Selected engagements

The approach is education rather than promotion. We build authority around the category, the structure and the reasoning behind it, so that when an allocator looks into the offering they arrive at someone who has already demonstrated they understand it. The founder's profile was dormant when we started and his earlier posts were working against him. He is now approached rather than doing the approaching.

Institutions buying regulated product care a great deal about who is handling their public communications. Operating credibly inside those constraints is most of the job.

Everything published traced back to something he had already said in a tweet, a podcast or an interview, restructured into a format that worked on the platform. Nothing was editorialised on his behalf, which matters when the audience includes the engineers and partners who would notice immediately.

The presence became load-bearing enough that he launched a podcast off the back of it, which now runs alongside the written work and feeds it.

Two months of consistent publishing put him in front of roughly two thousand individual people, most of them in a narrow and hard to reach set of organisations. It produced meetings with charities that wanted to work with the firm, and fed into a piece of work on a platform for buying and selling carbon credits.

Three posts a week for nine months, aimed deliberately at a narrow audience rather than a large one. Roughly a third of the following are founders, co-founders and chief executives, which on a business platform is the only number that matters.

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