Jessie van Breugel 🟣

helped 112+ founders get leads with an AI-powered system | $2.1M in client revenue

If you’re a coach or service provider, this is for you ↓

The #1 reason you're on LinkedIn:

Grow your business.

Because you want to...

– Make your family proud
– Have the freedom to travel
– Spend more time with the people you love
– Own your time (not just your calendar)
– Leave behind the 9-to-5 hamster wheel

Because your business isn't just a business — it's how you live free and serve deeply.

Right?

You didn’t quit your job to work longer hours in your own business.

You want freedom. Authority. Clients you actually like.

We help coaches + service providers turn their expertise into a $10k-$30k/mo business — without endlessly chasing, burning out, or becoming a full-time content creator.

With our Authority Figures Program and my 1-1 support, together we:

— Get crystal-clear on your positioning and message
— Build an audience that trusts you (and buys from you)
— Use AI to streamline content + client acquisition — fast & secure

Here's a small selection of the experts we've worked with:

— Nicholas added $32K in new revenue in 8 weeks selling his new group program.
— Josh closed two deals in the first 6 weeks, hitting his first $10k+ month.
— Tobias secured $50K in new contracts and filled out his pipeline.
— JP closed 3 clients by dialing in his content and DM strategy.
— Linda closed her first $7,5K client within two months.
— Jon signed 3 clients and got a 2X+ ROI in 3 months.
— Gabi closed €15,000 in revenue in the first 4 weeks.
— Julius closed his first $4,5K client within 2 months.
— Nicola signed 4 high-ticket clients within weeks.
— Laszlo closed 3 deals within the first 30 days.

If you're an expert with a high-ticket offer and you're ready to grow —

Check out the details here: https://authority-figures.com/application

Founder

The Creator Academy teaches creators to make magic internet money through audience-building and personal branding. Twitter and LinkedIn courses: https://thecreatoracademy.xyz/

jessie van breugel 🟣

After 24+ months of testing Canva to get inbound leads

I'm sharing the 25+ page playbook with you – steal this ↓

Comment “CANVA” and it will arrive in your inbox.

This is the only Design Guide you need to get more leads:

→ 25+ Pages
→ Tips & tricks
→ How-to guides
→ All the Magic Studio Guides
→ Features you didn’t know before

Want access?

1/ Like the post 
2/ Comment “CANVA” and I'll DM you.

♻️ repost for priority-access – my inbox tend to be full

I help coaches + service providers turn their expertise into a $10k-$30k/mo business — without working 24/7 | apply below for our February Cohort ↓

I’ve generated 8+ million views on LinkedIn this year.

I’ve turned my 10 viral hooks into templates – steal this ↓

Comment “HOOKS” and I send you it to you.

If your content on LinkedIn doesn’t perform

It’s 99% of the time because your hook is bad.

𐄂 No curiosity gap
𐄂 No proper formatting
𐄂 No personality or specificity
 
If that’s you, keep reading:

This year I’ve added 30,000 followers, generated 1,000s of inbound leads, and collected multiple 6 figures in profit.

The majority of this success comes from 0.1% of my posts.

So I’ve analyzed and turned them into templates. 

This is for coaches and founders who are tired of wasting hours on content and see 0 results.

Want access?

1/ Like this post
2/ Comment “HOOKS” and I’ll DM the link

ps. repost for priority access ♻️

I help coaches + service providers turn LinkedIn into their #1 client-acquisition channel

After 5+ years on LinkedIn, I’m happy to announce:

Cold DMs are finally dying – use this new strategy ↓

This strategy works GREAT if you’re tired of: 

𐄂 Endless LinkedIn pitch DMs
𐄂 Spray and pray cold outreach
𐄂 Cringy “just following up :)” messages

These aren’t just annoying.
It also burns trust with your prospects.
Way before a real conversation even starts.

I just released a 15-page guide on LinkedIn Inbound Sales – a proven system that attracts inbound leads on LinkedIn, and how to convert these leads into revenue.

Here’s what’s inside:

☑ The 7-Step DM Flow to go from cold → close
☑ How to use AI & Lead Magnets for 1,000s of inbound leads
☑ The Cold → Warm → Hot nurture model for closing deals without pitching.

Want access?

1/ Like this post so it can reach (and help) more people
2/ Comment “INBOUND” & I send it to you

♻️ repost this for priority access – or wait a few days before the resource arrives (my inbox is full at the moment)

I’ve spent 100+ hrs testing Canva to get clients.

Steal the 26-page playbook ↓

Comment “CLIENTS” and I’ll send it to you.

Use this Canva Guide to sign more clients using LinkedIn:

→ Tips & tricks
→ How-to guides
→ All the Magic Studio Guides
→ New features you didn’t know before

+ I added a new ChatGPT <> Canva Workflow:
'How to Create 50 Designs in 5 Minutes'

How to get access:

1/ hit like on this post
2/ comment “CLIENTS” and I send it to your inbox.

ps. repost for priority-access – or have some patience ♻️

I help coaches + service providers turn LinkedIn into their #1 client-acquisition channel | join The Lead Magnet Lab™ - Live Workshop | Tue, 3rd of Feb | read details below ↓

99% of LinkedIn Profiles leave money on the table. 

After $2.5M in client revenue, steal this system ↓

↳ Comment “LINKEDIN” & I’ll send over the full system.

It's the exact system I've used to;

→ Help our clients close $2,500,000+
→ Train 100s of coaches & consultants 
→ Book 1,000s of meetings with $0 on ads
→ Become a Top 50 LinkedIn Creator worldwide
→ Grow a 93K+ audience w/o engagement pods
→ Get invited on dozens of key podcasts, and live events

I share key insights I've NEVER shared before like

→ How I reverse engineered 100s of viral lead magnets
→ The GPT analysis I did on 100,000+ DMs
→ The 6-Figure Authority System I built

Stop losing clients because of a weak profile.

Your LinkedIn Profile should generate warm leads 24/7.

You’re closer to results on LinkedIn than you think.

How to get access:

1/ Like this post
2/ Comment “LINKEDIN” and I’ll send it over.

♻️ Repost this PDF to help someone win today

I help you build your info business and scale to $10K-$30K/months | check out my featured section to get started

Claude just became one of the strongest LLMs.

I built a workflow to turn audio → LinkedIn content – steal this ↓

Comment “CLAUDE” and I will send you the full system.

From transcripts → content → conversations → leads → clients 💰

Stop wasting hours on cold outreach or commenting.

The workflow is terrifyingly simple:

→ Drop in a transcript of a video or an audio note
→ Claude asks a few questions to get more info
→ It builds a post format based on proven structures
→ It rewrites in your tone and tightens every line
→ You paste → publish → collect leads

You go from idea → live post in minutes.

This is built on:

☑ 5+ years experience of conversion-writing and coaching
☑ $2.5+ million in realized client revenue - just via LinkedIn
☑ The exact insights of growing 83,000 followers

Want access to the full system?

1/ Like this post
2/ Comment “CLAUDE” and I’ll send it your way

ps. repost for priority access ♻️

I built a GPT tool to write VIRAL lead magnet posts.

6+ months to finetune this – you can steal this for FREE ↓

Comment “VIRAL” and I send it to you.

AI is more powerful than ever before.

I use it daily to create viral lead magnet posts.

40% of my lead magnets since August hit 1,000+ comments.

I've perfected a system that works:

→ 2+ years in the making
→ Helped 119+ founders build it
→ Resulted in at least $2.5M in revenue

How to get access:

1. Like this post
2. Comment “VIRAL” and I’ll DM you

ps. repost for priority access – or be patient (inbox = quite full right now)

I generated 8+ million impressions in the last 365 days.

I turned my 10 viral LinkedIn hooks into templates – steal this ↓

Comment “HOOKS” and I send you it to you.

If your content on LinkedIn doesn’t perform it’s

because your hook is bad:

𐄂 No reason to click ‘see more’
𐄂 The formatting is totally off
𐄂 It lacks any personality or specificity
 
If that’s you, keep reading:

This year I’ve added 35,000 followers, generated 1,000s of inbound leads, and collected multiple 6 figures in profit.

The majority of this comes from 0.1% of my posts.

I’ve analyzed & turned them into templates. 

This is for coaches and service providers who are tired of wasting hours on content and see 0 results.

How to get access:

1/ Like this post
2/ Comment “HOOKS” & I’ll DM the link

ps. repost for priority access ♻️

I spent years figuring out how to go viral on LinkedIn.

After 15M+ views, I built this Viral Hook GPT – get access ↓

Comment “HOOKS” and I send you it to you.

If your content on LinkedIn doesn't perform...

It's 99% because your hook is bad.

𐄂 No curiosity gap
𐄂 No proper formatting
𐄂 No personality or specificity
 
The majority of my success comes from 0.1% of my posts.

So I analyzed them and built this GPT.

Here's how it works:

→ Give it your topic
→ Give it your ICP
→ Give it one achievement

It returns 11 viral hook variations in seconds.

This is for coaches and founders tired of content that gets ignored.

How to get access:

1/ Like this post so it can help more people
2/ Comment “HOOKS” and I’ll send it to your inbox

Repost for priority access ♻️

I spent 6+ months cracking viral lead magnets on LinkedIn.

After 1,000s of leads via LinkedIn, I broke down the system ↓

Comment "MAGNETS" and I'll send it to you.

Here's what I cover:

Most people post lead magnets and get comments.

But no leads. 
No calls. 
No clients.

That's because they're missing the system behind it.

In the video, I break down the 3-step process:

→ Ideation: How to find proven angles + generate endless ideas
→ Creation: How to write posts that go viral
→ Visuals: How to create scroll-stopping images with AI

I use this ONE framework every week.

It's how I've helped 100+ coaches and founders fill their pipeline.

No ads. 
No cold outreach. 

Just viral lead magnets on repeat.

Want to see the full breakdown?

1/ Like this post
2/ Comment "MAGNETS" and I'll DM you the video

♻️ Repost for priority access

These 3 AI tools turn you into an elite LinkedIn marketer.

Steal this playbook to create your own AI workflow ↓

↳ Comment “STACK” and I’ll DM you the playbook.

This is for coaches and service providers selling high-ticket.

Most people overcomplicate AI and dilute authority.

𐄂 No daily posting grind
𐄂 No ghostwriters or agencies
𐄂 No new tools beyond 3

This playbook helps you…

☑ Ideate endless 10/10 lead magnet ideas
☑ Stand out in-feed with NanoBanana visuals
☑ Write viral lead magnet posts with the custom GPT.

Built from 8.5+ million views and 1,000s of inbound leads.
Same process our clients use to close 4- and 5-figure deals.

Stop guessing what to post.
Start running a clear AI-backed system.

Built for experts, not dabblers.

Want access?

1/ Like this post (so it helps more people)
2/ Comment “STACK” and I’ll DM the link

♻️ Repost for priority access

hey coaches + founders

your marketing strategy for 2026 is simple:

say the things only you can say

for a long time, i tried to persuade

explain more
teach better
walk people through the logic

it worked for reach
it didn’t work as well for trust

the more i explained
the easier it became to swap me out

every framework is public now
hooks get copied in days
ai can produce “good content” on demand

not because buyers don’t care
because buyers heard it all

what still works is proof that

you’ve done the thing you talk about
you’ve tested things yourself before teaching them
people like them have gotten results from your work

share case studies, your own work & your personal opinions

you don’t need to explain every step
just show that you’ve done the thing

teaching everything makes you replaceable
proof makes people slow down and pay attention

going into 2026, this gap is only getting wider

more information won’t win
better persuasion won’t win

showing you can solve the problem will

and say the things only you can say

ps. everything you do, starts with the offer → https://lnkd.in/eEZdkqg8

I've spent 5+ years testing what actually makes 6+ figures.

Today I'm sharing the 4-pillar blueprint with you ↓

↳ Comment “SYSTEM” and I’ll send it to your inbox.

If you’re a coach/consultant stuck selling time for money…

You don’t need more tactics. 

You need a system:

𐄂 No endless offer tweaking
𐄂 No vague LinkedIn headline
𐄂 No “I can help with anything” messaging

This training helps you install the 4 pillars:

☑ Package one offer you can sell on repeat
☑ Position it so the right people self-select fast
☑ Build a pipeline with 3–4 posts/week + light outreach
☑ Productize so you stop being the bottleneck

It’s the exact same process we’ve used to help 100s of clients.

Stop building in a vacuum.
Start validating in public & selling with clarity.

This is for people who want freedom of movement.
Not being stuck in a job you gave yourself.

How to get access:

1/ Like this post (so it helps more people)
2/ Comment “SYSTEM” and I’ll DM the link

ps. Repost for priority access ♻️

if you’re good at what you do but your income still feels unpredictable, this is for you ↓

you might have a few projects, 1:1s and are relying on referrals

it works at first

until it drains you

and your energy is all over the place

this is where most experts are at

i’ve experienced this first hand, so i looked for a better way

and i’ve found a better system

one where you can stop selling yourself, and start selling a real offer

in the video, I explain how this works

+ we’re running this in a live workshop in 2 weeks time

comment ‘EXPERT’ and i send you the link

ps. wanna skip the line? hit the link on my profile

2 weeks ago, I sat down with our private clients.

I shared 7 ideas to stand out on LinkedIn in 2026:

1) Templates are dying → your voice is the USP

AI makes everything sound the same.
Your biggest advantage is your unique insights & story.

2) Your content on LinkedIn behaves differently

Strong content takes longer to spread.
Plus, your thinking works better than copying viral trends.

3) You can’t just claim “authority” → you earn it.

Your network wants personal stories, proof and lived lessons.
Authority comes from showing up consistently long enough.

4) How-to content is dropping in value

Information is available everywhere.
Don’t become Wikipedia — share opinions and perspective.

5) Most founders don’t lack strategy → they lack commitment

They keep rebuilding and reset to zero every time.
Most strategies work if you stop jumping between them.

6) Cold DMs are dying → trust is the real unlock

Trust on LinkedIn is low, so cold messages get ignored fast.
Content builds familiarity before conversations start.

7) Alignment beats optimization long-term

Most strategies work if you stop hopping.
The real decision is which business you want to build.

That’s it.

The gameplan for LinkedIn in 2026.

This is what I walk through with our clients every week.

I recorded the full system in a 19-minute video.

Comment "SYSTEM" and I send you the video

The good news:

You close a client and you deliver the work.

Money comes in.

And then, the bad news: it’s quiet again.

So you go back to hunting.

That’s the phase most experts get stuck in.

Every month it feels like you have to start from scratch again collecting new revenue.

Here’s the part people miss.

This model works until it doesn’t work.

It’s great to start this way.

It’s great to get your business off the ground with custom projects and referrals.

But most people never move past it.

And that’s where the pressure shows up.

I’ve been in this loop myself.

Back in 2024, I was closing 4- and 5-figure clients via DMs.

But when the engagements ended, the machine stopped with it.

Same question as always:

where does the next one come from?

That’s the trap.

You can be good at sales and strong at delivery.

And still be restarting your business over and over.

Because if people are buying you—your time, your availability, your custom thinking—you are the business.

And that caps everything.

I see this pattern with consultants and agency owners running custom work who watch their calendar block out for delivery, then open up again a few weeks later, every single month.

The difference between “doing work” and building a business is whether something keeps running after the work is done.

I just recorded a 15-minute breakdown of how you can turn your knowledge into a scalable offer to stop this loop.

Comment “SCALE” below & I’ll send it to your inbox.

Every founder wants scale but few build it correctly.

Most experts I talk to are busy tweaking things:

The offer.
The content.
The sales process.

For a long time, I did that too.

What eventually clicked for me was seeing the business as four connected parts, not isolated problems.

There are 4 main pillars I always look at:

1/ Package
2/ Position
3/ Pipeline
4/ Productization

Packaging is taking everything you already do with clients
and putting it into one offer you can clearly explain and deliver.
Same work you’re already doing.

Positioning is what decides who that offer is actually for.
You can have a strong package,
but if the positioning is unclear, people won’t recognize themselves in it.

Pipeline is where most businesses quietly break.
You can have a good offer and solid positioning,
but without consistent traffic, the system doesn’t move.

That’s why pipeline matters so much.
It’s what keeps the rest from stalling.

Productization is about how the offer shows up in different forms.
Not everyone wants the same level of access or commitment.
Some people want full support.
Others want a smaller entry point to get started.

That’s where things like programs, group formats, tools, or spin-offs come from.
Not new ideas: existing work, packaged differently.

That’s why I don’t believe there’s one “best” strategy.

Your business should be built around how you want to operate.

And, that only happens when all 4 pillars are aligned.

ps. I broke down this full system here: https://lnkd.in/eQk_SmEV

Lester Chng

Cyber CEOs Brand Strategist. I build your brand as you build your business. | Senior Cybersecurity Advisor | Author | Naval Officer | CISSP | 🇨🇦🇸🇬 |

You head a leading cybersecurity firm.
But your online presence doesn't reflect it.

In fact, being invisible is damaging. 

You understand the power of thought leadership.
You know LinkedIn shapes deal flow and adds credibility in the industry.
You just don’t have the cycles (or the copy) to share your expertise and experience.

You have stories worth telling.

The insights from being in the trenches.
The deep conversations with your ace teams.
The hard discussions with your clients. 

Don’t let this wisdom go to waste.

That’s where I come in.

--------------------------------------------------------------------------------------------

How we work together.

Profile & Positioning
=> Rebuild your LinkedIn profile so visitors see industry authority, not “another vendor.”

Content engine
=> Ghostwritten posts that leverage your insights and expertise into engaging LinkedIn posts. 

Outreach campaign
=> Targeted DM campaigns and audience-building strategies that build your authority and land you on podcasts and conference stages.

--------------------------------------------------------------------------------------------

You focus on growing your firm and protecting your clients.
And we will ensure the industry, clients, prospects, and investors can’t ignore it.

Let’s build the personal brand that commands the cybersecurity conversation and drives business.


Worked with global client portfolio 
- MSPs
- MSSPs
- Agentic AI SOC
- AI-powered GRC 
- Operational Resilience 

Senior Advisor, Financial Crimes Unit Exercises. BMO Fusion Centre

Execution of Financial Crimes Unit Exercise and Drill Program
• Design and execution of exercises and drills to operationalize the Financial Crimes Unit Fusion Centre
• Scenario creation and exercise execution for Information Security, Enterprise Fraud Management, Physical Security, and Global Crisis and Continuity Management teams 
• Providing effective challenge of incident response readiness through exercise observation
• Execution of enterprise-wide Purple Team Exercise


Cybersecurity Exercises: Purple Team, Ransomware, DDoS, Malware, Data Corruption, Data Breach, 3rd Party Incidents
Fraud Exercises: ATOs, Attack on Payment systems, Business Email Compromise, PII Breach
Physical Security Exercise: Active Assailant, Civil Unrest, Bomb Threats
Crisis Exercises: Disaster Recovery, Business Continuity, Operational Resilience, Fire Incidents, Natural Disasters, Utilities Disruption

Welcome to yr cyber flight simulator. 

I promise I won’t make u cry. 

The Cyber Range has been a faithful workhorse of Rogers Cybersecure Catalyst, Toronto Metropolitan University. 

Incident response professionals, IT teams, municipal leaders, law enforcement officers, veterans, and foreign partners have gone through their paces at the range. 

Has yr team seen what a cyber incident looks like?

Have they been in the hot seat, trying to make sense of what’s happening and needing to coordinate and prioritise actions?

Have they been given the rigor of training to sharpen their instinct, rehearsal their articulation, and coordinate competitions priorities?

This is your cyber flight simulator. 

Step in and see what happens when the rubber hits the road. 

Or are you going to take the risk and wait for a real incident to find out?

Good luck. 
Godspeed. 


P.S 
Please follow Rogers Cybersecure Catalyst, Toronto Metropolitan University. 

We have been delivering exciting programs to individuals and organizations for years and have shaped Canadian’s Cyber Ecosystem. 

It’s going to be an eventful year. 

Follow + try to keep up w the Catalyst.

No alternative text description for this image

I once received AAR feedback from an executive that changed how I view these "mundane" reports.

After-action reports are very important to the success of an exercise program. Without it, there is no chance of leadership buy-in, and soon the program will fizzle out.

These are typical uses/benefits of an AAR.

• capture lessons learned
• provide recap of proceedings
• serve as evidence for risk/auditors
• feeds into enterprise-wide action item register

On this occasion, I drafted the AAR for a fraud-related exercise. It involved many operational teams including executive involvement. The AAR was signed and sent.

One feedback from an executive stood out.

"It had alot of detail, but I don't know if it was a success".

That struck me. We just missed an opportunity.

An opportunity to highlight:
• the alignment with the overall security program
• the collaboration involved to run the exercise
• the advancement in teamwork 
• the reduction of risk

Include a clear story and highlight the win in your AAR.

Don't take these exercises and artefacts for granted.
Each event builds confidence, familiarity, and resilience.
Don't let it go unnoticed; give it its due credit.

P.S Have you seen AARs put to good use?

Most cyber CEOs think LinkedIn is about “posting more.”

It’s about posting with a positioning equation:
Authority + Trust + Leads

Don't start without a clear content strategy.

Here’s the simple way to build your content calendar.

𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆
1. Build authority so you become the obvious expert.
Authority is when your audience says,
“This person knows the space.”

Teach one niche concept per post (one takeaway).

Share your lived experienced not conceptual ones.

Break down “why this fails” in real environments.

Add proof when possible:
Lessons, patterns, results, before/after.
Authority posts go deep in your niche.
More “results, insights, wisdom.” Less "frameworks"

𝗧𝗿𝘂𝘀𝘁
2. Build trust so people believe in what you stand for.
Trust is when your audience says,
“I’d take a meeting with them.”
It comes from clarity and consistency, not hype.

Show how you think, how you communicate risk, and how you make tradeoffs under constraints. Use stories, principles, and honest calls on what you will and won’t do. When people understand how you deal with situations, they start to trust your delivery.

𝗟𝗲𝗮𝗱𝘀
3. Generate leads without sounding salesy.

Direct: a clear CTA after you have earned it.

Indirect: a walkthrough of what it is like working w you.

Remove friction:
scope, timeline, roles involved, what success looks like.

Make it obvious you solve this specific problem for this specific buyer. Lead posts can be direct or indirect, and “walk-through” posts remove buying friction fast.

If you want a repeatable content calendar, stop brainstorming topics.

P.S Do you start writing without a plan?

Thanks Timothy Martens for prompt inspiration.

And Gerald Auger, Ph.D. + Mike Miller
for the reminder to include an image =)

How was your first full week at work?

This will happen if you don't intervene.

The Rule of the First 5 Days is a stock market indicator that states that if the market performs positively in the first 5 trading days of the year, there is a high probability that the markets will end the year positively.

Historical probabilities are between 69 - 84%.

Some of the reasons are:
Early Positioning
Investor Sentiment
Self-Fulfilling Prophecy


Bringing it back to how was your first week back at work?

Busy?
Stressed?
Juggling priorities?

Chances are if you don't make any changes, this will be how your year pans out.


If you had a great week, keep at it!

If not, time to review:
- the triggers
- the pain points
- the larger picture
- the longer term goals

Good luck for week 2!

P.S Dow has best 5-day start to year since 2006!

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bootcamp

Sign up here:
https://catalystcorporatetraining.classe365.com/form/view/AutoBootCamp?_gl=1*9rfqtg*_ga*MTQ4NTczNDM0MC4xNjk4MjQxODM1*_ga_YYXBQS6S5Q*MTcwNzgzMzEyNi4xODEuMS4xNzA3ODMzMTYwLjI2LjAuMA

Time is flying by. Jan is almost over. 

This is 1 thing I miss from 10 years ago. 


My lucious hair that would give me a chance at K-pop auditions. 

Just kidding. I stand no chance. 



What do u miss from 10 years ago?




Thanks sir Chris Chia for taking this pic and sending it again to me recently!

Leader, Coach, Facilitator

If your cyber exercise doesn't make you sweat,

why do you call it an exercise?

Too many teams are taking a stroll during tabletop exercises. They don't prepare in advance, they talk in circles, and frankly take it too lightly.

I have seen teams prepare extensively for exercises.

They relook their process and hold internal preparation meetings to validate if it still makes sense. They ask tough questions internally and the leaders confirm if their assumptions about alternatives, recovery times, capabilities, and priorities are still accurate.

The best teams go in well-prepared and respond confidently. This is not just for show. This is an opportunity where leadership teams have recognized the importance of readiness and set aside protected time to be intentional about preparation. 

This only happens if the exercise program is well-socialized.
When the experience and outputs are understood.
And the leadership is serious about training.

Otherwise, what's the point?
Check a box? It's 2026, do better.

Your next Cyber TTX will be miles better with this small tweak. 

Don’t rush the start of the exercise. 

I know you have been planning it for months. Your adrenaline is pumping and you assume the participants are chomping at the bit to begin. 

But don’t neglect the pre ex brief. 

Here’s why it matters. 

1. Not everyone is familiar w exercises

Some have never participated in one. 
Others can’t remember what it’s like. 
1 or 2 even have weird assumptions. 

2. Remind everyone of the Why

The stakeholders are not equally invested in the exercise or outcome. Half are wondering why they are there. 

3. A good start is important

Some exercises that start poorly can result in minutes of waffling, rabbit holes or just straight up disengagement. 

4. Questions forces a buy-in

Facilitate a short quiz or discussion. 
This makes participants feel involved and helps them warm up as well. 

5. Simple introductions helps

You will be surprised how often teams don’t know each other or what role they play in an incident. 
Take time to do a roundtable intro. 

6. Sponsor emphasis 

Allow the exercise sponsor to speak. 
This reiterates the investment, focus, and important of the exercise. 

7. Calms your nerves

Address concerns before an exercise can help mitigate against difficult scenarios such as wrong expectations and challenging stakeholders. 
There will also be disruption but touching on some issues early helps. 

The next time you plan yr exercise. 
Spend abit more time on the start. 
It will be worth it. 

P.S any other exercise faux pax?

What most Cyber CEOs post on LinkedIn 
 
- repost their company's post 
- post about the latest hack 
- random AI blog 
 
What should Cyber CEOs post on LinkedIn 
 
- customer success stories 
- lessons learned about your business 
- strong opinion about industry issues 
 
You are the leader. 
 
Lead by example. 
 
Here are more post ideas. 

Subject Matter Expertise
- insights
- pain-points
- transformation
- trends + opinion
- counter-trends
- mistakes you have seen others made

Trust
- client success stories
- decision-making dilemmas
- framework for decision-making 
- social proof
- results

Character
- guiding principles
- values
- client examples
- stories of resilience
- leadership

Authenticity
- challenges that excite you
- lessons learned
- challenges that you overcame
- best advice that you received

Majority of my bosses in Cybersecurity have been female.

Yet female only make up 21% of the cyber workforce.

I interviewed Sarah to get her insights on Women in Cyber.

Sarah is a certified coach, facilitator, and founder of the Human Skills Leadership Lab, a unique and customizable program that helps professionals develop the human skills (or ‘soft skills’) required for effective leadership in the modern workplace. 


𝗪𝗼𝗺𝗲𝗻 𝗶𝗻 𝗖𝘆𝗯𝗲𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗣𝗿𝗼𝗴𝗿𝗮𝗺

1. When you think about women leading in cybersecurity, what have you noticed most often in how they lead, communicate, or navigate their roles?

They’re brilliant and discerning. They carry a full plate - navigating complex decisions and significant risk - and still, they lead with calm authority, thoughtfulness and integrity. They think deeply about their teams, their organizations, their families, and the broader systems. They’re the kind of leaders the world needs more of.


2. As you look ahead to the Women in Cyber Leadership Program in Malaysia with the Catalyst, what aspects of the program are you most curious or energized about?
   
After 4 years collaborating with the Catalyst to support cyber leaders from across Canada, I’m incredibly excited to connect with cyber leaders from 7 countries across ASEAN. It will be thrilling to be part of the conversation as these women come together to learn from and with each other.

 

If you enjoyed this interview series, please follow Sarah Lang (MA, PCC, CPCC). She is a human skills expert, a Leadership in Communication Skills Coach, and has trained leaders from leading corporations and brands.

P.S. How are companies promoting diversity?

Soft Skills Expert • Certified Leadership & Public Speaking Coach & Facilitator • Program Design and Instruction @ U Toronto, KPMG, ESRI, Rogers • I help leaders transform confidence into connection and influence.

I trained Principle Warfare Officers. 

We assessed them on 3 attributes. 

The Principle Warfare Officer (PWO) was responsible for fighting the ship. 

This included the deployment of weapons, manoeuvres, and in many cases the control of multiple ships and aircraft to fulfil a mission. 

These are the 3 attributes. 

Knowledge 
- know the procedures 
- know the asset capabilities
- know the adversary’s capabilities 
- know the ever changing situation 

Command and control
- clarity of situation  
- clarity of instruction 
- clarity of orchestration

Creativity 
- demonstrates intuition 
- demonstrates flexibility 
- demonstrates adaptability 


In cybersecurity operations,

We assess
.
.
.
.
.

Hope you get my point. 

Happy training.

Most cyber CEOs aren’t afraid to post.
They’re afraid to be misunderstood.

And 19 other myths of writing on LinkedIn. 

 1. “I’ll get DMs from random people and waste time.”
 2. “If I post about a niche topic, it’ll limit my market.”
 3. “I should wait until my messaging is perfect.”
 4. “I’ll get fact-checked and embarrassed.”
 5. “I’ll be judged by peers in the industry.”
 6. “Clients will think I’m wasting time.”
 7. “I’m not a ‘social media' person.’”
 8. “I need a hot take every time.”
 9. “I’ll look like I’m bragging.”
10. “My team will cringe.”
11. “I need perfect writing.”
12. “People will think I’m selling.”
13. “I’ll attract trolls or get dragged.”
14. “I’ll upset a partner/vendor/client.”
15. “My competitors will copy my ideas.
16. “I’m not ‘big enough’ to have opinions.”
17. “If I post, I’m giving away the secret sauce.”
18. “Need to sound super technical to be credible.”
19. “If engagement is low, it means I’m bad at this.” 

P.S which is your fav? Mine is #8  🔥

AI tools are being used in yr org. 
Have your IR plans kept up?
Here are 4 changes to make. 

Implementing AI tools have left security team scrambling over the last couple of years to ensure it is securely deployed and monitored. 

Your incident response plans may have be neglected in the process. 

Consider these updates. 

1. Include AI related incidents 

- sensitive data exposure
- supply chain vulnerabilities 
- unauthorised model changes 

Don’t assume your plan is a catchall. 
AI asset owners don’t fully understand the security risks. 

2. Validate asset + contact list

- AI asset owners 
- data architects r crucial
- most of these folks r probably new

These AI gurus have been heads down focused on speed on implementation. They probably can’t spell cyber if u meet them for the first time on an incident call. 

3. AI specific containment

- understand the impacts 
- ask if traditional options will work

It’s going to get more complex as AI tools integrate across enterprise. It may soon become so entrenched that disabling it is a non option. 

4. Logs and investigation 

- review if current threshold is valid
- check on logs before/after go-live

You will learn to love “black boxes” and need to navigate round them. 


P.S what other areas to add?

2.

Incident response plans only play a small part in cyber resilience. 

“Do you have an IR plan?”

Is probably one of the most common question that consultants and experts use to gauge a company’s resilience. 

Many teams are happy to tick yes. 

But having a plan is merely the start. 

Here’s why:
- high turnover of staff
- fast pace of tech change
- lots of assumptions remain  
- plans get outdated due to new tech 
- teams don’t use the playbooks/plans
- primary teams hardly get trained
- secondary teams ignored 
- random cyber exercises 
- no training plan

There is barely any focus on training. 

7 men squads in the military get more training time and resources than multi-million dollar cyber defence teams protecting our financial ecosystem. 

Will having a plan alone save you?

And how long are you going to assumed your team is ready?

P.S the world is still a vulnerable place

Human skills training will unlock your career potential.

These are your advantages against AI... for now.

I interviewed Sarah to get her insights on human skills.

Sarah is a certified coach, facilitator, and founder of the Human Skills Leadership Lab, a unique and customizable program that helps professionals develop the human skills (or ‘soft skills’) required for effective leadership in the modern workplace. 


𝗛𝘂𝗺𝗮𝗻 𝗦𝗸𝗶𝗹𝗹𝘀 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴

1. What are some of the key human skills that will unlock an individual’s potential in the workplace?
   
First: self-awareness, because awareness always precedes change. From there, the skills of emotional intelligence, listening and clear communication. These will help you improve your relationships and increase your influence and impact.


2. Were there pivotal moments from your own experience or from those that you coached that reaffirm that Human Skills Training is a vital part of career development?

I’m reminded of this everyday, given how easy it is to outsource one’s thinking, ideas, and voice to AI. We’re constantly pitched the benefits of efficiency, when really it’s our unique essence as a human that makes us compelling. Human skills will always be vital to professional and personal development.  


If you enjoyed this interview series, please follow Sarah Lang (MA, PCC, CPCC). She is a human skills expert, a Leadership in Communication Skills Coach, and has trained leaders from leading corporations and brands.

P.S. Are you worried about AI impacting yr career?

5 LinkedIn posts that should be part of your pre-RSAC marketing plan. 

If your Head of Marketing is not bugging you to start posting on LinkedIn before RSAC, ask them why?

Even better if they tell u what to post. 

Here’s 5 posts that I will write. 

“Heading to RSAC next week. Here’s the one question I’m asking every CISO I meet.”

“One year ago, [Client Type] was struggling with [Specific Problem]. Here’s what changed.”

“Everyone’s talking about [Trending Topic] at RSA. Here’s what they’re missing.”

“We’re bringing [Specific Thing] to RSA. Here’s why we built it.”

“I have 8 meeting slots open during RSA. Here’s who I wld love to talk to.”

_____________

Here’s 3 reasons why you shld post. 


REASON 1: 
Conferences are chaotic. 

This gives you a chance to cut through the noise.  

REASON 2: 
Post-Conference follow-up success is built upon pre-conference interaction.  

Unless you are a magician and can engage random folks on the floor. 

REASON 3: 
Yr competitors are already doing so. 

Silence = Falling Behind

You don’t want to waste all that $$$$

———————

No time to write?
Overwhelmed by the preparation?
Rather spend time on client demos?

Let’s work together and take that off your plate.

LinkedIn posts can be complicated.  

I simplify it by 3-2-1 method. 

3 types of posts 
- authority 
- leads 
- trust

Cycle this through the week. 

2 content pillars
- cybersecurity exercises
- LinkedIn copywriting 

Alternate pillars per day. 

1 target audience per post

Focus on 1 reader. 


What’s your 3-2-1?
⬇️

People judge within 7 seconds of opening yr mouth.

That's why I still get nervous before every presentation.

I interviewed Sarah Lang to get her insights on public speaking and establishing leadership presence.

Sarah is a certified coach, facilitator, and founder of the Human Skills Leadership Lab, a unique and customizable program that helps professionals develop the human skills (or ‘soft skills’) required for effective leadership in the modern workplace. 


𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝘁𝗶𝗽𝘀 𝗳𝗼𝗿 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲

1. How would you explain what leadership presence is for those looking to grow in their career?
   
Leadership presence is your ability to stay grounded and intentional in all moments - including when you’re under pressure. In a society driven by distraction and dopamine hits, leaders who embody this type of presence, steadiness and self-trust stand out.  


2. What are some ways to practice being more grounded and present?

• Spend time on analogue hobbies that anchor you to the physical world - art, books, gardening, cooking, etc.
• Practice mono-tasking on purpose.
• Try slowing down your communication - listening, speaking, pausing, saying less.
• Regulate your nervous system with breathwork, yoga or grounding activities.
• Carve out daily moments to pause and transition between meetings and events


3. Presenting to an audience is a real fear for many professionals. Do you have a couple of tips that you usually teach?
   
First, get crystal-clear on what you’re trying to say and why it matters to your audience. Then, practice your vocal and non-verbal delivery to make sure you sound like you care about what you’re saying! I also teach simple ways to work with nerves rather than fight them so speakers can stay connected to themselves and their audience.
 

If you enjoyed this interview series, please follow Sarah Lang (MA, PCC, CPCC). She is a human skills expert, a Leadership in Communication Skills Coach, and has trained leaders from leading corporations and brands.

P.S. What's the best advice u received on public speaking?

Most Cyber CEOs post randomly and wonder why LinkedIn isn't working.
They write when inspiration strikes.
They share whatever feels right in the moment.
They post about the latest breach one day, their product the next, then go silent for weeks.

The result? Confusion. Zero traction. Wasted effort.

Here's what you should be doing instead:
Plan your content around 3 post types.

1. Authority posts
This is where you demonstrate expertise.
Share insights from client engagements. Dive deep into problems you're solving. Break down complex security concepts.

Examples:
"5 issues all enterprises face with AI governance"
"How we helped Company X reduce risk by 40%"
"The biggest misconception about Zero Trust"

These posts establish you as the expert in your niche.

2. Trust posts
This is where you build relationships.
Share your founder journey. Talk about team culture. Reveal the challenges you've overcome.

Examples:
"Why we started this company in 2019"
"The toughest decision I made as CEO"
"What our clients don't see behind the scenes"

These posts show the human behind the solution.

3. Lead posts
This is where you attract prospects.
Address pain points directly. Show transformation. Make your solution crystal clear.

Examples:
"Overwhelmed with compliance requirements?"
"How we saved a client 2000 hours per year"
"Is your board asking about AI risks?"

These posts turn readers into conversations.

Now here's the system:

Mon: Authority post
Wed: Trust post
Fri: Lead post

Repeat this for 6 months minimum.
Map out topics under each category. 
Populate your calendar. 

Never start from a blank page again.

Most cyber CEOs will read this and do nothing.

They'll keep posting randomly.
They'll keep getting zero results.
Don't be most CEOs.

Plan your content. Execute consistently. 
P.S. What type of post do you struggle with most?

Worried about the removal of your role?
Don't be a deer in headlights.
Do this immediately.

2025/2026 is the new 2020.

The trigger is different.
Lockdown vs AI.
The outcome is becoming the same.

And we shouldn't really be surprised...
If you are, stop living under a rock.

What did you think would happen?

Just look around the wider workforce, companies, tasks, processes, meetings, discussions, emails.....

Bots will be much better at most of that.

Thanks Sherlock, so is that the end for the human worker?

Maybe.... but not yet.

So, until we start serving robotic overloads, let's prepare and control what we can.

These are 5 things I'll immediately do to mitigate job risk.

1. Get better at your work

Thanks, Captain Obvious.
You are welcome, but I made Major.

The people who are most worried are probably the ones with the most areas to improve...so if there was a time to buck up, its now.

Say yes more than no.
Spend that extra hour.
Put in that additional effort.
Put yr hand up for that project.
Capture your achievements.
Socialize the wins w teams.
Help other teams win.


2. Restart your network

Your Rolodex is creaky, I know, but it is time to revisit.

It will be awkward at the start, but keep at it.
Better now than when you "need" a job.

Pro Tip: Be genuinely interested in them

Your older connections are easier to rekindle than establishing new ones. 


3. Build your profile

Refresh and improve your LinkedIn profile + professional portfolio.

It's 2026, we go to your profile and website if we want to get a good sense of who you are.

How are you showing up?
• old dated profile pic
• high school quality about section
• boring as f experience description

Or are you invisible?
Makes sense if you are James Bond.


4. Grow your network

Do some research. 

Who are your peers?
Who is in your dream role?
Which are the interesting companies?

Some of the folks who reported to you may now be execs.

Don't wait till your need a network to build one.

The earlier you start the better.

What are you waiting for? The HR Call?



5. Think like an owner

This is the future of the worker.
Gone are the days of 40 year old career.
My mom celebrates 45 years at 1 company soon!

If you think like an owner, you stop waiting for permission.

You start taking action, owning the risks, and keep going.

What is one thing you think will change when there is this mindset shift from employee to "owner worker"?

Canada's finance sector = ~8% of GDP.
No surprise that it is highly regulated.
And extremely difficult to get a foothold.

In fact, most companies will baulk at the requirements, due diligence, scrutiny, and death by a thousand cuts before they even see a dollar return.

It is a tricky environment. 
And that's the beauty of this program.

The RBC FinSec Incubator, bridges the gap between the needs of the financial sector and emerging fintech and cybersecurity startups. It helps early-stage companies transform the financial ecosystem by enhancing product security and resilience to achieve product-market fit.

Designed for early-stage Canadian fintech startups:
- specialized workshops
- no equity, no cost
- 1 to 1 mentorship

Apply here today: https://lnkd.in/gpmeAftH

Registrations close on 𝗝𝗮𝗻 𝟭𝟲

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