn't see an ad and sign up immediately.
You saw tweets. Heard conversations. Read articles. Watched demos.

Then one day you just typed it into your browser.

That's the pattern for every SaaS adoption.
The founders who crack this understand something most people miss: buying happens in layers.

Each touchpoint adds another thin coat of trust.
By touch twenty-eight, the decision feels inevitable.

Most B2B founders change their message before it has time to sink in.

New positioning every quarter. Different value props for different campaigns.

Constant pivoting because they're bored of saying the same thing.

Your audience hasn't heard it enough times yet.
You have.

The discipline is staying with one message long enough for it to compound.

When someone finally types your company name directly into their browser, that's not impulse.

That's the result of systematic exposure to a message that stayed consistent long enough to become familiar.

Most founders abandon their message around touch seven.

Right before it would've started working.

Are you changing your message because the market doesn't understand it? Or because you're tired of repeating it?

👉 How many times do you think your ICP has actually encountered your core message?

I bought a car yesterday, my first in Canada.

Iv owned cars before but not in Canada.

I was a new immigrant. We were too stretched. 

We first bought an old rundown sedan that we weren’t sure would start the next day.

Then we got a nice family car but we had to share because… we were new immigrants and we were too stretched.

But Nabeel would have to drive over an hour to work so I would
mostly be on public transport, or ubers if with kids.

And then, three years, two houses, and one new kid later, my uber bill started matching a lease I could afford.

So here we are.

I’m really stoked and I wanted to share this happiness with you all :)

Some days some things feel like a really far off dream. But time passes and you catch it, you catch your dream.

And then your dream becomes your new normal.

Very thankful to Allah for everything 🤍

No alternative text description for this image

It wasn’t until I got multiple “Congrats on your 3 years at Jumpact” messages this evening that it sunk in.

It was today, three years ago, that I perched on my almost new green IKEA sofa in our first apartment in Canada and googled how to register a business. Then followed the steps and named it Spark Media. On the spot. On a whim.

ChatGPT wasn’t too popular then. Or maybe I didn’t know about it. Else I’d have searched there. Anyway.

I was working with a health tech startup then. I had recently moved as a new immigrant. I had no close friends or family. My brother was in Canada but 6 hours away.

I would send my daughter (I only had Miraal then) to daycare and every second week, I kid you not, she would be home, sick with a new viral I hadn’t heard of. And I would have to take WFH days.

The pressure of earning, cooking, cleaning, raising a child on our own, the impending first winter, finances, all while setting up base in a brand new country was gutting both Nabeel and me.

Our relationship was struggling. And so was our health. My mental and hormonal health took a nose dive.

I spoke to the founders and requested work from home, especially because my hormonal health was totally f*cked.

They said “no can do” (ironic because they were in the hormonal health space).

That was the wake-up call. By then Nabeel had landed a job, so I knew we would have a roof over our heads and food. I resigned and decided to work for myself. After all, I was doing that in Pakistan. How hard could it be?

As it turns out, it was pretty darn hard.

In the year that followed I was hustling to take up projects for 200 dollars to run social media pages for realtors and small local businesses.

But I kept at it. I kept messaging my university alumni groups and other groups I was part of.

“Hi, this is Momina. I run a marketing agency. We offer social media, SEO, … “

And I kept getting banned for spamming and not following group rules.

It was one such group that I landed my first 2k project from. A cybersecurity business.

And rest is history.

As soon as I started working with this business, I realized the one thing I was bloody brilliant at:

Understanding that most tech founders, especially in B2B, struggle to explain what they do. And I, being an engineer turned marketeer, could grasp exactly what their product does and make their audience dance to our tune with on-point brand messaging instead of “let me bore you to death” jargon.

That was it. That was my opportunity.

3 weeks after giving birth to my 2nd child in 2024, I decided to zero in on JUST THAT. I incorporated my business as Jumpact, went all in on LinkedIn personal branding, and that’s how I moved from a 200 dollar ticket size to a 10k dollar one.

If you never start, you will never know. And once you know, there’s no going back!

This is us on our first ever flight from Islamabad to Toronto. Excited and nervous, not sure where life would take us, but I love where it did :)

Happy birthday Jumpact 🤍

Founders love to say their pitch is “dialed in.”

Last week, a young pre-seed founder told me the same. 

She’d pitched it fifty times. Got good reactions. Felt rock-solid.

Then I asked her five questions.

She stumbled on the third one. Couldn't answer the fourth. Looked genuinely confused by the fifth.

Her messaging collapsed the moment she stepped off the script.

There's a difference.

Memorized messaging breaks the moment someone asks an off-script question.

Tight messaging holds under pressure because the founder owns the story, not just the delivery.

Here's the audit I run with every founder who thinks their message is ready:

These five questions expose every weak point in your positioning.

If you can answer all five without hesitating, your messaging works.

If you stumble on any of them, you've found where revenue leaks.

Almost 9/10 founders get stuck on question three.

That's usually where I know we have real work to do.

If you think your customers care about your brand, think twice.

They care about the tribe they're joining.

I just finished rewatching Chris Do's conversation on personal branding, and one line stopped me cold:

"Nike doesn't sell shoes."

He's right. 

They're selling enrollment into a tribe of people who believe in human achievement. The swoosh is a signal.

Here's what that means for your messaging.

When tech founders come to me frustrated that their brand "isn't landing," they're usually fixating on the wrong thing. 

They're perfecting taglines. Polishing websites. Obsessing over copy.

But branding isn't what people feel when they interact with you.

Corporate brands spend millions trying to sound human. Meanwhile, founders with the natural advantage of being human are trying to act like corporations.

You're copying what you think big brands do - which is advertising. 

Performance marketing. Transactional pushes.

Personal brands, however, win by doing what corporations can't: being consistently and undeniably human.

Your audience doesn't look for perfection. They want connection. 

They want to know who you are, what you stand for, and whether they belong in your world.

Think about the brands you're loyal to. 

I guarantee it's because somewhere along the way, you felt like you were part of something bigger than a transaction.

Chris calls it "karmic equity." I call it messaging that compounds.

When you lead with clarity about who you serve and what you believe, people don't just buy from you. They join you.

So if your brand feels scattered right now, ask yourself: 
Are you trying to sound like a corporation when you're already sitting on the most valuable thing they're trying to fake?

You're human. Act like it.

Are you a founder who’s been thinking it’s finally time to grow your personal brand?

Or maybe you’ve already started showing up, and you want to do it with more intention and personality?

If yes, this session is for you.

On December 9th at 12 PM EST, I’m going live with Fatima Khan, one of the most impactful personal-brand creators on LinkedIn, to talk about what actually makes people pay attention to a founder’s voice.

We’re unpacking:
- How to show up online in a way that feels real, not rehearsed
- Why your tone and perspective build trust faster than any design
- Simple ways to share your story without overthinking it
- What makes a founder’s presence feel premium and memorable
- How to bring more of you into your content without losing credibility

If you’ve been wanting to build a personal brand that actually connects, this conversation will help you get there.

📅 December 9th
🕛 12 PM EST

Set a reminder. Trust me you’ll walk away knowing exactly how to show up with confidence and a voice that’s starkly yours !

Nnenna Zebedee, Shilpi Mathur and 127 other attendees

Why “professional” content is killing founder brands (what to do instead)

Time got expensive after I became a parent..

And it made me a better founder.

When you only get a few real work hours a day, you start treating them like prime real estate.

- You stop taking meetings that should’ve been a message

- You stop entertaining “quick questions” that derail half your afternoon.

- You stop giving polite yeses to things you’ll resent in 48 hours.

I make decisions faster now.
I waste less time.

If something doesn’t move my business forward, it’s gone.

Honestly, I wish I had this level of discipline before kids.

Back then, I had time.
Now, I have priorities.

And this shift alone has made me a sharper founder than any productivity hack ever could.

If you’re a parent building a company, what’s one thing you’ve become absolutely non-negotiable about?

We're going live in 2 hours.

And I'm bringing someone who's cracked the code on founder presence.

If you've been waiting for the right time to figure out your personal brand, this is it.

Today at 12 PM EST, I'm sitting down with Fatima Khan to talk about what actually makes founders unforgettable online.

The version that makes people stop scrolling and think "I want to work with this person."

We’re unpacking:

- How to sound like yourself without second-guessing every word. 
- Why your story matters more than your portfolio. 
- What makes some founders feel premium while others blend in. 
- How to bring personality into your content without losing credibility.

If you've been sitting on starting your personal brand, or you're showing up but it doesn't feel like you yet, join us.

12 PM EST. Today. Set a reminder:

📌 https://lnkd.in/gTvDdHTQ

See you there.

I almost didn't work with a founder.

Because he kept apologizing for not being "technical enough."

He'd spent 15 years in operations at a logistics company. 

Built systems. Optimized workflows. Knew exactly where businesses were bleeding money from inefficient processes.

Then he built an AI solution to fix it.

But every time we talked about his messaging, he'd say: "I'm not a real tech founder. I don't have a CS degree. I didn't come from Google or Y Combinator."

He was convinced his background was a liability.

Here's what I told him: 
Your competitors with CS degrees are building solutions for engineers. 

You're building for the people who actually have the budget and buying power - operations leaders who are drowning in process debt.

All they care about is that you understand their world because you lived in it.

We led with what he considered to be his "weakness" and made that his entire positioning:

"Built by someone who spent 15 years cleaning up operational messes, so you don't have to."

His messaging stopped sounding like every other AI company. 
His demos started resonating with buyers who'd been pitched by dozens of "technical" founders who didn't understand their actual problems.

This pattern shows up everywhere in tech:

- The non-technical founder who thinks they're not credible. 
- The career-switcher who feels like an imposter. 
- The founder who "came to tech late."

What they see as disqualifying is exactly what makes their perspective valuable.

Tech doesn't need another founder who sounds like everyone else. 
It needs founders who understand specific problems deeply because they approached them from angles others haven't.

Your origin story isn't something to overcome. It's your competitive advantage.

What made you "different" when you started building? That's your positioning.

And that’s exactly what we help B2B tech brands identify and leverage.

Every time I have started my exercise journey, I have crashed.

I’d go in giving myself 2 months to lose 10 pounds and workout x number of days and stick to a very strict diet and the all in or nothing mindset.

Always.

But this time it’s different. I am going in with a love-myself mindset. Let’s stretch to calm my mind, let’s lift to make me stronger, let’s walk to make me lighter. 

Let’s show up because I love me and I want to show respect to my body and mind.

I have 9:30 am to 3:30 pm daily while kids are in school/daycare to get work, personal chores, and workout done.

But this comes as a priority. I will delay meetings and leave the kitchen dirty but I will not deprioritise myself.

This new found mindset has taken years to arrive. I have shifted from “lose your weight” to “love yourself”.

And it is making me a better businesswoman, a better mom, and a better partner.

So I preach to you too my friends, please go and love yourselves! 🕊️

I was just going through some of my top performing content on Linkedin over the last 365 days,

and here’s what I learned:

All of these posts (except one), were written on the spur of the moment.

Don’t get me wrong, I plan my content to the T, as you know, my business depends on it.

But none of the planned content performed like my spontaneous posts did.

Because they were coming in deep from the heart, and they all sounded like the God honest truth. Because they were!

So I highly recommend you pour yourselves some chaye or wine and treat this platform as a journal from time to time.

And just write.

You know, by typing on the phone and not copy pasting from you know where ;)

I’d recommend a pen but let’s not carried away :p

Wishing you all a very very solid personal brand a super start of the week 🕊️

A note for those of us who are still thinking to take the leap, whatever it may be.

In the words of the indomitable Fehmida Riaz. Translation to follow:

کچھ لوگ تمہیں سمجھائیں گے 
وہ تم کو خوف دلائیں گے 

جو ہے وہ بھی کھو سکتا ہے 
اس راہ میں رہزن ہیں اتنے 

کچھ اور یہاں ہو سکتا ہے 
کچھ اور تو اکثر ہوتا ہے 

پر تم جس لمحے میں زندہ ہو 
یہ لمحہ تم سے زندہ ہے 
یہ وقت نہیں پھر آئے گا 

تم اپنی کرنی کر گزرو 
جو ہوگا دیکھا جائے گا 
 

Some people will try to advise you,
and they’ll try to fill you with fear.
They’ll warn you that even what you have now could be lost,
and that the road ahead is full of challenges.

They’ll say anything can happen,
because things often do take unexpected turns.

But the moment you’re alive in right now-
this moment is alive because of you.

This time will never come again.
So do what you’re meant to do.
And whatever comes next, you’ll handle it.

Just, take the leap my friend. Take the leap.

taplio

The Battle

Mimi Boyer, M.Sc.

Momina Rajput

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taplio

The Battle

Mimi Boyer, M.Sc.

Momina Rajput

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Engagements

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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);}Momina Rajput's LinkedIn Performance

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