Mirco Gluch 🐽

Most brands aren't maximizing their social media potential.
→ We change that. With our Social Media Accelerator and expert consulting, we transform your channels into measurable growth across Organic, Paid and Influencer Marketing. 🐽

ABOUT ME
I'm Mirco Gluch, founder of Piggyback. I've worked with some of the fastest growing companies like Zalando, Trade Republic, N26, Maniko Nails, foodspring and CLARK. 
But honestly, I'm just as passionate about helping ambitious startups and SMEs that want to actually move the needle on social media.

WHAT WE DO
We build your social channels from zero or level up what's already working. With solid strategies, real channel knowledge and social-first content production (video, statics, carousels).

WHAT SETS US APART
We roll up our sleeves from day one and make ourselves obsolete. After 6-18 months, your social media works smoothly without us. We think like your audience, test relentlessly, and your team is set up for success.

OUR SERVICES
🐽 Social Media Accelerator (6-18 months intensive partnership)
Full hands-on execution across Organic, Paid & Influencer Marketing. Content creation, social management, community building and analytics - everything you need to scale.
Brands like Maniko Nails, foodspring, Wholey and Academy Bikes transformed their social growth with us.

🐽 Social Media Strategy & Customer Research
We build strategies that actually work for your brand. Deep research through real follower interviews, audience mapping and competitive analysis. Foundation for everything else.

🐽 Expert Consulting
Need help with specific challenges? Internationalization, team restructuring, AI implementation, C-level strategy. We jump in and figure it out with you.

🐽 Workshops & Mentoring
Upskill your team on what actually matters: AI, channel strategy (e.g. for Instagram, TikTok, LinkedIn, YouTube), content workflows, how to think like social first.

🐽 Inhousing & Team Building
Recruiting support, workflow setup and ongoing mentoring so your team can run social independently. The natural next step after the Accelerator.

READY TO START?
⚡️ DM me with "CALL" — let's talk about what's possible for your brand. 🐽

Agency Founder - Social Media Advisor, Consultant, Workshop Host, and Interim Head of Social Media

- Building team structures, strategies, and workflows for successful marketing and social media management
- Optimization of content output, engagements, reach and follower numbers through tried and tested tactics
Selected clients: Zalando, Trade Republic, N26, foodspring, Getsafe and many smaller brands

Mirco Gluch

My agency is still lucky enough to be growing while so many others are having a very hard time.

Right now, a lot of brands are scaling back and, unsurprisingly, creative agencies are the first to feel the impact.

I unfortunately know so many that have had retainers cancelled and employees let go.

Thankfully, Piggyback is thriving.

(And hopefully we continue to!)

Why?

Because we’re not your typical agency.

Our goal is to build up your social media ecosystem while strengthening your in-house team so they can eventually manage everything on their own.

That means we’re not trying to hold onto a retainer forever or rack up unnecessary expenses for our project partners.

Instead, we typically work with brands for 6–18 months through our accelerator program.

In that time, we get everything running smoothly, set your team up for long-term success, and then step back.

So while it’s still a commitment, it’s not an endless, expensive agency fee with no end in sight.

And we’re now very lucky that we have a bright 2026 ahead of us:

We’re fully booked until the middle of this year, which means we have the opportunity to continue growing our team.

I’ve always wanted the chance to build a team in a sustainable, responsible way by making sure everyone feels supported, while developing their skills and delivering the best work for our partners.

So the fact that we’ve become a 9-person team makes me confident that, with the way we’re going, our momentum will continue.

Social Media Accelerator & Expert Consulting for Startups & Scale-ups ⚡️ Instant growth via Organic, Paid & Influencer | Interim Team Extension, Strategy, Workshops & Speaker 🐽

New year, New office!

Well, not quite...

At the end of last year, we made Cee Cee Studio our new Piggyback home, but I got so busy, I forgot to share the news.

Oops!

Anyway, It feels so surreal to have an office full of nine people when, just two years ago, it was only me at Piggyback.

Here’s a photo of some of us together in our new space. 

It’s really already such a game changer for all of us!

None of the 9 people at our agency have ever done this one thing before:
Actually worked at an agency.

Instead, all of us at Piggyback come from the brand side.

And that’s a GREAT thing.

Why?

Because we’re not stuck in the traditional agency mindset.

Together, we have over 30 combined years of social media experience at brands, so we know the real pain points they face.

For context, that’s still ten years longer than the entire lifespan of Facebook...

...but about the same amount of time it takes to get an 'off-brand' meme approved for your socials.

So if that doesn’t convince you,
then I don’t know what will.

You know where to find us.

What do you do when you’re already running around like crazy to finish the year and a client needs last-minute content?

Take over your flat and turn it into a content studio.

Just before the holidays, Maniko needed last-minute Christmas and New Year ads, so we decided to host the whole production at mine to save time (and costs).

It was a bit of a “rock & roll” production, and we had about three days to prepare for it while already being slammed: a complete stress test for us all.

But we pulled it off and ended up with some great content for our project partners to push out over the festive period.

Huge thanks to Paula Kubetzek, Can Kalin, and Aimée from my team, who made it a big success, to Lennart Schirmer for his great guidance, to Alice Krull for coming along, and to Leo and the Solid AI team for producing some of the content.

And of course, a massive shoutout to Ercan, the taxi driver who drove the gift cards all the way to my flat, back to the Maniko office, and then back to mine again…

Just another day in social media!

I’m sick of hearing that “followers don’t matter.”

You hear it all the time from social folks on LinkedIn.

And I’ve been guilty of saying it too.

But the truth is, followers do still matter.

Ask yourself this: 

You land on a brand’s social account for the first time.

What’s the first signal that tells you how trustworthy they are and how much influence they have?

Their follower count.

Sure, you need to dig deeper to see whether engagement matches up, but followers are still a valuable metric and shouldn’t just be dismissed.

Take our work with Maniko Nails.

Over the last 10 months, Maniko added 100,000+ new followers across Instagram, TikTok, and Facebook with our help.

Not from one single viral hit, but from an ecosystem that continuously and consistently built reach and trust.

I’m incredibly grateful to the Piggyback team and the Maniko team – thank you so much to everyone involved for the great work.

This just shows that thoughtful collaboration beats “post and pray” every time.

This year, focus on building deeper relationships that turn followers into loyal customers.

Do you believe followers numbers still count?

Something happened at the last Maniko community event that’s never happened to us before:
We received gifts from our followers.

Recently, we held an event with our project partners, Maniko Nails, and invited members of our Instagram community and dedicated Facebook group.

There were lots of things happening at the event – talks, product demos and of course, community bonding!

But the most special part of the day was undoubtedly when two of the guests showed up with goody bag gifts for all of us.

We were totally blown away by their kindness, but also hit with a bigger realisation:

This is the impact and power of prioritising community on social.

Since working with Maniko, we’ve focused on creating real conversations and connecting with our audience in more meaningful ways.

That’s why we dug deep: we interviewed their followers, joined their groups, and found out what they actually wanted from Maniko on socials.

After hitting 107k new followers in just ten months, we were confident we were delivering.

But this token of appreciation was the cherry on top and just as important as any metric.

Has anything like this ever happened to you?

Cold outreaches on LinkedIn are getting out of hand.
I get the same exact message.
Over.
And over.
And over again.

Please, for the love of God, stop.
If you're going to use AI automation, at least make it a bit creative.
My inbox is slowly becoming a copy-paste graveyard...

PS: Anyone else getting the exact same sales message?

I was tired of LinkedIn. And I let you down on here.
In the last 4 weeks I only posted 4 times.
Before that I posted 4 times a week for MONTHS.

The busiest time of the year Black Week and Christmas really took its toll. 
The very discouraging LinkedIn algorithm did the rest.
So, I took a well-deserved break from the feed.

But now: New year, New... LinkedIn? :)

I’m excited to start sharing again what actually works on social media, but what unfortunately doesn't work for the LinkedIn algorithm.

Did you make any LinkedIn new year's resolutions?

Throwback to my time on stage with Important Conversations!

At the end of last year, I joined Anna Suznjevic from Important Conversations at Soho House Berlin, where we explored the power of relationships and co-creation.

During our talk, we covered:
– Why human consultants still matter in the age of AI, especially when advising the C-level 
– What makes a great briefing, and why the best ones solve one specific problem 
– How consultants differ from coaches 
– My own experience and journey, including the many pivots that led to the north star we now follow at Piggyback 

See how the night unfolded below!

TikTok and Instagram are not just a copy-paste job.

I repeat: TikTok and Instagram are not just a copy-paste job.

You cannot post the same content on each platform and expect the same results. It doesn’t work like that.

Yet, a lot of people still do.

Our work with the Academy is the perfect example:

Recently, we had one video reach 130k organic views on Instagram, while the exact same clip got only 200 views on TikTok.

We quickly realised that fun, kid-focused content performs really well on Instagram but flops on TikTok, where videos of Academy team members giving bike tips and tricks actually perform far better.

Now, this is not to say you shouldn’t repurpose your content.

I’m all for cross-posting. But what I am saying is that you cannot, and should not, expect identical performance across platforms.

They might feel similar, but remember:

They have different algorithms.

They have different audiences.

They have different content norms and expectations.

How many times have you noticed how far behind Instagram Reels is compared to TikTok trends? Or how different your feed is on each platform?

Yes, there are overlaps, but please, don’t make it a copy-paste job.

Do your research, test, learn, and adapt.

Your brand is going to get left behind in 2026 if it treats social like this:
A boring ad space.

I’ve just written a new article for Horizont on 5 social media trends for 2026: from why brands need to think more like entertainers instead of classic advertisers, to how AI is becoming a core part of content creation, and more.

The full article (in German) is now live on Horizont.

Thanks so much again to Horizont for giving me the opportunity to write another article (I guess I must be doing something right!)

Link in the comments ⬇️

All kids’ brands look exactly the same and IT'S BORING!

If you’ve ever worked with a kids’ brand, or are a parent, you know what to expect:
Bright colours, smiley stock photos, cute illustrations, and that all too familiar “fun and friendly” tone 

(Check out the 2nd slide to see what I mean.)

Don’t get me wrong, I understand why that is, but at some point, all the brands start to blur together.

It’s all just a bit too curated.

That’s why, when we started working with kids’ bike brand Academy, we decided to do things differently.

We ditched the endless stream of statics and carousels (though we still post some) and went all in on fun Reels with the kids, including our branded content series Kids Takeover (as seen on the 1st slide.)

The series was a huge success: it hit 2M impressions and brought in 3K new followers.

This shows that if you treat organic social as a true performance channel, not just a place to post pretty pictures, it can really work.

Sometimes you have to go against the grain to get noticed, even if it feels like a bit of a risk.

Kids Brands Comparison

Behind-the-scenes content will never be the same again.

Here’s why.

Lately, there’s been a big surge in BTS posts from brands.

But these aren’t your typical cute meet-the-team moments, office tours, or “how we make X product” type of content.

Instead, brands are now using BTS content to prove that something they released, whether it’s a social post, a campaign shoot, or a video, wasn’t created by AI.

And that says a lot about where we are right now.

Firstly, there’s still a lack of general acceptance when it comes to AI-generated content, and skepticism is at an all-time high.

Secondly, this shift is putting new pressure on teams.

They’re having to invest more time in community management and content creation, not just to engage, but to prove they aren’t using AI.

People have always loved BTS content – we're all too curious.

But now, they’re not just satisfied with seeing what you made.

They want to know how you made it, and more importantly, who made it.

Do you think the BTS "proof" content is really necessary? Yes or no?

This is exactly what everyone wants to hear from a new client.
But not what everyone actually gets to hear.

We recently started working with the kids’ supplements brand wowtamins, and this was one of the first things Patrick, the co-founder, wrote to us.

That's the proof you need.

The proof that taking the time to truly listen to what a client and their audience wants beats assuming you already know.

The proof that making things work matters more than making a slide deck look good.

The proof that not every agency or consultancy is the same.

And the proof that some teams simply just get it.

(And I'd like to think we’re one of those teams.)

Thank you, Patrick, for your kind words and for your trust in Piggyback!

I think it’s fair to say we’re off to a great start…

We can’t wait to see where we’ll go from here!

Most brands aren’t doing social media. They’re doing social mid-ia.

If you know what I mean...

Don’t get upset over flops. But also don’t get too excited about wins.

Build a community. 

But also don’t take follower count too seriously.

Use AI or be left behind. 

But also don’t rely on it too much.

Create some lo-fi content. 

But make sure it still looks sleek.

Stay up to date with trends. 

But stop chasing every single one.

Half of the time, social media is one big contradiction.

So just keep doing you.

And block out the noise.

Helping B2B Teams win more clients in less time by growing an email list of buyers. Join my free workshop. Seats are limited, so apply now!

Most Business Leaders know how to deliver.

Very few know how to stay visible long enough for ideal clients to discover them.I help fix that.

I help B2B and recruitment leaders build an authority engine that increases visibility, drives warm conversations, and fills their pipeline with clients who already trust their expertise.

The system is simple: CLARITY → AUTHORITY → CONVERSATIONS (The CAC System)

1. Clarity - We nail your positioning, messaging, niche, and signature frameworks so buyers instantly understand your value.

2. Authority - I build your visibility tower — daily content, insights, stories, and a strategic narrative that positions you as the go-to expert in your market.

3. Conversations - Warm engagement, optimised profile touchpoints, and simple outreach loops that turn attention into booked client calls.

This creates for you.
⬆️ More visibility
⬆️ Better clients
⬆️ Consistent inbound
⬆️ Higher perceived value
⬆️ An easier sales cycle

Results my clients have got
✔️ 60k+ impressions in a single post 
✔️ Multiple warm client conversations booked within 30 days
✔️ £500k+ deal closed from visibility built using this system 
✔️ More replies, more reach, more opportunities, without constant grinding

Jonny Umoru

Here is a quick tip for every business owner who wants more monthly revenue.

Record your calls.
All of them.

Not for compliance.
Not for content.

For truth.
When you listen back, two things happen fast.

You see exactly where you’re strong.
You see exactly where you leak value.

Early 2024 forced me to dive deep into my meetings.
As I was booking them consistently.
But clients weren’t converting.

My first assumption was the obvious one.
“I must be bad on calls.”
Wrong.

The real issue was more subtle and more damaging.

I was allowing my prospects to treat the meeting like an open advice line.
Which is helpful, generous but also super unfocused.

There's no clear structure.
There's no solid boundaries.
There's no actual clear commercial direction.

Once I fixed that, conversions followed.

Same calls.
Same experience.
Different outcome.

Recording calls doesn’t just improve sales.
It improves your judgement.

And when you’re running a business, judgment is the real leverage.
More data always beats more opinions.

I help exec search and recruitment firms build authority that turns into client calls

If posting more content actually worked, you’d already have more clients.

You’re probably going through the same problem as everybody else, you're visible, and you’re consistent.

But nothing is converting.

That’s not a content problem, it’s a funnel problem.

Content without a funnel is just noise.

I learned this the hard way.

I used to post for likes and impressions.

Back then, landing clients felt hard.

Now I make what used to take me a month in a single week.

Because I post with intent.

I stopped creating content for attention and started mapping it to how buyers actually decide.

Most agency owners treat LinkedIn like a shop window.

It looks good, but does nothing.

If your content doesn’t guide action or build authority, you get seen but not chosen.

This is how to fix that problem.

Every agency needs content across all three stages:
1️⃣ Awareness. Make them care
2️⃣ Consideration. Make them trust
3️⃣ Decision. Make them act

Miss one and your pipeline leaks.

Stop posting to be noticed.
Start creating to be chosen.

DM FUNNEL for the full content to the client playbook.

Content Without a Funnel = Noise

One of the best things about the way we work now?

I can be on serious business calls all day.
While my kids are in the next room.

Sometimes my three-year-old pops in for a hug.
Sometimes my one-year-old wants to sit on my lap.

- Closed 2 more clients
- Had 5 meetings

And not once has anyone complained.

Not once has anyone questioned my professionalism.
That still blows my mind.

I came up in a world where “real work” meant sitting in an office all day.
Looking busy, wearing the right clothes, and pretending life didn’t exist outside the building.

Now, the bar is different.

Do good work.
Be clear.
Create results.

That’s it.

We’ve finally reached a point where output matters more than optics. 
Where trust matters more than appearances. 
Where being human doesn’t disqualify you from being professional.

That shift matters.

Not just for business, but for families, sanity, and how long people can actually sustain doing this work.

This era isn’t perfect.
But this part of it?

I genuinely love it.

January is about removing ambiguity.
Having just motivation or determination is not enough.

Most slow starts come from unclear rules.

No defined output.
No minimum standard.
No agreement on what a “good week” actually means.

This January, I did one simple thing.
I defined the floor.

Not goals.
Not vision.
The minimum level of execution that counts as “we are in motion”.

For me, that meant.
• one visible piece of content per day
• five outbound conversations started
• zero days with no pipeline activity

Same workload. Same constraints.
Just fewer decisions left open.

Within the first full week:
3 new clients closed
10 meetings booked

Not because January is special.
But because momentum shows up when rules are clear.

If January feels slow, do not push harder.
Set the floor and remove the choice to drift.

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Chasing new leads feels productive, but it’s usually just avoidance.

Most founders assume slow growth means they need more leads.

So they.
→ Start new outreach
→ Target new people
→ Switch content topics
→ Reset the cycle

What they don’t do is build depth.

Instead of chasing new conversations, follow up with someone you spoke to months ago who already knows how you think.

Instead of posting about a brand new idea, revisit a topic you’ve already covered, from a sharper angle, with clearer judgment.

Trust doesn’t come from novelty.
It comes from familiarity.

Pipeline building only feels hard when you rush it.
When everything is urgent, nothing lands.

Slow down.
Deepen.
Let trust compound.

That’s how conversations turn into clients.

Inbound is a hope strategy.
Outbound is a hustle strategy.
Neither scales on its own.

If you are an agency founder, here is the part most people avoid saying.

Inbound builds trust
But it compounds too slowly when you need revenue now

Outbound creates pipeline
But every call starts with “Who are you again?” if you have no brand

The agencies that scale do both
Content that builds demand
Outreach that creates momentum
A system that works without founder pressure

Inbound warms them up
Outbound brings them in

Do only one
And your funnel leaks the moment you stop pushing

Your email list does not grow by accident.

It grows when each step is intentional and done in the right order.

This carousel walks through the exact 5-step process I use to build email lists that attract the right people and turn attention into conversations.

It starts with clarity.
Moves into value.
Then creates a clean, simple path for someone to raise their hand.

Nothing here is clever.
Nothing is rushed.
And that’s the point.

If your list feels slow, quiet, or disconnected from revenue, the issue is usually sequence, not effort.

Follow the steps in order.
Do not skip ahead.

Save this and come back to it when you’re building your next asset.

5 guaranteed steps to grow your email list

If you think sales is just about how much effort you put in.
You are wrong.

You can work all day on sales and get none because you are doing the wrong things.

More calls with the wrong people.
More follow-ups that focus on the wrong part of the funnel.
More posts that talk about the wrong topics.
These things lead to more stress.

But if deals only move when you are actively forcing them forward.
That is not a motivation issue and it is not a market issue.

It is a system issue.
Fix the leak by slowing down and understanding the race youare actually in.

I booked 5 client calls 1 hour ago because I followed up...

No secret framework, just 2 lines.

That is all you need.

So when people say they are not booking calls, I ask.
"Do you send a follow-up message?"

Most of them say.
"No."

So why are you shocked that you are not booking calls?

So make sure you follow up with each prospect.

My clients and I get rejected every day.
On email. On LinkedIn.
And it grows our businesses → fast.

Most people avoid rejection.
We build systems that create it → at scale.

Why?

Because rejection means you’re in the game.
→ You’re visible.
→ You’re asking.
→ You’re testing.

Outreach that never gets rejected
...is outreach no one sees.

Rejection is just step one.
The next step is revenue.

👇 If you’re not getting rejected, you’re not growing.

Is being cringey worth it if you can build a successful business?

Most agency owners say the same thing.

“I do not want to post consistently.
I hate seeing those people who are always in my feed.
It feels cringey.”

And they are not wrong.
Some of the content is awful.

But here is what is actually happening.

You do not remember people because they post a lot.
You remember them because they show up at all.

The ones you complain about are the ones you can name without checking LinkedIn.

That is not an accident.

Consistency is not what makes content cringe.
Lack of thinking does.

Posting badly and posting often are not the same thing.
But they get lumped together because it is convenient.

Here is the trade-off most agency owners never say out loud.

You can protect your taste and stay invisible.
Or you can risk mild discomfort and be remembered.

There is no upside to being unknown with high standards.

Clients do not buy from the best hidden thinker.
They buy from the person they trust and can recall.

And recall only comes from repetition.

If someone needs to see your name five times before they take you seriously, that does not mean you are cringey.

It means you are human.

Avoiding consistency does not protect your brand.
It just protects your ego.

And egos do not build pipelines.

I have a big smile on my face this morning.

Not because of a launch or a viral post.

Because of two emails.

I sent two newsletters this week.
Each one took about 15 minutes to write.
Both were content-heavy and genuinely useful.

The result?
👉 5 replies to each email
👉 3 calls booked from each one
👉 6 calls total from 30 minutes of writing

That is not normal email marketing.
That is nurture working.

Usually, I get one or two replies per newsletter.
This time, more people responded and booked calls.

And this is exactly why I keep repeating the same thing to friends, clients, and anyone who will listen.

If you are not sending emails, you are making growth harder than it needs to be.

Newsletters nurture and sales emails convert.

When you stay consistently in your audience’s inbox.
→ You stay in their head.

When you stay in their head.
→ You get picked when the timing is right.

Most businesses do not do this because they underestimate the power of email.

Remember 30 minutes got me 6 calls.
The ROI on my time is crazy.

That is leverage.

If your pipeline depends entirely on chasing, this is your reminder that attraction exists too.

Attention is not a nice-to-have anymore.
It is the currency your pipeline runs on.
And every month, it gets more expensive.

Right now, your agency is in one of three positions.

1️⃣ Visible, but not credible.
2️⃣ Credible, but invisible.
3️⃣ Quietly bleeding pipeline while saying you are “doing the right things.”

Only one quadrant compounds demand.
And it is never the one that works harder.

High visibility without authority creates noise.
→ Likes, comments, conversations… and no revenue.

High authority without visibility creates comfort.
→ Referrals come in. Then slow. Then plateau.

Low visibility and low authority are the silent killers.
→ BD feels cold. Effort increases. Results disappear.

The uncomfortable truth is simple.
You do not need more effort.
You need to earn attention.

When visibility and authority move together.
BD stops feeling like rejection.
Meetings stop being random.
And your pipeline starts behaving like a system again.

💥 If you want to know exactly where your agency sits right now
🔥 DM me MATRIX and I will send you a breakdown

Stop Chasing. Start Attracting.

Ever feel like content is a game of cat and mouse?
- You post.
- You chase.
- You get nothing.

But here’s the truth.
You can’t catch a mouse without putting some cheese out.

Most people continue to chase leads with empty content.
No hooks, no insight, nothing worth stopping for.

Then they blame the algorithm… or worse, the audience.

But it’s not a lead problem.
It’s a cheese problem.

Your market isn’t ignoring you.
They’re just not hungry for what you’re serving.

When your content actually hooks attention, shares something useful, and demonstrates genuine thought.

You stop chasing.
You start attracting.

That’s when the algorithm bends in your favour.
And the right people find you without you lifting a finger.

Because in the end.
It was never about catching the mouse.
It was about becoming the cheese.

Sometimes a simplified marketing process beats a complicated one.

Posting consistently, engaging properly, and connecting with the right people on one platform will outperform a scattered strategy almost every time.

Yet we keep seeing the same pattern.

3 landing pages.
25 long-form videos.
TikTok, Instagram, Pinterest, LinkedIn.
Now YouTube is added to the list.

None of them mastered.
None of them consistent.

That is not ambition.
That is dilution.

You are not behind because you are missing tools.
You are behind because you are splitting attention.

I had a call recently with a prospect who is not active on social at all, but wants to build a following, run cold email outreach, and launch YouTube content in two months without any foundation.

I told him the truth.

That is not a strategy.
That is a full-time job pretending to be a side project.

The fastest way to grow is not being everywhere.
It is focusing on being somewhere for a long enough time.

So just keep it simple.
1. Master one platform.
2. Build proof.
3. Create momentum.

Everything else comes after.

Authority or virality?
Which is best, and which do you want more of?

Most founders say they want both.
That answer is usually the reason their content does nothing.

Virality optimises for attention.
Authority optimises for trust.

Attention feels productive.
Trust books meetings.

Viral content is designed to be shared by people who will never hire you.
Authoritative content is designed to be recognised by the few people who can.

So ask yourself this before you post anything.
• Who do I want to recognise this?
• What decision do I want them to make after reading it?
• Would the right buyer see this and think “this person understands my world”?

If the answer is no, the post is noise, even if it performs.

A recruiter with 3 inbound conversations a month from the right companies beats a recruiter with 30,000 views every time.

So decide what you are building.

A bigger audience
Or a smaller group of people who already trust your judgement

Because content that is not built around that decision is not neutral.

It is quietly training the wrong people to pay attention.

Starting the year slowly used to be my default.
And it used to kill my momentum from the year before.

I’d tell myself January didn’t really count.
People were still easing back in.
Decision makers weren’t fully switched on yet.

In reality, it was just an excuse to underperform.

So this year, I scrapped that thinking.

Instead of setting “January targets”, I set targets based on what the business actually needs to hit the outcome I want for the year. No easing in. No soft runway.

We’ve only really been back since January 5th.
That is only 3 days.

In that time.
• 3 new clients closed
• 10 meetings booked

Same market. Same people. Same calendar.
Different mentality. Different actions. Different result.

When you limit time and remove optionality, your actions rise to meet it.
When you stretch the goal and stop negotiating with yourself, you discover you were capable of more all along.

January isn’t quiet.
It’s revealing.

Just thought I’d share.

Most services fail because they make your client’s life harder.

No matter what you sell, your real job is simple.
Make your client’s world lighter.

If you run a recruitment business, your job is not to send CVs.
Your job is to reduce stress, indecision, and wasted interviews.

If you run a content service, your job is not to “support visibility.”
Your job is to remove thinking entirely. What to post. When to post. Why it matters. All handled.

If you are a consultant or strategist, your job is not to impress with ideas.
It is to make decisions obvious and execution frictionless.

Here is the standard most people avoid asking themselves.

Does working with me save my client time, money, or energy?

Because if the answer is no, you are not adding value.
You are outsourcing stress.

The bar should be this high.
When someone works with you, they should feel relief.

If your service adds complexity, it needs refining.

And if it adds stress, it does not matter how good it looks on paper.
Because you are bringing new propblems to your clients door.

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leverage-funnels

jonny-umoru-inc

I had one of my free trials convert into a long-term client yesterday.
But at the start of us working together, he was sceptical.

He wasn’t convinced the goal we set would actually happen.

Within 24 hours of us starting, he changed his mind.

When we spoke after, he said he was genuinely surprised.
Not just impressed by the offer.
Not just sold on the vision.

Surprised that what I said would happen… actually happened.

That’s why he became a client.

Not because I promised something big.
But because I set a clear target, explained what was and wasn’t possible, and delivered inside the timeframe we agreed.

There was no hype, no ego.
I never said to him, “Just trust the process”.

Just data, boundaries, and execution.

Here’s the lesson I keep relearning:

Overpromising doesn’t build trust.
Underselling doesn’t either.

Clarity does.

You should know what you can realistically achieve.
Say that.
Then do exactly that.

That’s it.

The best way to create your best content is to reduce the friction between the idea forming and you capturing it.

I use voice notes sent to myself on WhatsApp.
Or I dump ideas straight into the iPhone Notes app.

I don’t wait to write them down later.
I don’t try to write a polished version first.

I want the raw context while the idea is alive.
Refinement comes later.

That raw capture is your advantage.
Don’t dilute it.

taplio

The Battle

Mirco Gluch

Jonny Umoru

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taplio

The Battle

Mirco Gluch

Jonny Umoru

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);}Mirco Gluch's LinkedIn Performance

Performance ScoreJonny Umoru's LinkedIn Performance

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Performance ScoreMirco Gluch's LinkedIn Performance