Sam Szuchan

Founder @ Soleo. LinkedIn strategy for industry leaders. Clients work w/ Apple, Amazon, Google + published in FT, Bloomberg, etc.

Creator of influence. Nice things folks have said about me:

"Recently, a lot of Sam's posts have been taking off. Last week, he helped me reach 400K+ enterprise professionals with a single post. A third of them from companies with 10,000+ employees. When recruiting teams start sharing your content internally, you know you're doing something right."
—Very major recruiting tech CEO

"Each time that I post [a post Sam made], 100+ people enroll in a course that changes their lives, and my business does twelve or thirteen grand in revenue in that day. A total win-win."
—B2B educator you 100% definitely follow

"Sam helped me clarify my goals and think strategically to reach 150K people in my target demographic – largely founders, CEOs, and senior execs. Prospects frequently mention my LinkedIn content."
—CEO of very cool agency working with Google and many other big tech co's!

"Sam's ability to understand who you are and become an extension of you online is second to none. He provides strategic direction, insightful research, and a relentless desire to bring your strengths and knowledge to light."
—Forbes 30u30 founder who basically invented consumer-facing recruiting tech

You have probably read a few dozen posts I've written without realizing it. Thanks for stopping by :)

Founder

Formerly Saga. Leveraging the world's largest B2B platform to create overwhelming lead pipelines for B2B firms.

Grow Your Career 1% Daily - I’ll Show You How | Follow for Tips on Learning, Professional Development, and Productivity | Professor | MBA + JD

Is this the part where I talk about brand voice, distribution, and storytelling across the funnel? Or say we “help companies scale content that converts”?

𝗪𝗲 𝗱𝗼 𝗮𝗹𝗹 𝘁𝗵𝗮𝘁.

But what we really do is write content your team doesn’t have to worry about, so you can stay focused on strategy, not sentence structure.

𝗛𝗲𝘆, 𝗜’𝗺 𝗦𝘁𝗲𝗽𝗵𝗲𝗻. 👋

And my path here hasn’t exactly followed a playbook:
Banking → Law School → Teaching → L&D → Content

(Yeah… it’s been a ride.)

Today, I run a B2B content agency with my wife. We keep it lean and personal — just the two of us, plus our kids and a couple barky mini schnauzers. 

At Damn Smart Marketing, we give marketers writing they can trust and results they can stand behind.

✓ Content that sounds like you (not a template, not bland AI)
✓ Full support from idea to publication
✓ A partner who gets content
✓ Zero fluff, zero hand-holding
✓ More time to focus on what matters

In other words: you get to 🚀 while we handle the ✍️.

𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗮 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗽𝗮𝗿𝘁𝗻𝗲𝗿? 𝗧𝘄𝗼 𝘄𝗮𝘆𝘀 𝘄𝗲 𝘄𝗼𝗿𝗸:

1️⃣ 𝗗𝗼𝗻𝗲-𝗳𝗼𝗿-𝘆𝗼𝘂 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗲𝗮𝗺𝘀.
Blogs, LinkedIn posts, newsletters, case studies. If it’s got words, we’ll write it. You get to run the show without sweating every sentence.

2️⃣ 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀.
We’ve built an AI-assisted workflow that makes posting easy, effective, and actually worth reading.

If you're curious, DM me. 

No cold, hard pitch, I promise. Just a real convo about where you’re headed and whether some damn smart content can help.

Stephen 😀

Stephen Mostrom

LinkedIn right now:

🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖❤️🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖🤖

Did AI replace human writing? Meh.

But it definitely made it easier to stand out if you're willing to say something real.

Writer for B2B Tech & Finance ✍️ | Running a content agency with my wife (and yes, still married) | Human words, AI workflows | JD & MBA

Can I run a theory by you? (about writing, Gen AI, and B2B)

Donna and I call it “the commodification of passable writing.” 



Here’s the gist: 

Before ChatGPT went supernova in ’22, if you needed written content for your business (linkedin, website copy, emails, the works), you had three options. 

Write it yourself 
Hire someone to write it 
Staff in-house folks

Sometimes this led to bottom-of-the-barrel stuff that hurt the brand. But most companies putting out content did the minimum to look good.

Then came the Gen AI revolution
(dun dun dun)

And with it the commodification of passable writing. 

With a free account and a five-word prompt, anyone could generate something that looked fine.

No typos
Some kind of point
Basic structure

AI collapsed the floor of B2B writing, pulling everything toward the middle. 

Everything except the top band. 
Because AI didn’t touch the ceiling. 

Original ideas and data
Writing with your fingerprints all over it
Deep empathy for your audience
Storytelling grounded in experience

That’s always been the gold standard. 
And nothing about that has changed. 

Commodification explains so much about what we’re seeing today. Every channel flooded with lifeless, technically correct words. 

It also explains why companies like Anthropic, OpenAI and Netflix are scooping up world-class storytellers and paying them up to $1M a yr. To meet hyper-aggressive growth goals, they can't afford to sound like everyone else.

We’re living in an era dominated by passable writing. 
100x more middle. 

Here’s the irony…
The middle is where B2B content goes to die. 

Always has been.

"I instantly unfollow most authors who use AI to post." 

I'm seeing this more and more. People aren't ignoring AI-first content in their LinkedIn feed or inbox. They’re opting out.

Tolerance for generic AI tone is dropping.
Pattern recognition is getting sharper.

What this means: 

1 - Readers care, and they're acting on it. 
2 - The "spray-and-pray" volume play is now the risky move. 
3 - Once you lose someone, they’re not circling back.

In B2B, especially, that's expensive. 

When your total addressable audience is a few hundred, every unfollow is a brick in the wall between your message and the decision-makers you need to reach. 

AI-first content isn't "efficiency." It's alienation.
And it's flattening your audience.

I’d rather spend more time crafting the next post than ship it fast and become someone worth unfollowing.

My words, with AI in support. 
Not the other way around.

—
shoutout Brenda Baran

If even 10% of LinkedIn was written by a human…




I might want to scroll my feed.

Anyway. Back to the 5 people who still deal in original thoughts.

They’ve earned my attention.

A truly tragic part of this mad AI scramble… Some people would have developed into exceptional writers. 1-of-1 voice. Razor-sharp, original thoughts. 

And instead, they’ve outsourced everything to AI and now they sound just like everyone else. 

It’s creative loss at scale. 
Quietly weakening us with every prompt (if we're not careful). 

Do I use AI every day? Yes.

Am I going to let it siphon away my skills, my voice, my edge? Not a chance.

The alternative...

If you want to become an exceptional thinker and writer, and not just copy/paste the work of exceptional thinkers and writers, here’s what I recommend: 

✓ Use AI to amplify, not originate.
Start with your idea. Bring in AI to sharpen, speed up, or structure. But never lose that core insight.

✓ Keep one hand in the craft.
Write something from scratch every week. Even (and especially) if no one sees it.

✓ Don’t say something smart, say something real.
AI knows every trick in the book. But it doesn't know your story, your worldview. 

✓ Train your thinking, not just your LLM.
Your brain is still the best writing engine. Don’t let it idle. Read, discuss, ideate. 

✓ Protect your voice like it's your brand.
 Because it is. And once it’s gone, you'll fall into the dreaded sea of sameness. 

Are you in?

"Can I be real a second? For just a millisecond? Let down my guard and tell the people how I feel a second?" 🎶

Yes, you can. And you should. 

Why?

Because stories are the new credibility on LinkedIn. 
Because struggles are the new authenticity on LinkedIn. 
Because lessons learned are the new value on LinkedIn. 

AI has turned everyone with a laptop into a “thought leader.” Except… all the thoughts sound the same. 

What’s not the same?

You. Your experiences. Your unique perspective. 

That’s AI-proof content. And when you craft it right, it’s the fastest path to standing out in a feed drowning in "you should be doing XYZ" posts.

Example: 

One of our ghostwriting clients went viral the other day. 

6,380 likes. 369 comments. 161 reposts.

The post? 
Her journey getting rejected from her dream job… 
And the tweaks she made that finally opened the door.

It was simple. It was one-of-a-kind.
And it resonated. 

Because she was real a second.

In the middle of every prospect call, Donna stops and says the same thing. "Full disclosure: We DON’T stay in our lane."

Yes, we’re writers. Hired to write. 

But after 9 years and millions of words, we've learned to spot what others miss.

A content process that could run smoother. 
An angle that could hit harder.

We surface them every time. 

We can do this because we don't operate like a typical agency. For starters, it's just Donna and me. We put eyes on everything.

We've worked across dozens of clients, hundreds of campaigns. We've seen the good, the bad, and the ugly.

Most importantly, we trust our instincts. And we build relationships where our clients do too.

Getting outside our lane has helped us: 

Turn a finance founder's LinkedIn from in-the-weeds tactics to leadership storytelling. 20k followers in 9 months.

Pitch a Succession tie-in to a bank's blog team. It became one of their top-performing series.

Convince a SaaS CEO client to blow up their newsletter format. One story, one message, no grab bag. Thousands of subscribers followed.

Most agencies live in their lane. 
It's safer that way. For them.

We’re not like that.

After writing 2M+ words for B2B brands, here’s my (very opinionated) ranking of what makes content stick and buyers act:

1/10 - Grammar and spelling
Yes, clean it up. 
No, it won’t save a weak idea.

2/10 - Formatting
White space helps. 
But it doesn’t fix boring.

3/10 - Vocabulary and clever phrasing
Fun to write. 
Rarely the reason someone buys.

4/10 - Word count
Long doesn’t equal depth. 
Short doesn’t equal punch.

5/10 - Headline or hook
A strong opener earns the click. 
The body earns the trust.

6/10 - Point of view
Safe takes get safe results.
A clear stance earns attention.

7/10 - Proof
Metrics. Examples. Testimonials.
Now we’re getting somewhere.

8/10 - Pain
Name the problem. 
The one they vent about after the meeting.

9/10 - Stakes
What happens if nothing changes?
Missed targets. Blown budgets. Career risk.

10/10 - Empathy
Do they feel understood?
Do they think, “This person gets it?”



Most teams obsess over 1-5.
Deals get decided at 6-10.

That’s why Donna and I spend as much time inside the buyer’s world as we do inside the Google Doc.

We sit in on customer interviews. We join case study calls.
We comb through LinkedIn comment sections and debates.

Craft + psychology.
That’s the work.

Overrated: sounding smart on LinkedIn.
Underrated: sounding human on LinkedIn.

People have to know and like you before they'll trust you.

Human psychology 101. 
(yes, it applies to B2B)

One of our clients (SaaS CEO, Finance) landed multiple 700k+ impression posts last year. I looked back, and these 4 elements showed up every time:

1. A personal story

Every winning post centered on something emotional and specific:
– Bombing a board meeting
– Absorbing painful feedback early in her career
– Breaking a proven rule to get results

The human story was the wedge. 
We used it to deliver her POV.

2. A dynamite hook

Busy execs don’t read 250-word posts unless the first line earns it.

Her high-performers nailed the hook:
– Picturesque setup
– Hyper-specific tension
– Sparks of curiosity that earn a click

One time, she opened with a tell-all on a thorny relationship she'd had with her past CEO (and what she did about it). 

Readers leaned in.
6,380 likes. 369 comments. 161 reposts. 

3. Real talk, no fluff

She dug into the moments most CEOs keep to themselves.

“This almost broke me”
“Here’s what I got wrong”
“Nobody talks about this part…”

That vulnerability built trust fast.
And it lasted as more and more finance leaders started following.

4. Plain language

I dropped her posts into Hemingway Editor.
Most landed at a 3rd grade reading level.

Complex ideas, easy to absorb. 

Too many leaders try to sound smart on LinkedIn.
But clear is what’s landing.



In 9 months, this CEO went from a lukewarm LinkedIn account to 20k active followers and 10M+ impressions. 

The beauty: it's a playbook any exec can follow. 
If they're willing to drop their corporate armor.

Spotify gets it.

Most mornings, I queue up an audiobook for my morning dog walks or while scrubbing pancake batter out of a bowl.

But at night, after the kids are down, I'll grab a hardback copy of that same book and fall asleep turning pages in bed.

If the words are great, I want them everywhere. 
If they aren’t, it doesn’t matter how they’re presented. 

That’s why I’m still a true believer in the best of human writing. 

The 1% that soars above the rest. 

It works as audio.
It works on the page.
It works on a screen. 

Doesn’t matter if it’s genre fiction or a LinkedIn post.

Words win. 
And that’s still a smart bet.

“I apologize for such a long letter…” 





Mark Twain once said. “I didn't have time to write a short one."

A reminder for anyone who creates.

Great writing isn’t more, more, more.
It’s meaning.

And meaning takes time.

Claude called me out on my sh*t yesterday, and I needed it. 

Lately, I've been ending every month by throwing my LinkedIn posts into a painstakingly-built Damn Smart Marketing strategist and asking questions.

Did my posts speak to buyers (or other content people)? 
Did my proof points earn the claims I was making?

Yesterday, I ran my February analysis and… uh oh. 

Exact words: "You're making the argument. You're not proving it. Your best content is sitting in your client work and you're leaving it on the table."

Truth is, my instinct has always been to let the work speak for itself. 

Talk less. Deliver more. Trust that the results will find their way into the right conversations.

In February, this instinct to avoid the “brag” took over without me realizing it. And it hurt my content. 

Because Donna and I have been in the trenches for years. 

We have metrics that prove our strategies work. 
Testimonials that prove our approach delivers.

And I wasn’t talking about it enough. 

So when I made an argument on LinkedIn, it didn’t have the lived-in umph that comes when you’re backed by years of experience. 

My posts risked sounding more like a talking head or an AI-first think piece. Not someone who’s been there, done that. 

No thanks. 

My gameplan moving into March: 

1 - Keep running monthly analysis. With an LLM that’s willing to push back, like Claude, you can spot LinkedIn gaps in seconds. 

2 - Lead with proof. In B2B, it’s the difference between sounding theoretical and sounding earned. 

3 - Learn, adapt, keep going. February's analysis stung. March's content will be better for it.

Now I’m off to dig up data for my next post. ✌️

Two ways people use AI to brainstorm (one makes your content better): 

1. Idea vending machine
You train an LLM on your target audience, then ask for ideas. You pick your favorite and start writing. 

2. Thinking out loud (w/ AI)
You train an LLM on your target audience, then ask for questions instead of ideas. You answer them and your angle shows up in the process. 

——

When I first started using ChatGPT, I leaned hard into option 1. 

Give me the ideas. Let’s ship.
Now now now.

Then I noticed a pattern:
- The ideas started to feel homogenous, samey
- Everyone was circling the same takes
- Writing from scratch felt… harder

The efficiency trap got me. 

AI became an industrial magnet, pulling my thinking toward the middle. And because I wasn't doing the heavy lifting, the idea side of my brain started to atrophy. 

Even when the words were mine, the thinking wasn’t.
And that hurt my content. 

So I switched to option 2. 

I stopped asking AI to think for me and started using it to think with me.

No staring at a blank page.
No outsourcing the hard part.
Just smart prompts and honest answers.

My ideas got sharper, and my brain started firing again. 

Now, I take it one step further. 

I run option 2 first, a Stephen-led brainstorm.
Then, once I’m locked in, I run option 1 and compare.

Did I drift toward the center?
What’s already been said to death?

I know I’m onto something when the contrast is sharp.

This is the best way I know to unearth ideas, outwrite anyone leaning too hard on AI, and avoid the dreaded sea of sameness. 




Content leadership starts with original thinking. 
AI should support it, not replace it.

*Sigh* No, TechCrunch, if you care that I hate pop-ups, don't hold my browser hostage and demand I sign up for your TWICE-DAILY email series to get rid of them. 

Want to call out the fact that pop-ups suck? 
Be honest. Make it witty. “Hey, our CMO made us do this.” 

But don't weaponize empathy. 

Don't pretend we're on the same team when you're the one causing the problem AND you're the only one who benefits. 

Yes, I hate pop-ups. 
But I hate this message more. 

🙅

AI broke content, right? Everyone sounds the same, right?

I'm joining Dorien today to talk about the path less traveled. How the smartest marketers x founders I know are using their empathy instincts and human voice to write things their audience actually wants to read. 

(Oh, and how they're using AI as an amplifier, not a replacement)

See you there!

Look who's talking with me this week? 
Stephen Mostrom, the damn smart marketer!

If you are struggling to stand out when using AI, this one's for you, and you and you and you.  

Live at 7 PM ET on 2/24, and of course, the replay will be available too if you can't make it live.

How to Outwrite AI: Ways to Keep Your Human Voice and Stand Out

Threads just handed users a temporary algo override. If LinkedIn gave me the same control, I’d filter out AI-first, generic content in a heartbeat.

And I know a lot of other folks who would do the same.

It's not realistic to hit "unfollow" over and over when your feed is 90% sameness. Who's got time for that?

So we either
1 - Hack through the weeds to find what matters
2 - Or spend less time on the platform

But if filtering became as easy as a natural language prompt...

That's new math. 

Sure, right now, Threads is front-loading examples like "more NBA" or "less politics." 

I’m more interested in what happens when users start prompting
“Less generic.”
“More original thinking.”
“Fewer AI-sounding posts.”

Give people a filter, and they’ll use it.

I have a feeling generic content will be the first to go.

taplio

The Battle

Sam Szuchan

Stephen Mostrom

Followers

Posts

Engagements

Likes

Performance ScoreStephen Mostrom's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Sam Szuchan

Stephen Mostrom

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);}Stephen Mostrom's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreStephen Mostrom's LinkedIn Performance