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We all know this section is overrated. 

If you want to find out more, let’s chat and meet.

It will be the most accurate version of both of us. 


Sandra Macele

Knowledge is information. You can copy it, screenshot it, repeat it, even turn it into a carousel. Anyone can say the same facts you say five minutes later.

If you have AI - you have knowledge.

On the other hand ... your judgement. 

Judgment is what you do when:
↳ the facts are messy, 
↳ the options all have tradeoffs, 
↳ and the consequences are real.

But this is why people follow other people. 

Folks are not looking for more information, but for a decision-making compass. 

An identity, if you wish. 
A tribe of similars.

BUT ...
... judgment requires a spine.

It means it costs you something.

To have judgment, you have to be willing to:
↳ disappoint people,
↳ to choose one path,
↳ make enemies,
↳ to say “no” to the easy answer,
↳ and to hold a standard even when it would be profitable to soften it.

Knowledge can be shared without courage.

Judgment can’t, because judgment is where your values show up when you are under pressure.


↳ 
If you like what I create up here, 
I’d appreciate one quick thing:

✦ Save > or
✦ Share > or
✦ Comment.

So LinkedIn shows it to more people. 
Then ↳ 🔔 so the new algo doesn’t bury me.

For the people who think dangerously well I Scaling Intellectual Authority I Thought Leadership I ex CMO & Creative Director 🌃 Storyteller, raised on cyberpunk fiction 🇪🇺

A liar is easy to spot. At some point, the story breaks, and you go: that doesn't add up.

Done.

But there's a different type of folks, and these ones are harder to catch.

Because they don't lie.

They say something that is PARTLY TRUE, and you kind of see yourself in that story. Maybe last Tuesday, scrolling at 11 pm, wondering why your business isn't working.

And this person shows up in your feed and says the exact stuff your brain was already half-baking.

And they say it with such certainty that it feels … like someone just handed you the answer.

And that's the trick.

I rarely see creators who are fully transparent with what can be done.

Just pump the dream, sell the stuff, brag with numbers, repeat. 

And when someone speaks to you with total certainty, you relax.

You start handing your judgment over to someone whose entire business model depends on you never developing your own.

And that's how you end up with a feed full of nice, confident little butternuggets that make you dumber.

Post by post.

I have some rules for myself.

In public:
↳ Be honest. 
The right people will see it, appreciate it ... and you have better chances for a good relationship.

In private:
↳ Always tell people what I can't do for them.

I literally tell them:
→ I am not useful here: x x x x
→ This is what I don't know x x x x
→ This is what I can't achieve x x x x
→ Here's where my thing ends and your thing begins.

And the other thing I do, which most people will never do:
↳ I tell my students to push back on my stuff.

Because I'm not going to be one more person on this green ball who trains you to shut up and nod.

Writing this, I don't have in mind any creator particularly - general observation and experience. 👀  Looking at you guys, promising transformations you can't deliver with certainty. 

Just be honest. 

It is a better "branding strategy".



↳
If you like what I create up here,
I’d appreciate one quick thing:
✦ Save > or
✦ Share > or
✦ Comment.
↳ 🔔

A lot of creators apologize constantly:
↳ Landing page not working — sorry.
↳ Double post scheduled — sorry.
↳ I was gone for 1 week — sorry.
↳ Failed launch — sorry sorry sorry.

My personal list of these has 99 bullet points at the moment.

A whole clusterfunk.

Somebody texts me:
↳ "Landing page not working" 
— (seen)

↳ "You did not answer me." 
— (seen)

↳ "You sound a bit rough." 
— (seen)

I refuse to apologise for any of it.

Actually, I am NOT sorry.

Us women like to do this particularly.

We overexplain, because our social contract requires us to do the extra emotional labour, so others can feel comfortable.

(Gotta keep the smiling up, ladies!)

😅 

But this isn't only a gender thing ...
It's a MOTIVATION thing.

People with autonomous motivation are simply more resistant to social pressure and external inputs.

Actually, one of the strongest predictors of original, sustained creative work (thought leadership) is intrinsic motivation.

Based on studies, there are 6 levels of motivation:

1. Dead battery (Amotivation)
↳ "I don't even know why I'm doing this anymore."

2. The algorithm leash (External Regulation)
↳ "If I don't post, I lose reach."
↳ You create because something outside you demands it.

3. The shame engine (Introjected Regulation)
↳ "If I mess up, people will judge me."
↳ You create to protect your ego & to prove you're good enough.

4. The strategic grind (Identified Regulation)
↳ "I don't love this today, but I know it matters."
↳ You genuinely believe the work serves a bigger goal. But you don't always enjoy it.

5. The work IS the identity (Integrated Regulation)
↳ The work is fully aligned with who you are. There's still an outcome (an audience, a business, a body of work), but it doesn't feel external anymore because the values behind it are completely yours. Failure stings less because your self-worth isn't riding on the result.

6. Pure play (Intrinsic Motivation)
↳ You create because the act of creating is the reward. You'd write at 2am with no publish button. This is the painter who paints alone and the writer who fills piles of notebooks.

We can carry more than one at a time. 
The question is which one's dominant.

When 2 and 3 run the show (algorithm anxiety and shame spirals) that's where the apology reflex lives. 

At 5 and 6, the pressure doesn't disappear. You just stop running your decisions through it.

My dominant motivation swings between 5 and 6.

I create because this is mine and I enjoy it.

Motivation at 5 and 6 makes you un-outworkable.

Because you don't need to recover from bad feedback when your motivation isn't attached to the reception.

I still have 99 problems.

😆 

P.S. If your dominant motivation sits at 1–3, I would not advise you to buy anything from me. More public visibility just means more hits to your self-worth. I talk about these things in my newsletter. Comment section.

You know what's funny about LinkedIn? You post something. You spend an hour on it. Maybe two. You hit publish ... and then you sit there waiting like it's a …(censorship).

And then the algorithm goes … nah. Not today, buttercup.

And you think it's about you. 
But it's not. 

It's about a platform that owns your audience, your data, and your reach — and can change all three while you're asleep.

I've been thinking about this a lot lately.

The people who subscribe to your newsletter don't accidentally scroll past you. 

They went on a page ... 
Typed their email in a box ...
And said: "You can land in my inbox, between my bank and my mother."

That's more than a follow. 
The newsletter people chose you, and they gave you their data. 

I'd argue that's more valuable than 100,000 followers who may or may not see your next post.

So if you're sitting here thinking about what platform to open next … maybe don't. Maybe look at the people who already said yes and start treating that list like what it actually is.

The most important thing you "own".

Anyway — tomorrow we're hosting Des Brown. 

He's answering questions about all of this. 
LinkedIn Live. 
Show up if you want.

Camila Gamboa Ramírez, Brian Berkenstock and 7 other connections attending

Most ideas die at checkpoint one, because social media was built to exploit brain filters. So I wanted to understand what ACTUALLY happens when a stranger sees our posts.

The brain version of the story, which is the story the social media tech is built on.

So I went into deep research.

cognitive psychology
persuasion theory
attention science

Studies from the 1920s to today.

(I was actually surprised, how much of the old stuff still applies today)

I mapped every moment between scrolling and following (I call it COMMIT in the model).

What I found: 
very precisely documented brain points (actions), and our content runs through them every single time.

Then I went one step further, and I turned each brain filter into an AI prompt you can run on your own content before you post.

That also took long. 

😅 

Hook prompts.
CTA prompts. 
Analysis prompts.

Subscribe to my newsletter: 
https://lnkd.in/eDj9GKwU

& I'll ship it your way 😉

The Attention Model

I don’t usually post during weekends - but my friend Robert van Tongeren has so much talent (he doesn’t see in himself fully yet) that I need and want to bring this forward to my feed. 

Beautiful work and you are just starting!!! Proud of you!!! 👏

Ps. He does the illustrations!

Delight clients before they’re clients | Content strategy that makes you look like a genius

I used to hate Valentines Day. Now it's a very special day to me.

I never felt we needed a special day to celebrate love (and remind single people how lonely they are). But now I have a good reason to celebrate.

Anyway, decided to write (and draw) a story about it. Read below if Valentines day put you in a romantic mood 😁

Anti Valentines Day: A Love Story

He read every post I ever wrote. Every. Single. One. 3 years of my LinkedIn - from my very first publication to yesterday. Then he said: 

"It was a mistake because I have 10,000 questions now. Enough for a full 12-episode series."

😂

So we're doing it.
But in one LinkedIn LIVE event!

Jean-Philippe Derout — Fractional COO who builds systems for businesses — is putting me on the hot seat. 

I have no idea what he will be asking me ... there are no scripts and no manufactured answers.

Raw and uncomfortable - exactly how this entire online thing is.

What happens when an operations expert reverse-engineers your entire content journey?

😅 

Well, I guess we are about to find out.

If you're posting, growing, and still can't figure out how to monetize — this is the event.

📅 TODAY | 🕕 6:30 PM Central European Time

See you!

A COO asking me the difficult questions about my business

The more you try to be liked, the less you can be believed.

Yesterday I rambled for one hour about my fails up here. Jean-Philippe Derout made a free workshop for anyone struggling to tackle the business side of offer creation. 

I highly recommend J.P. - he goes against the deceptive marketing and business practices we often see up here and he genuinely cares about people.

Which you want. People willing to go an extra mile for you. 

It’s a free workshop.

Note - workshop. You will actively work during the hour. 

Good luck!

Make it run. | Business Operations for founders outgrowing their structure I Sans panique | Fractional COO & Growth Architect | Advisory Board member @La Bananerie

Sandra Macele built 10K followers before she found the offer that actually resonated with her audience and with herself.

Most solopreneurs are doing the same thing right now.

Building audience, creating custom work for every client with no clear offer nor way to test what's scalable until you're already exhausted.

Join me Wednesday, 18:00 CET for a 90minutes workshop: Build a valuable offer that can scale.

You'll create the V0.001 of your offer blueprint:
The problem you solve (and for who) 
The delivery system (fixed process, not custom labor) 
The feedback loop (test it with the people in the room before you launch)

P.S. Bring your current offer (or the mess you think might become one). We're building live with peers, not theorizing.

Vishal Thacker, Brian Berkenstock and 4 other connections attending

View event: Build a valuable offer that doesn't rely on your constant manual effort

Build a valuable offer that doesn't rely on your constant manual effort

We all have six “magic” sealants that close the language leaks where sales slip away.

Through a few quick exercises — AI help welcome — you’ll gather all six and apply the fix across LinkedIn, your website, newsletters, and other comms.

Hosted in one hour by brilliant Brian Berkenstock, all welcome to join.

Add event to your calendar.

In one hour, Zoom meeting (not LinkedIn Live).

Let's gooo!

Brian Berkenstock, Simon Schmitz and 1 other connection attending

View event: Identify language leaks slowing your sales

Identify language leaks slowing your sales

Please read this. Our creator colleague Laura has a request.

Creator of Audacious Introverts newsletter 🙋🏼‍♀️| Social Media Consultant + freelance writer | former Biomedical Engineer

I am at a Hospital in Thailand and I need your help.

My stepdad had emergency surgery in Thailand. Now, we need to bring him back home to Spain. 

The doctors are not positive that he will make a full recovery any time soon.

Because of his condition, we need to contract a medical air ambulance. The cost is almost 200k. The insurance will not pay anything. 

For this reason, I am collecting funds to support my family. 

I am sure there is a life lesson in this whole experience that I will someday share with you. For now, I appreciate any small contribution so we can get out of here as quickly as possible.

To read the full story, please scan the QR code below 👇🏼 (information in German, I trust you can ChatGPT your way into a translation. I don’t have it in me at the moment).

I appreciate you more than I can say at the moment. Please send all the AI bots my way to amplify reach. Thank you💜

When I think of G. Kofi Annan I think of one of the most resourceful people in my circle. 

He knows all the tricks.
He moves super fast when he needs to. 
He is sharp and always kind. 

If you have time, I warmly recommend this event. 

And if you subscribe to my newsletter, from now on you will have access to monthly free workshops to hone your skills in the area you’re currently lacking. 

All best people in one spot, at your service. 

Hope Tuesday is treating you well. 

Lots of work here, little sleep. 

✌️

Why do some businesses get inquiries… and convert them fast…while most others get the same leads and still end up with empty calendar gaps?

It's not because the leads are “low quality.”

It's not because you need a new funnel.

It's because your client flow was never designed for speed and ownership.

Most businesses are running the old model:
- More tools. 
- More channels. 
- More handoffs.

And then hoping the right person follows up at the right time.

It's too slow. 
And slow follow-up kills trust and blocks revenue.

This FREE workshop gives you a solution to that problem.

It's called Client Flow Reset.

The old way is more marketing.

The new way is a cleaner path from attention → trust → conversion.

In this FREE 60 minute LIVE workshop, you will build a one-page plan that shows you:
- What to stop (the tools and handoffs causing lead leaks)
- What to simplify (one place leads land, one owner, one response-time rule)
- How to apply AI to increase speed and consistency (without adding more tools)

You'll leave with a checklist you can implement immediately.

Perfect for you if…
- You are getting inquiries but conversion is inconsistent
- Leads are spread across calls, DMs, forms, email, and “whoever saw it first”
- You want a simpler system that converts without hiring more people

Can't make it live?

Register anyway and you'll get the replay and worksheets.

To secure your spot, click the event page below. 👇

Brian Berkenstock, Sandra Macele and 1 other connection attending

View event: Cut Marketing Chaos + Get More Clients with AI - FREE Workshop

Cut Marketing Chaos + Get More Clients with AI - FREE Workshop

Sharing short-form video tips that stop the scroll → and lessons from my personal branding journey 🔴⚫ | Sr. Associate Director Content and Communications, IE Business School

Hello there, thanks for stopping by! 👋 

I’m Dylan D’Lima, Senior Associate Director of Content and Communications at IE Business School, the world’s leading international business school. By nature, I’m a storyteller; by heart, I’m a sports fanatic.

My journey? A unique blend of kinesiology, creativity, and strategy.

[From Fixing Bodies to Framing Stories]
I started with a Bachelor’s in Kinesiology from York University, but my Canon DSLR had other plans. While learning how to heal bodies, I taught myself to capture moments, directing and editing a series of commercials that became the university’s most-watched videos in 2017. That’s when I realized my future wasn’t in rehab; it was in storytelling through content.

[From -30°C Canada to +30°C Spain]
In 2017, I traded Toronto’s snowstorms for Madrid’s sunshine. I pursued a Master’s in Visual and Digital Media at IE Business School, graduating in 2018 and earning 3rd place in the video category, for the IE Prizes for Humanities (though I’m still convinced I deserved 1st).

[What I Do Now]
Today, I lead content strategy, creation, and communications at IE Business School, blending creativity with digital innovation to elevate the school’s global brand. I also serve as a trusted advisor to our senior executives, guiding them on strategic messaging, presentation design, and high-stakes communications to amplify their influence and align with organizational goals.

Think of me as the Vini Jr. / Toni Kroos of content—flair meets precision.

When I’m not crafting content, you’ll find me at the gym, traveling, or creating content on my socials (IG/TikTok: @shotsbydyl). I love experimenting with new styles...tips, vlogs, and everything in between.

[ Let’s Connect! ]
If you’re passionate about creative storytelling, short-form content, or settling the CR7 vs. Messi debate (spoiler: CR7 every day), my DMs are open.

Looking forward to connecting!

-----

NOTE: any opinions stated here are mine, not from my employers.

taplio

The Battle

Sandra Macele

Dylan D'Lima

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The Battle

Sandra Macele

Dylan D'Lima

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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);}Sandra Macele's LinkedIn Performance

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