Helping startups to scale 🦄 ✦ Driving Halo Lab 7 → 8-figures ARR & having fun ✦ Founder with Design in ❤️

I run Design & Tech Agency helping brands become TOP 1%.

✦ $530 M raised + 9-figure exits by client startups 
✦ 500+ projects delivered
✦ 99+ international awards
✦ 4.9 / 5.0 average rating on Clutch from 80+ verified reviews

This is a real impact in numbers.

—

Over the past 15 yrs I’ve been shaping digital products and brands for category‑defining companies — from NOKIA and OPERA to high‑growth SaaS and Web3 start‑ups.

My core focus is design leadership at scale: I enter as a strategic partner, craft a vision, and lead multidisciplinary teams all the way from concept to launch.

—

I specialize in:

⤷  B2B SaaS Product Design | Guiding startups and enterprise spin‑ups from 0 to 1 — turning complex tech into intuitive, emotionally resonant experiences.

⤷  High‑Performance Digital Presence | Building conversion‑focused brand websites that turn first impressions into lasting growth.

—

Have BIG idea in mind?
Contact me directly: inquiry@halo-lab.com

Artem Borysenko

You can hire a designer.

Or you can hire a design brain.

One gives you beautiful screens.
The other gives you a product that thinks.

When you hire a single designer, you get skills.
When you hire a team that works as one brain, you get experience that compounds.

At Halo Lab — Your Digital Partner, our teams don’t work in silos.
The UX researcher sees what frustrates users.
The product designer connects it to business goals.
The UI designer turns it into clarity and trust.
The developer translates it into something fast and functional.

Each person covers a blind spot the others can’t.
And together, they don’t just design, they solve.

That’s the difference between design as a task and design as a system.
Between a pretty interface and a product that scales, converts, and feels effortless to use.

When founders realize this, everything changes:

1. They stop hiring portfolios.
2. They start hiring thinking systems - teams that anticipate problems before they appear, align design with ROI, and build products that last.

If you’re scaling your product, don’t just hire a designer.
Hire a brain that’s trained to think like your users and build like your business depends on it.

Find you team https://bit.ly/49wqB0p

🔔 Follow Artem Borysenko for more updates!

Founder @ Halo Lab ✦ Design & Tech Agency Helping Brands Become TOP 1%

You’ve raised your Series A.

Now you’re proving you can deliver at scale.

And every week of delay costs runway, users, and momentum.
The big question?
Who’s actually going to build this thing?
You have three choices and each comes with a hidden price.

1. The dedicated team.
(Agency/product squad model)
Fastest to launch.
Move as one unit.
Cross-functional by default.
→ Best for: founders who need traction now and can’t afford to spend 3 months hiring.

2. Freelancers.
They’re flexible, affordable, and perfect for low-risk experiments.
But you become the PM, the QA, and the glue holding everything together.
When people churn, rework kills speed.
→ Best for: quick feature spikes or marketing tests, not your core product.

3. In-house team.
The long-term bet.
You get culture, domain memory, and control.
But it’s slow and expensive.
Median SWE comp in the U.S. sits around $187 K/year, and that’s before benefits or churn.
→ Best for: protecting core IP and scaling once product-market fit is locked.

My take? Go hybrid by design.
1. Dedicated team: ship your core product in < 90 days.
2. In-house team: retain knowledge and own the moat.
3. Freelancers: plug niche gaps when speed matters.

Re-evaluate every quarter: velocity, cost per feature, defect rate.
Because at Series A, your biggest risk isn’t cost, it’s time.

✦ At Halo Lab — Your Digital Partner, we help Series A founders scale with dedicated product squads - ready to ship fast, adapt faster, and grow alongside your in-house team.

♻️ Share this to help make a good choice.
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 Dedicated Team vs. Freelancers vs. In-House 

“We need a redesign.”

This is how half of discovery calls begin.

However, 10 minutes into the discussion and it’s obvious - they need a problem statement.

The product is not broken. 
The understanding of the problem is.

Founders say: “Our checkout flow is poor.” 
Users say: “I don’t trust this payment form.”

The difference? One adds a feature. The other builds the right feature.

A good problem statement is not an educated guess.
It’s that moment that your research turns into clarity. 
It translates chaos into focus.

Here is what strong product teams do completely differently:

1. They do not start their process around “what to build.” 
They start their process around “who’s struggling – and why.”

2. They use data and real voices, not assumptions. 

3. They state the problem in a way that the whole team- designer, PM, and CEO can read and ingest in an instant.

When you get the problem right the design almost builds itself.
Your next big UX breakthrough will not come from adding another feature. 
It will come from rewriting the question you are trying to answer.

♻️ Share if it resonates.
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The hardest thing about building an AI product is getting people to trust what it does.

You can create a great model all you want, but as soon as users feel the slightest bit of uncertainty, they are going to ponder, hesitate, and leave.

When founders build trust into the product experience, three things happen fast.

1. Users stop second-guessing and start exploring. First session activation goes up because they understand the what and whys.

2. Every click of trust compounds itself into usage, retention, and upsell. Without trust, the best AI feature will remain unused.

3. You do not have to wait for product market fit to learn how users actually feel. Trust patterns can save you weeks of guessing, and reduce the launch chaos.

4. Transparent UX with design-based trust cuts confusion before it even reaches support. No more "I am left wondering why it said that?" tickets or bad reviews for hallucinations.

Most AI products are built for power. 
The real winners are built for confidence.

✦

At Halo Lab — Your Digital Partner, we help founders design AI products users trust enough to actually use and pay for.
If that’s the stage you’re at, let’s chat.

♻️ Share this to help others build AI products.
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UI for AI products

Most companies still treat a design system as a visual asset.

In reality, it behaves more like infrastructure.

When a design system is used by a company, it can help reduce costs for all the products the company already has. Also, using a design system can reduce the costs of making new products by different teams in the company.

Here’s where the real financial return shows up:

1. Reduction of duplicated efforts across teams.

When multiple teams are rebuilding and recreating similar elements, there are three new associated costs for each team: a new design, a new coded version, and the need for each team to perform QA. With the implementation of a design token system, this cycle is not necessary.

2. Component scalability across product portfolios.

When a company builds a system to support a group of products, they make more money by creating one design and using it many times for all the products in the group. This is why companies have been able to reduce the time it takes to get products to market by 20-40% without adding more staff.

3. Patterns decrease cognitive load and time spent deciding.

Once an organization sets up design patterns to support their onboarding, dashboards, permission systems, navigational structures, and error state designs, teams won't have to argue about the most important design principles. 

4. The cost of change decreases dramatically.

With no design system: A rebrand, accessibility update, or micro-interaction change triggers weeks of redesign and recoding..
With a design system: Update the source → every product updates automatically.

✦

A strong design system improves:

- Time to market.
- Cross-platform trust.
- Developer throughput.
- Conversion and activation.

✦

Build your design system for the next three products you launch. 
You will begin seeing returns on your investment in the early years.

🔔 Follow Artem Borysenko for more updates!

Your product already makes users feel something.

The question is what?

If your users don’t feel the right thing, they won’t do the right thing.
They’ll bounce, hesitate, mistrust, churn.

Over 500+ products, I’ve learned that the best products aren’t the ones with the most features. They’re the ones with the clearest emotional tone.

Every product leans into one of three emotional modes.

1️⃣ Calm → “I feel safe here.”
Perfect for: health, finance, productivity, wellness.
How it’s built: soft palettes, clear language, gentle interactions, no pressure.

2️⃣ Competent → “I trust this.”
Perfect for: SaaS, B2B, dashboards, enterprise.
How it’s built: structured layouts, predictable behavior, strong signals of reliability (performance, clarity, proof).

3️⃣ Empowering → “I can do this.”
Perfect for: fitness, learning, creativity.
How it’s built: energetic visuals, progress celebrations, milestones, personalization.

When the emotional tone doesn’t match the product’s purpose:
1. A data tool feels playful → trust drops.
2. A wellness app feels intense → stress rises.
3. A learning app feels sterile → motivation dies.

Emotion either reduces friction or adds it. 
What to do before your next sprint.

✦ Pick your emotional tone before UI design.
✦ Build it into your design system (colors, spacing, motion, language)
✦ Test the gut reaction early (“How did this flow make you feel?”)
✦ Make sure every new feature reinforces that emotional mode.

We design products that make users feel the right thing.
It’s about building experiences users want to return to.

♻️ Share this to help others catch hearts.
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You didn’t just hire a team.

You hired a risk.

That’s what most founders realize by Sprint 2, but by then, momentum is already bleeding out.

What starts as “a good fit” quickly turns into:

→ Delayed updates.
→ Vanishing senior talent.
→ Quiet budget drift.
→ Process that feels more defensive than proactive.

It rarely breaks all at once.
It just slowly stops working.

At Halo Lab — Your Digital Partner, we’ve inherited dozens of these “almost there” projects.
And we’ve learned to spot the early signals that most teams ignore.

Here’s how experienced founders filter for risk before it shows up on a roadmap:

1. Ask who stays after kickoff.
Bait-and-switch team structures are common. 
Real partners show you the core team from day one.

2. Low prices don’t remove cost. 
Into rework. Into scope creep. 
Into things no one “thought about” until it’s too late.

3. Their process should flex around your product.
If their workflow can’t adapt to your stack, roadmap, or internal rhythm, you're buying overhead.

4. Silence isn’t a “working phase.” It’s a liability.
Communication isn’t a nice-to-have. 
It’s part of delivery.

5. IP, code ownership, and access - settle it early and in writing.
No smart founder leaves this vague.

6. Domain experience is a requirement.
A capable team isn’t enough. 
You need people who’ve solved your kind of problems before.

7. If there’s no post-launch plan, you’re the plan.
Support, iteration, and continuity should already be mapped.

We partner with founders who know that reliable execution is rare and valuable.
If that’s where you are, you’ll feel the difference from day one.

♻️ Share this to help others fint a right partner.
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I can’t remember the last time I used an app that didn’t ask me to share, rate, or “engage.”

Every product today (even in B2B) is designed for an algorithm.
Google’s. LinkedIn’s. App Store’s. TikTok’s.

We’ve quietly shifted from designing for people to designing for distribution.
The algorithm rewards speed, volume, stickiness.
And so we chase it - with notifications, widgets, and “viral moments.”

But something gets lost along the way.

When was the last time a product was designed for:
✦ Silence?
✦ Reflection?
✦ A human mistake that wasn’t punished instantly?

You've trained our teams to ask,
“How will this perform in search?”
“Will this trigger engagement?”
“Will this help retention metrics?”

Not:

“Will this make someone feel seen, understood, or at ease?”
We measure time-on-page, not peace of mind.
We optimize funnels, not flow.

And in doing so, we risk turning our users into an interface between two algorithms, feeding signals back and forth.

Maybe the next wave of great design won’t be about more engagement.
Maybe it’ll be about creating digital spaces that breathe.
Moments that respect our attention instead of stealing it.
Because the best products don’t just perform, they pause.
They make us feel something.

What’s one product you’ve used lately that still feels designed for humans, not algorithms?

♻️ Share this if it resonates.
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I sat in a meeting where a CEO said something I'll never forget:

“I don’t need it to look beautiful. I need it to make money.”

At the time, it stung a little.
We’d poured weeks into crafting the perfect interface.
But he was right.

If your design doesn't move revenue or retention, it's wallpaper.
That moment changed how we work at Halo Lab — Your Digital Partner.
Now, every design decision starts with a business question:

1. What does this screen earn?
2. How does this feature reduce churn?
3. Can this interaction build trust faster?

We stopped chasing “nice-to-have” visuals and started designing for impact: shorter time to value, higher conversion, more clarity.

Last quarter, applying this thinking helped a SaaS client cut trial-to-paid time by 40%. Design decisions became revenue decisions.

What's one screen in your product that looks great but doesn't move the needle?

🔔 Follow Artem Borysenko for more updates!

The Dating App Founder | 8M members | Bootstrapped startup with a team of 50+ | Co-founder & COO of Inner Circle | Follow for insights on business, leadership and relationships

Co-founder of Inner Circle. The dating app for people who want fewer matches and better dates.

Built on the belief opposites don’t attract, so you don't waste time.

Bootstrapped since 2012. 8M+ members worldwide.

Try the app with code MK2024 for a month of premium access.

Follow me for honest insights about work, life and love.

Looking for stars to join the team, check out the careers page: www.about.theinnercircle.co/careers. 

About me: 
I believe no strategy is better than its execution. 
My scope includes:
🏆 Hiring and developing winning teams 
✅ Alignment and execution driven by OKRs
🚀 Marketing that drives growth with ROI
🥾 Data to accelerate experiments that move the needle
🍸 Advisor and angel

In 2025, I stepped back into marketing as COO CMO. Content is the most powerful lever for any brand, so I started posting here to understand what makes it tick, share my learnings and lead my team better.

Michael Krayenhoff

The best leaders aren’t just tough.

They're compassionate.

Compassion isn't a weakness.
It's the courage to lead with humanity, especially when the stakes are highest.

It's about delivering hard feedback, but never with cruelty.
Holding firm standards, but always with dignity.
Driving real results, but never at the cost of people's worth.

I've seen leaders who mistake harshness for strength; 
They burn out their teams and themselves.

The ones who last? 
They understand that respect and accountability aren't opposites.

True leadership isn't choosing between being effective and being decent.
It's refusing to accept that false choice in the first place.

Here are 3 leadership reminders that actually hold up in real life:

1️⃣ Compassion takes backbone.
↳ Say what needs to be said, clearly and directly.
↳ Avoiding the truth feels kind in the moment, but it costs trust later.

2️⃣ Compassion needs standards.
↳ Hold the line on behavior, effort, and values.
↳ Being human does not mean lowering the bar. It means being fair about it.

3️⃣ Compassion is built in small moments.
↳ How you listen. How you respond. How you follow up.
↳ People remember consistency more than big speeches.

Strong leadership is not a choice between results and decency.
That is a false trade.

Real leaders refuse to make it.

So ask yourself this today,
How are you showing compassion when it actually counts? 
Lets discuss in the comment 👇

♻️ Repost to inspire your network.
✅ Follow Michael Krayenhoff for more on business, leadership and careers.

I've worked with hundreds of leaders over the years.

The gap between good and great? It's not strategy or skill.

It's self-awareness.

The best leaders don't just drive results;
They develop people while doing it.

Here's what sets them apart:
16 Signs of a Highly Intelligent Leader

1/ They never punish honesty.
↳ People speak up when they know the truth won’t cost them their seat.

2/ They leave room at the table.
↳ Influence grows when others are invited in.

3/ They create calm in the chaos.
↳ Steady energy keeps teams focused when pressure hits.

4/ They admit when they're wrong.
↳ Owning mistakes sets the standard faster than pretending to be right.

5/ They set direction, not demands.
↳ Clear intent beats rigid instructions.

6/ They over-communicate the ‘why’.
 ↳ Clarity creates alignment faster than control ever could.

7/ They give others permission to fail.
↳ Progress only happens where mistakes are allowed.

8/ They hire people smarter than them.
↳ Strong leaders optimize for outcomes, not ego.

9/ They prioritize trust over popularity.
↳ Being respected lasts longer than being liked.

10/ They care deeply but act objectively.
↳ Empathy informs decisions without clouding them.

11/ They ask more questions than they answer.
↳ Good questions unlock better thinking across the room.

12/ They don’t claim credit for the team's work.
↳ They direct praise to the team to celebrate those who execute.

13/ They coach people, they don't control them.
↳ They don't want people just to deliver, they want them to develop.

14/ They don't build followers, they build leaders.
↳ The real test is what the team does when you’re not there.

15/ They show up with the same attitude, every day.
↳ Predictability builds trust and trust drives results.

16/ They step back so others can step into the spotlight.
↳ Progress accelerates when credit is shared.

Intelligent leadership changes teams.

It’s not about being in charge,
It’s about how you show up for the people who trust you.

Which leader does this remind you of?
Drop a name below 👇

♻ Repost if this resonates.
✅ Follow Michael Krayenhoff for more on business, leadership and careers.

If you want success, you need to out-fail everyone.


Most people don’t actually fail.
They just never even start.

They over-prepare.
They wait for confidence.
They wait for permission.
They wait for certainty.

Then they call it being realistic.

Failure isn’t the opposite of success.
Inaction is.

Failure only shows up after you’ve moved.
After you shipped the idea.
Had the uncomfortable conversation.
Put your name on the line.

That’s why failure hurts.

Not because you’re weak,
but because you cared enough to commit.

Execution is the filter most people never pass.
They stay busy.
They stay smart.
They stay safe.
And mistake that for progress.

If you failed, congratulations.
You made it past the hardest step.

The real question isn’t
“Did it work?”

It’s:
Did you step into the arena or stay in the stands?

What’s one thing you’re trying this year,
even if it might fail?

♻️ Repost this to inspire others.
And follow Michael Krayenhoff for more insights on leadership.

Every team problem is a trust problem in disguise.

Fix the trust. Everything else moves faster.

But most leaders miss this.
They focus on results, not relationships.
On performance, not presence.

And yet, 
Trust is the shortcut to speed.
Teams that trust each other make better decisions, faster.

They speak up sooner.
They stay longer.
They own more.

If you want to lead that kind of team, start here:
12 ways to build trust with your team

1/ Show up when things get tough
↳ Be the person who checks in when things are messy, not just when they’re smooth

2/ Protect their energy
↳ Set realistic timelines and notice when people are stretching too far for too long

3/ Say the difficult things with kindness
↳ Give clear, honest feedback that helps people grow instead of leaving them guessing

4/ Show up as the same person every day
↳ Lead with steady behaviour that your team can rely on, no matter the pressure

5/ Keep the promises you make
↳ Follow through on even the small commitments that seem easy to forget

6/ Give trust before it’s earned
↳ Let people take the lead early, and let them know you believe in them

7/ Listen fully
↳ Pause, focus, and make space for people to feel heard without rushing to respond

8/ Avoid the spotlight
↳ Celebrate wins by highlighting your team’s effort, not your own leadership

9/ Check in without checking up
↳ Ask how they’re doing as people, not just as task owners

10/ Make your decisions make sense
↳ Explain the thinking behind your choices so people don’t have to guess the why

11/ Be real, not perfect
↳ Own your mistakes and be open about what you’re still learning

12/ Step in before things snap
↳ Address tension early with clarity and care, before it becomes a bigger issue

Because trust isn’t built in team offsites or leadership slogans.
It’s built one moment, one habit, one choice at a time.

Which habit would you add to this list?
Drop it in the comments 👇

♻️ Repost to help a manager build a stronger team
✅ Follow Michael Krayenhoff for honest insights on business, leadership and relationships

Fear of failure will keep you average.

Even if you're capable of more. 

Image credits to Alvin Huang

I’ve seen this closely. 
When I started Inner Circle, nothing was guaranteed.
There was no safety net. Just a belief that mattered more than the noise outside.

Failing was simply a part of the process at the time.

Features that didn’t work.
Markets we entered too early.
Hires that looked right on paper but wrong in real life.

Each one felt heavy at the time.
Like maybe this was the moment it all breaks.

But failure rarely shows up as a big dramatic ending.

Most of the time it looks like this,

👇 You try something.
👇 It doesn’t work the way you hoped.
👇 You sit with the discomfort.
👇 You figure out what you missed.
👇 You adjust.
👇 You try again.

That’s not failure.
That’s the job.

After building a bootstrapped company to 8M members, 
I can count the real failures on one hand.
The kind I’d never repeat.

Everything else was just a part of the process of getting better.

Early on, it’s hard to tell the difference.
Everything feels urgent. Everything feels final.

With time, you get faster at spotting what needs killing,
and what just needs another round.

So if you’re in that uncomfortable middle right now, ask yourself:

Are you failing,
or are you just not done yet?

♻️ Repost this to nudge somebody in your network
✅ Follow Michael Krayenhoff for more on business, leadership and careers

Changing jobs isn't the same as quitting.

Quitting used to be seen as weak.

Now it's a sign of growth.

Here are 8 reasons leaving may be the smart choice:

1/ You’ve outgrown the role
↳ You’re doing more than the job asks, but the title and scope haven’t moved.

2/ Your pay no longer matches your value
↳ Loyalty feels nice, but the market doesn’t reward it the same way.

3/ The environment drains you
↳ If work costs you your energy, health, or confidence, that’s a signal.

4/ You want better leadership
↳ A great manager can change your entire career path.

5/ You’ve stopped learning
↳ Comfort is great until it quietly stalls your growth.

6/ You want broader exposure
↳ New companies mean new ways of thinking, building, and solving problems.

7/ You need to stretch yourself
↳ Change forces adaptability. And adaptability compounds fast.

8/ There’s no real path forward
↳ Some org charts just don’t have space for what you’re ready to become.

Knowing when to leave isn’t failure.

It’s self-awareness.

Curious, when did leaving work out for you?
Share it in comment 👇

♻️ Repost if this helps someone in your network.
✅ Follow Michael Krayenhoff for more on business, leadership and careers.

Toxic leaders can destroy your self-worth.

Don't blame yourself.

Recognize their behaviours.

A toxic leader can ruin your career:

🚨 Creating fear
🚨 Killing confidence
🚨 Controlling opportunity

Here are 9 signs to watch out for:

1. The Favourite Picker
↳ Loyalty is rewarded, not performance
↳ Promotions become politics, not merit

2. The Credit Thief
↳ Takes your wins and does the bare minimum
↳ Recognition is stolen, and so is your recognition

3. The Power Tripper
↳ Uses their title to silence, not support
↳ “Because I said so” becomes their leadership style

4. The Blame Shifter
↳ They spread fear by criticising and blaming
↳ Shames mistakes instead of coaching growth

5. The Control Freak
↳ Micromanages every task but shares no vision
↳ You’re overloaded, under-trusted, and out of oxygen

6. The Burnout Machine
↳ Glorifies overwork and calls it ambition
↳ Well-being is sacrificed at the altar of “urgency”

7. The Fear Builder
↳ Uses silence to protect their authority
↳ People stop speaking up and trust disappears

8. The Mood Swinger
↳ Hot one day, cold the next
↳ You’re stuck guessing which version shows up

9. The Growth Blocker
↳ Rejects change to protect their ego
↳ They never leave their comfort zone and make sure others can't

Which have you experienced?
Let me know below 👇 

♻ Repost this to help your network.
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9 Signs Of A Toxic Leader

The best performing teams aren’t the smartest. 
They’re the most curious.

Being with the team in São Paulo this week 
made that obvious again.

Teams move faster
when the energy is right.

Not because they’re smarter.
Not because they work longer.

It comes from curiosity.
From teams that challenge assumptions
Instead of defending the status quo.

5 ways curiosity drives outsized results:

1/ Better questions replace old answers
↳ Progress starts when teams stop defending and start improving.

2/ Testing beats debating
↳ Momentum builds when learning happens in the work.

3/ Less process, more momentum
↳ Clarity reduces the need for endless coordination.

4/ Ownership goes up
↳ People move faster when they help shape the thinking.

5/ Energy compounds
↳ Belief grows when teams see ideas turn into reality.

Curiosity is the unlock to real growth.

Where have you seen curiosity lift results?
Let me know in the comments ⬇️

♻️ Repost this to inspire others.
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What separates the best founders from the rest? 

It's not their vision or the product!
It’s the decisions they repeat every day.

Most people think leadership shows up in big moments.
Fundraises. Pivots. Announcements.

That matters for sure. 
But it is not what shapes the team.

What defines you are the silent decisions no one sees or applauds.
Here are five key decisions that define you: 

1️⃣ Who you build around
→ Notice who you involve early, when the problem is still messy and the answer isn’t clear.

2️⃣ What behavior you protect
→ Pay attention to what you address immediately and what you tolerate because it’s inconvenient to confront.

3️⃣ Where your attention goes
→ Look at what consistently gets your time when priorities collide. That’s what your team learns to value.

4️⃣ What you simplify
→ Track the rules, steps, or approvals you remove so people can act without waiting on you.

5️⃣ How you show up under pressure
→ Observe how you react in the moment things break, not how you explain it later.

These are the moments where your leadership takes shape.
If your team feels cautious, slow, or dependent,
there is a good chance one of these decisions is stuck on repeat.

Which one do you think leaders struggle to change the most?
Drop it in the comments 👇

♻️ Repost if this made you think
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Being yourself is the real flex.

Especially when everyone else is putting on a show.

Social media didn’t create this behaviour.
It just made it more visible.

Some people optimise perception over capability.

They become whoever the moment rewards:
- Visible when projects succeed
- Quiet when things get hard
- Quick to talk about outcomes they didn’t own
- Fast to turn team success into personal optics

You see it online.
You see it inside companies.

Perception works at a distance.
Capability shows up in delivery.

When decisions carry weight.
When results actually matter.
That’s when the image collapses.

What’s left is simple:
 1/ Who actually owns the work
 2/ Who stays consistent
 3/ Who doesn’t change depending on who’s watching

That’s why the best operators don’t play the optics game.

They don’t need to.
Their work does the talking.

Where do you see capability beat perception?

♻️ Repost this to inspire others.

And follow Michael Krayenhoff for more insights on leadership.

Leadership isn’t a title. 
It’s a craft. 

Most leaders manage work they don’t understand.
That’s when performance breaks.

Every quarter we run a workshop,
where we experience a craft.
This week it was content creation.

We worked in groups of three.
Each group created two pieces of content, 
that had to perform in the real world.

We didn’t just talk theory,
Everyone got to experience;

What makes a great hook.
Where storytelling breaks.
And the practical limits of filming, format and timing.

Once you do the work together, clarity comes fast.
What sounds simple in a meeting
is rarely simple in execution.

Content is one of the biggest growth levers in modern marketing.

When leaders only touch content 
through agencies or dashboards…
They lose the feel for what great looks like.

5 Reasons the best leaders stay close to the craft:

1/ You experience execution, not coordination
 ↳ You feel the friction plans never show.

2/ You understand real constraints
 ↳ Time, format and context shape every decision.

3/ You see where clarity breaks
 ↳ Briefs collapse when they meet reality.

4/ You keep standards grounded
 ↳ Distance turns “high bar” into a slogan.

5/ You earn the right to challenge the work
 ↳ Feedback lands when you’ve done the reps.

Staying close to the craft isn’t micromanaging.
It’s how leaders raise the bar and move faster.

What’s one craft you still do yourself? 

♻️ Repost this to inspire others.

And follow Michael Krayenhoff for more insights on leadership.

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