Ryan is the Co-Founder of Tru Earth

Purpose driven direct to  consumer brand builder.

Ryan has:

✅ Helped Grow Tru Earth to more than 160,000 active subscribing customers
✅ Together with Tru Earth's Changemakers, eliminated more than 165,000,000 plastic-containers from landfills..
✅ Donated more than 33,887,227 loads of laundry detergent to those in need.
✅ Grown multiple premium subscription boxes to multi-million dollar businesses.
✅ Written content has been read by more than 100,000,000 readers.

Connect: 
Facebook https://m.facebook.com/theryemckenzie/
Twitter: @RyeMcKenzie

About Tru Earth
Tru Earth® based in Vancouver, Canada is a leading eco-friendly household product company committed to eliminating plastic from landfills and oceans. At its core, you’ll discover that Tru Earth, is actually a movement (#TruEarthMovement™). The Tru Earth team joins more than a quarter million equally committed people in more than 50 countries to combat the 645 billion plastic household product containers dumped in landfills and oceans globally each year. 

Our customers are #TruChangeMakers™, disrupting the multi-billion-dollar household product industry, reducing carbon emissions by up to 94% and caring for the health of the planet and their families. 

Tru Earth’s suite of products and planned launches come with our pledge to provide #TruChangeMakers with laundry, bathroom and kitchen products they need to make a substantial impact on the health of our world. To do ourpart, we promise to match all first-time subscriptions by donating to families in need across the globe. Because at Tru Earth, we know many small hinges can swing very, very big doors.

Ryan Mckenzie

Every founder on this app is losing their minds over AI tools right now. ClaudeBot this. Moltbook that.

Half of it is slop. The other half you’ll never really use.

But every new drop makes you feel like you’re falling behind. The pace of AI right now is a shiny object machine. And it’s pulling operators away from the stuff that’s been working all along.

I run an eight-figure business. This is my entire AI stack: 

>Open ChatGPT in dictate mode
>Talk through 50 half-baked ideas
>Tell it to organize my brain
>Grab competitor copy, dump it in
>Ask what persona they’re targeting
>Hop on a call
>Let Granola take notes
>Pull action items 

That’s it. 

Free plan. No autonomous agents. No tools I don’t trust accessing all my stuff. 

Don’t let the timeline make you feel behind.

Everyone wants the sophisticated play. 

The sophisticated play is getting good at boring.

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Co-Founder Tru Earth | Saving the planet, one strip at a time.

Before Tru Earth I was running this outdoor adventure brand, and with it came a revenue glass ceiling I didn’t even realize was there.

I thought anything over a million dollars a year was incredible. Like, why would you need more than that?

Then I met Matthew Bertulli at a mastermind. Told him my goals. That it was gonna be a slide of the desk business. Just a nice little thing.

All he said: “Think bigger.”

Two words. And something clicked.

Most of what holds you back is your own self limiting beliefs about what’s reasonable. And you don’t even want to shed those beliefs sometimes.

Because your life is comfortable and you’re afraid that if you change those beliefs, something you really like about your life might change too.

Seven years later and I still think about that conversation.

CEO @ Lomi & Pela Case - Follow me as I talk about building my brands.

Everyone's calling Ads in Chat GPT the next Facebook Ads.

It's not.

The people using ChatGPT today are the same people who used to search on Google. Same audience. Different platform. 

The pie didn't get bigger. The searches migrated.

So if your Google Ads performance has been declining for 2 years and you can't figure out why: your audience is still out there, they just moved. And now there’s a way to follow them.

The data angle is real. Facebook had behavioral tracking. Google had intent. ChatGPT has both. 

People literally tell it their problems in plain English. Every conversation is a targeting signal.

If OpenAI builds their ad product even halfway well, the targeting should be strong. Early conversion data already looks solid.

Everyone is talking about this like a gold rush, but it’s a recovery play.

Most of what you’re seeing is demand that already left Google. Now there’s a channel to go get it back. 

If you're spending on paid search and watching returns erode, pay attention. This doesn’t “change everything.” But it does explain what already changed.

6 behaviors I see in founders who stay healthy while scaling:

1. They focus on fewer things 
Running 30 initiatives = zero progress 
Focus is doing less, better

2. They chase asymmetric opportunities 
One big swing beats 20 small tweaks
Incremental wins rarely change a business

3. They optimize for signal, not activity 
Busy feels productive 
Outcomes are what matter

4. They update their thinking at each stage 
What works at $1M breaks at $10M 
Every revenue stage needs new mental models

5. They hold contradictory ideas at once 
Scaling is complex 
Black-and-white thinking doesn’t survive it

6. They build teams that make decisions 
Approval loops kill momentum 
Great teams have agency

The pattern: healthy founders remove complexity

My ADHD brain has 40 tabs open at all times.

Here’s what I do to manage:

- One task at a time. Not “mostly one.” Literally one.
- Physical Pomodoro timer on the desk. Something I can see counting down.
- Dedicated workspace. If you work where you relax, your brain fights you all day.
- Clear the desk every morning. A cluttered desk is a chaotic brain.
- Every notification off. Shopify, Stripe, email, Slack. All of it.
- Phone on permanent sleep mode. Five people can reach me. Everyone else goes to voicemail.
- No email or Slack during a focused block. They can wait.
- No open tabs. I used to have dozens running at all times. MinBrowser fixed that.
- Facebook ads? Go straight to Ads Manager URL. Never through the feed. I've lost hundreds of hours to that scroll.
- Freedom app to block sites during Pomodoro sessions. Even when you get tempted, you can't access them.
- Physical notebook for random ideas. Write them down, close the loop, come back later. Otherwise your brain opens a hundred tabs internally and none of them close.
- Take breaks. Parkinson’s Law is real: work fills the time you give it. If you sit at your desk for 8 hours straight, the last 4 are garbage.

Your brain isn’t broken. 

It just needs a system that works with it instead of against it.

This is first world advice.

If you can’t pay your bills, “build a machine that produces value” won’t help you eat.

You need revenue. Fast.

Maslow’s hierarchy applies to business too.

At the bottom: survive. Solve a problem someone will pay for right now.

Once you’re stable: yes. Build the machine. Think in systems.

Applying $10M thinking to a $10K problem gets you neither.

No alternative text description for this image

Building a durable company means stacking real pillars underneath it: DTC, third-party marketplaces, retail, international. 

Four years is enough time to get somewhere. Rarely enough time to build something.

When you’re growing that fast, you’re holding on by the skin of your teeth. The train goes wherever it wants. You’re just hoping not to fly off the caboose.

Every region needs localized packaging, localized payment gateways, localized language.

You can build fast. Just know the difference between building something fast and building something that lasts.

Two things changed the trajectory of my career.

1. Hitting rock bottom.

- Built a ringtone subscription business. It collapsed.
- Had just bought a house, a condo, and signed an expensive lease.
- Owed the government a pile in taxes.
- Put the tax money into a “regulated” forex opportunity.
- Forex collapsed too.
- Bailiff showed up to seize my SUV.
- I was driving around screaming from stress.

2. Choosing commitment.

- Standing in the shower one morning. Full messaging framework for Tru Earth just clicked.
- The product seemed too cheap to scale. But at that moment, the entire positioning downloaded.
- Voice-noted the whole thing before I dried off.
- That messaging carried Tru Earth for years.

If you can, choose #2.

But if you’ve already hit #1, the clarity that comes from survival mode is real.

The bottleneck isn’t taste, intelligence or creative systems.

Most people online are so vanilla. They don’t expose their interests or say anything controversial. 

They just share business stuff.

Look at Hormozi. Grows his hair, grows his beard, always wears a tank top, works out like a motherf*cker. Says a lot of controversial stuff. I bet you half of it he doesn’t even mean. But people align with it.

Because when everything starts looking the same, nobody’s attracted to you because they don’t feel like they have anything in common with you outside of “I'm this hard working, grinding” guy.

My kids already say everything’s AI this, AI that.

We're heading back to a place where people follow and listen to people who are clearly real. You’ll get verified by being authentic.

Founders sand off every edge that would make someone actually give a sh*t about them.

You've got maybe 1000 days before AI levels this whole playing field.

A friend of mine runs a supplement brand doing solid numbers in the US.

About six months ago he started noticing something unusual in his analytics. Consistent traffic from Canada. Not paid. Organic. People were finding him through social media and word of mouth across the border.

He was excited for about ten minutes.

Then reality set in. His US-based 3PL wouldn't ship north without brutal surcharges. The few orders he managed to fulfill took two to three weeks and arrived with surprise customs fees that destroyed the customer experience on delivery.

So he watched the traffic. Every week. Canadian visitors showing up, bouncing at checkout, leaving.

He described it as watching revenue walk out the door through a window he couldn't open.
We connected him with Breakthrough Fulfillment. 

They had him fully operational in Canada within two weeks. Freight forwarding to local warehouses, next-day delivery to Toronto, Vancouver, and other major cities. No surprise duty at the customer's door.

Within 90 days he had added a revenue stream he had been accidentally ignoring for over a year.

The part that stands out is how common this pattern is. Brands generating organic Canadian demand without realizing it, then losing those customers to a logistics problem they assume is too complicated to solve.

If you are doing real volume in the US, check your geographic analytics. If Canadian traffic is showing up and not converting, the demand already exists. The infrastructure is the only thing missing.

https://lnkd.in/eGUqzqCe+M+LinkedIn&utm_campaign=3pl+feb+wk2

If this sounds familiar, comment below or send me a DM. I will connect you with the team.

www.breakthrough.studio

Breakthrough Studio - Premier 3PL Services | Streamlined Logistics Solutions

Every upgrade feels like a flex for about two weeks.

The office, the car, the lease on a bigger warehouse.

Then it just becomes another bill. Another thing you have to feed every month whether the business is up or down.

The best thing I ever did was start asking "does this make my life easier or does this just make me look like I'm winning?"

Most of the time it was the second one.

Social proof is NOT dead. Stop listening to your timeline.

That’s just bad advice from brands who don’t understand the difference between a 1.5 and a 4x ROAS.

I spend $50K+/month on static ads. And it comes down to one thing: 

Matching the right trust signal to the right stage of awareness.

This changes everything about how you allocate ad spend. 

The same testimonial converts at 4x in one ad and barely breaks even in another. Because nobody asked: does this buyer even need convincing yet?

I broke down exactly which signals belong where here:

Social Proof Isnt Dead Youre Just Using It Wrong 

Landing pages are basically first dates.

You can say all the right things, look great, check every box.

Then you make one claim that's slightly too big and the whole thing falls apart.

Believability is more important than impressiveness. Always has been.

Entrepreneurs don’t like to admit this:

The janitor probably has a better life than you do.

For a few months after I stepped away from the day to day at Tru Earth, I'd be at the gym in the morning and my brain would start screaming at me:

You gotta get to your desk. You gotta get to your desk. You gotta get to your desk.

And I'd be standing there mid-set going... What desk? I don't have a desk to get to anymore.

That voice wasn't rational. 
It was just years of training. 
Years of being always on. 
Years of every morning being about the next fire, the next hire problem, the next thing that needed me specifically to figure it out.

You don't realize how much that costs you psychologically until you stop paying it.

When you're in the middle of it, you think everybody operates like this. You think this is just what it takes. 

- Managing people who won't be in the same room anymore because they don't like each other.
- Solving problems with no clean answer.
- Carrying decisions home every single night and pretending you're present with your family when your head is still at the office.

And then there's the janitor.

The janitor:
- Shows up
- Checks every box on the list
- Walks out at 5 o'clock
- Doesn't think about it again until tomorrow

No mental load. 
No 2am problem solving. 
No Slack notifications at dinner.

A lot of entrepreneurs look down on that. 

I think that's wrong.

Not everybody should be an entrepreneur. Not everybody values the same things. And the person who doesn't take work home with them? They're arguably wealthier in the one thing every founder eventually realizes matters most...

Time. 

And the ability to actually be present inside of it.

If you’re building something right now and you feel this weight every single day, I’m not telling you to quit. I’m telling you to notice this.

Because the cost is real.

My kids are only young once. It's been really nice to just be there. Not thinking about tomorrow's fire. Just hanging out with them and soaking it in.

This is what life is all about.

Nobody tells you the weird part about stepping back from the business you built.

You go from "I'm the CMO of [brand]" to "I'm... working on some stuff."

Your identity was the company. Now you have to figure out who you are without it.

It's a better problem to have than most. But it's still a problem.

I’ve built businesses that did $100K months and ones that did $0 months.

The operator who walks out of the $0 month is someone you couldn’t have built on purpose. 

That only comes from surviving it.

Most operators are optimizing against themselves.

Your open rate went from 18% to 23%. You called it a win.

But 23% against brands your size, in your category, on your platform could be bottom quartile.

You don’t know. And that’s the real problem.

Omnisend’s Benchmark Calculator pulls real data from 150,000+ ecommerce brands and shows you where your email and SMS actually stands, not just whether the numbers are trending in the right direction.

Open rates. Click rates. Revenue per email. Benchmarked against brands running similar send volume and similar categories.

This is the difference between “our emails are improving” and “our emails are beating the top 20% of brands in our space.”

Q1 just ended. Before you commit to a Q2 plan, you should know where you actually stand.

If your benchmarks are coming up short, sending more isn’t usually the fix. Getting on a platform with the flows, segmentation, and automation infrastructure to actually convert is.

Omnisend’s US merchants average $79 in revenue for every $1 spent. The Benchmark Calculator is free.

If your current ESP can’t even show you how you stack up, that’s already your answer.

Run your numbers here: https://lnkd.in/dddMBgx8

Use code RYAN30 for 30% off your first 3 months.

Already on a paid plan elsewhere? Omnisend handles the migration for free. Automations, templates and flows. All done in 5 days.

And yes, I’m a proud Omnisend partner.

Open article: Recommended by Ryan McKenzie by omnisend.com

A friend of mine owns this little café I like to visit from time to time. 

And man, this guy’s got it figured out...

A couple real estate investments. His future is set. He runs the café because he wants to, not because he needs it to work perfectly.

And something clicked for me sitting there.

That’s the actual goal.

Not the flashy milestones. Not scaling to 9 figures for the sake of saying it. Not even the massive paydays.

The goal is having enough resources working for you that you can take risks and fail without everything coming apart.

I think most founders get into this game thinking about success. But they forget that things change.

Products lose steam. Business models stop working. Algorithms evolve.

It’s easy to feel untouchable when things are good. But what happens when it all stops?

That’s when you need to be okay starting over.

The café owner had it right. He built enough outside the business that he could operate without any desperation. No panic. No survival mode.

And it made me realize: I need enough resources outside of my main thing to keep going on my terms. Because everything ends eventually.

But if you’re prepared for that?

That’s freedom.

Will Leatherman

Marketing Director

Build a Self Generating Content Funnel That Drives Revenue | Web3 & AI Growth & GTM Marketer | Fractional CMO

Most B2B companies have expert-driven insights trapped in their team's heads.

They try to scale content by hiring writers who don't understand the domain.
This results in generic content that gets engagement but doesn't drive pipeline.

I've built 50+ content engines that solve this differently:
We extract your team's expertise through structured interviews, then multiply it across channels using AI-assisted production—without losing the strategic depth buyers need.

Clients see3-5x content output with higher conversion because it's rooted in real expertise, not researched talking points.

BEFORE CATALYST:
→ CMO at Parcl (blockchain real estate): 300% increase in user acquisition
→ Creative strategist for Primark, Campari, Kate Spade, WeWork, PepsiCo, BMW
→ Built content systems across DTC, Web3, and B2B SaaS

MY BELIEF: Content without expertise is noise. Expertise without content is wasted. The companies that win have systems to connect both.

I help B2B marketing teams turn their best experts into their best demand gen channel.

Chief Marketing Officer, Head of Creative

Content writers aren't getting replaced by AI.

They're getting replaced by content engineers.

We've built content engines for 150+ B2B SaaS companies.

I'm calling it now.

2026 is the year of the content engineer.

Old reality: hire a writer. Brief them. Wait. Edit. Publish. Repeat.

New reality: build workflows that turn existing assets into content at scale. Writers who can't build systems become bottlenecks.

Five workflows we've built that have crushed this year:

1// Webinar repurposer. One 45-minute session becomes 12 pieces of content

2//  Case study writer. Customer calls become publishable proof in 48 hours

3// Sales calls to LinkedIn posts. Reps surface objections & insights. Posts write themselves

4// Voice of customer extractor. G2 reviews, support tickets, & NPS responses become messaging gold

5// Sales & Marketing connector. Shared content pipeline that kills the "we need better collateral" loop

A founder I work with ran the sales call workflow for 30 days. Posted twice a week from real prospect conversations. Pipeline from inbound 2x. Not because the writing was brilliant. Because we hit "speed and volume"

The content engineer doesn't just write. They architect systems that extract, transform, & distribute what already exists inside a company.

One workflow. 30 days. Doubled inbound pipeline.

The #1 mistake I see founders make with content:

→ Founder hires writer
→ Writer asks "what should I write about?"
→ Founder sends a few voice memos and some old decks
→ Content comes back generic
→ Founder says "this doesn't sound like me"
→ Writer rewrites it 3 times
→ Founder approves something they're lukewarm about
→ Post flops
→ Founder concludes: "content doesn't work"

The writer wasn't the problem.

The missing extraction process was.

Before you hire anyone, you need two things:

1. A repeatable way to pull your actual expertise out of your head (not just a monthly call where someone asks "so what's been on your mind?")

2. A review process that protects your voice without creating a bottleneck

Once those exist, a great writer can do their best work.

Without them, even the best writer will produce content that sounds like everyone else in your space.

Build the system first. Then hire into it.

How to 100x your productivity with Claude Code 

These 3 steps will completely change how you do work in 2026

1. Download Claude code
2. Setup your MANIFEST.md
3. Let claude build yourdatabases, react components, and delete your 500gb database of client files 

…the future is bright!

graphical user interface, text, application, chat or text message

Most founders quit content after 6 weeks.

Not because it doesn't work — because they expected results in 6 weeks.

After working with 100+ B2B founders, I've found 4 traits that separate the ones who build real pipeline channels from the ones who quietly stop posting.

It's not the formula. It's how you show up.

Happy Tuesday! If you're reading this, I hope you've already crossed a couple things off your list today and you're ready to get into something that'l

Open article: 4 traits that predict founder-led content success by Will Leatherman • 7 min read

4 traits that predict founder-led content success

I have good news and bad news...

Bad news -> we're growing faster than we can keep up

Good news ->  we hiring a 1% GTM engineer to join our team

if this sounds like you, apply below.

> 1–4 yrs in gtm roles (ae/bdr, revops/sales ops, bizops)
> high velocity saas or agency background
> strong in Clay (lists + enrichment + workflows)
> curious about ai + testing new tools
> “figure shit out” mindset 

https://dub.sh/NHliGDc

"Our buyers aren't on LinkedIn."

A founder told me this on a call yesterday. He almost sounded like he was apologizing.

Turns out, 85% of his market hangs out in niche Facebook groups.

Most B2B advice would tell him to force LinkedIn anyway. You know the drill. Build a personal brand. Post every day.

But that's a massive trap. 

If your buyers live on Facebook, or read physical direct mail, or hang out in obscure forums, go there. Don't fight channel reality just to fit a generic B2B playbook.

Your content engine isn't tied to one specific platform. The platform is just distribution. The real asset is your perspective.

If you already know exactly where your customers spend their time, you don't need a three-month strategic planning phase to figure out your next move.

You just need to show up in those spaces and start talking to them.

What's one channel you know your buyers use, but you've ignored because it doesn't feel "B2B enough"?

I used to waste hours convincing reluctant founders to take LinkedIn seriously.

The ones who needed the most convincing got the worst results.

So I stopped fighting that battle.

The founders crushing it on LinkedIn aren't smarter. They don't have better writers or secret algorithm hacks.

They just don't think the platform is beneath them.

The winners enjoy sharing ideas. They experiment. They trust compounding over obsessing about likes.

The losers call LinkedIn cringe. Ignore what works. Then complain when posts flop.

Here's the truth: If you resent LinkedIn, you'll lose to the founder who doesn't.
But you don't need to become an influencer. You just need to accept there's a proven way to make this work.

I wrote the full breakdown.

Happy Tuesday! Hope you're having a solid week so far. Before I get into today's piece, I need to say something that might sound harsh. I used to spen

Open article: Why some founders win on LinkedIn and others flop by Will Leatherman • 4 min read

Why some founders win on LinkedIn and others flop

feeling like your LinkedIn reach is down? It might be

Every founder I’ve talked to the last few months is feeling this frustration - here’s my advice to you after doing this for a while 

> if they zig, zag. Literally all content on LinkedIn is starting to look the same. Experiment and try something new

> don’t shoot for the outlier, stay consistent 

> graphics (unfortunately) work pretty well

> when it doubt, talk about hiring. The algorithm loves it and shows good signal to the community

> stop posting for everyone, go back to the pain points of your customer (ICP)

Like anything it just takes reps. So put in the mf*ing reps



Thanks for more insightful data andreas jonsson

graphical user interface, text, application

194 people have already registered for my FREE workshop this week on replacing marketing tasks with AI agents.

I run Catalyst Content and have built 50+ content engines for B2B teams. My playbook helps founders go from 1-2 pieces per month to 200+ while keeping their voice intact. The output converts because it's rooted in real expertise, not generic AI slop.

My goal is to give you the agent workflow, starter stack, and 90-day plan you can deploy immediately. We'll cover the 5 roles to automate, how to QA for brand safety and hallucinations, and how to tie content touches back to pipeline.

Big thanks to Maven for hosting.

RSVP for Wednesday @ 12pm ET (it's free): https://lnkd.in/gta6Vd7s

Comment below if I'll see you there!

View event: Replace Your Marketing Team with AI Agents

Replace Your Marketing Team with AI Agents

last week i decided to close my laptop and go to Switzerland

it taught me nothing about sales

but it did remind me that the whole point of this "grind" is to go have fun and to live life. Also i did it with my best friends which was pretty rad. 

sometimes you just need to go touch some grass (or snow)

I lost a $78K client because I stopped posting for 3 weeks

not because our work was bad. not because results dropped. because I went dark on LinkedIn and the client assumed something was wrong.

here's what happened....

Last fall I was heads-down building Catalyst Content. Sixty-hour weeks. New hires. New systems.

Every morning I'd think "I'll post tomorrow." Tomorrow turned into three weeks.

The client saw my feed go quiet. No posts. No engagement. No presence.

He called me on a Tuesday and said "I need to be honest. When you stopped showing up online, my co-founder asked if you guys were struggling. We decided to move in a different direction."

that was $78K in annual revenue gone. not because of performance. because of perception.

here's what I relearned the hard way

Your content IS your credibility signal. The moment you stop publishing, people start filling in the blank. And they never fill it in favorably.

doesn't matter if you're busy building. the market doesn't see your Slack threads and late nights. they see your LinkedIn.

I post every single day now. Not because I love it. Because I f*cked up once & it cost me a lot.

build the system so you never have to think about it.

p.s. if you're a founder who's "too busy" to post, that's exactly when you need a content engine most. 

DM me & I'll show you how we do it in 2 hours per month of your time.

LinkedIn impressions are up 30% across the board 

Feburary numbers have just been published. 

Tbh they feel a bit low but provide a nice benchmark for what to expect. 

If you’ve lost some motivstion, remember it’s a marathon not a sprint

Post more = more shots on goal = more opportunities to get a client 


as always, thanks andreas jonsson for the unique insights.

After helping 50+ founders automate their content workflows, I finally cracked a repeatable system that cuts newsletter production from 5 hours to 30 minutes.

I'm sharing the full playbook from Victoria Mariscal (Founder at Front Desk) on how she ships weekly newsletters without sounding like a robot. Steal this ↓

Comment "NEWSLETTER" and it will arrive in your inbox.

Here's what you get:

✅ The 3 core documents that teach AI your actual voice (with real examples of what to ban)
✅ Step-by-step Relay.app automation setup using ChatGPT for scraping, Perplexity for research, Claude for writing
✅ Content category framework with filter rules so you stop getting irrelevant trending news
✅ The 30 minute human polish checklist (subject line, intro rewrite, fact checking)
✅ Monthly feedback loop to improve accuracy by comparing AI drafts vs your edits

Best for founders and fractional execs who need to ship weekly newsletters but can't spend half a day writing them.

To get this for FREE:
1. Like (so you can find this later)
2. Comment "NEWSLETTER"

Repost for priority access.

Cold outbound is dying.

Not because the channel is broken. Because buyers changed how they evaluate you before you ever get on a call.

The founders winning outbound in 2026 aren't writing better cold emails. They're warming buyers with content weeks before the first touch.

Old reality: blast 500 cold emails. Hope for 5 replies.

New reality: publish consistently as a founder. Then reach out to people who already know your name.

Here's what that looks like in practice:

1. You publish a sharp POV on a problem your buyer lives with every day
2. Your prospect sees it in their feed. Maybe likes it. Maybe screenshots it
3. Your SDR sends a message two weeks later
4. The reply rate is completely different. The conversation starts warm

I've seen this play out repeatedly. A founder I work with started posting twice a week. Specific takes on problems in his buyer's world. Real opinions, not recycled thought leadership.

Six weeks later, his outbound reply rates jumped. Prospects were referencing his posts on calls. One told him directly: "I felt like I already knew you."

That's the difference between cold & warm. One is an interruption. The other is recognition.

Most founders treat content & outbound as separate motions. They're the same motion. Content is the pre-sell. Outbound is the close.

What's the one take you could publish this week that would make your next prospect say "I already know you" before the first call?

Most LinkedIn posts feel robotic for one reason — and it's not AI.

Every paragraph is the same length. Either a staircase of one-liners that never stops, or giant blocks of text that make your eyes glaze over.

Your ideas aren't the problem. The layout is.

Fix the rhythm and your content instantly feels more human. This week's newsletter shows you exactly how — including a five-step pre-publish checklist that takes two minutes.

Happy Tuesday! If you're reading this, I hope you've had a solid start to your week and you're ready to fix something that's been bugging me for month

Open article: How to fix robotic LinkedIn posts by Will Leatherman • 4 min read

I built a complete webinar repurposing system live in 45 minutes. Here's the full playbook — steal this ↓

Comment 'REPURPOSE' and it will arrive in your inbox.

Here's what's inside:

> The 7-step workflow to turn one webinar into an article and LinkedIn post (including the exact transcript extraction step most people forget)
> The filter setup to stop your automation from writing 500-word articles about 15-second Shorts
> One-shot prompting technique with real examples to make AI copy your exact writing structure
> Slack approval step so you can catch AI hallucinations before they go live
> How to auto-attach your YouTube thumbnail to every LinkedIn post (saves 3 minutes per post)

Best for B2B marketers and founders who record webinars but never actually publish the recap.

To get this for FREE:
Like (so you can find this later)
Comment "REPURPOSE"

One of the best content systems I've ever seen started as a Notion doc called "shit I keep repeating on calls."

That was literally the whole thing.

A CEO I work with had been keeping a running list of stuff he found himself saying over and over on sales calls. Things like "everyone asks about SOC 2 and we still don't have a good answer" and "we keep losing to [competitor] even though our product is objectively better."

I told him to post them. Don't edit, don't add a framework, don't think about hooks, just paste the observation and hit publish.

6 weeks later a VP at a fintech company DMs him saying "saw your post about the SOC 2 problem, we literally brought this to our board last quarter, can we talk?"

That became a deal. From a Notion doc.

new report says 96% of B2B marketers are using AI and in the same report most of them say they don't trust the output.

so we're basically in this phase where everyone adopted the tool and nobody solved the quality problem and I don't see enough people talking about that part.

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taplio

The Battle

Ryan Mckenzie

Will Leatherman

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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);}Ryan Mckenzie's LinkedIn Performance

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Ready to grow your LinkedIn presence?

Performance ScoreRyan Mckenzie's LinkedIn Performance