Building digital legacies for Founders & CEOs | Founder of CURAT-D

I’m Aurelien, and I help b2b founders turn their personal brands into a revenue-generating machine.

My journey started 7 years ago when, at 15, I launched my first company, STRADA PARIS. I had no experience, but I had a vision. 

Fast forward a few years—while I was still a student in Boston—I made my very first LinkedIn post, and everything changed.

What started as a leap of faith turned into a business that helps founders build their personal brands, drive growth, and generate serious revenue.

In 2022, CURAT—D was born. 

Since then, we’ve partnered with 7-figure founders, signed high-profile clients (including one of Hollywood’s biggest names), and helped our clients close a $4M deal—all by using LinkedIn organic content.

Our mission is simple:

Help founders build brands that stand out and bring results.

At CURAT—D, we take a hands-on approach. We help you:

- Craft your unique story
- Grow your audience
- Build your authority
- Attract high-ticket clients

The best part?

It’s all done through organic LinkedIn strategies—no ads, no gimmicks, just real value.

We capture your authentic voice through simple processes like:

- Content calls
- Voice memos
- Raw thoughts you share, turned into content that drives engagement and results.

Our goal?

To take your brand to the next level and 10x your growth.

Outside of work, I’m always looking for my next challenge. I’ve traveled the world, spoken at events like The Metaverse Summit in Silicon Valley I watch every single Formula One Grandprix, and am always pushing myself to grow.

But my true passion is seeing my clients succeed. 

I’m here to help you turn your LinkedIn profile into more than just a social media account—it can be the key to unlocking your next big opportunity.

Curious to learn how?

Send me a message, and let’s talk about how we can elevate your brand.

Let’s make big things happen together.

Aurelien Scagnolari

This is the most emotional session I've ever filmed.

Meet Chloe Fabiani, the founder, trying to save 5 million animals from euthanasia.

She built Paaw, a pet adoption platform working with 3,000+ shelters across the US and Europe. Her mission deserves to be heard - but like most founders, visibility isn't her strength.

So she trusted us with it.

We asked for one hour of her time in a studio in SF, right next to her office.

But before she walked in, we did our homework:

→ Sent an onboarding questionnaire tailored to her audience and goals
→ Audited her entire online presence
→ Analyzed what people in her industry were doing

Everything related to her online presence was dissected by my team and I.

Then she walked in and gave us 60 minutes.

In that one hour, we captured everything she needs on her personal channels for the next 3 months.

That's 48 Assets.

For founders like Chloe, time is the constraint. But their stories - the real ones must be told.

This is why we built 48 Assets.

Founder at CURAT—D & 48 Assets | Distribution is personal now + insights on turning founders into their company’s most valuable distribution channel.

I just signed an exclusive studio partnership in New York City, and this one is a big deal for us.

New York is the main hub for 48 Assets. Most of the founders and CEOs we work with are based there.

So finding the right studio was probably the most important operational decision I've made for the business this year.

Ask a CEO to share something they've never said publicly, every detail of the environment matters.

That's what I found at Theorist. The space, the lighting, the way their team operates. It's built for the guest experience.

When a founder feels good on camera, they actually will deliver their best selves.

So we made it official. Theorist is now our exclusive studio partner in NYC. Every founder session we run in the city goes through them.

For us it means our clients get a consistent, premium experience every single time. For them it means a growing roster of high-caliber founders coming through their doors as we scale.

Shoutout to Asher Brooks and the entire team at Theorist Studios for building a studio that actually puts the talent first. This is just the start.

If you're a founder in New York and you've been thinking about building your personal brand, let's talk.

I slept in the cockpit of an A380 for four hours when I was a kid. There were no seats left on the plane, so my dad put me on the jump seat for a 14-hour flight to Tokyo. That's the kind of childhood I had.

My dad was a pilot. Since a very young age I was privileged to travel the world. Tahiti three times by seven. Every continent by 14. Peru, Tokyo, South Korea and so on. But more than the travel, what shaped me was what happened when my parents were gone.

When your parents leave for the other side of the world for a few days and you don't have a nanny, you figure things out fast. I had a little sister to take care of. What we were eating, bedtime, how much TV, what activities we were doing. I was a kid raising a kid. And that built something in me that no school ever could. My family was loving and trusting, but they also gave me the space to fail and make stupid mistakes. That combination of freedom and responsibility is everything.

The thing that stuck with me most was what my dad would tell me when he came home. I'd always ask him what happened on his flights because I was obsessed with planes and flying. And 98% of the time the answer was the same. Nothing happened. His crew did everything in their power to make it smooth. Pre-departure, takeoff, 10 hours at cruise, landing. Different airports, different countries, but always the same job done right.

Then there was the 2%. The days where he had to make decisions at 600 miles an hour where every minute is crucial. You lose an engine at 33,000 feet. What do you do? Where do you land? Depending on the country you're above you might not be able to. You have a passenger who needs medical attention. Do you divert and cost the airline tens of thousands of dollars? Or keep going and risk that person's life? Every decision has a consequence.

He would walk me through his decision-making process. How to stay lucid. How to act normal when the adrenaline is screaming. And the lesson he drilled into me more than anything: once you've made the decision, don't look back at it. Look back when everything is over. It might not have been the best decision. But it was your decision, based on everything you knew in that moment. Don't regret it.

I think about that constantly as a founder. The speed is different but the principle is identical. You're making calls every day with incomplete information and real consequences. And the worst thing you can do is freeze or second-guess yourself mid-flight.

Growing up as that kid taught me culture, freedom, and responsibility. But mostly it taught me that the best decision-makers are the ones who commit and move forward.

I never became a pilot. But I run my business the same way my dad flew his planes. Stay calm. Make the call. Don't look back until you've landed.

At 12, he was milking cows. In his 30s, he scaled companies to exits worth hundreds of millions of dollars. Here's how we helped Stu go from invisible online to one of the most credible voices in audience-first media:

When Stu and I started working together, his story immediately stood out.

He landed an interview with Jim Cramer that became his break into media.

From there:

→ TheStreet: Research Associate to VP of Operations & Product Development

→ Business Insider: VP of Audience Development, $400M+ exit

→ WWE: VP of Product Monetization

→ EVP Growth to COO then CBO at Barstool Sports

At Barstool, he helped to scale audiences from 50M to 250M+ and revenue from $25M to $250M. They exited to Penn Interactive for a final valuation of $660M.

One of the best operators (and minds) in media, and nobody knew his story.

When we connected, he was CEO of 10PM Curfew, reaching nearly every woman in America between the ages of 18-45 on a monthly basis across 60+ channels. He needed to attract premium partnerships and build awareness & consideration for the 10PM Curfew brand.

As I listened to his stories, it became clear: Stu is an "Operator First" leader. He sees opportunities others miss by looking past surface judgments and doing unglamorous work.

While others chase vanity metrics, Stu builds for audience-first durability.

We applied our 4-pillar extraction framework:

(1) Origin Stories

The farm discipline. Raising deer for tuition. The Cramer interview. Taking the Barstool bet.

(2) Operator Insights

Tactical lessons from scaling billion-dollar audiences. Like when Barstool generated $40M for small businesses during COV*D.

(3) Contrarian POV

Non-linear paths. Opportunities disguised as risks. Cultural reads over credentials.

(4) Proof points

Multiple exits, $1B+ combined. 10X revenue growth at Barstool. MASSIVE reach today.

The results:

→ Acquisition conversations from prospective buyers who found him on LinkedIn

→ Signed partnership deals directly from his content

→ Individual posts hitting 250K+ impressions and 500+ engagements

→ Positioned as a leading voice in audience-first media

Stu who went from milking cows at 2:15 am to scaling companies that exit for hundreds of millions.

Now the world gets to hear his story.

This is what we do at CURAT—D & 48 Assets. We find founders & CEOs (or they find us) with stories that deserve to be heard and get them out into the world.

The world's most capable people shouldn't stay invisible.

One of my client's best-performing posts got 324 likes and zero dollars. His worst-performing post got 37 likes and closed a $65k deal.

Most founders post about launches & announcements, hoping they'll blow up.

If every post is a product update you're training your audience to scroll past you. 

So here are the four types that actually drive pipeline, not just impressions.

(1) POV. Your contrarian takes. Beliefs that come from lived experience, not from reading the same article everyone else read. A real point of view filters. It attracts the right people and repels the wrong ones. I believe any business that takes personal branding seriously can make it their number one growth channel. Above paid ads. Above cold outbound. Above everything. A lot of people disagree. Good. That disagreement is what makes it a point of view and not a platitude.

(2) Origin. Your story. The one thing that cannot be replicated. Your tech can be copied. Your pricing can be undercut. But nobody else grew up the way you did, failed the way you did, had the specific combination of experiences that led you to build this company. Origin content requires vulnerability. Going back to moments that weren't glamorous. But when it's specific, detailed, and honest it creates a connection no amount of product marketing can match.

(3) Vision. Where you see things heading that nobody's talking about yet. What shifts are you noticing that the market hasn't priced in? When a CEO talks about the future of their industry, people listen differently. It's not commentary, it's a signal. And a vision post from six months ago that turned out to be right? That compounds into credibility no product announcement could ever build.

(4) Proof. Case studies, client wins, specific results. This is the one you can't post solo. If all you share is proof you become the guy at the party who only talks about himself. But balanced with the other three, proof becomes the closer. A proof post might get 30 likes. Low engagement by vanity metrics. But it books calls. 30 people see it, 3 reach out, 1 closes. That post just generated real revenue. I'll take that over 500 likes and zero pipeline every time.

Your POV will make you respected. Your Origin will make you trustworthy. Your Vision will get attention. Your Proof will make you money. Stack all four, and you have a real content engine.

One of my clients closed a $4M deal from a LinkedIn post. The story behind had been sitting in him for 15 years. He just didn't know it.

I've spent 2.5 years extracting stories from 40+ founders and CEOs. And every single time the same thing happens. These founders can pitch you their company at dinner and you're hooked. Magnetic in person. But ask them about a failure that rewired their brain or a moment that changed their trajectory and they freeze. Not because the stories aren't there. But because no one has ever asked them the right way.

I think about my own story. My dad used to travel to the US for work and every time he came back he'd say "that place is full of opportunities, full of ambitious people." At 14 I convinced my parents to let me spend a year in Denver, Colorado. That year changed everything. I discovered entrepreneurship, started devouring books and content about building something from nothing. Came back to France a different person. But for the longest time that wasn't a "story" to me. It was just something that happened. It took other people pointing it out for me to realize it was my origin story.

Most founders have a version of that. A moment that redirected everything. And they're sitting on it without knowing. Because when you're sending emails at 2 AM and waking up stressed about what happened overnight with US clients while you were asleep in Europe, the last thing on your mind is "what's my best story?" Your job is to keep the machine running.

And that's exactly why the world's most capable founders stay invisible. Their best stories stay trapped in their heads while generic content speaks on their behalf. Less qualified voices dominate. And that's not just a content problem. That's a trust problem. Stakeholders, investors, customers never actually know who they're trusting.

The best content creators online all share one trait. They've done the storytelling work. They've sat with their experiences and turned their failures into narratives and their weird childhood moments into connection points. Content becomes effortless for them because they can pull from a library of lived experience at any moment. Most founders haven't done that work. Not because they can't. Because they're busy building.

The work is simple. Sit across from a founder, go deep, push back, and say "wait, go back, tell me more about that." When it's done right they walk away saying "I didn't even know that story was in me."

Someone Googled you before your last meeting. Your LinkedIn loaded first. They made a decision about you in seconds. You have no idea what it told them.

Most founders have no idea what their LinkedIn is saying about them right now. They haven't looked at it through the eyes of someone who doesn't know them. They see it as a profile. Everyone else sees it as a first impression.

Think about it from every angle. You're an investor with 30 companies on your desk this month. You check the founder's LinkedIn. Is there a point of view? Evidence of thought leadership? People engaging with their ideas? Or is it a profile photo from 2019, a headline that says "CEO at [Company Name]," and the last post was eight months ago congratulating someone on a work anniversary? That tells you this founder doesn't take visibility seriously. And if they don't take their own visibility seriously, what does that say about how they'll position the company?

Same with hires. The best talent researches the founder before they apply. They're not just evaluating the role. They're evaluating you. Does this person think deeply about their industry? Do they have a vision worth joining? In a competitive market your personal brand is either a recruiting advantage or a recruiting liability.

Same with buyers. Most B2B purchases involve trust that goes beyond the product. The buyer isn't just buying your software. They're buying you. And before that conversation starts they've already formed an opinion based on what they've seen online.

I think about someone like Greg Eisenberg. He shares incredible thinking around AI and startups consistently. If tomorrow he sells a service I'm looking for, I'm going to him first. Not because he's cheapest. Not because he's technically the most qualified on paper. Because I trust the guy. I've been following his thinking. I know how he sees the world. And that familiarity is the most powerful thing in business.

That's the whole game. Sales is trust. The product matters. The price matters. But none of it matters if the trust isn't there first. And trust isn't built in a sales call. It's built over time through showing up and sharing your thinking before you ever ask for anything in return.

The founders who treat their LinkedIn as a living representation of how they think have an unfair advantage no amount of ad spend can replicate. And the founders who don't? They're losing deals every day. Not because competitors are better. Because competitors showed up. Were visible. Were known. Were trusted.

Your LinkedIn profile communicates whether you're someone worth trusting. You're either building that on purpose or losing it by default.

Happy to judge your profile if want, put it below ;)

Are you looking for a digital marketing expert who can help you achieve your business goals? Look no further. As a skilled marketer with expertise in social media, Facebook and Google Ads, and video editing, I have a proven track record of delivering results for my clients.

With my social media campaigns, I have increased engagement, followers, and website traffic for numerous clients. My Facebook and Google Ads campaigns have also generated impressive results.

Additionally, my video editing skills have enabled me to create engaging and effective content that resonates with audiences and drives conversions. 

Now, let's talk about how I can help you achieve your digital marketing goals. Whether you're looking to increase brand awareness, drive conversions, or improve your overall digital presence, I am here to help. Let's connect and discuss how we can work together to take your brand to the next level.

Don't miss out on this opportunity to grow your business. Contact me today to schedule a consultation and let's get started.

Sheza Yazdani

Helping CEOs and Founders Grow and Monetize Their Personal Brands on LinkedIn | $100K+ Results from intentional LinkedIn Growth Strategies | Personal Branding Strategist | CEO Focus Solutions

You don’t have a weak business.

You have a positioning failure.

Your work delivers.
Clients get results.
Revenue exists.

But online, your expertise isn’t recognised and that’s costing you authority, leverage, and inbound demand.

That gap between how good you are and how clearly the market understands it is a positioning problem. And closing that gap is exactly what I do.

I have generated $1M+ in organic reach, built a 13K+ following, and helped over 200 leaders position themselves for influence. That’s what strategic authority building looks like and that’s the work I build every day.

I I help proven experts, coaches, consultants, and B2B founders build LinkedIn personal brands that attract high-quality leads and establish authority.

As a LinkedIn branding strategist and personal brand expert, I specialize in:
• LinkedIn Profile Optimization & Personal Branding
• LinkedIn Ghostwriting & Content Strategy
• Authority Building & Positioning
• Lead Generation Systems
• B2B Brand Strategy

My Approach:
Instead of content volume, I focus on clarity. I help you position your expertise so the market instantly understands your value, then structure content that converts credibility into conversations and conversations into inbound demand.

As CEO of Focus Solutions, I build authority systems that clarify your strategic narrative, position your thinking so it can’t be confused or compared, and structure content that attracts clients, media, and real opportunities. 

No hacks. 
No theatrics. 
Just a repeatable system designed to make your name the one people remember.

I have taken a coach from overlooked to a $100K closed deal after a single high-authority post with over 1M views. 

I grew my own LinkedIn presence to 10K+ followers in under 12 months organically. 

And I have helped founders and experts build positioning systems that attract, convert, and compound without cold outreach or algorithm chasing.

If you know your work is strong but your online presence doesn’t reflect it yet, your next move isn’t more content. It’s clarity.

Book a strategy call via my Featured section, and let’s make LinkedIn the proof of the authority you already have.

DM me or book a call

https://calendly.com/sheza-yazdani/new-meeting

A well-built product can still be misunderstood on LinkedIn.

In this case study, the founder was building a thoughtful AI system for deep thinkers.

But her profile focused on what the product did.

Not what she believed.

That difference shaped how she was perceived.

LinkedIn is not a pitch deck.
It is a positioning environment.

People are not reading every word.
They are deciding what category you belong in.

If your language is feature-led, you are grouped with other tools.

If your language reflects a clear point of view, you are grouped with thinkers.

We shifted the profile from describing software…

To defining how thoughtful professionals should interact with AI.

Fewer explanations.
Stronger stance.
Clearer audience.

Positioning is rarely about adding more.

It is about removing what weakens the signal.

Comment “PROFILE” if you want to know what I would adjust first on yours.

#PersonalBranding #LinkedInStrategy #FounderBrand #ThoughtLeadership #Positioning

Brand Strategist for Founders & B2B Leaders | I turn invisible experts into their industry’s first name | CEO, Focus Solutions

WHEN A STRONG PRODUCT SOUNDS AVERAGE ON LINKED

Stop writing for "likes." Start writing for revenue.

Most founders are stuck in the "Engagement Trap." 

They post every day, get 50 likes, and then wonder why their calendar is empty.

If your content makes people say "Great post!" but it doesn't make them say "Can we talk?", you aren't building authority. 

You’re just providing free entertainment.

In today’s Personal Branding OS, I’m sharing the "Mental Slots" framework. 

This is how I help my clients move from "just another creator" to the "only logical choice" in their industry.

The shift from 'Interesting' to 'Essential' starts below:

#PersonalBranding #AuthorityBuilding #LinkedInStrategy #FounderMarketing #B2BMarketing

View newsletter: Personal Branding in 2026

Hi, I’m Sheza. Last week, we talked about the "Ghost-Proof" follow-up. But wouldn't it be better if you didn't have to follow up at all? In 2026, the 

Open article: The Authority System: How to Post So Clients Ask You for a Meeting by Sheza Yazdani • 3 min read

The Authority System: How to Post So Clients Ask You for a Meeting

Stop being the "free consultant" in your own DMs.

If you’re a B2B founder, you know the feeling: 

You spend an hour on a Zoom call giving away your best ideas, only to have the prospect say,

"This is amazing, send me a proposal!"...and then never hear from them again.

The truth is, you didn't lose the deal because of your price. 

You lost it because you gave away the Map for free.

Once a client has the map, they think they can walk the miles themselves (or hire a cheaper freelancer to do it for them).

In today’s newsletter, I’m breaking down the Diagnostic Framework I use to stop the "brain picking" and start winning contracts before the call even ends.

Inside, I’m covering:
- The X-Ray Rule: Why you should never give a prescription on a first call.

- The "Gap" Metric: How to make your fee look like a profit, not an expense.

- The 1-Page Proposal: Why your 10-page "philosophy" deck is actually killing your sales.

Stop being the help. Start being the authority.

Read the full breakdown here:

#B2BMarketing #ConsultingBusiness #PremiumPricing #SalesStrategy
#BusinessGrowth

View newsletter: The Positioning Playbook

If you run a B2B service firm, you’ve probably had this happen to you at some point: You spend an hour on a Zoom call with a prospect. You give them b

Open article: Why Your Proposals are Getting Ghosted by Sheza Yazdani • 2 min read

Most founders don’t lose deals because they are bad at what they do.

They lose deals because the market can’t read them.

Their profile looks fine.

Their content sounds smart.

Their results are real.

But nothing says:

“This is the obvious choice.”

So buyers hesitate.

Compare.

Scroll.

And book someone louder.

Here’s the part no one tells you:

When your expertise isn’t legible, the market assumes it’s replaceable.

Not intentionally.

Automatically.

Because confusion = risk.

And buyers don’t bet on what they can’t quickly understand.

Authority isn’t built by:
posting more
performing harder
or chasing whatever LinkedIn rewards this month

Authority is built when:
your headline frames outcomes, not titles
your About section builds belief, not biography
your content reinforces ONE clear perspective

That’s when people stop asking:

“What do you do?”

And start asking:
“How do I work with you?”

If you’re a founder who delivers real results but still feels:

• overlooked
• misread
• or quietly underestimated

You don’t need motivation.

You need clarity that converts.

If you want, DM me “PROFILE” and I’ll tell you exactly where your positioning is breaking down.

#PersonalBranding #LinkedInStrategy #FounderBrand #AuthorityBuilding
#ThoughtLeadership

Most founders struggle with positioning not capability. Clear authority comes when your profile makes your expertise obvious and easy to trust.

If you’re the smartest person in your company, you don’t have a business. 

You have a high-paying cage.

Most B2B founders are stuck being the "Chief Everything Officer." 

You’re the only one who can close the big deals. 

The only one the clients want to talk to. 

The only one who can solve the high-level fires.

But if you have to be in every meeting for the client to feel "safe," you aren't an authority.

You’re just a babysitter.

The Reality: "Heroes" don't scale. Systems do.

In today’s newsletter, I’m breaking down how to move from being the Engine to being the Engineer.

Inside, I’m covering:

- The Expert Ego: Why being the "smartest in the room" is killing your profit.

- The Clockwork Test: A simple way to see if your business can survive a 30-day vacation.

- The Silent Salesman: How to make your content do the "explaining" so you can stop repeating yourself on Zoom.

Stop being the help. Start building the machine.

Read the full breakdown below:

#B2BLeadership #BusinessSystems #FounderMindset #AuthorityBuilding
#B2BGrowth

If you run a B2B service firm, you are likely the smartest person in your company. That is your biggest problem. You are the only one who can close th

Open article: Why Your Business Stops When You Stop by Sheza Yazdani • 3 min read

The Alex Hormozi webinar framework everyone copies but nobody understands…

Most creators spend weeks obsessing over the "Stack," the countdown timers, and the high-energy delivery. 

They think the magic is in the presentation.

They’re wrong.

Hormozi uses Russell Brunson’s "Perfect Webinar" structure, sure. 

But the real power (the reason he can fill a stadium and move millions in a single afternoon) isn't the slides or his energy.

It’s the POSITIONING.

Most gurus position themselves as the "Hero." 

Hormozi positions the Mechanism.

He doesn't say, "Look at how smart I am." 

He says, "Look at how effective 'Money Models' are."

By shifting the spotlight from himself to his methodology, he creates something far more scalable than a personal brand: 

He creates a New Opportunity.

How to apply the "Hormozi Pivot" to your brand:

If you want to move from "commodity" to "category of one," you need to stop selling your time and start selling your system. 

Here is the breakdown:

Step 1: Name the Mechanism. 

Don't just offer "marketing services." 

Offer the [Your Name] Growth Engine. 

Give it an identity that exists outside of you.

Step 2: Vilify the Old Way. 

Hormozi doesn't just promote his way; he explains why the "standard" way (low-ticket, high-churn) is a death trap.

Step 3: Make the Outcome Inevitable. 

If the system is the hero, then anyone who uses the system can win. 

It removes "you" as the bottleneck for your client's success.

The Lesson:

People will eventually get tired of a personality. 

They never get tired of a mechanism that solves their biggest problem.

So…

Stop trying to be the most interesting person in the room, and…

Start building the most effective "Money Model" in your niche.

Are you positioning yourself or your methodology? Which do you think is more valuable in the long run?

Let’s talk in the comments. 👇

#PersonalBranding #BusinessStrategy #EntrepreneurMindset #OfferCreation #AuthorityBuilding

Illustration of the Alex Hormozi webinar concept showing the shift from selling a personality to positioning a clear business mechanism that drives results.

Visual explanation of how naming and promoting a system or method creates a scalable opportunity beyond personal branding.

Them: "You’re the CEO. You should hire someone for that."

Me: Sitting at my desk at 1:00 AM, building a client’s system myself because I’m convinced no one else will care as much as I do.

The truth about scaling is that everyone talks about the "freedom," but nobody talks about the fear.

When I started Focus Solutions, I didn't want a team. 

I wanted control. 

I was terrified that if I let go of even one piece of the process, the whole thing would fall apart.

The "Standard" Version: I realized my time was valuable, I wrote some SOPs, and I hired a rockstar team to scale to the moon.

The Real Version: I held on until I was physically exhausted. My first hire wasn't a strategic "growth move,” it was a desperate survival move.

And honestly? 

I messed it up at first. 

I hired the wrong person because I didn't even know what I was looking for. 

I just wanted the noise to stop.

What I learned is that delegation has a massive emotional cost before it ever pays off operationally:

- The Identity Crisis: Who am I if I’m not the one doing the "work"?

- The Trust Gap: Accepting that a B+ from a team member is better than an A+ from a burnt-out founder.

- The Letting Go: Realizing that my "control" was actually the bottleneck holding my clients back.

If you’re still at your desk at midnight doing tasks that a $25/hour assistant could do, you aren't "dedicated." You're just expensive.

You have to decide if you want to be the best worker in your company, or the person who actually builds it. 

You can't be both.
Are you currently stuck doing everything yourself?

Reply "YES" below, let’s talk about what that’s actually costing your business (and your sanity).

#Leadership #ScalingUp #Delegation #EntrepreneurMindset #FounderLife

A founder sitting at a desk late at night, surrounded by notes and a laptop, working on a client’s system.
Struggling with delegation, exhaustion, and the fear of letting go while trying to scale their business.

"Your price is too high."

When a prospect says this, most founders try to justify their hours. 

They talk about their "experience." They offer a discount.

All of those are losing moves.

If you are being compared on price, it’s because you haven't claimed a Mental Slot. 

You are being seen as a "commodity" rather than a "cure."

In today’s Personal Branding OS, I’m sharing the exact framework I use to move my clients from "Expensive Option" to "The Only Logical Choice."

#PersonalBranding #PricingStrategy #ConsultingBusiness #HighTicketClients #Entrepreneurship

Hi, I’m Sheza. Last week, we talked about moving from "Background Noise" to a "Specialist." Once you find your specific angle, something scary happens

Open article: How to Charge 5x Your Competitors (and Get a 'Yes')
 by Sheza Yazdani • 3 min read

How to Charge 5x Your Competitors (and Get a 'Yes')

The most successful founders on LinkedIn right now are posting things that would make a traditional marketing department have a heart attack.

In 2026, "perfect" is actually a liability.

Here is what most people are missing:

Accounts that share specific failures, messy mistakes, and "unpopular" opinions are growing 3–4x faster than "highlight reel" accounts.

The "Polished CEO" era is dead.

If your feed is just award wins, generic advice, and "humbled" announcements, you aren't building a brand. 

You're building a wall.

High-level clients aren't looking for a statue of success.
 
They are looking for a partner who has been in the trenches and knows where the landmines are hidden.

They don't want to know why your process is perfect. 

They want to know about the time it broke, what it cost you, and how you fixed it so they don't have to.

The "Industry Standard" is usually just a fancy word for "boring."
Stop trying to look the part. 

Start showing the parts that actually matter.

What’s one thing you’ve never posted because it felt "too honest" for LinkedIn?

Let’s be real in the comments.

#PersonalBranding #ThoughtLeadership #FounderBrand #AuthenticMarketing #BuildInPublic

Founder sharing a bold LinkedIn insight about why messy honesty now outperforms polished personal branding.
Post argues that real failures and unpopular opinions build trust faster than curated success ever will.

Positioning isn't a creative exercise. It’s a surgical one.

Most founders treat their brand positioning like a coat of paint, something they "add" at the end to make their offer look pretty.

That is a high-stakes mistake. 

If you position yourself as a "commodity," you will always be compared on price. 

You will always be a "nice to have." 

You will always be one budget cut away from being fired.

Real positioning isn't about being "the best." 

It’s about being the only.

Using April Dunford’s Competitive Alternatives framework, I help founders move from generic categories to "Category of One" status. 

Here is the exact mental shift required:

The "Surgical" Framework
To fix your positioning, you don’t need a thesaurus. 
You need to answer four brutal questions:
1. What is the "Alternative"? If you didn't exist, what would your customer do?
 (Usually, it’s a messy spreadsheet or a "do-it-all" agency).

2. What is your "Unique Attribute"? What do you have that the alternative cannot provide?

3. What is the "Value"? Not the feature, the specific outcome that unique attribute enables.

4. Who cares the most? This is your "Best-Fit" customer.

"If you fail to position yourself, your customers will do it for you

And they will almost always put you in the 'too expensive' or 'generic' bucket."

When you shift your positioning, you aren't just changing your LinkedIn tagline. 

You are changing:

- Your price floor.
- Your sales cycle (shorter).
- Your client quality (higher).

Stop trying to be "better" than the competition. 

Start being the only logical choice for a very specific person with a very specific problem.

#Positioning #PersonalBranding #CategoryDesign #FounderStrategy
#BrandStrategy

Positioning defines how the market understands your value and what problem you uniquely solve.

When you clarify the alternative the unique attribute the value and the best fit customer you stop competing on price and start becoming the only logical choice.

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