BetterUp

The mission of
BetterUp is to empower people to pursue their
lives with clarity, purpose and passion.
I work with BetterUp’s members to focus on
highly personal growth areas,
leading to robust and lasting transformation.

Coach

Your Machine Mind

Founder

Helping Michigan business owners become the leaders they wish to see in their community | Grand Rapids Next Agent | The Bossmode Method

First I listen and then I get curious. 

What makes you an inspirational leader? 

I challenge myself to ask a thought-provoking question to prime your curiosity so that you will ask better questions and find better answers.

I want to change the world of work as we know it. 

•A world where we have engaging and meaningful work that supports our individual values. 
•Where we have the safety to be ourselves and have our differences celebrated.
•With opportunities for growth and development of skills, knowledge, and career. 
•A shared feeling of belonging and community 
•A feeling of harmony between Life and a balanced workload. 

Every day I show up as a voice to inspire change. If you are a leader who values creating more opportunities for their team to succeed than performance at any cost, we should talk about how you see the future of work. 

And what we can accomplish together.

Together we can change your problems and hurdles into puzzles and ladders. The obstacle always hides the way and I can help you find the map. 


I have used coaching as a leadership tool for over a decade of restaurant leadership. From the line to multi-unit training specialist to general manager. All to help others find their voice in leadership. 

Now coaching and leadership are just a few of the tools that we can use to create lasting insight to guide you and your team forward to a future that is brighter for all.

Justin Koster

I help founder led B2B companies that want to grow pipeline fast without hiring more Setters/SDRs, bloating headcount, or adding operational stress.

Over the last 8+ years, I’ve helped B2B SaaS, AI companies, agencies, and service businesses build system led GTM engines that generate predictable pipeline using a mix of clear positioning, outbound systems, and AI where it actually matters.

Instead of scaling people, we scale leverage.

What we do differently
✅We replace SDR heavy setups with one GTM Engineer powered by AI.
✅Fewer moving parts.
✅More control.
✅More pipeline.

We focus on

-Problem framing that makes buyers feel understood
-Simple offers that are easy to buy
-Consistent outbound that actually runs every day
-Clear messaging instead of clever copy
-Sales calls that move from interest to decision without pressure

Results
💸Generated over 1M in pipeline in 90 days
❤️Built funnels and GTM systems that drove over 2M in revenue
🌴Currently supporting teams scaling from single digit millions to eight figures ARR

Who this is for
-Founder led B2B companies with product market fit
CEOs who want predictable pipeline without managing large sales teams
-Teams tired of hiring SDRs that churn and underperform

🏆 Winner of the Two Club Award for building funnels that generated $2M+ (10M Award pending)
📈 Helped ColdIQ scale from $5M → $10M ARR
💡 My approach: simplify → systemize → scale

If you want pipeline growth with fewer people and better systems, let’s connect.

📩 bruno.morris@expansions.ai

Bruno Morris

Modern prospecting with Genesy, #03

In 2023 you needed 7 tools to run outbound on scale. 

In 2026 all-in-one tools are taking over.

I was helping a client audit their tech stack last month and we counted everything they were paying for:

A data provider. 
An enrichment tool. 
A verification tool. 
A warmup service. 
A sending platform. 
A deliverability tester. 
A CRM sync.

7 tools. 7 logins. 7 invoices.

And they barely talked to each other.

The whole system was held together by Zapier + n8n  workflows and crossed fingers.

But here's what's happening across SaaS right now.

→ HubSpot swallowed marketing, sales, and service into one platform.
 → Notion ate docs, wikis, and project management.
 → Fireflies.ai replaced manual note-taking, transcription services, and CRM logging into one AI assistant.

Cold email follows the exact same pattern.

Look at what Kai Brandt, Giorgio Fidei & the whole team just did with Genesy:

Old Sales (left column): 

-A patchwork of manual processes
-Manual research in Google Sheets
-Email finding through Google Search
-Phone numbers scraped manually
-Campaigns sent through Gmail
-Notes scattered across platforms
-Different tools for every step

New Sales (right column): 

Genesy handles it all:

Company sourcing & research → Genesy
Data enrichment → Genesy
Email finding → Genesy
Phone finding → Genesy
Email campaigns → Genesy
Social prospecting → Genesy
AI-powered reply assistance → Genesy
Meeting scheduling → Genesy

Call notes → Fireflies.ai

One platform. One workflow. One source of truth.

This is where outbound is heading: a single spine instead of 7 shaky legs.

The days of duct-taping tools together are over this year.

Want the visual map of what to cut from your stack? 

Comment "GENESY" and I'll send you the audit link.

I build 7-figure funnels. 1 GTM Hack a week ➜ Follow me :) Award-winning strategist with 8+ yrs scaling SaaS, agencies & Coaching businesses

Modern Prospecting with Genesy — #01

This is exactly how I went from 0 to 12K MRR in the first month using Genesy, booking 12 qualified appointments with a 40% close rate and 50% reply rate even with Xmas holiday. 

Proof in the first comment.

Smart GTM teams don’t chase leads. They stack intent.

The biggest lesson I learned last month? Top GTM teams aren’t chasing leads.
They’re stacking intent and booking meetings from the bottom of the funnel up.

Most companies still optimize for noise at the top. New ads, new channels, new shiny tactics.
But if your follow-up is slow, your targeting is broad, and your messaging reads like a template, you’re compounding waste.

You don’t need more random traffic. You need systems that surface who’s in-market, ready to buy now.

Here’s the angle we deploy with clients: layered intent signals.

One signal is a nudge. Two or three together? That’s a bell ringing.When you stack signals and keep your outreach human, your pipeline shifts from “hope” to repeatable probability.

The six signals that consistently sit at the top in our builds:

1) Champion job changes (Genesy + LinkedIn)
 When your former champion moves, they carry trust with them. Don’t overcomplicate it: a quick reminder of the wins you created together & connect.

2) Net-new roles in your ICP (Genesy)
 Fresh hires re-evaluate the entire stack. Hit them with a 2–3 line “what to keep/replace/automate” insight that respects their time.

3) Companies hiring your persona (Genesy + RB2B)
 Headcount growth is a proxy for pain + budget. Translate that hiring signal into a problem you solve.

4) ICPs visiting your site (Trigify.io)
 This is where most teams drop the ball. If your stack can’t see who visited, or your alerts don’t trigger same-hour, you’re late. Speed-to-lead wins here.

5) ICPs engaging with your content (Genesy)
 A like/comment is not a closed deal, but it’s momentum. Use it to open a micro-conversation.

6) ICPs active on competitor posts (Phantom / Trigify.io)
 If they’re already comparing, don’t pitch a feature list. Reframe the buying criteria.

Now: the mastermove: stack the signals. A pricing-page visit plus a relevant job posting plus a past champion at the account?That’s a priority 

1. You don’t need to email 1,000 people. You need to prioritize the 30 who are waving their hands right now.

How we operationalise this (no fluff, real system):

Enrichment waterfall (Genesy) to merge 100+ data sources and turn raw signals into context. We’re not guessing, we’re confirming.

Website visitor ID (RB2B) to catch anonymous traffic and map it back to accounts.

Channel mix sending (Genesy): short, personalized emails + LinkedIn DM/comment + (when appropriate) a call.

The message reads like “10 minutes of research,” because the framework is human, and AI only fills the variables (funding, role change, tech switch).

Which signal matters the most for you?

Kai Brandt thank you, now with Genesy, I don’t need to tag 6 different softwares XD

Modern Prospecting with Genesy  #02

The old sales model is broken.

I realized this somewhere between an airport lounge and a delayed flight, watching teams still trying to scale pipeline the same way we did years ago.

❌The old way
• 10 SDRs doing manual outreach
• High turnover and high cost
• Burnout in 6 months

✅The new way
• 1 GTM Engineer manages 20 plus AI agents in one system like Genesy
• SDRs only talk to prospects and sell
• Output of a 10 person team without mass hiring

Results: This new sales combo has already generated +$1M in pipeline in less than 90 days

We do not want to replace SDRs. 

We want to free them from tasks that belong to RevOps & a GTM Engineer, so they can focus on what they do best HUMAN CONNECTION and SELLING.

What a GTM Engineer does
• Builds AI workflows and routing
• Writes prompts, emails, messages & call scripts
• Designs touchpoint sequences across channels
• Cleans and enriches data
• Monitors performance and optimizes what works

This is where modern prospecting with Genesy comes in:

When prospecting runs as an AI system & SDRs are freed from admin, they get time back.

So they get more time to:

✅create content
✅build personal brand
✅increase market presence through connection. 

That content and connection create signals that warm outbound, drive inbound, & lift reply/conversion rates. 

Allbound in action.

Prospecting stops being chaos. It becomes infrastructure.

Why this matters
Founders ➡️ scale outbound without hiring a large SDR team

Sales teams ➡️ get freed from admin & spend time in high value conversations and content creation

RevOps ➡️ get predictable pipeline and measurable revenue growth

Want to learn how?

Comment GTM and I will share more.

♻️Repost if your network needs to see this.

Finding Your Why: The Exercise That Changed Everything

On the flight back from the holidays, I was re-reading the book I wrote after generating my second million in business, the exact process from zero to freedom.

But there's one thing I didn't share enough:

My biggest inspiration was Luca Senatore, my first mentor & founder of SAM.

He taught me something that goes beyond tactics and strategies.

He taught me to find my why.

Not the surface-level why. The real why.

The kind that lives 7 layers deep.

He explains exacly how do find your why in his book but here's my example:

My 7 Levels of Why

Level 1: Why did you start your business?
To get freedom.

Level 2: Why do you want more freedom?
Because being stuck in a 9-to-5 made me miserable. I'd be trapped by the system, by money I wasn't making, by other people's expectations.

Level 3: Why does being trapped bother you so much?
Because we all have massive potential inside us. I don't want anyone I care about: friends, clients, family, future kids, to feel trapped.

Level 4: Why is living life to the fullest so important?
Because growing up as a Black kid in wealthy Italian countryside, I always felt like an outsider. The Black sheep. Different.

Level 5: Why did being different affect you so deeply?
Because the systems we're born into aren't designed for everyone to thrive. Some of us fight twice as hard just to belong. I refused to accept that.

Level 6: Why do you refuse to accept that?
Because I saw my parents sacrifice everything to give me opportunities they never had. Breaking cycles isn't optional for me, it's a responsibility.

Level 7: Why does that responsibility drive you?
Because I want to prove that where you come from doesn't determine where you can go. Being different isn't a weakness, it's a unfair advantage. The kid who didn't belong can help thousands find their freedom.

That's my why.

And this is why identity always comes first.
When you know your WHY, you stop chasing shiny strategies. When decisions get hard, you come back to it.
If it aligns → it's a yes. 
If it doesn't → it's a no.

No drama. No confusion. No burnout.

My business, Expansions.ai, has its own why too: Help founders expand while living lives of freedom.

Not just more money.
More alignment.
More clarity.
More peace.

We build systems that give founders their time, energy, & presence back.

So they can lead with truth.
Serve with integrity.
And create impact without sacrificing their nervous system or their soul.

That is the mission.
That is the identity.
And that is the filter for every decision moving forward.

My biggest wish for your new year?

If you feel stuck, do not ask what strategy you need.
Ask yourself WHY you are doing any of this in the first place.

Then ask it again.
And again.

That is where everything changes.

Thanks again Luca Senatore

To read Lucas's book, check the link in the first comment, it's already a bestseller & it's free for the next 3 days

What's your deepest why? 👇

Everyone talks about tools but, it's not about the tool, it's how you use ;)

5 skills every founder‑led GTM needs:

1-Problem framing

Say their problem better than they can. That’s half of sales.

2- Simple offer design (we did create a custom GPT based on the program I got from Alex Hormozi, comment "offer" and I'll send it to you for free!)

Turn “we do a lot of things” into “we do this one thing in 90 days for this type of buyer.”

For example:"We grow your Pipeline 4x Faster in 90 days without scaling headcount"

3- Consistent outbound
50–100 targeted touches a day beats one “perfect” campaign you never launch. (I felt for that trap too)

4- Decent copy, great clarity
You don’t need to be a copy god.  You don't need to go viral (my most viral post brought me 0 clients and a post with 6 likes & 3 comments generated 2 clients)

Avoid the viral trap, you don need to go viral. You do need to be stupidly clear.


5- Master Sales

Know how to lead a call from “what do you do?” to “where do I pay?” without being weird.

If you build these 5, every tool you use becomes 10x more effective.

Although when you offer is irresistible, you do not need to "persuade" in sales, you want an offer that sells itself.

Comment "Offer" and I'll send you the GTP that does it for you 

Consider it my Christmas gift to you

taplio

The Battle

Justin Koster

Bruno Morris

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The Battle

Justin Koster

Bruno Morris

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bruno Morris's LinkedIn Performance

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