Created from a single voice note with Agent Craft
LinkedIn
Six months of telling myself I'd start posting on LinkedIn properly.…
Six months of telling myself I'd start posting on LinkedIn properly. Not because I didn't have things to say. I'd be in a meeting, or on a call, and something would come up that I knew was genuinely useful. A real insight, a hard-won lesson, something worth sharing. And then I'd get to the end of the day and it was gone. The moment had passed, I was tired, and the post never happened. That's not a time problem. It's a procrastination-of-truth problem. I kept waiting for the perfect conditions. Enough time to write something polished. Enough clarity to get it right. And because those conditions never quite arrived, I produced nothing. The ideas stayed locked in my head, useful to nobody. The thing I've learned in business is that if you don't begin and don't start sharing, you'll never get to the destination. You have to start. Every executive who tells me they're too busy to post content is really telling me they haven't found a way to remove the friction. Because a 45-second voice note between meetings is not a time constraint. I know because I've tested it. One voice note produced 45,000 impressions. The bar isn't writing a polished essay. The bar is capturing the thought before it disappears. What finally broke the cycle for me was accepting that waiting for the right moment was just a dressed-up version of not doing it. The content doesn't need to be perfect before it goes out. It needs to exist. Distribution is the bottleneck now, not ideas. Influence is the currency. And every day you delay is a day someone else fills the space your voice should be in.
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- LinkedInI used to think testing marketing assumptions was straightforward. Run an A/B test, look at the numbers, move on. Turns out I was testing the wrong things. The assumption most SMB executives never question is whether their content is actually reaching the right people at all. They obsess over the message, the offer, the copy. Meanwhile, the distribution is quietly broken and nobody's checking. Here's what shifted my thinking. A single 45-second voice note generated 45,000 impressions on LinkedIn. Not a carefully crafted campaign. A voice note. When I saw that, I had to reset my clock on what good content methodology actually looks like. The old testing model assumes effort correlates with results. You pour time into a polished post, you expect reach. But that assumption doesn't hold anymore. The executives who produce thought leading content consistently, even imperfectly, are outperforming the ones who wait until they have something "worthy" to say. So what should you actually be testing? Test the format before the message. A rough voice-recorded insight posted Tuesday morning might outperform a professionally written piece that took three hours. If you haven't compared the two, you don't know. Test the source, not just the copy. Content that sounds like a real person, with a specific point of view and a specific situation behind it, performs differently than brand content. Most companies have never isolated that variable. Test whether your executives are visible at all. If the only person posting is someone in marketing, you're running one experiment when you could be running ten. The methodology failure I see most often isn't bad testing. It's testing inside assumptions that were never examined. Be prepared to pivot when the data tells you the assumption itself was wrong, not just the execution. That's where the real gains are.
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- FacebookMost SMB executives know exactly what they want to say. They built the business. They have the ideas, the perspective, the stories. The problem isn't the thinking. It's the sitting down. So here's the real question for the practitioners in the room: is the bottleneck actually time, or is it something else? Because "I don't have time to post" and "I don't know how to turn what's in my head into a polished post" are two very different problems with two very different fixes. Which one actually describes you or your exec team?