🐶 Jacco van der Kooij

Do you know a large Midwest family? Well, if you do, then you know me.  I am the youngest of eight, raised in a small farmers'​ village in the Netherlands. If I picked an apple from the wrong tree on my way home from school, my parents would know about it before I got off my bike.

The family name is like a bank account, and my family has put their savings in it for over 50 years.  We are not rich, but the van der Kooij's are known for our hard work, and willingness to help others. So we never needed a lot of money. For my family, our reputation is the most valued asset and trust is the currency we trade in.  Every day.

Fast forward to today, a time where the subscription (SaaS) business model is impacting organizations big and small.   Why?  Because in the subscription business you MUST make a client successful!  You have to earn an honest word-of-mouth reference by exceeding a client's expectation. You have to work hard and build a reputation. I recognize this as these are the norms and values I was raised on, and I know exactly what to do.

Welcome to my village. Pop. 12,000. Established 2005.

Founder

Winning By Design helps customer to design, build and scale their sales efforts.  With offices in San Francisco, Amsterdam, Sao Paulo, Antwerp, Shanghai and Sydney we help clients big and small with a process driven approach to sales.  The right process executed by trained professional will help you earn more business from the right customers.

Jacco van der Kooij

OPEN LETTER TO LINKEDIN
The growing need for structure and attribution in the knowledge economy

LinkedIn you are the world’s largest professional knowledge network. You've democratized access, but in doing so, have flattened content, blurred provenance, and eroded trust.

Your algorithm appears optimized for engagement, which inadvertently subsidizes noise and punishes original content. You now operate a system that rewards what spreads rather than what stands up to scrutiny. Popularity passes for truth, and noise drowns out knowledge. The loudest ideas rise the fastest — even when they add the least.

Today, a researcher’s 18-month field study sits beside a pundit’s morning take, a recycled quote, and a viral meme, all formatted the same and indistinguishable as users scroll through their feeds. It feels like click-harvesting, and runs counter to your mission to make professionals more productive and successful.

Traditional media solved this long ago:
+ Harvard Business Review separates research from commentary.
+ The Economist distinguishes data from opinion.
+ Fast Company labels features and essays differently.

They did this for one reason, to help readers understand: What am I consuming, and why should I trust it?

On LinkedIn, there’s no way to tell who uncovered an idea, who interpreted it, or who simply repackaged it. Operating the world’s largest knowledge exchange without structure or attribution overlooks the responsibility that comes with shaping how the world learns and works.

How LinkedIn Can Steward a Layered Knowledge Economy?

1. Structure:  Not all creators serve the same function. 

LinkedIn can establish a taxonomy that helps audiences distinguish between research, reaction, analysis, and amplification. This would restore hierarchy and context to the feed — making expertise visible.

To illustrate what a structure could look like, I’ve drafted an outline of five functional archetypes of the Knowledge Economy— Originators, Pundits, Aggregators, Amplifiers, and Synthesizers — complete with examples from the SaaS and AI industry.

2. Attribution: Establish content-protection and attribution standards.

LinkedIn can establish standards that ensure original insights, data, and frameworks are instantly recognized, cited, and credited — not quietly copied or recycled for click harvesting. In a knowledge economy, provenance is protection.

YouTube was forced to do this by the music industry—introducing attribution systems that ultimately benefited podcasters and creators worldwide. LinkedIn now faces a similar crossroads. In a knowledge economy, provenance is protection.

Today, AI is uniquely suited to solve both of these challenges at scale.

IN CLOSING

LinkedIn’s mission has always been to connect the world’s professionals to make them more productive and successful. What began as a place to find a role in business has become the place to do business. That evolution carries a new responsibility: to steward knowledge.

Working with customers opened my eyes and changed my life | Being kind and assuming positive intent will help you see the world from a different perspective

Taxonomy for the LinkedIn Knowledge Economy

Do you know the probability you will hit your growth target by the end of 2026?
When we ask Execs sitting on tens to hundreds of millions of funding (and revenue), most have no real answer.

In the past, this didn’t matter — all you needed to know was capacity needed to meet demand. But times have changed.

Good news, today we are able to scientifically instrument growth, not only to give an answer with precision to that question — but also to reveal the patterns underneath it. 

Check the dashboard!!!

The growth rate may still be exponential. Yet the growth state is already decelerating.

The system is adding revenue, but it’s no longer self-reinforcing, the second derivative — the compound rate — has gone negative.

GTM Efficiency is rising for all the wrong reasons. It is now spending $3.38 of commercial energy to produce every $1 of growth. Whoa! cost is compounding faster than growth. At that rate, it will take more than a decade to earn it back. 

Then reality sets in: Probability of hitting target: 22%!

Not because the target is wrong — but because the growth architecture underneath is leaking. Lead quality is dropping. Conversion is inconsistent.
But most of all Loop activation (k-factor) is weak, since most effort is spend on growth through inbound!

The internal physics of the system are fighting the goal, not supporting it.

Here’s the good news: the 3x3 GTM growth analysis shows exactly where to look.
• Enterprise Acquisition: massive untapped opportunity
• SMB Retention: underperforming
• Mid-Market Expansion: sub-optimal

“Yes, Jacco, but… it’s just a dashboard.”

Folks — this isn’t.  It’s a reflection of a new mindset, a multi-threaded model of the growth engine, built on a scientific growth architecture:
• S-curve behavior
• The compound rate
• Growth loop activation
• GTM efficiency
• Probability analysis to hit target 3, 6, 9, 12, 15, 18 months out.
• And identify underutilized GTM motions

This is a different way of seeing growth — and a different way of designing it. Its been a missing layer, causing us to model growth against investor metrics instead! 

Richard Feynman once said: “What I cannot create, I do not understand.”

Thus, our job is to understand growth, so we may create it.

We now teach this scientific approach to growth through an online class (6 hours) better yet, opt for an annual subscription to the Growth Institute that includes quarterly case-studies.

Let's Grow!

Sean Burke

SBI, The Growth Advisory

Partner

Dedicated to driving company value creation, through aligned teams, goals, and execution.

Content Creator

Prometric

Chief Operating Officer

Chief Client Officer

LivePerson

➤ Team: 6 Direct & 110+ Total | New Logo & Account Growth | Strategic Partnerships & Alliances
➤ Turned around a North America underperforming team to rise to top #1 rankings

➣ Enabled triple-digit percentage booking growth in two years, with team quota achievement of 174%
➣ Repositioned and restructured sales team to crush quotas, assigning a QB (Quarterback) to drive strategies in real-time along with sales teams.
➣ Increased New Logo Bookings 10x in 5 quarters, outperforming all other teams by a minimum of 1.6X.
➣ Fueled sales pipelines and filled competitive gaps using the Sales Velocity Formula.
➣ Planned and implemented account penetration strategies, onboarding a new SDR (Sales Development Rep) team.
➣ Collaborated with strategic partners Apple, Facebook, Google, Accenture, IBM, Microsoft, Cognizant, Infosys, and TTEC.
➣ Improved sales productivity by rolling out an objective sales assessment to measure sales skills, followed by customized performance plans for each leader and representative to address their gaps.
➣ Created a company culture of “We” that encouraged teamwork, rewarded performance, and motivated employees.

Senior Vice President Of Global Sales

SVP of Sales, Partners, and Solutions

PandaDoc

➣ Advised Senior Leadership Team on Growth Strategies. The company is now valued at over $1B.

Advisor

SBI | Sales Benchmark Index

➣ Consistently surpassed annual goals, while managing transformation projects with Thomson Reuters, HERE, and Inmar.

Principal

KiteDesk

➣ Led all company operations, including sales, marketing, customer success, finance, human resources, product, and engineering.
➣ Product Ranked #1 on Siftery, G2Crowd rating of 4.8/5.0
➣ Maintained year-over-year growth in excess of 200%.

CEO & Cofounder

Spectrum

Helped Integrate Sales and Marketing Team (Telovations - Spectrum)

Telovations

➣ Recruited to help position the company for sale. 
➣ Sold the business to Bright House Networks(6th largest US Cable Company).

Six Disciplines

➣ Oversaw all aspects of the business including P&L, client engagements, CEO and leadership coaching and accountability, sales and marketing, and regional PR.

President

From 1990-1994 – I was a salesperson and loved every minute of it (I broke records, built amazing client relationships, and put hundreds of thousands of miles on my Honda Accord).

From 1994 to 2018, I co-founded and helped grow nine early-stage companies.  Seven of these nine companies successfully exited for over $600M.

During these years, I learned about mergers & acquisitions, product-market fit, managing cash flow, evangelical sales, raising funds, making & losing millions, how to creatively accomplish much with very little $, and much more.

In 2018, I said to myself, “Ok, it’s time for something completely new.” 

Since then, I have consulted for or led, large teams within Private Equity backed or Public Companies. The companies that I have helped over this time have experienced value increases of over $2B.

In 2022, I made the decision that I want to continue to lead teams and assist companies and their clients in obtaining breakthrough results.

But my passion has always been focused on answering one question:

“How can companies build a revenue generation system that can forecast and achieve its goals, year after year?” 

It’s taken me 25 years of grinding, experimenting, failing, and retrying to finally be able to answer this question and now I am sharing it with others.

I help:

➡️ CEOs – who are looking to solve 8-figure revenue problems

➡️ C-Level Commercial Leaders – my blueprint will help you call your shots and make them

➡️ VP of Sales – Put you on the fast track to C-Level Commercial Roles

➡️ Salespeople – Teach you how to identify a winning sales team to join

➡️ Private Equity and VC Firms – use a consistent sales system across your portfolios

My content sharing:

✅  Daily LinkedIn posts AM EST

✅ Sign Up for The Levers Newsletter - https://sean-burke.com/levers/ (Every other Saturday Morning AM EST)

✅ My website - https://sean-burke.com

✅ More options to come

☘️

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The Battle

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