I am an undefinable.

And I've lived beyond conventional labels for as long as I can remember. 

Titles like Social Entrepreneur, Endurance Athlete and Community Builder have shaped me, but none have ever told the full story. I've worn many hats, followed many threads, and often struggled to find a space where the whole of me could belong.

So I started designing one.

Over the past few years I've:

• Competed semi-professionally in endurance sports by getting sponsored and representing GB.
• Built the undefinable community, a 40+ person non-profit for those in the Age of Discovery (22-35).
• Written and refined the 3rd draft of my book on undefinable life design based on 70+ early readers. 

Along the way, I've learnt that life design isn't about rejecting structure. It's about creating your own.

This is why I founded undefinable life design. As a way to help individuals who live beyond conventional labels to design a life for their uniqueness. And for organisations to enable them to do so.


✋🏼 For Individuals

If you've ever struggled to answer "So, what do you do?" my 9.3/10 rated workshops are for you.

"Designing a Life That Doesn't Fit in a Box" is a 2.5h public workshop I host once a month. In it you'll map your many interests, draft your Golden Thread and connect with others like you.

→ Check upcoming dates: https://luma.com/undefinablelifedesign


🏢 For Organisations

Early-career talent (22-30) are the most likely to leave unless they feel aligned, engaged and invested in. 

With 51% of employees actively looking for new roles and 89% of Gen Zs saying purpose is key to job satisfaction, young professionals are hungry for meaning and alignment. If they can't it inside your company, they'll look elsewhere.

That's where I come in. 

I run interactive team workshops and off-sites that:

• Help your people discover their uniqueness.
• Connect their role with their purpose.
• Design a meaningful plan for their next 5-10 years.

The result? Greater engagement, stronger retention, and emerging leaders who bring their whole selves to work.

→ Book a call: https://calendly.com/charlie-undefinable/30min


🌱 The Movement

Beyond workshops, I'm also growing:

• The undefinable community - a non-profit London-based space home to 40+ members.
• The undefinable life design book - now in its 3rd draft.
• A newsletter read by 1,000+ subscribers each week.

If you’re an individual seeking clarity, or a leader seeking to engage your people, let’s connect.

Website: https://www.undefinablelifedesign.com/
Newsletter: https://www.undefinablelifedesign.com/

Charlie Rogers

Today was so much fun!

After helping organise last year's edition, it was great to go along to 2025's Portfolio Career Festival as a member of the community.

The team absolutely smashed it. They one upped last year with the incredible venue, speakers and topics.

I loved catching up so many faces both familiar and new. It's always such a lovely crowd.

Shout-out Fiona, Nicola and the whole The Portfolio Collective team. See you in 2026!

Helping undefinables design their life for uniqueness

When I was 17, one of my teachers questioned my choice of university in front of the entire class.

They were angry. I'd just turned down "prestigious" Russell Group offers to make Loughborough University my only choice.

I had to justify myself. I told them: "I'm not going to university for the degree. I'm going for the broader education. To join societies, do sports and meet incredible people. I know that will equip me with the entrepreneurial skills to start a business (my dream at the time)".

I didn't have the words for it then, but I was rejecting the default path of specialisation entrenched since the Industrial Revolution. 

This world my teacher valued was one that sought stamps and prestige, only to end up as a cog in the machine. 

My instincts were telling me to prepare for a different world.

Today, I call that world the Age of the undefinable, which rewards synthesisers and polymaths who connect disparate ideas.

That prestigious path wasn't wrong.
It was just built for a world that's eroding.

Now, 10 years later, I'm on business no.3, have built a truly epic community, am finalising my first book and have a career that is 100% undefinable. I'm damn clear on how I uniquely add value, precisely because I chose the broader education over the narrow, default path.

It's wild to think that my 17-year-old's 'mistake' is the foundation of everything I've built.

My book's manuscript is DONE! 🥳

Today is a great day. In fact, it hardly feels real.

18 months after starting and 4 major versions later, I have 36,000 words that I am deeply proud of. What I've created perfectly articulates how to design a unique life that sustains your energy and income. It's my perspective on paper. And it stands as the book only I could create.

I now have a coherent metaphor for the entire book (more on this soon). The stories are relevant, diverse and engaging. And the frameworks have been practically lived by myself, my clients and other undefinables I've met.

I think this is the best thing I've ever created. 

Actually, I know it is. The 110+ early readers who offered their feedback, criticism and support has transformed my initial collection of ideas into the polished manuscript that I know absolutely resonates.

I can't wait to put it in your hands.

Now to put aside my Writer hat and put on my Publisher hat. It's time to add in the final imagery, lock-in the cover design and turn my Google Doc into a physical book you can actually hold, touch and feel.

Exciting times! Let's goooooo.

Recently, I've been trying to live and not just exist.

When life gets busy, my default is to get grinding. I like to lock-in and keep the main thing in my sights until I can come up for air (Christmas this time!).

But, I realised I was ignoring the best part about life:

Actually living.

So, I intentionally set out to add some unnecessary 'distractions' that have nothing to do with being my most productive self.

1) I joined an improv programme. Which is turns out is basically 6 weeks of playing kids games with adults. As a group of complete strangers it's hilarious. We laugh. We play. We have fun. And we grab a pint after.

2) I bought a 400 minute Lime bike pass. It's so much better than the loud overcrowded tube. And I now get to play "What's in my basket?". So far I've found a still-warm burrito, an unopened Rummikub, and some leftover takeaway. I'll let you know when I find the lottery ticket.

3) I hosted a smoothies and spontaneity meet-up for the undefinable community. We grabbed a drink in Elephant & Castle, ventured into a flea market (where I got a new coat!) and explored an arts museum. All on one warm Autumnal afternoon.

A month later, here's what I've learnt:

These 'unnecessary' activities aren't a distraction. They're what give me the energy to keep showing up with a smile on my face.

They aren't draining me. They're energising me.

Matt Swain

LinkedIn for Founders & Execs

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

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

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

www.triangle-branding.com

Founder of SOCIAL CLUB

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

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

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

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

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

1. Creativity is becoming the language of B2B

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

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

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


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

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

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


3. Buyability: the new model for growth

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

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

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


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

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

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

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


5. Video is non-negotiable

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

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

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

+20% more leads are driven with video

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


6. Employee content > corporate content

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

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

So bring your team to the forefront. 


7. Brand and demand are no longer separate

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

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


In summary: 

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

In partnership with LinkedIn for Marketing #Ad

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

It's been a wild ride since: 

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

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

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

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

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

500 to 50,000 followers - my takeaway 

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

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

Conversation dropping soon! 👀

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

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

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

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

They loved it & signed contracts 2 days later. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

--

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

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

Every post should build confidence, not just awareness.

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

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

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

Some of our results: 

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

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

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


Client B – Leader in Emerging Tech

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

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


Client C – CRO at $150M ARR B2B SaaS

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

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


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

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

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


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

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

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


Client F – Harvard Professor & Author

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

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

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

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

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

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

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

They share their incredible ideas, insights & stories. 

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

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

Here’s the posts we ideated: 

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

2. Riding the AI + energy discourse dominating LinkedIn. 

3. Speaking the same language as his prospects. 

4. Reframing risk to shift how his audience thinks. 

5. Building credibility through relatable leadership storytelling. 

6. Reinforcing their biggest commercial differentiator. 

7. Using story + analogy to create memorable insight. 

8. Speaking to enterprise frustration to drive demand. 

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

10. Injecting personality and humour to increase relatability. 


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

Building his influence - but also generating commercial value.

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

I pulled up their content. 

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

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

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

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

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

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

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

Posting is not enough. 

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

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

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

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

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

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

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

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

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

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

Excited for this one!

Here’s how we have booked clients 40+ calls, all with senior key decision-makers at multi-million and billion-dollar businesses in the last 30 days:

Most outbound teams think their problem is the message or timing. For 90% of them, the real problem is their list.

Outbound only works when you own the entire chain, from list quality to booked call. 

Most teams only own the first touch.

We start by getting painfully specific about the ICP. Real people, real buying context, real motivations. Once that’s clear, you stop chasing volume and start choosing relevance. Then we go through Sales Nav one by one, page by page, and hand-pick the list:

– Remove the “random advisor” profiles with vague investor or partner titles
– Remove the people whose companies clearly are not what they claim
– Keep the serious operators at serious companies, even if that means cutting half the “high ICP” list and then layering in signal-research to create the highest-intent leads. 

For a single campaign, that can look like:

– Around 8+ hours of manual filtering per list
– Roughly 1,500 hand-picked high-intent leads
– Built for the client's specific ICP focus 

We then build human touch points into the DM flow:

– A profile view and engaging with a recent post
– A series of touchpoints before we send any message
– A human-touch initial message to cut through their inbox 

Outbound then starts becoming something you can actually rely on.

And when combined with high-quality authority & trust-building content – you turn LinkedIn into a powerful growth channel to drive predictable SQLs each month. 

If this level of rigour is missing from your outbound, we should talk.

taplio

The Battle

Charlie Rogers

Matt Swain

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taplio

The Battle

Charlie Rogers

Matt Swain

Followers

Posts

Engagements

Likes

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

Performance ScoreMatt Swain's LinkedIn Performance

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Performance ScoreCharlie Rogers's LinkedIn Performance