Niall Cleaver

Documenting the journey of crafting a timeless coffee cup brand | CEO & Founder of Cupsly

My story isn’t about a polished entrepreneur. My journey hasn’t been traditional. I left school without an English qualification, uncertain of what the future held. 

That failure shaped me, it forced me to think differently, fall into business, and ultimately embrace creativity, resilience, and the belief that change is possible, even when doubted. Fast forward to today, I’m growing and scaling businesses while sharing the real lessons that come from it.

Founder

Are you struggling to grow an engaging community for your business or personal brand.

Stop right there, I think I have you covered ⬇️

This is me (Niall), I'm a 22-year-old who is fascinated by growing communities in the online space. Actual communities that have meaning and purpose. 

The services we provide at Social Library 

➡️ Personal Branding (LinkedIn)

➡️ Guidance & support consulting


Drop me a message to discuss your social media strategy, review how well your current socials/posts are doing, and research how we can build your community and gain you more followers and leads.

or you can email us @

hello@sociallibrary.co.uk

Execution will humble you in more ways than advice ever could.

And this, by far, has been my best realisation.

It's actually scary how much advice is in the world we live in. And normally, it's not the correct advice. The truth is, advice that will improve your business is hard to come by because everyone is sharing an opinion online.  

But there's one thing that beats any advice:

Saying you'll do something and actually doing it.

In my teens, I told myseIf was going to go all in on business, and that meant learning many things I once never knew. How? Real experience.

Less talking, more doing.

I didn't have a background in marketing, I learned.
I didn't have a background in brand, I learned.
I didn't have a background in R&D, I learned.

And here's what I found out...

When you start facing real situations, real problems, and real outcomes, you quickly see who’s telling the truth and who isn’t.

You learn who to trust.

Advice has its place. But execution is what changes things.

Growing @thistlescientific and sharing the lessons while I do

I’ve just landed back from a week in the mountains.

And it reminded me how easy it is to forget what really matters.

I know I talk a lot about business because it's something I'm passionate about, but let's be real, it will never be as important as family. 

Scaling a business takes a lot out of you, early mornings, late nights, and missing certain celebrations. It's honestly brutal sometimes. 

Because it never stops!!!

You always have something that needs implementing, changing or improving, but what I've realised is that time away with your family allows you the space to think, enjoy and realign. Never take this for granted.

Honestly, had the best couple of days... now super exctied to get back and execute on the plan we've set out over the past couple of months.

We did it!!! Thistle is rebrand ready...

Over the past few months, we've completed a full rebrand at Thistle Scientific, one that has pushed, tested, and shaped the new direction we're heading in. These will be the months I'll remember forever, but...

I want to talk about what goes into a rebrand:

The late nights thinking decisions through.
The transition phase throughout the organisation.
The alignment through the internal team and external partners.

They all hit you! But in a good way.

Because eventually, you see all the pieces of the puzzle coming together, and you appreciate all the details and hard work that went into every part of it.

But this whole process got me thinking about one thing, "change", and how so many of us are nervous about it. This is a good feeling to have. 

It means you're pushing yourself.

Take it all in!!!

The most important skill of an entrepreneur is to do the basics first.

I used to fight this idea because it sounded too simple.

Sticking to a routine 
Doing the things you promised.
Being open-minded to the problems. 
Interacting directly with your customers.
Executing the plan you set out with your team.

It really is simple!!! 

At the start of this year, I told some of my closest friends what I was going to do. Less talking and more just focusing on what creates the moment. 

And I can already feel it. It hasn’t been anything out of this world, it's just been staying focused on what matters most in the buisness. And normally, these are the tasks you repeat.

You've got to understand that most people will dislike doing the basics over and over again, becasue it can become boring and not fun. But these are the tasks that create the difference that changes your life and business. 

It may be boring, but it works.

3 years ago, navigating a merger, improving systems, and building a stronger foundation.

Since then, Thistle Scientific has grown year on year, hired across multiple countries, and deliberately focused on scale. Why?

Equipping scientists around the world requires collaboration, obsession, and teamwork. It’s understanding what will help each researcher improve the work they’re doing.

But there’s an even bigger reason…

Scaling allows us to support even more researchers, and the better support they get, the more impact their work can have on the rest of the population.

Any researchers here... would love to chat with you.

One of the best decisions I've made as a 25-year-old growing a biotech business was to... spend time with people who have already done it.

Not people who're trying to sell you something.
Not people who shut down your ideas every five minutes.

But the people who have lived and breathed the problems you are facing.

The real operators. And what I've noticed is that they don't try to sell you online they are heavily focused on real outcomes. They have this credibility where they've been there and done it. You can just feel it!!!

So, if you're going to surround yourself with successful people:

Do your due diligence
Ask the important questions
Don't waste your time and especially theirs.

That's where real change is created.

Evean, now I've got so much to learn and it's so important to remember that the moment you think you've understood it all will be the moment you stop making progress.

We had a chance to showcase our new design in Thailand.

I pulled it... You only get one first impression.

We had an opportunity to move fast on some new design work. It would've lined up perfectly for our ASIA distributor meeting in Thailand next month, so I pushed for it. 

I thought it would be:

Great to share the new innovation.
Great to share the new Thistle identity.
Great to share our new direction with them.

But I was chasing speed over execution.

The lesson wasn't "slow down". I still believe in moving fast.
The lesson was "speed" without clarity is just expensive.

Coming straight out of a rebrand, it’s easy to chase momentum. But when you do that, you can lose the bigger picture and that costs you.

Growth never happens when you move without clarity. You only get one chance at a first impression, so we are making sure ours is worth it.

"TEST THE LIMIT"  that's what our rebrand was built on.

When we started to plan our rebrand, we didn't view ourselves as successful. We saw ourselves as a challenger brand. A brand that wanted to do things differently from others in our industry.

This was our starting point.

From the first conversations I had with our team, they were all open-minded to it and wanted to be aligned on the bigger picture, but there was something I noticed more special. 

They all wanted to be a part of it.  Contributing, debating, and just being fully curious. Through my years of learning business, I've noticed that one of the best traits in any business is the team being curious. They like to get stuck in. And here's what I've seen:

They adapt quickly to problems and solutions.
They build better products and services.
They spot opportunities others ignore.
They make better decisions.

Being curious is lethal (in a good way)

There's something special about being around an open-minded team. A team that wants to play an even bigger part in this journey. It's pretty cool.

Very proud to announce the next chapter of Thistle Scientific.

Thistle has expanded a lot over the years as a team, company and scientific partner.

Today, we’re updating our entire visual system to convey a clearer, bolder expression of who we are and the purpose we stand behind. Now the time feels right to step into our next chapter and announce the rebrand of Thistle Scientific.

One that will demonstrate the connection and deeper understanding we have for researchers and global organisations who are changing the world for good.  

Just like research, brands must evolve too. We must listen, adapt and strengthen. That's what we're here to do. Committed to the direction we're heading, and that's to equip scientists to be relentless in changing the world for good. 

One hypothesis at a time. 

Welcome to Thistle 2.0

Because science is never done. So, neither are we.

Karla McNeilage

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

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

I loved it so much that it influenced my career:

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

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

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

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

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

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

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

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


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

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

-

SERVICES:

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

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

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


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

https://forms.gle/Qf7vPL4ed53tSrPf9

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

Owner

Karla Mcneilage

Everyone talks about building confidence.

But building self-respect changed my life!


When I started respecting myself…

Doors opened in business.
My character developed.
And people respected me more.

The difference:
Self-confidence is believing you can.
Self-respect is deciding what you will and won’t tolerate.

Instead of people-pleasing and weak boundaries, I now tell myself:
→ “I won’t forget my worth”
→ “I won’t lower my standards”
→ "I won't stop working on my goals"
→ “I won’t betray my values for approval”


Here's 16 ways I actively build self-respect:

• Leaving situations that aren't serving me:
Friendships, relationships, clients, environments.
Even if it’s really bloody hard.

• Saying ‘no’ to what’s unaligned
I’m now a psycho about protecting my energy.
It's a non-negotiable!

• Brutal self-honesty
Taking responsibility and dropping fantasy versions of myself.
Acknowledging weaknesses = can work on them.

• Not dramatising setbacks
I used to wallow in self-pity…
Now, I give myself grace, but regulate my emotions.

• Taking aligned action
Following through on my promises, even motivation dips.
Difficult for us ADHDers, but working on it.

• Pushing past my limits
I push myself in the gym until I physically can't walk.
Bodybuilders who once intimidated me now ask if I'm a PT lol.

• Sticking to the plan, not the mood
I no longer let my feelings throw me offtrack.
If I need to set aside an extra 30 mins to journal, I will.

• Acting with quiet consistency.
I love documenting my journey/ building in public.
But I work harder on my goals when nobody is watching.

• Eliminating distractions
If things dilute my focus, I’ll quickly get rid of them.
I’ve not watched TV in 3+ years, I deleted social apps from my phone, I’ve not drank alcohol since 2023.

• Prioritising myself first
Filling my own cup.
Then have more to give others: win-win!

• Standing up for my values & beliefs
If someone crosses the line, I address it.
I spent too many years as a wallflower. I refuse to bite my tongue now.

• Not shrinking to make others feel comfortable
I won’t put myself in a box or suppress who I am now.
Outgrow people is part of life.

• Feeling fear - and doing it anyway
Pushing myself out of my comfort zone. Always.
Doing things that TERRIFY me controls my anxiety.

• Quitting the comparison game
Everyone’s on their own timeline… including me.
I *try* to not let internal/ external pressure get me down.

• Being open-minded
Listening to others and staying curious.
I'm a "how?" and "why?" person.

• Becoming my ideal future self
Enclothed cognition is a great example.
I try to dress, talk, act like the best version of myself would!


This isn't about ego.

Self-respect is built in hard decisions, difficult conversations and discipline nobody sees.

It’s character, integrity and dignity.

And at every opportunity, turning struggle > strength.


When you respect yourself, you start to embody it.

And that’s what earns trust - in life and in business!

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

70 hours travelling: 5 countries, 4 plane rides, 3 timezones & a 1-day spontaneous adventure in California.

Bali → Taipei → Los Angeles → London → Glasgow.

This is the time and location freedom I used to dream about.


I was stranded in Bali due to flight cancellations.

So the only way home was looping around the Pacific.

Defo not the route I had planned.

But the crazy journey was worth it to be home for my 30th party on Friday and family time!!


When I worked in-house, all I wanted was the ability to travel.

*Without* asking anyone’s permission.

I remember saving my annual leave for months.
Then feeling guilty for actually using it.
I even dreaded holiday requests, as they were rarely approved.


So when I built my online business, I did it intentionally.

I wanted flexibility.
Not being stuck in an office 9-5.
But designing a life and schedule that works with me.


Over the past 3 chaotic days of travel, I still:

→ Batched client content
(From airport lounges and the sky)

→ Received 5 inbound leads
(even though I hadn’t posted on LinkedIn in 1.5 weeks)

→ Got invited onto a panel & in-person Podcast
(in the UK & Bali)

→ Got B2B paid partnership offers
(from 2x aligned brands I love)

→ Started conversations that turned into leads
(all from saying ‘hi’ to people sitting next to me)

→ Had an in-person meeting in the USA
(a day of movement, sightseeing, shopping + networking!)

→ Had 2 people recognise me from LinkedIn!
(and it led to lovely airport chats)


Meanwhile I was also:
Temporarily packing up life in Bali
Navigating visas and immigration
Buying last min flights from airports
Sorting storage units
Trekking 50kg around the world
Fighting with eSIMs that refused to work
Managing client work + comms
Planning my 30th birthday party
Coordinating with events companies
Organising upcoming travel
Trying to keep my sanity!


And somehow, I was still able to be fully present in California:

• Hiked up to Griffith Observatory over the Hollywood Hills
• Went shopping on Melrose Avenue
• Met up with a friend


Was I standing in airport queues answering emails while jetlagged AF?
Yup 😂

Was I as "productive" as I wanted to be?
Nope.

But opportunities kept coming in anyway!


When you build a strong personal brand, presence and consistency is key.

There’s a lot of pressure to show up here every day.

But sometimes life life’s.

And in those moments, it’s okay (healthy, actually) to spend time offline.


The great thing about growing a high-converting brand and business is that the work compounds.

I was stuck 30,000ft in the air for 30+ hours…

Yet I was still attracting aligned leads, partnerships and opportunities.

And to me, that’s a wholeee other level of freedom and leverage.


Brb, making the most of the final week of my 20s.

And doing it on my terms, surrounded by all my fav people.

Pinch me, living my dream life ❤️


Next up:
Egypt → UK → somewhere spontaneous (where next ???) → back to Bali!

13 things I love about running an online business:
29-year-old digital nomad with ADHD edition.

•⁠ I get to work from cosy cafes cross-legged
(I gave it a good bash, but office life isn’t for me)

•⁠ I can also work from anywhere I want
(Pool, airports, planes, beach, balconies, home)

•⁠ Created location freedom for myself
(Next 5 weeks: Bali > Scotland > Egypt > England > Scotland > Bali)

•⁠ Don't need to abide by a dress code
(Go with my mood / plans: some days I dress in a dress and heels, other days gym clothes)

•⁠ Still getting incredible results for clients
(I optimise my life for my creativity and it works pretty damn well)

•⁠ Time difference isn't an issue - I’m 8 hours ahead of clients
(I front load work before they wake up which feels like cheating time)

•⁠ Scalability!
(High profit margins. Plus, I can sell to someone in NYC while I’m asleep via my brand and content) 

•⁠ I get to eat 10/10 food. Every. Single. Day.
(I used to eat soggy sandwiches in the office and hated it. Today, I had a dragonfruit smoothie bowl & strawberry matcha during a lunch with a LinkedIn friend)

•⁠ Get to create my own schedule
(Beach walk, gym, work, appointments, meetings, activities… in any order)

•⁠ I don’t need to work in a set 9-5 block
(I work a LOT, but with my brain & energy: 1-3 hour deep work, broken up with different resets)

•⁠ I have met the most incredible people
(Best friends for life on LinkedIn, founders shaping their industries at networking events, strangers with the coolest stories at cafes!)

•⁠ Nobody telling me what to do
(Had 2 toxic bosses before and that amount of micromanagement is enough for a lifetime lol, no thnx)

•⁠ Work doesn’t feel like work
(I chose this - every single part of it, and I get to wake up so bloody excited to build, grow, create!!!)


Running a business is really bloody hard.

I don’t switch off, my mind doesn’t stop, I have to skill stack like crazy, the pressure is real and I *wish* it was as easy as I sometimes make it look.

BUT…

Having worked in jobs / environments that made me stressed, depressed and anxious, this little business (and life as a result) I’m creating is pretty sweet.

This season is all about building.

It's also about deep gratitude though - for this present moment, and all the ones that came before that led to this.

I took the risk to rip my old life down and start from scratch. But look at how happy and content I am that those risks are paying off. 

Your dream doesn't work unless you do ❤️

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The Battle

Niall Cleaver

Karla Mcneilage

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The Battle

Niall Cleaver

Karla Mcneilage

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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);}Niall Cleaver's LinkedIn Performance

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