LinkedIn ghost-writing and strategy for CEOs // EO Member

Sales doesn’t fail from lack of ideas. 

It fails when teams default to cold outreach instead of building a system.

Every business owner starts as salesperson, marketer, storyteller, and tribal leader - all in one.

That works well but founder fuel burns fast... 🔥

At first, your energy sells the vision. You’re close to every customer. And you are the leader of your tribe. 

But usually, around the 5–20 employee mark, cracks begin to show. You want to move from working 'in' your business to working 'on' your business - so you hire someone to take over marketing.

Your first junior marketer arrives and…
- Launches a cold outreach campaign.
- Subscribes to HubSpot for $800/month.
- Tries a podcast.

Then, the cold outreach gets paused after no one replies. The HubSpot account sits dormant because you're too busy to hand over your contacts. And the podcast dies after seven episodes because it didn't bring ales. 

And you think: Marketing doesn’t work for us. Do I have to keep doing this myself? 🤨

Good news: You don't. 

Over the past 25 years, I’ve built five businesses, sold three, and advised on 75+ marketing projects.

Because of what I’ve seen, I believe marketing simply fails because nobody makes these 3 calls:
- Choosing one strategy every team member can explain and believe in.
- Sticking with that one strategy long enough to make it work.
- Holding everyone (including you, the founder) accountable with KPIs.

Making those 3 calls is what I call the CMO Gap.

→ Founders want to step out of marketing and need a CMO who makes decisions. But they can only afford a junior marketer who can’t do that.

Our program, CONTENT TURBO, closes that gap: In six months, we implement a repeatable and customised marketing system your team can run on their own, no agencies, no tool bloat, no false starts. 

Just a system that delivers at a fraction of a CMO's cost. 

It's the CMO I wanted in my five businesses but could't afford.


👉 If you’re ready to outgrow the marketing chaos, let’s connect.

✉️ Email me: chappuzeau@storylux.com
💬 WhatsApp me: +44 7375 428 095

Simon Chappuzeau

Founder - My passion is to help explain science in 2-minute videos

Biotech is hard. What you're doing is brilliant, but most people (even smart ones) don't follow. They nod, but they don't get it. That includes the investors you're trying to win over.

You're not alone. I've seen it over and over.

Results that matter (but can't be measured in percentages):

✓ 400+ biotech companies trusted us with their story
• From pre-seed startups to IPO-ready companies
• Series A to Series D fundraising rounds supported
• First-in-class therapies to platform technologies explained

✓ The moments that count:
• CEOs who finally saw investors lean in instead of zone out
• Scientists whose families finally understood their life's work
• Founders who stopped losing audiences at "mechanism of action"
• Board meetings where complex data became clear decisions

✓ Industries we've decoded:
• Gene therapy • Cell therapy • Antibodies • Small molecules
• AI drug discovery • Diagnostics • Medical devices
• From oncology to rare diseases to longevity

✓ What clients actually say:
• "The meeting completely changed after we showed your video"
• "Our investors finally got it"
• "My grandmother now understands what I do"
• "We use it in every presentation now"

✓ The invisible impact:
• Shorter pitch meetings (because understanding happens faster)
• More engaged conversations (because confusion disappears)
• Better team alignment (because everyone sees the same vision)
• Confident storytelling (because complexity becomes clarity)

We specialize in one thing: turning your complex biotech story into a 60-120 second video that sparks excitement and understanding.

If you're ready to finally get your message across - not just to scientists, but to everyone who matters - let's talk.

Don't wait until the next investor call where you hope they get it.
Make them get it. From the first second.

Contact me for a free consultation or just ask for example videos.

⬇️

𝗗𝗠 𝗺𝗲 '𝗩𝗶𝗱𝗲𝗼' and I will check how easy-to-understand your science information is
Or book a consulting call : https://calendly.com/life-science-animation/simplescience📅
email me: frank@life-science-animation.com

Frank Metzel

"Papa, I want to die."

My son says this every day.

This breaks us.

In September 2025, our son Timo's health changed overnight. Eye pain, throat pain, muscle weakness, strange allergic reactions, and skin deterioration. All accompanied by severe depression and cognitive decline.

Now he can't even walk up stairs. Can hardly speak. Can't do maths or write. Sometimes doesn't understand what we say. He repeats "I am so unwell, please help me" many times a day.

Hundreds of specialist visits. Countless tests.

And finally: a diagnosis that gives us options for additional therapies.

A world-leading dermatologist in Italy connected the dots. Atopic dermatitis can trigger systemic symptoms. The research on skin-brain connections is still emerging. But it exists.

He recommended a drug: dupilumab.

He also examined our daughter. Same diagnosis. Her neuropsychiatric symptoms over the last 3 years likely triggered by skin flares. She needs dupilumab too - topical treatment isn't enough for systemic reactions.

"Dupilumab has changed the lives of many children," the professor said.

I thought: finally. Something that might work.

But no doctor in Poland will prescribe it - even if we pay out of pocket.

The drug is approved only for severe dermatitis with severe itching. Our kids don't have that. They have systemic reactions. Different problem, same drug needed.

I can't buy it myself as I need a prescription.
I can't even sign a waiver, taking full responsibility.
Regeneron and Sanofi have compassionate use programs - but you need a doctor to apply. I don't have one willing to try.

I fear for my kids.

And I don't get this:

As parents, we're allowed to feed our children food that destroys their health.
We can drink during pregnancy.
We can let them bike without helmets.

But we can't access a drug that isn't even life-threatening?
A drug that might help based on the latest research (see below)?

So I'm asking publicly:

If you're a (Polish) dermatologist, immunologist, or anyone licensed to prescribe dupilumab - please reach out.

This isn't just about my family.

It's about every patient who could benefit from a drug that exists but can't get it.

Regeneron, Sanofi - can you help families like mine that have run out of options?

I have nothing left to lose.
Neither do many other parents.

My kids can't get worse.

Help me change that.

P.S. Please share this post, make a comment, and/or leave a like. The higher my chances that someone willing to take action sees it. Thank you.

Frank Metzel 🧬🎥

Even your grandmother will say, ‘Ah - now I get your science.’ - I create 2-minute biotech animations that help investors understand and say yes.

Polish doctors said: severe depression.
Italian doctor said: look at his skin.

My son Timo has PANS PANDAS.
But in August, something changed. He developed a depression that couldn't be explained, together with skin issues and constant throat and eye pain.

We went through hospitals and doctor visits in Poland.
Again and again, the diagnosis was the same: severe depression.
We didn't believe it. Something didn't fit.

At the same time, we had already planned a trip to Italy to continue treating our kids' PANS/PANDAS.
So we came to Florence and met with Dr. Pallanti, a psychiatrist who has been helping our children.

When we showed him photos of Timo's skin, he sent us straight to a colleague.
A dermatologist known for treating severe inflammatory skin diseases.
By pure coincidence, his office was right across the street.

We saw him last week.
He ran a few simple tests no one had done before.
His diagnosis came fast: atopic dermatitis (AD).

A severe inflammatory condition that can also affect the nervous system.

(Timo's cognitive functions are so impaired that he doesn't even remember his daily three-minute way to the clinic and doesn't understand simple things, though he used to be the best in class in maths)

Finally, a diagnosis that made sense. And a treatment plan.

And there is real hope.

A drug called dupilumab.
Approved for children only a few years ago.
The dermatologist told us it has changed the lives of many kids.

We hope to start treatment soon.

Unfortunately, it's not approved for these kinds of symptoms in Poland yet.
And it's expensive.
But we will solve that part too.

Everyone knows this, but it's worth repeating: always get more than one opinion. You know your kid best. Trust your gut when a diagnosis doesn't feel right. Keep digging.

And keep your fingers crossed for Timo.

📢📢📢📢 P.S.
Scientists and clinicians: the image (in thecomments) shows our current working hypothesis. It is a simplified model and very much work in progress. It is not scientifically proven. If you have thoughts, critiques, or see gaps in our reasoning, I would truly appreciate your perspective. Does this framework make sense to you?

Even your grandmother will say, ‘Ah - now I get your science.’ - I translate complex biotech science into clear animations for investor audiences.

Albert Eistein said to me:
"If you can't explain it simply, you don't understand it well enough."

I met him here in Florence last week. (Thanks, AI.)

He sat across from me at a table.
Looked at me with those famous eyes.
And dropped that line.

I said:

"You're right, Albert. That's exactly why we make science animations that children and grandmas can understand."

Then I showed him one on my tablet.

He nodded.

I think he liked it.

(He didn't say much after that. But he also didn't leave.)

The quote is over 100 years old.
But it's still the best brief for every animation we make.

If a 7-year-old can't follow it, we rewrite it.
If grandma says "huh?" - back to the storyboard.

Simplicity isn't dumbing down.
It's proof you actually get it.

What's one topic you wish someone would finally explain clearly???

(Thanks to Tianyu Xu for consulting on this video)

Stop telling me AI is bad. Show me how you make it better.
(If you're looking for work as a life science service provider)

𝗜 𝘀𝗲𝗲 𝘁𝗵𝗶𝘀 𝗮𝗹𝗺𝗼𝘀𝘁 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆:

Medical writers say AI gets the science wrong.
Illustrators say AI misses the details.
Voice-over artists say AI sounds flat.

𝗔𝗻𝗱 𝘁𝗵𝗲𝗻 𝘁𝗵𝗲 𝗰𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻: 𝗗𝗼𝗻'𝘁 𝘂𝘀𝗲 𝗔𝗜. 𝗨𝘀𝗲 𝗺𝗲 𝗶𝗻𝘀𝘁𝗲𝗮𝗱.

I understand the instinct. But here's what they're missing.

Nobody is arguing AI is perfect.
Of course it makes mistakes.
Of course it needs correction.

But:

AI writes a first draft in minutes.
AI creates a starting point for illustrations.
AI gives you a voice-over to iterate on.

And then? You fix it. With your expertise.

At Life Science Animation, we use AI every day. For hours.

→ Sparring partner for LinkedIn posts
→ Drafting emails
→ Creating script frameworks we then refine
→ Summarizing calls and decks
→ Generating drafts for storyboard ideas

I estimate I save about 50% of my time since I started using AI.

𝗔𝗜 𝗺𝗮𝗸𝗲𝘀 𝘂𝘀 𝗳𝗮𝘀𝘁𝗲𝗿. 𝗢𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲 𝗺𝗮𝗸𝗲𝘀 𝗶𝘁 𝗮𝗰𝗰𝘂𝗿𝗮𝘁𝗲.

These are the qualities I now look for in people I work with. 

→ Show me you know how to work with AI
→ Don't tell me you hate it
→ Prove you can catch what AI gets wrong

That's how you stand out from the crowd that is still complaining.

So if you're looking for work:
Stop posting against AI.
Show me how you use it - and how your expertise makes it better.

Before your next investor pitch, try what Biotech CEO Arthur Krieg did with us:
𝗦𝗸𝗲𝘁𝗰𝗵 𝘆𝗼𝘂𝗿 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝘀𝗺 𝗼𝗳 𝗮𝗰𝘁𝗶𝗼𝗻.

"𝘛𝘩𝘦 𝘱𝘳𝘰𝘤𝘦𝘴𝘴 𝘩𝘦𝘭𝘱𝘦𝘥 𝘮𝘦 𝘵𝘩𝘪𝘯𝘬 𝘮𝘰𝘳𝘦 𝘤𝘭𝘦𝘢𝘳𝘭𝘺 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 𝘬𝘦𝘺 𝘱𝘰𝘪𝘯𝘵𝘴 𝘸𝘦 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘨𝘦𝘵 𝘢𝘤𝘳𝘰𝘴𝘴."

That's what Arthur Krieg wrote after we created illustrations for Zola Therapeutics. He sold Checkmate Pharma for $250M. He knows how to explain science to investors.

But he didn't mainly praise our visuals.
He praised the thinking that happened before.

Here's what we do:

First, we ask questions:
 • Why should an investor care about this step?
 • Can we cut this part?
 • What happens if we skip this?

Then we sketch. Simple style. Boxes and arrows. Nothing fancy.

Then we refine based on questionsand feedback.

Our questions forced Art to decide what actually matters.

𝗬𝗼𝘂 𝗰𝗮𝗻 𝗱𝗼 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲:

→ Ask yourself: what does an investor really need to understand?
→ Sketch a healthy patient or cell
→ Show what goes wrong, what causes the disease
→ Introduce your compound
→ Show what it inhibits, blocks, or restores
→ End with the outcome
→ Explain it to someone. See where they get confused. Refine.

𝗦𝘁𝗶𝗰𝗸 𝗳𝗶𝗴𝘂𝗿𝗲𝘀 𝗮𝗿𝗲 𝗳𝗶𝗻𝗲 𝘁𝗼 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵.

Why does this help?

It forces you to think in sequence.
 • You notice where you're skipping steps.
 • Where the story gets fuzzy.
 • Where an investor would get lost.

𝗬𝗼𝘂 𝗰𝗮𝗻'𝘁 𝗵𝗶𝗱𝗲 𝗯𝗲𝗵𝗶𝗻𝗱 𝗷𝗮𝗿𝗴𝗼𝗻 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂'𝗿𝗲 𝗱𝗿𝗮𝘄𝗶𝗻𝗴.

If you can't sketch it simply, you probably can't explain it simply either.

Try it this week.

↪️Bonus challenge: sketch your MoA on paper today. If you're brave, post it in the comments. Stick figures welcome.💪

(Illustration by Life Science Animation)

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Simon Chappuzeau

Frank Metzel

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The Battle

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Frank Metzel

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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);}Frank Metzel's LinkedIn Performance

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