“The Customer Whisperer” 🧠 I reveal the hidden reasons why people buy | 58,000 smart marketers read my newsletter on buyer psychology

You wanna understand why customers *really* buy, right? I can help.

Here's the skinny: I built an audience of 280,000 smart people and grew my businesses from $0 to 7-figures. And I did it without a big team or a financial safety net (and as a new mom). 

How? 

By learning buyer psychology.

When you figure out what makes people tick, click, and buy... it’s easier to:

→ Sell more stuff
→ Attract better customers
→ Make more money, more predictably
→ Look like a genius to your clients or team

I don't peddle "hacks" or "quick tricks". And I won't promise you can 10X your growth in 30 days while working 10 hours a week from the beach. (We both know that's B.S.)

But if you're ready to stop guessing and start growing...

Here's how I can help:

________

1. Join 63,000 smart people who get my weekly newsletter

Why We Buy 🧠 is the free buyer psychology newsletter. Forbes says it's one of the "top marketing newsletters"

Subscribe today for $0 (and get a surprise gift)

https://learnwhywebuy.com/wwbnews/

________

2. Uncover the "ouchy" problems buyers will pay to solve—in just 4 minutes

My AI-powered Ouchy Pain Finder bot helps you uncover the deeper, “ouchier” pains your buyers are struggling with so you can craft copy that converts.

Get the bot free:

https://learnwhywebuy.com/ouchy

________

3. Craft copy that converts using 26.5 science-backed techniques 

Wallet-Opening Words is the conversion copywriting playbook for busy people. Ditch bloated courses and learn how to make tiny copy tweaks that drive BIG sales.

Write smarter copy that converts:

https://learnwhywebuy.com/wow

________

4. Get your business in front of 280,000 smart marketing geeks

I work with a select few brands for win-win-win partnerships across my newsletter (63,000 readers), LinkedIn (87,000 followers), and X (137,000 followers).

Want more info? 

Apply here: https://learnwhywebuy.com/advertise


________

Are you still here?

Let's connect ❤️

Katelyn Bourgoin

I found the most petty use for ChatGPT ever.
(Yes, I said "petty")

If you ever find yourself scrolling LinkedIn and rolling your eyes, you're gonna wanna steal this.

When I see a post I'd loooooooove to argue with—the rage bait, AI overhype, the oversimplified BS, the "just niche down" advice—I don't comment anymore.

I screenshot it. Drop it in ChatGPT. And ask:

"Tell me why this is wrong. And then tell me when it might be right."

I often get the satisfaction of eviscerating the post without the drama of internet beef. Other times, I realize I'm the one being a dumbass and I reframe my perspective.

Either way, it's a win.

Yes, it's stupid. But it works.

Try it next time someone posts rage bait that makes your eye twitch.

Katelyn Bourgoin 🧠

The Buyer Psychologist | Sell more using science (not guru B.S.) | 63,000+ marketing geeks read my free newsletter

My friend Sarah Hart ✤ casually dropped “Be the Glitch” in a LinkedIn post. She had no idea what she’d just said...

I DM’d her immediately: “THAT’S IT. That’s your ownable idea. Repeat that, again and again.”

An ownable idea isn’t just a catchy phrase. It’s your entire strategic positioning compressed into something so sticky that people repeat it, remember it, and refer you because of it.

Most people confuse a tagline with an ownable idea. They’re not the same.

Want to know if YOUR idea is actually ownable?

Run it through this 6-point checklist:

—
REVELATORY
Does it spark an “aha!” moment that reframes how people see the world?

DIRECTIVE
Does it direct people to DO something, BELIEVE something, or BECOME something?

STICKY
Is it simple, repeatable, and easy to spread?

ASPIRATIONAL
Does it offer a future identity people want to step into?

CREDIBLE
Can you defend it with proof, results, or lived expertise?

BUYABLE
Does it tie directly to your business and create revenue opportunities?

—
“Be the Glitch” checks every box.

✅ It speaks to her rebel POV and challenges the idea that brands should follow design trends (revelatory).

✅ It’s a clear directive—you know exactly what to do.

✅ It’s three memorable words (sticky).

✅ It makes you feel like a rebel. (Think: Apple’s aspirational “Think Different”—the ownable idea behind a $4T brand.)

✅ Sarah can defend her argument with behavioral science (credible).

✅ And it makes Sarah’s brilliance buyable—it elevates her services from decorative to strategic, something every designer wants but few ever accomplish.

That’s what a strong ownable idea looks like.

But here’s what made it work:

Sarah had designed her personal brand strategy through the Unignorable Challenge first. She'd done the deep positioning work. She’d clarified who she served, what problems she solved, and what made her different.

Her content was connecting and clients started chasing her.

“Be the Glitch” crystallized her strategic positioning into three words—giving everything she’d built a memorable anchor point.

—
That's the difference between a slogan and an ownable idea.

You can't just manufacture one in a brainstorming session. It emerges from doing the in-depth strategic work first—then testing different phrasing to see what sticks.

So if you're stuck? Stop brainstorming phrases. Start with positioning.

The words will come.

—
Who else do you know that has a banger ownable idea? I may feature them next…


P.S. Want help finding your first ownable idea? It all starts with building the right strategic foundation. We're currently accepting applicants for the beta of Unignorable 2.0. Hop on the waitlist to get first dibs: beunignorable.com

Most content advice is built for influencers. If you’re a consultant, copying their playbook will keep you broke. Try this:

—
I’ve helped 1,000+ entrepreneurs build personal brands. Many became dominant voices in their space (and their sales exploded in the process).

But here’s what I’ve also seen: the most qualified experts often remain painfully invisible.

You’re excellent at what you do, but your content doesn’t drive pipeline.

(And, no. You don’t need to “hack the algorithm” or spend hours per day commenting.)

What you need is content that makes your expertise unignorable—so clients come to you, cash in hand.

That’s what I call ‘authority content’.

And there’s a simple equation for creating it:

—
Authority =
(Problem + POV + Promise + Proof)
× Repetition

Each element is backed by behavioral science and maps directly to your buyer’s journey.

Here’s how it all works together:

—
Problem — Name their struggle

Example: “You don’t have a lead gen problem. You have a positioning problem.”

↳ The science: Problems activate survival mechanisms (fear/urgency) and when you articulate their problem better than they can, they lean in
↳ Buyer stage: Attracts new people who recognize the problem

—
➕ POV — Show your differentiated thinking

Example: “Most content advice is built for wannabe influencers. If you’re a consultant, copying their playbook will keep you broke.” (Look familiar?)

↳ The science: Sharing your contrarian beliefs, proprietary frameworks, and ownable ideas triggers the von Restorff effect (you stand out) while challenging best practices signals status
↳ Buyer stage: Engages problem-aware people seeking fresh perspectives

—
➕ Promise — Tease what’s possible

Example: “My client went from stuck at $200K for years to $600K in 11 months—same expertise, better packaging.”

↳ The science: Triggers social comparison and self-efficacy while tapping into identity aspiration (we want to become who we admire)
↳ Buyer stage: Converts lurkers into believers

—
➕ Proof — Build credibility

Example: “Three of my clients doubled their revenue this quarter by making this one change…”
↳ The science: Social proof and authority heuristic bypass skepticism to build trust
↳ Buyer stage: Converts believers into buyers

—
✖️ Repetition — The multiplier

Clarify your messageing and then repeat key talking points consistently.

↳ The science: repetition builds familiarity and trust. And the more we hear an idea, the more we come to like it. 
↳ Buyer stage: Reinforces recognition across the entire buying journey

🟰 Authority 

—
I’m no mathematician, but I know this:

Strategy beats volume. Every time.

Once you understand the authority equation, you’ll stop posting randomly and start building a reputation that commands premium pricing.

Your competitors might post more. But you’ll be the one clients seek out.

No alternative text description for this image

AI overhypers: "Agencies will be dead in six months."
Me: Launching an agency

—
Some people think I'm crazy...

I already run a successful media and education company. After years of hard work, I'm in the place where the business routinely generates $40,000-70,000 per month *without* running ads or big flashy launches.

(Look for a future post about how we're doing it).

So my goal is to step back so I can focus on building Unignorable 2.0. 

We'll pivot from a cohort-based challenge... to a personal branding studio where we'll work 1:1 with clients.

Now you might be thinking, "Katelyn, isn't that the opposite of scaling? Why build an agency when cohorts or courses can scale to the moon?"

Fair questions.

There are two reasons:

1. I believe we can get clients results working 1:1 that they'd never get through pure coaching or trying to DIY. (And I care more about getting results than just getting rich)
2. I see an opportunity others are missing

—
Smart experts can now scale done-for-you service work in ways that just weren't possible before.

We'll use AI to handle the manual work that used to make this work slow and expensive: competitive landscape analysis, market research, extracting insights from client transcripts.

As we codify our delivery process, we'll design systems that give us massive leverage.

But here's the key: 

This ONLY works because I have deep expertise in messaging and personal branding. 

You can't just hand a stack of AI tools to a junior team member and expect them to make magic happen. That's like giving a 2-year-old crayons and expecting them to paint the Mona Lisa. Not gonna happen.

Someone with good taste can recognize that the Mona Lisa is stunning, but that doesn't mean they could create something as captivating on their own.

It's not a matter of "taste"—it's about craft.

And in the hands of a true craftsman... AI is a deadly advantage. 

That's the bet I'm making.

—
So don't buy into the hype and doomsday predictions.

The agencies dying aren't being killed by AI.

They're being killed by mediocrity.

If you have true expertise, you don't need to sell $99 courses to scale your agency. (That's actually the hard way, trust me). 

You can work with fewer clients, charge premium rates, deliver exceptional work, and still have the lifestyle you want.

That's IF you're smart enough to codify your craft and train AI to work with you.

Are you teaching AI your expertise or competing with it?

–
👋 P.S. wanna build a personal brand that drives pipeline to your agency? I’m building something for you: beunignorable.com

You’re afraid to say the same thing twice.
But your audience hasn’t heard it once.

After guiding 1000+ entrepreneurs through the Unignorable Challenge, I’ve watched the same self-sabotage play out over and over.

Someone finds a message that’s clicking.
People engage.
It looks like they’re onto something.

Then they… abandon it.

*whomp whomp*

You think people notice when you replay your hits. Like they’re tracking every post.

The reality? Nobody’s paying that close attention.

This is “the spotlight effect” in action—we vastly overestimate how much people notice us.

So to avoid sounding repetitive, you keep switching messages and topics before any of them actually stick.

The result?

You talk about a lot of things.
And never become known for anything.

Stop it.

You’ve gotta learn to say the same thing 1000 different ways.

Repetition builds riches.

Here’s what actually happens in your audience’s brain when you repeat yourself:

→ Repetition builds familiarity, and familiarity builds trust (mere exposure effect)

→ Hearing something over time makes it stick in memory (spacing effect)

→ Your audience starts attributing that idea to you—and referring people your way who need help with it

By the time you’re sick of sharing the same message, your audience is juuuuust starting to notice.

Commit to a few core messages and ideas. Vary the execution.

--
P.S. Are you guilty of jumping topics too frequently?

I feel your pain. As a newly diagnosed ADHD’er, I get bored easily and staying consistent can feel downright painful. But then I look at my sales dashboard and the pain kinda goes away, haha.

What’s your best one-line marketing advice?

Mine:

You need people to *feel* something if you want them to *do* something

3 dead giveaways you’re automating LinkedIn comments (and how to avoid getting caught)

Look I get it...

You’re told, “comments are the fastest way to grow!!” You’re told to “warm the algorithm” for 30 minutes before posting.

But you’re not a full-time creator who can spend hours on LinkedIn each day. You’re a busy entrepreneur with a business to run, so you decide to outsource commenting.

It’s perfectly normal response. But automated comments are also pretty easy to spot.

If you’re using an automation or a VA to engage on LinkedIn, here’s what makes it obvious:

—
1. Your comment summarizes the post back to the author

“Great point about X! I especially loved the part about Y.”

This pattern is a common tell. It proves you read the post, but doesn’t add anything new to the conversation.


2. You use the exact same format every single time

> Statement of agreement + emoji
> Vague observation + question
> Punchy rhetorical summary

When the structure never varies, it reveals the template. You might fool someone the first few times, but they’ll eventually catch on.


3. You comment within a few minutes of every post going live

Suspiciously consistent timing is the tell. Either you’re glued to my profile 24/7, or you’re using an app to auto-engage the second I post.

—
Here’s how to avoid getting caught:

Just stop f#cking doing it.

It’s hurting your reputation with people who matter to your business. 

—
Just because the people selling courses and coaching do it doesn’t mean it’s a smart strategy for *you* to attract clients. 

Why? The gurus are all in on the game. They know it’s just their VAs talking to each other’s VAs. They’ve usually coordinated it.

But when YOU do it while trying to attract actual clients or build relationships?

It’s an immediate turn-off.

You look like you’re either using me to get in front of my audience... or you’re too lazy to engage yourself build a real connection (and think I’m too dumb to notice).

People don’t like feeling tricked.

What works for influencers selling courses actively harms people trying to build real client relationships.

So stop automating comments. Start connecting.

Kk?

—
P.S. Ever caught someone doing this?

(2) Notifications | LinkedIn

JSESSIONID

li_at

linkedin.com/feed/update/urn:li:activity:7386127387308179456/

Talks about #growth, #marketing, #unignorable, #buyerpsychology, and #behavioralscience

Alex Hormozi grew from zero to 9 million followers in under 4 years.

He's also well on his way to building a billion dollar business.

These two things are related...

But not just in the obvious way.

--
Everyone wants to know Hormozi's content hack.

He has one. But I don't think it's just using AI. Or hiring ghostwriters. Or spending all day on LinkedIn commenting. (He hasn't commented in weeks).

What do I think Alex's "hack" is?

It's making time to think.

--
Over the past 4 years, Hormozi wrote 3 books and created thousands of posts documenting his entire approach for growing companies.

Those weren't just marketing. They became playbooks for his team. Mental shortcuts for decision making. The operational backbone of how he scales.

*This* is why he's building so fast.

--
Writing is thinking. And wrestling with ideas drives deeper clarity. 

When you create content yourself, you're forced to articulate what lives in your head to make it useful for others. It often reveals gaps in your thinking—which is painful in the moment but creates huge leverage later. 

And documenting your intuitive approach helps codify your process, which eases execution.

(I've experienced this firsthand—many of the frameworks I teach in my courses and content started as me trying to think more clearly about my own work.)

--
Every piece of content you create builds two assets.

1️⃣ One: your audience and pipeline.

2️⃣ Two: a deeper understanding of what works in your business and why.

Most people rush to outsource the pesky thinking part to AI tools or ghostwriters. Then wonder why scaling feels so hard.

Alex makes time to *think in public*. And it pays.

--
Still think you're "too busy" to create your own content?

I’ve been feeling stressed about some big business changes but I just had a breakthrough…

For context? 

I’m making big shifts and there are a bunch of open loops and decisions to be made.

Even when I try to relax, my brain is working in overdrive in the background. 

I haven’t slept through the night in the last 10 days. I’d just wake up in the middle of the night and, despite trying to fight it, my brain would immediately go into problem solving mode. 

So this weekend I tried something different.  

Less scrolling. No scribbling in notebooks. Just tidying. 

I reorganized 4 closets. Cleaned my kitchen cabinets. And decluttered my desk. 

Then it happened—the breakthrough. The clarity. Hallelujah!

I think Marie Kondo was onto something. Tidying up can be life-changing. 

Feeling stressed? 
Clean your closet.

I spent 16 hours on our sales pitch deck.
We sold 4 out of 5 Unignorable beta seats without ever opening it.

I haven’t done a sales call in more than 5 years.

Confession? I kinda built my entire business to avoid needing to do sales. I don’t like it.

(I know that’s dumb, but it’s honest)

When Pete Sena and I launched the Unignorable Beta, I thought we’d have to do sales calls. 

The investment is $7500 and it’s a brand new offer. So I assumed people would need “the pitch” before they’d fork over that much money.

I went overboard preparing...

I read April Dunford’s book Sales Pitch, obsessed over the conversation flow, rehearsed it over and over until I had it down cold.

I was ready for everything... except for what actually happened.

People reached out ready to work together. They’d seen me teasing Unignorable 2.0 and signed up through simple email exchanges, barely asking questions.

This is THE core promise of Unignorable: build authority the right way and you don’t chase clients—you attract people who are pre-sold on working with you.

This is literally slide 20 in my pitch deck.

The method works.
We just proved it by living it.

Feels damn good.

—
P.S. what’s holding you back from being the expert people chase down?

Thought regurgitators: 

→ Repackage what's already viral 
→ Optimize for reach 
→ Sound like everyone else 
→ Build nothing


Thought leaders: 

→ Wrestle with ideas (often through writing)
→ Develop original POV
→ Truly stand out
→ Build real authority


The difference? 
One gets reach. And one gets rich.

Stop worrying about going viral 
Start sharing ideas worth stealing

Content isn't king
(Not anymore)

With AI, now anyone can create endless “good-enough” content.

How do you break through?

Original thinking.

Most entrepreneurs are optimizing for the wrong thing on LinkedIn.

They’re spending hours on their profile…

Tweaking their headline.
Perfecting banner images.
Choose the purrrrrfect profile photo.

Meanwhile, the people actually building authority and making money?

They own ONE idea their target audience remembers.

→ Justin Welsh: “Solopreneurship is freedom”
→ Codie Sanchez: “Get rich building boring businesses”
→ Peep Laja: “Test your messaging”

These aren’t just catchy phrases. 

They’re sharp takes these people repeat relentlessly until you can’t think about their space without thinking about them.
__
Here’s the uncomfortable part:

You’re avoiding the hard work (figuring out what you actually believe) by focusing on the easy work (tweaking your profile).

I saw this a lotttttt when running the Unignorable Challenge...

Entrepreneurs would obsess over their banner image for days, then spend 10 minutes thinking about their actual point of view or problems they solve.

Why?

Because your brain is wired to swap hard problems for easier ones.

Banner images require less cognitive load than articulating what makes your thinking different.

Profile optimization feels productive. It’s tangible. You can see the changes.

It’s ok. We all do it.

But it is avoidance.
__
Stop endlessly optimizing (aka hiding)
Start thinking, preferably in public.

Some tough love: your profile doesn’t matter if you don’t have an idea worth remembering.

__
P.S. Are you guilty of this?

No shame. But now that you know it’s a problem, you’re one step closer to fixing it.

My first sale from ChatGPT felt like a fluke. But then the LinkedIn requests started rolling in: “Found you through ChatGPT.”

Then another. And another.

Getting leads from AI tools feels like magic. And I wanted more.

I never invested in SEO for Why We Buy 🧠.

I knew SEO was powerful. I’d done it in past businesses and watched it work. But in my current business? I kept putting it off.

Too impatient to wait for results. Too busy building. I told myself I’d get to it “eventually.”

Spoiler: I never did.

But while I was ignoring traditional search, something shifted...

People stopped Googling all their questions. They started asking ChatGPT. Claude. Perplexity.

And somehow, my name started coming up.

Then I started getting LinkedIn messages from people I’d never met. “Saw you recommended as a marketer to follow on ChatGPT.”

Whoa—this feels big, right?

This isn’t some future trend. It’s happening now.

Which means every time someone asks AI for help solving the problem *your* business solves—and your name doesn’t appear?

That’s a lost sale.

Traditional SEO took years to pay off. This is moving wayyyyy faster.

It’s called GEO (Generative Engine Optimization).

And if you want to get more high-intent traffic from AI tools, you need to move now.

(The window won’t stay open forever.)

I partnered with Search Party to see where I actually show up when people ask AI about the topics that matter to *my* business (ie. buyer psychology, messaging, and personal branding).

It tracks where you appear in AI responses, shows which sources are getting cited, and helps you improve your visibility.

Search Party isn’t just another SEO tool. It’s built for how people actually search today.

So here’s my question:

Are you showing up when people ask AI about your expertise?

You can find out today, for free.

Wanna try Search Party for 14 days risk-free: https://lnkd.in/e8HRCZ6N

—
P.S. Don’t wait on this one. The gap between early movers and everyone else is going to be brutal. But this is your chance to get in early.

#sponsored #marketing #searchparty

"That person isn't even a real expert—how are they growing on LinkedIn so much faster than me?"

I hear this complaint constantly from brilliant consultants.

They sit back and watch in disbelief as less experienced people build their audience faster.

Here's the uncomfortable truth: 

That "less qualified" person is winning BECAUSE their expertise is limited.

It’s not like they don’t want to sound impressive. They just think their Intro to 101 insights are groundbreaking.

What feels like a revelation to them—the kind of thing they can't wait to share—you know is actually pretty basic stuff.

But basic is exactly what your target buyers often need.

Because your buyers aren't experts. 

They're just people trying to solve a problem, and they need someone who can explain what's going wrong in a way that finally clicks.

Meanwhile, you're over here adding layer upon layer of nuance. Caveats. Sophistication.

You know too much to keep it simple.

Every time you draft something clear, your FOBO kicks in (aka "Fear of being Obvious »).

You add complexity because you're worried a peer might think it's not "expert" enough.

(I catch myself doing this constantly—I'll write something direct, then overcomplicate it because I'm afraid it sounds too basic.)

Real talk?

This is your status anxiety dressed up as quality control.

You're afraid to dumb it down because you want to prove to peers that you know your shit.

But your ideal buyers don't need to be impressed by the depth of your expertise—they need to feel like you understand their challenges and can help them.

So you have a choice...

Create content that earns nods from your peers (who will never hire you)... OR create content that attracts clients.

One feeds your ego. The other will feed your family.

Now I want to ask you a tough question (and you need to answer honestly):

Are you creating for peers or for your clients?

Zuckerberg: “Move fast & break things.”
Buffett: *waits years between investments*
Who’s right?

If you’re confused, you’re not alone.

You’re trying to build a business, but everywhere you turn, there’s a different “expert” telling you the complete opposite of what the last one said.

Back when I was building my tech startup, one of my mentors had a name for this feeling: “advice whiplash.”

That’s exactly what it is. Jarring. Disorienting. Painful.

So which advice should you follow?

Here’s the truth: Both can be right.

And if that sounds like a cop-out, look at these wildly successful entrepreneurs who took opposite approaches:

--
Build in public 🆚 Stealth mode:

Public: Pieter Levels - tweets his revenue, shares his code, builds entire businesses transparently

Stealth: Steve Jobs - legendary secrecy, sued employees for leaks

--
Premium 🆚 Cheap

Premium: Hermès Birkin bags - $10K+ waitlists, artificial scarcity

Undercut: Amazon - “Your margin is my opportunity,” razor-thin profits for market share

--
Bootstrap 🆚 Raise capital:

Bootstrap: Mailchimp - bootstrapped to $700M+ acquisition by Intuit

Raise: Uber - raised $25B+ to blitzscale globally

--
Niche down 🆚 Diversify:

Niche: James Clear - built entire empire on ONE topic (habits)

Diversify: Richard Branson - built record company, airlines, hotels, space tourism

--
Completely opposite strategies. Completely opposite philosophies.

They all won.

The lesson? The advice that works depends entirely on *your* context.

Moving fast works when you’re hunting for product-market fit. It becomes reckless when you’re managing billions of users’ data.

Charging premium works when you’ve built undeniable authority. It fails when you’re still proving yourself.

The business advice that works as a 20-something with few commitments falls apart as a working parent with 2 kids under 5.

I’ve lost count of how many times my instinct contradicted the popular advice, and following my gut was the right call. Not because the advice was bad, but because it wasn’t right for where I was.

The question isn’t “what’s the right advice?”

It’s “what’s right for MY business, at THIS stage, given MY goals?”

Stop taking advice from people playing a different game than you.

Have you experienced advice whiplash?

–
👋 I’m Katelyn, and I help entrepreneurs build unignorable personal brands using science (not guru B.S.)

Wanna grow your reach, reputation, and revenue? Join 63k smart people who get my Why We Buy 🧠 newsletter

The idea that could transform your business is already in your head. 
You just can't see it.

Not because you're not smart enough. Because you're too close.

I believe every big-brained expert has an ownable idea trapped in their head.

An ownable idea is a specific thing people remember you for—a revelatory insight that distills your positioning and messaging strategy into something sticky that spreads.

But here's what most people miss: it's not about brainstorming catchy phrases. 

Your ownable idea emerges from doing the deep strategic work first—clarifying who you serve, the problem you solve, what makes you different, the transformation you promise, etc.

Only then can you distill your strategy into something that spreads.

Think: 
→ "Document. Don't create." 
→ "Everything is figureoutable" 
→ "You're one funnel away"

You already know who said these because they *own* those ideas in your mind.

The right ownable idea makes you an instant authority. 

But even the smartest people struggle to find theirs.

Two reasons why:

First, you're blind to your own brilliance. 

What seems obvious to you is revolutionary to someone else. The patterns connecting your thinking are invisible because you live inside them every day.

Second, you need validation. 

Your ownable idea is a hypothesis until your audience confirms it. Gary Vee, Marie Forleo, Russell Brunson—they all let their audiences show them what resonated, then followed that signal.

This is why finding your ownable idea is nearly impossible alone.

But when you DO crack it? Everything changes.

People hear it and think: "Yes—that's it." 

→ They lean in
→ They trust you more
→ They buy from you 
→ They spread your concept while you sleep

Want to become an undisputed authority in your space?

Don't just share ideas. OWN one.

—
P.S. Want help finding your first ownable idea? It all starts with building the right strategic foundation. 

We're currently accepting applicants for the beta of Unignorable 2.0. 

Instead of a group challenge, we’ll work 1:1 with 5 clients to help them find, shape, and share their ownable idea. We sold 3 seats before officially opening applications. Two spots left.

Let me know if you're interested in applying and I'll DM you more info.

Authority isn’t built suddenly. 
It’s built stubbornly. 

Keep staking wins in the real world. Keep posting your lessons and POV. Keep learning. Keep tweaking your message until it lands with target buyers. 

Because once you break through—and you will eventually break through—everything changes.

AI might change how marketers get their work done…

But that won’t change why people buy

Learn buyer psychology

You can’t automate authority.


(Despite what the LinkedIn gurus and AI overhypers promise)

Authority is earned and built, strategically. 

Act accordingly. 

K?

Ramli John

Author of Product-Led Onboarding (+30K copies sold) | First Round Fast Track Mentor | Content Director at Appcues.

⭐️ Follow me for helpful tips to onboard, delight, and keep your customers coming back to your product.
📔 Author of Amazon #1 bestselling book "Product-Led Onboarding." 👉 𝙎𝙀𝘼𝙉 𝙀𝙇𝙇𝙄𝙎, Founder of GrowthHackers.com: "Product-Led Onboarding is 𝐦𝐮𝐬𝐭-𝐫𝐞𝐚𝐝 𝐟𝐨𝐫 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞 embarking on the critical activity of improving their user onboarding." 


⚡️ I use my multi-disciplinary skills in marketing, design, and software development to help product-led SaaS companies analyze their whole customer's journey and funnel to identify growth opportunities to 2-3X their MRR. 

Often, that means designing and implementing experiments to increase activation rate (trial-to-paid or free-to-paid conversions), decrease churn rate, or increase average revenue per user (ARPU)

If you asked my friends and colleagues how they would describe me, they'd say I'm resourceful, proactive, and entrepreneurial

►► CONTACT INFO
▷ Send a connection request
▷ Write me a note at ramli [at] ramlijohn.com

Founder

A weekly show and newsletter for marketers looking to level up their marketing and career. I interview world-class marketers to uncover the secrets, strategies, and frameworks behind their wins. In each episode, guests reveal three things:  (1) a marketing power-up,  (2) a real-world example of that in action, and (3) a power-up that’s helped them take their career to the next level.

Ramli "RJ" John

If I could grab coffee with my 21-year-old self, I'd give him 3 networking tips that took me 19 years to figure out.

Last week, I met someone new to the industry. They made every mistake I made early on.

Here's what I wish someone had told me:

1. Give more than you take.

Early in your career, you don't have much to give. What you CAN give:
→ A genuine thank you
→ Updates on how their advice helped you
→ Buying coffee when you can afford it

As you gain influence, you can give more. Just this week, someone I barely know sent me a Starbucks gift card out of nowhere. Didn't ask. They just wanted to say thanks for advice I gave months ago.

That's what happens when you give first.

2. Go beyond work topics.

Most people treat networking as transactions. It's short-term gains, immediate asks.

But real relationships are built on more than work:
→ Ask about their hobbies
→ Remember their kids' names
→ Check in about that marathon they mentioned

When I ask someone, "How's Cam doing?" and they're surprised I remembered their son's name? That's not a networking tactic. That's being a decent human who actually listens.

3. Turn online into offline when you can

If someone's in your city, make time to meet.
→ Not a 30-minute "networking coffee."
→ An actual hangout  for breakfast, a walk, whatever feels natural

Five years ago, Kirsty McConnell just started at Chameleon. She helped promote my first book, Product-Led Onboarding, when almost nobody knew who I was. Last week, she flew from Barcelona to Toronto. We met, not for networking but as friends.

We talked about marathon training, family adventures, and life moves. The professional stuff came up, but it was secondary.

That shift from transaction to friendship? That's when your "networking" becomes more about relationship-building.

Networking is simple: be genuinely helpful, stay in touch, and show up when you can.

If you're ever in Toronto, let me know. There are some great coffee spots I'd love to show you.

What's one networking lesson you wish you'd learned earlier?

—

PS. 🔖 Bookmark this for when you're wondering how to build real relationships, not just collect connections.

PPS. I'm building a private community space for 25 experienced product leaders (VPs, Directors, and Heads of Product) to connect about life and the latest hot topic... AI in product. It's called the Product Leaders Lab. If that's you, I'd love to connect.

Ramli John ⭐️

Building a community for AI Product Leaders. Founder @ Delight Path. 2x best-selling author. New book “Eureka” now available. Author of “Product-Led Onboarding” (+40K copies sold).

933 product leaders registered. 415 showed up live. That's 44% attendance (avg is 25%). The AI Product Leaders Summit exceeded everything I hoped for!


But the stats aren't what got me. It's the messages after yesterday's summit:

"Great Summit today Ramli! You provided huge value in the community!"

"Thanks, Ramli, this was a very enjoyable, educational and interactive summit! Great speakers and hosting! 👏👏"

"So well done! The speakers/content were top notch, where I just wanted more!"

Hosting a 5 hour live event drained my batteries. But messages like those made it all worth it.

Here are the biggest takeaways from 16 product leaders:

→ Every single session came back to customer research and knowing "why"
→ Lauren Creedon shared Goldcast's actual product org chart and AI roadmap (transparency level: 100)
→ Time-to-value matters, but product growth is now more than ever focused on time-to-trust
→ Product leaders opened up about the specific AI tools they're using to enable and upskill their teams
→ And a ton more (I'm writing a blog post about it!)

Thank you to every product leader who showed up—from 143 different companies. You made this what it was.

Thank you to the speakers who brought real strategies, not theory:
Janna Bastow, C. Todd Lombardo, Nesrine Changuel, PhD, Netali Jakubovitz, Christine Itwaru, Lauren Creedon, Bernadette Fisher, Mariana Danylak, Deepti Pradeep, Lauren Schuman, Jacob Bank, Betsy Shaak, Vivek Balasubramanian, Partho Ghosh, Ryan Barry, Colin Matthews, and Matthew Abersfeld.

You shared what actually worked (and what didn't). That's what made this valuable.

Thank you to Userflow, Goldcast, and LogRocket for sponsoring and making the giveaways happen.

One more thing:

I announced something BIG yesterday. Something I've been quietly building the last few weeks. I shared it live at the summit.

I'll share more tomorrow. Can't wait!

What was your biggest takeaway from the summit?

I've had the same conversation 30 times in the past few weeks. Different product leaders. Different companies. Same exhaustion...


Here's what I heard:

🔥 "I'm exhausted from constant firefighting."
🙅‍♂️ "I need to learn to say no with confidence."
😵 "AI is changing things so much. It's hard to catch up."
🤔 "I need more space for strategic thinking than being stuck in the weeds."

Product leaders are stuck firefighting when they want to be two steps ahead. 

AI's moving fast, expectations are moving faster, and we're supposed to have all the answers while coaching our team and keeping execs confident.

And when we finally pause? It's hard to find people who actually get what it's like to sit in our seat.

The truth is that we don't need another framework or AI playbook.

We need space to think, connect with peers who get it, and build our leadership practice.

That's why I'm excited to finally announce the Product Leaders Lab. 🧪

A private community I'm building for experienced product leaders (CPOs, VPs, Directors, Heads, Group PMs, etc.) who want to stay ahead and lead through change with confidence.

Inside the Lab, you'll get:

→ Cabin Crews: Small groups of 5-6 peers for honest conversations and accountability
→ Workshops & AMAs: Leadership topics like setting strategy, managing up, and leading through AI-driven change
→ Co-Labs: Bring a challenge, leave with clarity and support
→ The Leadership Library: Resources on defining success, influencing without authority, and building teams that scale

I'm also intentionally building for diversity. The industry is male-dominated, and I'm aiming for at least 50% of members to be women. There's real value in creating a more balanced space where different perspectives shape the conversation.

I'm opening 25 Founding Member spots right now.

Apply by November 25 to help shape the Lab.

✅ Apply now → https://lnkd.in/gHrG7AaB

I've already said yes to a handful of product leaders:

→ Betsy Shaak, VP of Product at Voxpopme
→ Luis Caceres, Product Director at Spotify
→ Brent Beatty, VP of Product at 7shifts
→ Michelle (Reiman) Wright, CPO at Kurtosys

Want to join them? That means only 21 spots left.

—

PS. Know a product leader who needs this? Tag them below. They'll thank you for it!

My AI tool stack saves me 156 hours a year. That's 21 working days that I get back with my 3-year-old son, Zane...


Most product leaders I talk to use AI randomly. Chat here, summarize there, no system.

Here's what actually works for me (my 6-tool AI tool stack):

1. Claude (Projects)

Every client gets a project. Half-marathon training gets a project. Evening journaling gets a project.

I have everything in my life organized in Claude projects. That way, it has context about me and produces a richer, more accurate output.

This approach is way more powerful than prompt-and-pray.

2. Better Dictation (Text-to-speech AI tool)

I talk faster than I type. Always have. This voice-to-text helps me write posts, emails, and (yes) even books by speaking my thoughts. The ROI paid for itself after writing 3 client emails.

The best part is that it's a one-time payment (not a subscription!). Oh, it also helps that it uses ChatGPT for accurate transcription.

3. ClickUp (AI needs structure)

AI is only as good as your data structure. I codify every workflow in ClickUp, including deliverables, presentations, and tasks.

The AI can then actually help, rather than hallucinating random suggestions.

4. Fathom.ai  (Meeting notes)

This records my client calls and lets me chat with the transcripts afterward. I use it to recap client requirements, pull exact quotes for proposals, and craft follow-up pitches

Saves me from frantically searching "wait, what did they say about their onboarding drop-off rate?"

5. Lex Page (Long-form writing copilot)

This helped me write my new book, Eureka. It's built specifically for long-form content, not just quick prompts. When I'm stuck on a chapter or a framework explanation, Lex helps me think it through without losing my voice.

6. Mem (My second brain)

I dump thoughts here, and it organizes them automatically. Then it funnels insights into my calendar, links to relevant projects, and surfaces patterns I wouldn't have seen.

It's like having a research assistant who actually remembers what you said 3 months ago.

The Pattern is that each tool solves one specific friction point in my workflow:

→ Claude = thinking partner
→ Better Dictation = speed up input
→ ClickUp = structure the chaos
→ Fathom = never lose context
→ Lex = write without losing your voice
→ Mem = organize thoughts automatically

The result is 2-3 hours back every week.

That's time I spend with my family, not typing the same client email for the 47th time.

What's your AI stack look like? 
What am I missing?

—

✅ PS. Bookmark this stack for when you're drowning in admin work and need those hours back. Future you will thank me.

PPS. If you like this, I'm hosting the AI Product Leaders Summit next Tuesday, 11/18. I have product leaders from Adobe, Slack, and Google sharing their daily AI Toolkit.

Register via the last page of the document.

Ramli John's 6 AI Tool Stack

Excited to be hosting the AI Product Leaders Summit on 11/18. 
Here's why I'm genuinely excited about this..


I've been watching product leaders navigate AI for the past year. Some thriving, most overwhelmed. Everyone's trying to figure out the same things: 

How do we build AI products users love? 
How do we structure teams for AI success? 
How do we get CEO buy-in without overpromising?

This summit brings together people who are doing this work right now:

→ Christine Itwaru ( VP of Product and Design at Beamer/Userflow) on building AI-first product teams
→ Lauren Schuman (VP of Product Growth at Close) on maintaining PLG principles while integrating AI
→ Partho Ghosh (VP of Product at Uberall) on getting product-CEO alignment
→ Jacob Bank (Founder at Relay.app, Former PM at Google) on the AI toolkit that actually matters

Plus product leaders who work or have worked at Adobe, Slack, Spotify, Microsoft, and more.

No vendor pitches. No theory. Just real strategies from people actively building AI products and leading teams through this transformation.

November 18th, 10 AM to 3:30 PM EST. Free and virtual.

Register for free: https://lnkd.in/gcCwnvvA

What's your biggest question about leading AI products?

—
PS. Thanks to the sponsors Userflow, LogRocket, and Goldcast for making this event possible and giving away over $4,000 in prizes, including a product onboarding audit, an AI prototyping course, and books from speakers.

PPS. Tag a product leader who needs to see this.

+10K AI tools exist right now (and growing). What are product teams actually using to ship features? That's a question we're answering at the AI Product Leaders Summit.

Not what's trending on Product Hunt. Not the flashiest new thing. 
The tools product teams are actually using day-to-day.

I'm bringing together some stellar product leaders to tackle this topic and more:

→ Matthew Abersfeld (LogRocket's CEO, ex-Google Chrome PM) on frontend monitoring for AI product experiences
→ Mariana Danylak (Director of PM, Growth at Slack) on what her growth team uses to ship AI features
→ Jacob Bank (CEO of Relay.app, ex-Google Gmail/Calendar PM) on the tools that matter for product leaders
→ Deepti Pradeep (Director of PM, Growth at Adobe) on the tools driving growth for Photoshop and Lightroom

What frameworks help you decide what to build? What prototyping tools are worth learning? How do you monitor AI features in production?

Real tools. Real workflows. No vendor pitches.

November 18th, 10 AM - 3:30 PM EST. Free and virtual.

Register for free: https://lnkd.in/gcCwnvvA

What AI tool has actually made your team more productive?

—

PS. I'm giving away a $1,450 seat for Colin Matthews' "AI Prototyping for Product Managers" course to a live attendee! I took the course and loved it.

He'll also be joining us for the panel, "The AI Toolkit for Product Leaders!"

PPS. Tag a product leader who needs to see this toolkit session.

taplio

The Battle

Katelyn Bourgoin

Ramli "RJ" John

Followers

Posts

Engagements

Likes

Performance ScoreKatelyn Bourgoin's LinkedIn Performance

Performance ScoreRamli "RJ" John's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Katelyn Bourgoin

Ramli "RJ" John

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);}Katelyn Bourgoin's LinkedIn Performance

Performance ScoreRamli "RJ" John's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKatelyn Bourgoin's LinkedIn Performance