Executive LinkedIn

LibraryConversations and articles.

I interview founders and executives about how they build trust with content, and I write about how the work gets done.

Last added 23 Oct 2026: my conversation with Toni Hopponen

25:39Newest conversationHow a founder landed Metallica, Harvard and GoPro without a sales teamToni Hopponen, Founder, LandingRabbit23 Oct 202625:39Toni Hopponen ran Flockler, a social media marketing platform, without a sales team. It worked with Metallica, Harvard University and GoPro, and big-name customers signed up after reading the company's content.Watch and read the conversation

Conversations3

Video interviews with founders and executives. Each one comes with an edited Q&A you can read.

22:12How a solo SaaS founder got found on LinkedIn, Reddit and ChatGPT Christian Baun, Founder, Howly19 Oct 202622:12

18:58How to present with confidence: an actor's advice for founders and executives Jordi Wallen, Founder, Fourth Wall Narrative Studio19 Oct 202618:58

Articles11

What I've learned running executive content, written up.

What founder-led marketing actually is (and how it differs from CEO-led)Founder-led and CEO-led marketing are the same play. The title decides your starting trust, not whether the play works.30 May 20266 min read

How a done-for-you founder LinkedIn system actually worksA done-for-you founder LinkedIn system built on a recorded extraction call and a documented voice profile, not a brief. AI handles production, the founder owns the thinking and the approval gate, and the founder's time cost is light once it's running. 13 May 20267 min read

Why I moved DUO off WebflowA first-person account of moving DUO off Webflow to Next.js + Claude Code. What broke, the math, and the moment the switch made sense.20 Apr 20265 min read

Message discipline for founders (the thing thought leadership isn't)Thought leadership is a saturated, hollow goal. Message discipline is the real one. It's why some founder content compounds while most just piles up: a working set of talking points, anchor anecdotes, and recurring characters you return to for years.14 Apr 20266 min read

Why Your LinkedIn Profile Is Working Against YouMost founder LinkedIn profiles read like a resume. That's the wrong document for the job.24 Mar 20265 min read

How to measure whether founder LinkedIn drives inbound pipelineLast-touch attribution can't see founder content, so judging it on tracked clicks tells you it failed when it didn't. Use organic-fit proxies (ICP-relevant inbound, warm sales calls, context-rich referrals) and a month-3 / month-6 / month-12 expectation curve instead.19 Mar 20267 min read

How to Build a Content Cadence You'll Actually KeepMost posting schedules collapse within three weeks. Not because the founder gave up. Because the schedule was designed to fail.10 Mar 20265 min read

How to interview a founder for stories that actually publishA good founder session is engineered, not lucky. The setup, the opener, a grounded question sequence, four audible signals to catch, and extraction (not transcription) after the call.9 Mar 20268 min read

The LinkedIn Algorithm in 2026: What B2B Founders Actually Need to KnowMost LinkedIn algorithm advice is either wrong or irrelevant to founders. Here's what actually affects your reach.1 Mar 20266 min read

How B2B founders build trust before the sales callMost of a B2B deal is decided in the first minute of the discovery call, before you finish your intro. That trust gets built by what the buyer found before the call, not on it. Founder content is where it happens.24 Feb 20266 min read

What politicians taught me about founder voiceBefore helping founders, I managed a politician's communications. Five rules that translate from politics to B2B founder voice.4 Feb 20265 min read

Executive Content: Strategy to Production

Build the trust that wins you work.

I interview you twice a month, work out your message with you, and turn it into short videos for the people you want to work with. Starting with LinkedIn.