The experience I bring to Thinkbait.

01

Founder positioning

Making an expert's relevance easier to recognise

Positioning and LinkedIn strategy for business owners and experienced specialists.

The work involves reading a founder's profile from a potential client's point of view. A list of capabilities can be accurate while leaving the reader to work out which problem those capabilities solve. I examine that connection and help the founder make it explicit in their positioning and writing.

02

Founder writing

Writing from the thinking behind the work

Ongoing LinkedIn and longer-form writing for founders and experts, including work in healthcare, finance and workplace conflict.

These subjects often need careful qualification. A sentence that sounds more decisive can also become less accurate. My role includes preserving the distinctions the expert would make in conversation and writing the explanation clearly enough for a potential client to follow.

03

Audience and relationships

Being familiar before the first conversation

An observation from how two founders became clients of my own business.

Both founders told me that they had kept seeing my posts through interactions in our mutual networks. During our first calls they said they were comparing providers, and both returned within a few days asking for a contract. The writing had already become part of their introduction to my work.

04

Communications

Explaining specialist work to an audience

Nearly twelve years at Airbus in communications and later in skills and competence, following earlier work in journalism and broadcasting.

That background informs how I approach a founder's material today. I need to understand the subject well enough to ask a useful follow-up question, and to recognise where an explanation assumes knowledge its intended reader may not have.