Stevan Koncar

Turning your LinkedIn into a 6-figure Revenue Channel.

Imagine waking up to a simple business that works around you & consistently hits $10,000/month.

No more feast & famine cycles:

You do what you love. 

You make a difference in people's lives. 

You have time & energy to live your own life.

You can scale to $500k/year without overworking yourself.

You don't worry about the cash flow, as you have recurring revenue.

You don't sell dog shit. You show people what you do and invite them to do the same.

You don't chase Clients. You waste zero minutes talking to people who are not ready to buy. 

Btw, this isn't some unattainable dream reserved for the ones who found a magic pill.

In fact, you don't need a magic pill at all —

Chances are, you've already got what it takes:

You know how to get results for Clients, but lack a system to deliver results at scale.

A system that doesn't require 100k+ followers, 60+ hours a week, and posting guru fluff on Social Media.

That's where The Authority Solopreneur blueprint comes in handy.

Because you create unique targeted content,
↳ You attract people who resonate with you. 

Because you solve problems for them, 
↳ They become your customers.

Because you have an outcome-based Offer that's easy to understand & even easier to buy, 
↳ You turn these customers into clients.

Because you've set your funnel right, 
↳ You create 3 revenue streams from 1 product alone.

When we put The Authority Solopreneur blueprint in place, 

We made $36,347 in 20 days — while working less.

And yes, you're right —

It's simple in theory, but a nightmare to execute all by yourself.

I know because I've made every mistake in the book, and learned how to make six figures a year the hard way.

Now I know better:

The fastest, easiest & least stressful way to scale your business is to find someone who's done it, steal their blueprint and implement it for yourself.

That's how our Club members accomplished in days what they couldn't in months before they joined.

Like S.S., who added $16,103 MRR to their bottom line in 5 weeks.

Or S.G., who doubled their revenue in 2.5 months and bought their dream home.

If you want to learn how they did it, you can join our free newsletter:

↳ Sign up here: https://authoritymarketing.kit.com/sign-up

If you want to explore joining The Authority Club & do it yourself:

↳ DM me "CLUB" and I'll send you the details.

If you want my 1:1 help to solve your biggest bottleneck fast:

↳  DM me "1:1" and I'll send you the details.

Co-Founder

You can go from "I have no idea what I'm doing" to "LinkedIn is my 6-figure revenue channel" IN 6 MONTHS ALONE.

When Dina approached me in mid-2020, she was starting to get traction as a Copywriter on LinkedIn.

She was getting clients but still struggled with:

∙ Attracting MORE IDEAL CLIENTS, and fewer window shoppers.
∙ Creating QUALITY CONTENT without spending hours on it.
∙ Charging WHAT SHE DESERVED.

I saw an opportunity, so I started working with Dina.

We were classic freelancers. No company brand. No website. No email list. Nothing.

But even without all that, in less than 6 months, we were getting 5 QUALIFIED LEADS A DAY.

All that with ZERO LinkedIn Ads, Pods, Outbound Messages, Automation Tools, or sleazy trick-the-algorithm tactics.

Soon after that, we raised our prices, started being more selective with Clients, and wrote 2 ebooks that made us $60,000+ in revenue.

But most important of all, we created something way bigger —

The LinkedIn Authority Blueprint.

A replicable, PROVEN PROCESS to build Authority & attract high-ticket Clients on LinkedIn for Coaches, Consultants, and service-based business Founders. 

Using the LinkedIn Authority Blueprint, our Clients got involved in 9-figure deals, crossed $10,000 in 6 weeks, and made $3,000 in their first week on LinkedIn.

If you want similar results, here's how we can help you:

✔️ 1:1 COACHING. 

Let's help you implement the exact strategy that made LinkedIn the most profitable channel for both our clients & us.

✔️ LINKEDIN PROFILE. 

→ Get your Profile Review with tips on how to improve it, or 
→ Let us turn your Profile into a 24/7 Sales Rep.

✔️ LINKEDIN CONTENT. 

→ Get your Content Review with tips on how to improve it, or 
→ Hire us to teach your team to build Authority & score high-ticket Clients through LinkedIn.

If you're serious about turning your LinkedIn into a 6-figure revenue channel, shoot me a DM now.

A client asked last week: “How do I sell higher-ticket deals?”

One thing was missing:

His experience was real.
His delivery was great.
His results were solid.

But the way he described his offer?

It positioned him as a low-ticket freelancer instead of a high-ticket consultant.

And here’s the part most solopreneurs never see:

Your offer speaks before you do.

It decides whether people put you in the

👎 $500 freelancer bucket, 

or the

👍 $5,000–$15,000 consultant bucket.

Most solopreneurs never notice this shift,

But people who buy consulting and services notice it instantly.

Because buyers aren’t listening to your knowledge.

They’re listening for structure.
They’re listening for outcomes.
They’re listening for confidence.

A freelancer will often say:

“I can help you with X, Y, and Z. Let me know what you need and I’ll deliver.”

A consultant says:

“Here’s the exact transformation you’ll get.

Here’s the process.
Here’s why it works.
Here’s the timeline.
Here’s the investment.”

Same person.
Same skills.

Different positioning.
Different price.
Different respect.

This is why offers matter more than most solopreneurs think.

When we installed a proper offer for one client, their $1,300/month service became a $10,000/month consulting engagement.

Another went from $500 audits to $6,000 strategic engagements.

Another from $2,500/month to $8,000 upfront.

None of them skyrocketed their delivery overnight.

They simply started speaking the language of a high-ticket expert instead of a low-ticket freelancer.

A friendly reminder:

If your work is excellent but your offer is unclear,

You’ll keep getting low-ticket buyers.

If your work is excellent and your offer is structured,

You’ll attract people who want to pay for outcomes, not hours.

You can love it or hate it, but that's how it works.

---

👋 Hi, I'm Stevan, and I work with solo coaches & consultants to help them grow a simple $10k/month business built around them. I do it 1:1 & in our private community — The Authority Club. DM me to learn more.

Helping Coaches & Consultants grow a simple $10k/month business built around them. → $7.5M+ in Client Sales. → Learn how: authoritymarketing.kit.com/sign-up

The most underrated skill for solopreneurs isn’t “being good at what you do.”

It’s something else:

Knowing what to prioritize and what to ruthlessly ditch.

Because when you run a solo business, you’re not just:

- Chief Marketing Officer
- Chief Sales Officer
- Chief Delivery Officer
- Chief Scaling Officer
- Chief Finance Officer

You’re all of them. Every day.

And if you don’t know what actually moves the needle, you’ll drown in “important” things that change nothing.

Here’s what I see with most solopreneurs:

They’re not lazy.
They’re not clueless.
They’re not unqualified.

They’re simply overwhelmed by options.

One part of you says:
“I should post every day on LinkedIn.”

Another says:
“I should finally launch that newsletter.”

Then you remember:
“You still don’t have a proper website… and your offer needs work… and you haven’t spoken to a lead all week… and you ‘really should’ fix your branding.”

So you try to do a bit of everything.

A bit of posting.
A bit of tweaking the website.
A bit of reworking your offer.
A bit of planning a funnel.
A bit of random “learning.”

You go to bed exhausted,
But nothing big actually moved.

That’s not a discipline problem.
That’s a priority problem.

If everything is a priority, nothing is.

Here’s what I’ve learned the hard way:

At the beginning (and honestly, for much longer than people admit), your priorities are simple:

1. Have something worth buying.
A clear, outcome-based offer that solves a painful problem for someone specific.

2. Put it in front of the right people.
Not "the audience." Real humans who already trust you and fit your ideal client profile.

3. Deliver so well they’d feel stupid not to recommend you.
This is where you refine your process and earn the right to charge more.

If your calendar is full of things that don’t support these three, you’re not working hard — but staying busy.

Even at a later stage, you do not need:

- A perfect brand.
- A complex funnel.
- Ten different content formats.
- Three active platforms.
- Five core offers.

You need one clear offer, one way to get in front of buyers, and enough mental space to actually deliver and think.

That’s why, inside my own business and with my clients, we build a Freedom-First Business Model:

- One core offer at the center.
- A simple path to get in front of ideal buyers.
- A model where your time is protected and your income is not tied to “doing everything.”

Because once your priorities are clear, everything else gets easier:

Saying no.
Choosing what not to do.
Dropping things that don’t move the needle.
Letting go of the guilt that you’re “not doing enough.”

A friendly reminder:

You’re not stuck because you don’t work hard.

You’re stuck because you work hard on too many things that don’t matter.

---

👋 Hi, I'm Stevan, and I work with solo coaches & consultants to help them grow a simple $10k/month business built around them. I do it 1:1 & in our private community — The Authority Club. DM me to learn more.

There are two types of value you can provide in your content:

1. Hard value: how-to guides, frameworks, templates, etc.
2. Soft value: insights, personal stories, myth-busting, etc.

Hard value gets you tons of:

→ Likes, reach and engagement
→ “I’ll try your free guide and get back to you”
→ “You’re giving me so much free value. I’ll definitely buy soon”
→ “I’m going to see if this works first, and if it does, I’ll ask about the next steps”

But only a few people follow through.

The other 99.9% never buy.

Everything changes when you switch to soft-value content.

Our 1:1 clients and Club members know this well:

S.H. published his first post and got his first high-ticket lead.

J.F. got 10 leads and 4 yeses from a single post that had only 8 likes.

K.S. closed $3,000 from LinkedIn in her first week with just 300 followers.

All inbound.

A friendly reminder:

Choose your content wisely because it directly affects your revenue.

P.S. Today you can get our “Hard Value vs. Soft Value” Masterclass that made us $90K in 3 months for FREE as part of our Black Friday deal.

Find it in my featured section before we take it down at midnight.

When your messaging screams fear, your Ideal Clients don't come.

This is why many solopreneurs struggle to attract business —

They're afraid of making hard decisions so they stay vanilla.

😬 "I'll solve many problems for many different ICPs (because I'm afraid to choose one problem)."
😬 "I won't exclude this type of Client although they're shitty (because I'm afraid to lose options)."
😬 "I won't say what my service is NOT (because I'm afraid that this means fewer leads)."

Usually, the opposite happens.

When you say it out loud:

💪 "I'll state who I am for and for whom my service is."
💪 "I'll state who I am not and for whom my service is not."
💪 "I'll focus on my Ideal Clients and say no to everyone else."
💪 "I'll be straight to the point without beating around the bush."
💪 "I'll find a way to make it work even with the constraints I have."
💪 "I'll find people who'll help me solve what I struggle with and make it work."

You manage to build authority and attract your best clients.

It's the same in life and business:

The more intentional you are to achieve a certain goal,

The higher the chance to achieve it.

The truer to yourself you are,

The more attractive you'll be and the easier it will be to play the game.

That's how you build Authority online and make your best Clients come your way. 

The best part?

You've already got all the pieces of the puzzle. 

They're your Authority Assets and already in your head. 

All you need is to extract them and make them fit together.

---

You can still grab our Black Friday bundle in my featured section.

It’s called "Stand Out From Generic AI Content in 2026: The Ultimate Content Bundle" it's down from $197 to $47 until tomorrow.

"Hi Stevan. Would you remind me of the terms of your '1:1 & in our private community', please?"

A message from an inbound lead after reading this in my post:

"Hi, I'm Stevan, and I help solo coaches & consultants grow a simple $10k/month business built around them. I do it 1:1 & in our private community — The Authority Club. DM me to learn more."

I add that sentence to most of my posts these days.

But here’s the truth:

That one line doesn’t bring the leads. Everything before it does.

My lived experience.

Everything I’ve done over the last 37 years.

The mistakes, the lessons, the breakthroughs.

The conversations I have with clients every day.

The stories from my real life that people recognize themselves in.

Shared in a way that builds trust fast and is almost impossible to copy.

That’s the part that makes people DM me.

That’s the part that drives inbound.

That’s the part that works on both LinkedIn and in my newsletter.

And yes — it works even in the era of AI.

I'd even add: especially now.

Which is exactly why we created “Stand Out From Generic AI Content in 2026: The Ultimate Content Bundle.”

It’s the exact system with templates we use to turn your lived experience into content no AI can replicate.

And because it’s Black Friday, you can get it for $47.

Plus, if you grab it before Wednesday, you’ll also get a bonus $97 training video completely free.

Find it in the featured section of my LinkedIn Profile.

I just jumped off a call with a client who asked me: “How do I attract clients without sounding like a sleazy guru?”

And it’s actually simple, just not easy.

Here’s what I told him:

1. Show, don’t tell.

Don’t scream about how good you are.
Don’t tell people you’re “the best.”
Don’t call yourself an expert.

Just show your work.

Show what you notice about your audience.
Show insights from real situations.
Show client conversations that taught you something.
Show results you’ve created. Even small ones.

People trust what they see.
Not what you say about yourself.

This is why my content attracts clients, even with lower reach:

Every single thing I write comes from:

- Real client calls
- Real mistakes
- Real wins
- Real patterns I see every day.

No claims I can’t back up.
No “guru energy.”
No theatrics.

Just lived experience.

2. Sell only what you’ve done for yourself or your clients.

This wipes out the sleazy vibe instantly.

If you’ve solved the problem:

- for yourself
- for a client
- for a past employer,

Then you’re not selling hype.

My best offers came from things I actually lived through:

We built a $100k+ revenue system → we teach it.
We built offers that convert at $1k–$20k → we install them.
We built a Freedom-First Business → we help others do the same.

Nothing else.

No pretending.
No “fake it till you make it.”
No borrowing other people’s stories and calling them your own.

Just truth.

And that’s the whole point:

If your business is rooted in honesty, you’ll never sound like a guru.

A friendly reminder:

You don’t need louder marketing.

You need more realness in your marketing.

---

👋 Hi, I'm Stevan, and I work with solo coaches & consultants to help them grow a simple $10k/month business built around them. I do it 1:1 & in our private community — The Authority Club. DM me to learn more.

Roman Pikalenko 🇺🇦🦩

Turning Impact Leaders into Authority Figures Through Powerful Stories | Ghostwriting LinkedIn & Educational Email Courses ✍️📚

I help climate deep tech founders build founder visibility that compounds.

Because when investors, customers, or top talent Google your name…

You don't want them to find nothing but your Crunchbase profile. 

You want them to see credibility. Clarity. Momentum.

Most of my clients are:

- Series A founders with scientific or technical backgrounds
- Deep in climate, water, food, or materials innovation
- Short on time but serious about becoming the go-to in their category

I ghostwrite their:

- LinkedIn thought leadership (to build traffic engine)
- Educational email courses (to convert attention into demand)
- And sometimes, their articles, newsletters, or even books

💬 I’ve worked with 10+ founders across 8 countries, helped generate $300k+ in LinkedIn-attributed revenue, and ghostwritten 1,000+ posts that have reached millions — while helping my clients build audiences filled with investors, partners, and talent.

You’ll never hear me say “you need to post more.”

Because most founders aren't struggling with content ideas. 

They're struggling with ROI. They don't see how LinkedIn translates to pipeline, partnerships, or talent acquisition.

That’s what I do.

If you want to build long-term authority, not just chase likes, we should talk.

💌 DM me “Pinky” and I’ll show you how I help founders build founder gravity — without sounding like a LinkedIn bro.

(And yes, I’ll tell you why it’s Pinky.)

Or just stick around and follow — I post regularly on founder visibility, deep tech storytelling, and LinkedIn strategy for serious operators.

Growth Marketer

~ Running company social media marketing operations
~ Running paid ad campaigns on social and Google Ads
~ Inbound and content marketing

Holy sh*t, I did it.

This year, I made my first €100,000.

€118,605.20, to be exact (so far). 

And honestly? It still feels surreal.

Here's why:

—

It took way longer than the gurus promised.

Almost 3 years.

Not 6 months. Not 90 days. Not "one simple funnel that'll change your life."

I left my marketing job in 2023. The first year was a mess. The second year, I was still figuring it out. This year? This year, it finally clicked.

Most people quit before they get here because they think it should happen faster.

I almost did too.

—

I didn't sell out.

50% of my peers in the personal branding space went a different route:

→ Joined engagement pods to fake their numbers
→ Made friends with gurus who'd promote them in exchange
→ Sold generic courses to "founders and agencies"
→ Turned into coaches every year, then pivoted back when it didn't work
→ Stayed broad and generic because niches are "limiting"

I stuck with climate tech.

A niche everyone said was too narrow. Too hard to monetize. Too specific.

And it paid off.

—

It's mine.

I'm an immigrant in Finland. I started with no network. No connections. A degree that didn't automatically open doors.

I worked service jobs throughout COVID. Got rejected by every single company in Helsinki. Bartended at night while trying to break into marketing during the day.

My parents spent their entire lives grinding. Working jobs they didn't love, trading time for money, building a life so I could have more options than they did.

And now I do.

I work with climate tech founders solving the world's biggest problems, helping elevate their voice and brand presence on LinkedIn.

I choose my clients.
I choose my schedule.
I choose how I spend my time.

That freedom? That's what €100,000 actually means to me.

—

So what changes now?

Nothing.

I keep building. I keep growing.

But I do it at my own pace. In my own direction. Because I believe it's best for me and my business.

Not because some coach told me I should.

—

If you're building something on the side and it's taking longer than you thought → that's normal.

If you're betting on a niche everyone says is too narrow → stick with it.

If you're one year in and it still feels messy → keep going.

You can't lose if you don't quit.

What a helluva way to end this year, eh?

Roman Pikalenko 🇺🇦🍉

I turn $10M+ Series A climate tech founders & execs into LinkedIn thought leaders to attract capital & talent | Helped 3x LinkedIn Top Voices & 10+ climate tech founders | Obsessed with solar right now ☀️

What do you give farmers who've been exploited for generations?

Sarela Herrada's answer: Fair pay, direct market access, and the dignity they've always deserved.

This week's founder spotlight isn't the most tech-heavy I've featured.

But after reading Sarela's story, I knew she belonged here.

Sarela was born and raised in Lima, Peru on her family's organic chicken farm.

She learned early what real farming looked like. Hard work, respect for the land, connection to Pachamama (Mother Earth).

At 14, she moved to the US.

Years later, she discovered the dark side of the food industry:

→ Farmers paid pennies while middlemen pocket the profits
→ Indigenous farming practices ignored for industrial shortcuts
→ Small farmers locked out of US markets

In 2020, she co-founded SIMPLi with her husband, Matthew Cohen, to change that.

The traction came fast:

→ First Regenerative Organic Certified ingredients from Peru to the US
→ Now the #1 bean brand at Whole Foods
→ Woman- and minority-owned company
→ Named EY Entrepreneur of the Year 2024
→ Featured in Inc. Female Founders 250

And she did all this while giving birth to her second child and pursuing a Wharton EMBA.

Her core superpower? Customers want transparency.

They want to know their food supports real farmers, not exploitative supply chains.

Which is why Sarela is building infrastructure:

→ Removing middlemen who've stolen from farmers for decades
→ Honoring Indigenous practices passed down for generations
→ Proving regenerative agriculture can scale profitably

In her words: "It's up to this generation to make the change that will impact our home, our Pachamama, our only Earth."

That's the kind of founder I wanted to spotlight during Christmas week.

Someone giving back.
Someone honoring roots.
Someone making sure the people doing the hardest work finally get what they deserve.

—

Liked Sarela’s story?

Tag a founder whose story deserves more attention OR comment below: 

Who should I spotlight in the new year?

Wishing you and yours a meaningful holiday season 🎄

#ClimateFounderSpotlight

2 billion people lack access to clean water.

And climate change is making it worse every year.

This Nigerian-born engineer is building a solution that cleans water, captures carbon, and creates fertilizer → all at once.

Meet David Gory Jr, M.S., MBA., Co-Founder and CEO of Airbuild Inc.

David was born and raised in Nigeria, where access to clean water and electricity wasn't a given. It was a daily struggle.

Growing up, he drank water from wells because the natural water sources were too polluted to use.
"
I experienced firsthand what it meant to live without access to clean water or electricity," David recalls.

At 16, David came to the United States for college, determined to build a future where communities wouldn't have to choose between dirty water and no water at all.

His vision crystallized when he met Richard Mariita, MSc., Ph.D., MBA Candidate, who had lost family members in Kenya to waterborne diseases.

Their shared mission? Use nature's own solutions to tackle the global water crisis.

In 2023, David co-founded Airbuild with Richard and John William Bucur, building on years of research into algae-powered water treatment systems.

Their breakthrough?

🌊 Using algae to treat polluted water
🌱 Capturing carbon from the atmosphere in the process
♻️ Creating biofertilizer as a valuable byproduct

Triple impact from one biological system.

But scaling a biotech solution for water treatment wasn't exactly smooth sailing.

The team spent years perfecting their algae cultivation process and convincing skeptics that a nature-based solution could work at an industrial scale.

The persistence paid off.

Today, Airbuild has:

→ Secured land in Green River, UT for their first commercial deployment
→ Designed a system that will treat 50% of the river's flow at full scale
→ Connected their solution to the Colorado River—the water source for California, Arizona, and Nevada
→ Proven their technology can scale profitably by selling carbon credits and biofertilizer

Their algae-powered system:

💧 Treats water pollution without harsh chemicals
🌍 Captures atmospheric carbon dioxide
🌾 Produces biofertilizer for agriculture
📈 Generates revenue from byproducts

At full deployment, Airbuild will process millions of gallons of water that feed into one of America's most critical river systems.

For communities: clean water without waiting decades for infrastructure.

For the climate: proof that solving multiple crises at once isn't just possible—it's profitable.

—

From drinking well water in Nigeria to treating rivers that supply three U.S. states.

That's the kind of lived experience that builds world-changing climate solutions.

—

Do you believe nature-based solutions can solve our water crisis at scale?

—

I plan to share more stories of exceptional climate leaders like David every Monday for #ClimateFounderMondays

Follow me by clicking the bell icon on my profile to be the first notified about it next week 🔔

I took 3 weeks off from my newsletter while traveling in Japan.

No warning. No "I'm taking a break" email. No guilt.

I just... stopped sending it.

And you know what happened when I came back?

Nothing.

—

Most writers go through an anxiety spiral:

"Should I tell my subscribers I'm taking a break?"
"What if they forget about me?"
"What if people unsubscribe?"
"What if I lose momentum?"

I've been there. I get it.

But your audience isn't as fragile as you think.

—

What I did instead:

Week 1 in Japan: Didn't send the newsletter. Didn't think about it.
Week 2 in Japan: Still didn't send it. Enjoyed my trip.
Week 3 in Japan: Nope, still nothing.

Came back home: Sent the newsletter like nothing happened.

Just picked up where I left off.

—

The results?

Zero complaints.
Zero angry emails.
Zero unsubscribe spikes.

My open rates? Same as before.
My engagement? Same as before.

Turns out, people have lives. They weren't sitting there waiting for my newsletter like it was the next season of their favorite show.

—

Stop overthinking it.

If you need a break, take it.

Your audience will still be there when you get back.

And if they're not? They probably weren't your people anyway.

—

I run my newsletter (and my business) on my terms.

Sometimes that means writing every week.

Sometimes that means disappearing to Japan for 3 weeks.

Both are fine.

—

What's something you've been stressing about that probably doesn't matter as much as you think?

Photo: Me and Bambi in the deer park of Nara

I once fired a client who called me a know-it-all.

They hired me to help the CEO build his visibility on LinkedIn.

I shared some honest feedback on their content idea.

They didn't like what I said.

Called me a know-it-all.

I ended the engagement that week.

—

Look, I get it.

Nobody likes being told their idea won't work.

But if you hire a premium ghostwriter and then get defensive when they give you expert advice... what exactly are you paying for?

—

You're not just hiring me to type up your thoughts.

You're hiring me to build you a content system.

→ To build content that actually gets results.
→ To push back when something's off-brand.
→ To tell you when a post won't land with your readers.

That requires trust.

And if you can't handle strategic pushback, we're not going to create anything great together.

—

The best client relationships I have?

They're the ones where founders are curious WHY I’m saying what I do.

That's what premium ghostwriting looks like.

Not a yes-man.

A thought partner.

—

Founders, honest question:

Would you rather hire a ghostwriter who challenges you or one who agrees with everything?

Drop your take in the comments.

If the cement industry were a country, it would be the 3rd largest CO2 emitter on Earth.

This architect-turned-materials-scientist just opened the UK's largest ultra-low-carbon cement plant.

Meet Dr. Elizabeth Gilligan and Sam Clark, Co-Founders of Material Evolution.

Cement accounts for 8% of global emissions. Yet it remains the most widely used building material.

Liz started as an architecture student at the University of Plymouth.

During her studies, she became fascinated with sustainable materials—embedding found objects in resin blocks, reframing waste as construction aggregate.

Part science, part art.

That curiosity led her to pursue a PhD in sustainable cements at Queen's University, Belfast.

After completing her doctorate, Liz stood at a fork: academia or action.

"Morally, I couldn't look the other way while the world was on fire," she recalls.
She chose action.

Sam Clark brought operational expertise and shared her vision to tackle one of the world's hardest emissions problems.

In 2020, they founded Material Evolution in Liz's parents' garage during COVID-19.

With labs shut down, they transformed the garage into their first laboratory.

"We bought our first machine off eBay," Liz recalls. They produced two tons of experimental material right there.

Their breakthrough?

🏗️ Patented alkali-fusion process using industrial waste (steel byproducts)
🔥 Zero heat required, eliminating energy-intensive kilns
♻️ 85% lower CO2 emissions vs ordinary Portland cement

The result? MevoCem: stronger, more durable, and dramatically cleaner.

But scaling a garage experiment into industrial cement production wasn't exactly smooth.

They joined Techstars during peak pandemic, routed through Bermuda, then did "Mentor Madness" during a hurricane, taking turns standing outside holding phones overhead for internet.

They relocated to Middlesbrough for abundant steel waste, then spent years convincing a risk-averse industry to trust a cement replacement.

The persistence paid off.

In October 2024 (just 8 months after breaking ground) they opened the UK's largest ultra-low-carbon cement plant in Wrexham.

Today, Material Evolution has:

→ Launched 120,000-tonne capacity factory at industrial scale
→ Raised £15M Series A (led by KOMPAS VC, Norrsken VC)
→ Earned Liz Forbes 30 Under 30 recognition
→ Set goal: remove 1 gigatonne of CO2 by 2040

Their MevoCem cement:

🌍 85% lower emissions vs traditional cement
💪 Stronger and more durable than Portland cement
♻️ Made from industrial waste bound for landfill
🏭 Zero heat—no fossil fuel kilns

As Sam puts it:

"We hope this facility proves that cement decarbonization isn't just a possibility in the future. It's a reality on the ground today."

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Did you know about Liz, Sam, and Material Evolution's work?

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I share more stories of exceptional climate leaders every Monday for #ClimateFounderMondays

Follow me by clicking the bell icon on my profile to be notified next week 🔔

Many founders on LinkedIn are trying too hard to be “authentic.” They think it means:

- Sharing vulnerable stories
- Talking about their traumas
- Posting their dog/cat/parrot every other day

But here’s what they forget:

They’re leading a business.

And when the signal gets drowned out by lifestyle content:

- Investors don’t take them seriously
- Quality hires roll their eyes and move on
- Customers go with the competitor who speaks to their pain

Authenticity ≠ oversharing.

Especially in climate tech.

If you want to build a personal brand that drives leads, PR, and funding… focus on:

→ Talking about real customer problems 
→ Sharing the story behind why you started 
→ Asking if your content is helpful, not just “relatable” 
→ Showing both wins and roadblocks 
→ Proving you’re up to the task — whether you’re a PhD founder or building your first company

That’s how you earn attention that compounds.

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Are you struggling to differentiate your tone from your company’s?

PS. If you watched The Last of Us Season 2, I'd love to hear what you think of it. I have some....thoughts.

My client has 4 business verticals and posts 5x/week on LinkedIn. Most founders think this is a recipe for disaster. Is it?

"Won't I confuse my audience?"

"Should I just pick one vertical and stick to it?"

Here's what we do instead (and why it works):

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Her company operates in 4 distinct verticals:

1/ Wool insulation for pharma cold chain in Australia
2/ Wool insulation for pharma cold chain in India
3/ Denim insulation for builders
4/ Contract manufacturing

Each vertical has a different audience. Different pain points. Different buyers.

When we started working together, the obvious question was:

"Do we focus on one vertical, or talk about all four?"

My answer: all four. But with structure.

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Here's the exact framework we use:

Step 1: Ask which vertical is the priority right now.

Not all verticals are equal at all times. Sometimes she's launching a new product. Sometimes she's scaling one division.

They just launched a new denim insulation line 2 weeks ago, for example.

We align the content calendar with business priorities.

Step 2: Organize content by days of the week.

Monday and Tuesday? Denim insulation for builders.
Wednesday? Contract manufacturing.
Thursday and Friday? Wool insulation for pharma.

Her audience knows what to expect. And she doesn't feel scattered.

Step 3: Monitor each vertical as a separate improvement opportunity.

Here's where most people mess up.

They look at overall engagement and say "content isn't working."

We track performance by vertical. Separately.

Different verticals attract different audiences with different activity levels on LinkedIn.

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The surprising results?

Contract manufacturing and denim content perform the best overall.

Consistent engagement. Steady growth. Predictable metrics.

Buuuuuut…….

Wool insulation topics get insane engagement when we share company wins.

Why?

Because the denim audience is highly active on LinkedIn. They engage heavily when they see proof of impact.

The pharma audience? Less active overall. But they're there. And they convert.

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What we learned:

Don't avoid multiple verticals. Structure them.

Different audiences behave differently on LinkedIn. And that's fine.

Track each vertical separately. Treat them as independent experiments.

Some verticals will outperform on engagement. Others will outperform on leads.

Both matter.

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If you're running a business with multiple verticals and think LinkedIn won't work for you, give this strategy a try.

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What's your biggest challenge with posting about multiple products or services?

"If I go on vacation, I don't want to think about LinkedIn."

That's a fair and common concern.

But you don't have to drop your LinkedIn entirely to stay present.

If you go away for 3 weeks in Japan (like I just did), you can stay visible with almost zero creative effort in 3 simple ways:

1/ Recycle your best-performing posts instead of creating anything new.

Your top posts earned engagement for a reason. Reposting them does three things:

• Keeps your posting cadence alive
• Reinforces ideas your audience already loved
• Saves you from burning creative energy while you're supposed to relax

Most people won't even notice you've posted it before.

2/ Share raw travel observations.

A photo with a one-paragraph caption. A quick reflection tied to your niche. An observation about how stepping away resets your thinking. 

Travel naturally creates content, and people engage out of empathy and curiosity. 

3/ Set an away message that redirects attention.

Your inbox will still fill up while you're gone. Instead of a generic "OOO," link to something valuable:

• Your latest newsletter
• Your best lead magnet
• Your sales page
• Your calendar for post-vacation calls

This keeps conversations warm and moves people through your ecosystem while you're offline.

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Staying present on vacation isn't about grinding from hotel lobbies.

It's about keeping the lights on with smart, low-effort signals.

What's your vacation LinkedIn strategy? Do you post? Go silent? Something else?

Most climate tech founders focus on 2x their followers.

But the ones who actually build Category Leadership? They focus on something else entirely.

What most founders focus on:

→ Being the most visible founder on LinkedIn
→ Growing to 10,000+ followers
→ Posting every single day
→ Appealing to everyone

This builds awareness. But not necessarily trust.

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What the best founders understand:

→ Owning a specific problem space so completely that when someone thinks about that problem, they think of you first

→ Building authority where people trust your expertise and come to you for solutions

→ Teaching what you know, not just what you sell

This builds category leadership. And that's what attracts the right investors, partners, and talent.

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Here are two examples:

Example 1: "Climate tech founder".

Not much uniqueness. It's a job title at most. 

Example 2: "The founder bridging textile circularity and fashion supply chains using chemical recycling to scale polyester reuse".

Now, THAT is a category.

Look at regenerative agriculture. Same sector. 

Different categories:

• Ron Hovsepian (Indigo): Carbon markets + AI analytics
• Anastasia Volkova, PhD (Regrow Ag): Supply chain verification at scale
• Chuck de Liedekerke (Soil Capital): Monetizing soil health data

Each owns a unique angle. Each attracts different investors, customers, and talent.

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How to start building category leadership:

1/ What specific problem are you solving?

Not "climate change" or "sustainability."

What exact challenge, in what sector, for what audience?

2/ What's your unique angle?

What do you know, believe, or do differently?

3/ Who needs to hear from you?

Investors? Partners? Customers? Talent?

Once you have clarity on these three, your content writes itself.

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Category leadership is being the first person someone thinks of when they have a problem you solve.

In climate tech, that's your competitive advantage.

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What specific problem space are you building authority in?

PS. Struggling to build your category leadership? Every Monday, I share the exact strategies and frameworks I've used in the past 2.5 years with my climate tech founder clients who've already raised Series A. 

Click "view my newsletter" next to my name for more.

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Roman Pikalenko 🇺🇦🦩

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The Battle

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Roman Pikalenko 🇺🇦🦩

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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);}Stevan Koncar's LinkedIn Performance

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