What do you actually have to say?
Everyone is talking about AI. Almost nobody has anything specific to say. This module helps you find the perspective that is distinctly yours, before you write a single word.
The insight
~1 minOpen LinkedIn right now. Scroll for thirty seconds. You will see a hundred posts about AI and not a single one you remember tomorrow. The bar is low. Most people are saying nothing while sounding like they are saying something.
From the workshop
When I ask a room of senior marketers who has built something they could post about, almost every hand goes up. When I ask who is actually going to post about it, three hands stay up. The gap is not capability. It is that people do not recognise their own experience as material.
Your angle is more specific than you think
~2 minDrag the slider
Generic
I work in marketing at a tech company.
Your niche is Role × Industry × What you specifically built and observed. The third factor is the one almost nobody includes. It is also the only one that cannot be copied.
Hook, Heart, Help. Click any ring.
~3 minThree parts, in order, every time. Same structure for the post you publish and the pitch you send.
Hook
Earn the second line.
- •First two lines, under 210 characters.
- •Open with tension or curiosity.
- •Never start with "Excited to share...".
See it applied
“I almost did not write this post. The week I just had felt too small for LinkedIn.”
Click another ring to compare.
Two posts worth studying
~3 minBrandon Sammut, Chief People & AI Transformation Officer at Zapier, runs the playbook in public. Read the hook. Click to read the rest.
Brandon Sammut
Chief People & AI Transformation Officer · Zapier
The future of "hybrid work" isn't home and office. It's human and AI.
Brandon Sammut
Chief People & AI Transformation Officer · Zapier
Anthropic interviewed 81,000 people about what they want from AI. One finding has stayed with me all week.
Step 1. Find your point of view
Three prompts. Type whatever comes out first. We are not looking for polished, we are looking for honest. Your answers save automatically on this device.
One per line. Honest beats clever. The goal is not to sound smart, it is to find what you actually think.
If a sentence has the word "leverage" or "robust" in it, delete the sentence and try again.
Under 210 characters across both lines. Tension or curiosity, never "Excited to share...".
Step 2. Write your niche statement
Role × Industry × What you built and what it revealed. Fill in the three details, we will tighten it into one sentence you can paste into your bio today.
Step 3. Craft a hook that earns the scroll
The first line decides whether the rest of your post gets read. We will use your three beliefs from Step 1 and your honest paragraph to write three hooks worth stealing.
You know what you have to say. Next, learn how to say it so people actually read it.
Continue to Module 3