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Thinkbait

Founder authority, positioning and human writing

You know
your field.
Do the right people know you?

I work with established founders and experts to turn the expertise inside their heads into writing that shows prospective clients how it relates to the problems they need help with.

Thinkbait, by Zsike Peter

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The Thinkbait brain, drawn as a single unbroken line

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Wednesday 4 November 2026
4:00–5:15pm GMT (UK time) · Online

How to Become the Obvious Choice Before Your Ideal Clients Are Ready to Buy

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01

The problem

What can a prospective client see?

You know far more about your business than a prospective client could gather from your profile. When you read your own words, you bring all of that knowledge with you, including the experience you have never thought to explain. A potential client has to decide whether you can help them from what is actually on the page.

Referrals can bridge that gap because somebody else has already explained why you are worth speaking to. But even a warm introduction can lead to a look at your profile or your website. The person considering you needs enough there to connect what you know with the problem they are trying to solve.

That is the work I do with founders. We examine how you describe your expertise, then develop writing that gives a prospective client a more useful sense of your judgement. The aim is to make it easier for the people you could help to recognise that possibility.

02

The approach

  1. I

    Find what you should be known for

    We begin with the expertise your potential clients need and how you currently explain it. A broad description of your services can leave them doing too much of the interpretation. We work towards a position that makes your relevance easier to recognise and gives us a reason to choose one subject over another in the writing.

  2. II

    Begin with a proper conversation

    I interview you, drawing on my background in journalism. When an answer feels obvious to you, I ask you to explain it further, because that familiarity can conceal the most useful part of your experience. We can also work from voice notes and material you have already written.

  3. III

    Human writing, in your voice

    When I write for you, I need to understand why you hold an opinion as well as what it is. I am listening for the judgement behind an answer, because that is what gets lost when a piece could have been written for anyone. I write and rework the draft with that understanding, then you review it before publication.

  4. IV

    Reach potential clients

    We look at the potential clients you can help and whether your work is reaching them. That informs the connections you make and the conversations you take part in, including those involving relevant peers and referrers. For most clients, we begin with LinkedIn. Email can give interested readers a way to stay in touch directly as the work develops.

How the partnership works

03 · On original thinking

The useful part of your expertise may be the part you have stopped explaining.

The distinctions you make almost without thinking can be difficult to see in your own work. You know when the usual advice will fail because you have seen what happens when it is followed. In conversation, I can ask you to stop at that point and explain why. That gives a potential client something of the judgement they would encounter if they worked with you.

04

Who you'd work with

Zsike Peter speaking into a microphone

I'm Zsike Peter. I began as a journalist and broadcaster, then spent nearly twelve years at Airbus in communications and skills and competence management.

Now I work with founders on positioning and human writing. I interview them and develop their ideas into work that sounds like them, with a clear view of the potential clients it needs to reach.

More about meRead about the work

05

Client recommendations

Excerpts from LinkedIn recommendations on my work, including engagements before Thinkbait.

The way we work together is structured but informal. We talk regularly to review drafts before posting, but these days, I rarely have much to tweak, they just get me.

Eddy Rowley

CRO, EQL

LinkedIn recommendation ·

Zsike's style and approach are a dream to work with. She captured the essence of what I do, built a targeted profile and message that speaks to my intended audience clearly and with authority.

Tim Bruce, MBA

Business training

LinkedIn recommendation ·

The content that she produces on my behalf is always brilliantly researched, while still fitting my own personal brand and business offering.

Christopher Tester

Voice actor

LinkedIn recommendation ·

Read more client recommendations

06

Working together

Ongoing work

Founder Authority Partnership

We work together on your positioning and develop a body of writing through regular interviews and careful editing. Human-written LinkedIn posts are central to the engagement, with longer pieces where the ideas need more room. Audience research and network development help bring the work to potential clients.

See what's involvedBook an introductory call

A strategy engagement

Thinkbait Strategy Sprint

A 90-minute diagnostic conversation, a month of focused strategy work and a bespoke written plan for your offers, pricing, audience and LinkedIn presence, ready for you or your team to put into practice.

£1,500 · Two client places each month

Explore the Strategy SprintBook your Strategy Sprint

I also speak and run workshops on human creativity, founder visibility and positioning. Speaking

07

From Thinking

5 minute read

The trust you never get to earn

What a prospective client needs to understand about your expertise before they decide to contact you.

Your profile can account for an entire career and still leave a potential client with very little sense of your judgement. They know where you have worked and what you were responsible for. They have much less to go on when trying to imagine putting their own problem in front of you. That is an omission a list of further credentials may do very little to repair.

It is difficult to see this in your own writing because you already know the work. A phrase that looks precise to you may contain years of experience you have never explained. You supply that knowledge as you read, so the sentence seems to say more than it does. A prospective client has to make sense of it without that assistance, while deciding whether you understand a problem they need help with.

Continue reading

Would you like help with your positioning and writing?

Tell me about your business and what you would like to change. We can work out whether I'm the right person to help.

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