If you want to generate more pipeline/revenue from your Linkedin founder brand (not impressions or likes), here’s what you gotta do:
1. Take your ICP. Say it’s Heads of AI at large enterprises
2. Think of a real person, with a real name, working at a real company, that you PERSONALLY know and have had conversations with, that meets that criteria. Not a “persona”, not an avatar, a real person.
Let’s say it’s Amit Panalkar, the Global Head of AI and Data Science at BlackRock, based in Atlanta (I don’t know Amit but I looked up a real enterprise Head of AI to make the point). Given that this is your ICP, Amit should be either an existing customer or someone who’d be a perfect fit to buy from you right now, aka a prospect
3. Now make a list of all of Amit’s top priorities, goals, problems, challenges and OKRs right now, for Q4 2026. Should be a list of 3-10 things. Given that you sell into people like Amit, I assume you’re able to make this list in your sleep, without asking any of the LLMs. If you can’t, you prob need to be talking to more customers
4. Now out of all of those, circle the ones where your product/solution makes a dent. Out of those 3-10 top goals/priorities/challenges Amit has, which ones can your product help with? It’s probably gonna be 1-5 things you circled. If it’s 0, you’re in trouble. If it’s multiple, rank them in order of where your product can make the biggest dent.
5. Bing bing bing. You got your topics / talking points, ranked in order of priority!!!!!
6. Very simply, your goal is to become the #1 expert in those PROBLEMS. Become the guy or gal people come to and follow if they’re dealing with this problem
7. Ok, now, pick one of those topics you circled, and spend 30-60min writing up an insight, story, lesson, tip, strategy, framework, reframe, resource that helps Amit make some small or big progress on that goal/problem/priority
8. Could be how you’ve seen other Heads of AI deal with it, could be remembering a story a customer told you about how they solved it, could be referencing a podcast interview you listened to where people discussed underlying reasons for that challenge, could be sharing a framework you developed for how to solve or diagnose that problem step-by-step, could be a story how you were once faced with a similar challenge and how you approached it, could be a mindset shit/reframe how that problem is actually just a symptom of something bigger and what that bigger thing is, etc etc etc. You get the idea.
9. Don’t worry about format or hooks or length or line breaks or perfect sentences or “optmizing it” for the algorithm, and certailnly don’t ask Claude to come up with something. Just try to be useful. This could be something super short, a few sentences, or something super long with a ton of detail. There is no right or wrong. Just keep it raw and rough around the edges, that’s the most YOU version
10. Lastly, and this is important, let people know in that write up, at the appropriote moment, that your company/product does this and can help with it. Then make sure to tag your company. It doesn’t need to be an outright pitch or CTA at the end, but for anyones who reads it, it should become clear that your company is active in this space and that your product helps with this problem space.
11. Once you’re done, review your write up. Imagine sending this writeup to our friend, Amit, in an email. Something along the lines of “hey Amit, thought this might be useful: YOUR WRITEUP”
12. Would you??? Would you feel comfortable doing that? Because if what you wrote up is actual “value” (the word content gurus throw around), then you would. Maybe not literally, because you never send emails like that to anyone, but imagine you found a discount code for Amit to use unlimited Claude Code for free all year, would you send that over? Of course, becuase you know Amit would appreciate it, because it’s free value. That’s what your writeup should emulate. If you feel like there’s no way you’d send it over, because Amit already knows this, it’s an obvious insight, or it’s not actionable, or it’s way too selfishly self-promotional instead of being helpful, then you got work to do
13. That’s it. Repeat this 3 times a week for 12 months, while iterating and improving as you go, while replying to your comments and engaging on the platform, and I’ll guarantee you, Linkedin will become a real growth driver for your company
14. When you post this kind of content, looks at the people who engage (like, comment, share). if any of them look like a prospect to you, send them a message and/or connection request. Start a conversation. Ask them what resonated in the post. Ask them about their work. Notice something on their profile etc etc
15. Do the same thing for people who visit your profile or follow you as a result of this post. If they match your ICP, go try to start a conversation
16. Lastly, people talk about brand. The great thing is, this is how you build brand!!! The real kind. Because this strategy and these posts only work if in step #8 you’re ACTUALLY being genuinely helpful. and if you keep showing up with genuinely useful insights for your actual ICP, guess what’s gonna happen? They’re gonna look to you and your company as the go-to resource when they’re dealing with this problem.
Btw, I help founders create better content and build the back-end system to amplify the best posts, track and action signals generated from this, so you generate more pipeline from the awareness you’re building from this. Hit me up if you want to talk - thormeier.co