Lauren Dudley

Auxo

⚡️ We’re a purpose-first social team offering campaigns, training and management across organic, paid and content creator relationships, slotting seamlessly into a wider 360° marketing strategy. 

⚡️ We work with brands and personalities of all shapes and sizes, across many industries and niches, all with the same goal: to be iconic. 

⚡️ We believe in no bullshit.  

⚡️ We believe in being human. 

⚡️ We believe in knowledge sharing.

⚡️ We donate 5% of annual profits to Mind Charity.

Founder & Director 

(various)

Digital Marketing Director

Various online and print publications

+ Journalist - British Vogue, GQ, Elle, Grazia, The Mirror and so on.
+ Picture Editor - Print and Digital - Vogue, Conde Nast International, British GQ, Porter, Glamour, Brides, Marie Claire, Elle, Hello! Magazine and others.
+ Photographer - Vogue, Glamour, Twinings, Lexus, Galvin Restaurants, Les Nereides, London Farmer's Markets, Define London, Time's Up Rally and so much more.

Freelance Content Producer

Taster

+ Heading all of the 7 brands' digital output. 
+ Across the 14 months, I increased our following across platforms over 500%.
+ An image I produced for Out Fry’s social was voted finalist for Most Instagrammable Dish in the UK Deliveroo Awards. This particular dish was then placed 87 on the top 100 dishes sold across Deliveroo internationally in the same year.

Social Media, Content & Community Manager

NET-A-PORTER

Contracted Picture Editor, working on the visual output of Porter Digital - both across the website and social media.

Picture Editor

Glamour

When Glamour became bi-annual, I came on board for a contracted 3 months to put together the AW19 issue.

AW19 Print Picture Editor

Vogue

Digital Picture Editor

Grazia Magazine / Bauer Media

Working alongside the visual team of Grazia Magazine.

Picture Team

Vantage News

+ Running the social media (facebook and instagram) for Vantage
+ Keeping track of what had been published 
+ Creating relationships with picture teams across the UK.

Administrative and Marketing Assistant

Founder and Director of social-first team Auxo - pronounced “awk-soh”, meaning Greek goddess of growth.

⚡️ We’re a TikTok-first social team offering campaigns, training and management across organic, paid and content creator relationships, slotting seamlessly into a wider 360° marketing strategy. 

⚡️ We work with brands and personalities of all shapes and sizes, across many industries and niches, all with the same goal: to be iconic. 

⚡️ We believe in no bullshit.  

⚡️ We believe in being human. 

⚡️ We believe in knowledge sharing.

⚡️ We donate 5% of annual profits to Mind Charity.

I'm looking for podcast guests. OOOOOOH what a fun sentence to say. 

Okay here's what I want: 

I’ve just launched a podcast called Hindsight, discussing life advice from seasoned minds (ie not 22 year olds living in Bali 😅), where we reflect on the seasons of life they’ve lived through. This could be in a business sense, social media, a specific line of expertise (ie. hormones), family, pleasure, following dreams, being married for 40 years, going through menopause... you name it. 

It’s 1-2-1, probably 45-60 minutes, and recorded remotely via your laptop in a quiet space with a microphone needed on your side. 

Is this you? Got something valuable to share to the world and want to have an empathetic long form conversation in which to share it? 

Introduce yourself below and I'll come back to you! 

I'M SO EXCITED 🦒

#podcast #podcasthost #PR

Founder @ Auxo: a paid + organic social team trusted by healthcare, hospitality, D2C + retail brands. Social media mentor for female entrepreneurs building genuine communities online. Podcast host @ Hindsight.

I made a bet with my boyfriend that if I can grow a following of 50k on Instagram in 2026, we’ll jump on the next flight to my dream holiday: Japan. 

He is DOUBTING me. 

I am either extremely confident of my own social media experience, or I’m facking delusional. 

The biggest roadblocks are: 

📌  I currently have 206 followers on this new account lolllllll
📌 and I want to see the cherry blossoms SO BADLY which means I need to see go by May, so really need to achieve this by april. 

Plan of attack? 

An account that achieves social media domination (using my ten years of industry experience) ALONGSIDE showing you a break down of every single strategy that worked and didn’t work so anyone can replicate it... 

Then stand in the middle of Kyoto crying my eyes out into a matcha. 

Expect "we did it Joe" to be my meme of choice whilst I'm there. 

Want to see me go from 206 to 50k followers in 4 months, with full transparency so you can replicate it? @bylaurendudley or for ease, link below. 

#socialmedia

MY FIRST PODCAST EPISODE IS OUT AND I'LL POST A MORE SERIOUS POST LATER BUT FOR NOW ALL I WANNA SAY IS

I LAUNCHED AN ACTUAL PODCAST GUYS WTAF 😭

Had over 200 people want to be podcast guest on Hindsight, but here’s the mistake over 50% made: 

Well over 100 of those DMs say something along the lines of “Hi Lauren, would love to be a guest on your podcast! (Insert name here)” 

That’s it. That’s the entire introduction. 

No context, no story, no hook. 

I say this with all love and full respect for anyone putting themselves out there, but if you’re gonna theow your hat in the ring SHOVE IT UNDER THEIR NOSE. Do a fricking magic trick! Pull a rabbit out! Paint it neon pink! 

Make. It. Stand. Out. 

Because, no matter what we’re talking about, someone else HAS done that. Someone else has grabbed the opportunity with both hands and yanked the attention in their direction. 

Be bold. Be loud. Be noticeable ♥️

PS. podcast in the comments! Listen if you’re also sick of listening to 22 year olds in Bali, and want to listen to true expertise and hindsight of seasoned minds. 

#podcast #socialmedia

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There's someone out there who does exactly what you do but WITH one of three things behind them too: 

1️⃣ Social media following - and I mean a really engaged community who love their authenticity and support every single word they put out there 

2️⃣ Money, no matter what money you may have or not have, they have more

3️⃣ The sucker punch - Both. 

And they're seeing the same opportunities you see (actually, they're seeing more), so when you raise your hand, theirs is raised higher. 

Sounds depressing but... 

You know what? Realistically you can't do much about your financial position in the next 6 months in such a huge way that it would make a difference. 

But 
📌  YOU CAN grow a genuine community in that time frame. 
📌  YOU CAN choose to position yourself with power. 
📌  YOU CAN start betting on yourself and get some serious momentum. 
Social media is the great equaliser imo. You can quote me on that. 

And I'm going to prove it to you. 

I've made a bet with my bf that I can grow a new IG account (currently at 300 followers) to over 50K in 2026. And to sweeten that deal, when (WHEN) I hit that goal, we're getting on the next flight to my dream holiday: Japan. 

(the land of matcha 🍵😭) 

Every post on my account will offer something valuable to you, giving you social media advice suitable for any niche AND breaking down what's working and not working for my own account as we go. 

@bylaurendudley - come find me and I promise I'll make it worth your while. 

#socialmedia #instagramtips

DO I KNOW ANYONE who can break down AI system and automation possibilities on a podcast? 

And I don't mean tell me how your tool works. Or only how to prompt chatgpt. 

I mean to discuss just how much of your world you could automate, how to build systems, which tools do what. 

A bit of an AI for dummy's episode, like, if you're used to chatgpt and want to know what else is out there... For the people who feel like they're getting left behind but don't know where to start...

Someone who's a really efficient talker, able to break things down in a really describable way in conversation. 

Shout if thats you!

(TELL ME HOW TO HELP YOU 👇) Right you all saw that I'm getting 50k IG followers in 2026 so I don't lose the bet with my boyfriend, and can then go on my dream holiday: Japan. 

(yes, on a new account, again - and yes, after 10 years working in digital and social media. At the time of writing this, I have 256 followers. lol.)

But. 

I don't just want to be like "follow me so i can go on holiday lollllll", I genuinely want this to be a community that feeeeeels supportive, and an account who's success you can learn from. 

I want to show you exactly how I'm doing it, so you can replicate it. When I win, I want to show you how. When I fail, I want to show you that too. 

💡 I was thinking about starting a spreadsheet from now, of every script I post, what the results were. That way, everyone can literally just copy my template for the ones that did well and learn from the mistakes (there will be many) for the ones that didn't?

Reckon it could be helpful?

If you have any other bright ideas of how I can give value back to you, alongside the social media strategy advice you'll find on the feed anyway, let me know PLEASE. I want ideas! 

#socialmedia

Lessons from the 8th biggest podcaster in the WORLD Chris Williamson (and why COMPOUNDING is my 2026 word of the year) 👇 

In a podcast just before NY, he celebrated reaching 4m subscribers by doing a Q&A with said audience. 

Amongst a lot of other anecdotes and great storytelling, he referenced that he felt like a lot of value in Modern Wisdom in regards to his own massive growth was in the first 400 episodes, yet it took all of those 400 episodes to grow to his first 100k subscribers. 

He now has 4M. 

I've said it before and I'll say it again - 99% of people give up within a few weeks, maybe months, but only 1% stay long enough to feel the effect of compounding. 

Which is why it's my word of 2026, obvs. Why? 

1. The first 100k subscribers to anything will always be the hardest. Hell, the first 10k are often hell on earth.

2. A friend said this weekend, in a conversation about why I’m testing giving up even the tiniest bit of alcohol in Q1, why spend your time drinking when you could spend your time doing something that compounds? Mind blown. 

3. Compounding applies to everything valuable in life - investing into finance secures your financial future, investing into your relationship secures trust and love, investing into your health secures long term mobility and strength etc etc etc. 

What's YOUR word of 2026?

We build personal brands for Black/Diverse Founders and CEOs 🗣 | CEO & Founder of OSSAI

I’m Phil, the lad behind Jake Humphrey, Spencer Matthews, Mary Earps and Ferne McCann. I've spent more all-nighters than I care to admit to helping founders build brands that turn heads. I’m also funnelling every one of these lessons into Pesora: an autonomous personal-branding tool.Picture accessing the last 4 years of OSSAI's personal branding expertise and advice at a fraction of the price.I’m on a mission to scale those human-story moments into authentic narratives that stick. ✌🏿

Phil Ossai

This is probably one of my coolest case studies yet.

I relaunched Spencer Matthews' LinkedIn & generated 5.5 million impressions in 90 days.

Now, everyone knew Spencer from Made in Chelsea. Reality TV. Entertainment guy. 

But what most people don't see is the athlete & founder underneath: driven, obsessed with CleanCo, proper mission-focused on how people think about alcohol and moderation.

So that's the version we built for LinkedIn.

From August to October 2025:

→ 5.5 million+ impressions
→ 35,000+ profile views
→ 700+% follower growth (sitting at 12.5k now).

We went deep into calling people out on their unconscious habits and thoughts around alcohol consumption. 

And the results speak for themselves.

If you're a founder sitting on 'untapped distribution'... aka you've got a story but no system to tell it... I've got the blueprint for you. 

Ground everything in your present & real experience. 
Be loud so those looking for people like you can actually find you.

Massive thanks to Spencer and the whole team on this one. 🙏🏿

There was a method behind this madness so if you'd like to see the framework we used to get these results, comment below or DM me 'SPENCER' and I'll send it over.

LinkedIn Personal Branding for Talent Brands & Founders via OSSAI Agency & Pesora AI

I’m not brilliant at sharing wins, but I need to talk more about the work I do, so here goes.

About 2 years ago, I took over Jake Humphrey’s Instagram.

It was sitting at around 100k followers or so. 

Today it’s at 235k.

In the first year we had a few viral posts and I remember thinking, “Right… have we peaked already? Because that would be a bit awkward.”

We hadn’t.

What we’ve found since is a formula that keeps working, even when nothing goes properly viral.

Over the last 30 days, we’ve had just under 5 million impressions.
And we’ve managed to keep that level of momentum pretty consistent over the last 12 months.

I’m still figuring the algorithm out. I don’t think anyone truly has it cracked.

But I am proud of this because it wasn’t built on one lucky hit.

It’s been built on:
	•	repeatable formats
	•	clear audience triggers
	•	and making sure the content feels like Jake, not “content”

If you’re a founder or operator trying to grow without turning your life into a content calendar, that’s the bit that matters.

Happy to share what the formula looks like if you’re curious. Just DM me “JAKE” and I’ll break it down.

Pesora v1 was good. 

But Pesora v2 is scary good... 🤯

When we launched v1, our early beta users told us what they wanted:

More posts based on trending topics
The ability to review your top-performing posts 
Create reporting & recommendations

So I spent 6 months tearing it down and rebuilding it properly.
And finally finished yesterday while at the BuildLikeAPro Hackathon over the past 2 days

What's new in v2:

Deep Research Planner: trend + keyword + pillar-based prompts, on tap.
Ask Pesora: turn ideas/voice notes into posts instantly, in your tone.
Digital Twin (DigiYou): your voice + positioning saved as a system, not a vibe.
Reporting + Next Steps: performance insights with “post this next” guidance.

It's the difference between an AI post generator and an authority engine for founders who want LinkedIn to drive pipeline.

Want to give it a spin?

I've opened a 3-day Pro trial for early access. 

Comment "PESORA" below and I'll send the link.

--

A massive thank you to:

Dr. Karim A. Bahou for telling me about BAP.

Charlie Weavers-Wright for giving me some on getting Pesora investor ready.
Thomas White, David White for helping me with reviewing the code.

David Levine for putting on the amazing event

I started OSSAI in March 2022. 

Pre ChatGPT. 

There were no tools back then. No shortcuts.

I had to spend 60 to 90 mins speaking to founders to get stories out of their minds and onto paper. Not going to lie...

Seven months of bliss. Clients thought I had magic powers. The start of agency life was gooddddd.

Thennnn November 2022 happened. ChatGPT dropped. And suddenly, a few of them thought: why pay him when we can do this ourselves?

So they left.

Fast forward a year...

A few wanted to come back.

They didn't feel like it understood their tone of voice.

It IS possible to get AI to sound and write like you... the problem is you don't know how to configure it to do so.

This is why Pesora exists... the productisation of over 4 years of writing for CEOs and Founders and getting the best out of them.

We've had some really cool case studies now so we will be sharing a few real soon...

Try a 3-day free trial here: www.pesora.ai

✌🏿

📸: Me back in 2022... look how my skin was 😅😂

TikTok seemed to resonate with this so thought I’d share it here too. 

The moat between where you are today and every opportunity of growth sits on the other side of cringe, embarrassment and failure. 

And I told myself 2026 is not going to be the year until because I was nervous what my footy mate I can’t have a serious conversation with thinks about my personal branding strategies…

Block them, mute them if needed… just make sure you get that post out there 👌🏿

A VC friend told Charles Tenot that founders who post the most on LinkedIn usually run the worst companies.
 
I've experienced the exact opposite.
 
In 2022, when I started OSSAI, one of my fav clients was Milimo Banji 
 
He understood something most didn't: your personal brand is your distribution channel. 
While other founders were heads-down grinding, he was doing both... building visibility and growing revenue.
 
Within our first 12 months, we generated around £1m in business opportunities attributed to his LinkedIn. Fast forward to today, he's exited TapIn (now HIYA). I'd say the posting didn't cost him the company but rather built it 🤷🏿‍♂️
 
Jake Humphrey is another example. He's running Whisper, one of the UK's biggest production companies with hundreds of employees, runs High Performance, and he's still a present father to his 2 kids. Another example of someone making noise but also growing successful companies.
 
Joe van Gelder with Powdr. Last year he came to me and he said he's keen to improve his LinkedIn awareness but in a way that made it clear he was good at what he does... Powdr was recently named on the Manchester TechClimbers list...  for the second year in a row.
 
I made the mistake of being quiet on LinkedIn between 2023 and 2025 because I wanted to focus on my client's personal brands and lean on the work doing the talking but funny enough, I wasn't taking my own medicine.
 
Trust me don't be like me....
 
SHOUT ABOUT YOUR WORK BECAUSE NO ONE ELSE WILL DO IT FOR YOU
 
Don't shoot the messenger
 
✌🏿

Yesterday I said posting every day is a trap.

So what actually works?

At OSSAI we use something called the "Dinner Table Test" before we press post.

It's simple:

Would you actually say this sentence to a human being across a dinner table?

→ "I am humbled to announce..." 
(No. You'd sound like a robot.)

→ "Unlocking synergies..." 
(No. You'd get laughed at.)

→ "Here's a story about how I failed..." 
(Yes. People lean in for that.)

If it sounds like "Content," delete it.
If it sounds like a conversation, post it.

The best posts on LinkedIn don't read like LinkedIn posts.

They read like something you'd say to a mate over coffee.

That's the whole point of shifting from volume to perspective.

Your perspective is already unique. You just have to stop burying it under corporate speak.

Look at your last post. Does it pass the Dinner Table Test?

Yes or No?

Your body decides how far your business goes.

Even though OSSAI and Pesora are alive and well, I let go of my physical body and my mental health and I have to admit our growth was definitely stunted because of it.

Remember reading the other week that nearly half of entrepreneurs have undiagnosed mental health conditions.

HALF...

For every founder looking to aggressively grow this year, please remind yourself:

You can't regulate others if you're dysregulated yourself
That "I'll rest when I'm successful" mindset is killing your capacity
60 minutes daily for yourself isn't selfish - it's strategic

In my world, trying to help founders build authentic brands while running on empty doesn't work.

I'm sure you can't do the same in your world.

→ Anxiety and frustration can be picked up on sales calls
→ Carrying trauma and insecurity with nowhere to process it leads to you taking it out on your team
→ Thinking "I gotta make this million RIGHT NOW" will lead to you getting nowhere FAST

Dysregulated emotions shows up in everything. Your content. Your sales calls. Your team meetings.

Take care of your body before your business. Or it won't be able to take care of you.

Your nervous system is your competitive advantage.

✌🏿

PS: This isn't about perfect morning routines or expensive retreats. It's about 60 minutes daily with your thoughts and feelings. Trust me it changes things.

“If I have to post regularly… when do I actually build my business?”

Fair point.

Here’s the shift I want you to make:

You’re not adding work.
You’re documenting the work you’re already doing.

You’ve already solved the hiring problem.
You’ve already built the framework that made things click.
You’ve already had the opinion about where the market’s going.

You’re just writing it down.
(Bonus point: you're voice noting it)

That’s the difference between “content creation” (which is draining) and “thinking documentation” (which is basically just clarity).

I spoke to a founder at Venture Cafe and he walked me through how he scaled from 5 to 50 people.

Took him 10 minutes.

I said, “That’s a post”

(I'll be real, he said he'd go home a make a post about it, not heard from him so I doubt it. Don't be like him.)

content burnout happens when you think you need new ideas, new angles, new hot takes every week.

It doesn’t happen when you’re just honest about what’s working.

So here’s what I want you to do:

Once a week, write down one thing you’ve solved (or one opinion you’ve formed) just by building.

That’s it.

Not a content calendar just one thing.

Post it. Don’t overthink it.

The people who matter will see it.

And they’ll know you’re worth talking to.

✌🏿

there are not enough trusting voices online.

there's noise everywhere. But it doesn't scream 'I know what I'm talking about.'

Instead, it screams 'I used a template.' Or 'This is clearly AI-generated.' Or 'I'm performing rather than connecting.'

And that's the real crisis founders are facing right now: credibility erosion.

Your future clients are not looking for the most polished content. 

They're looking for the person who sounds like themselves. The founder who actually knows their market. The voice you can trust because it's got personality, conviction, and a point of view baked in.

However when everyone else sounds like they've run their thoughts through the same AI model, how do you stand out?

You stop trying to sound professional. You start sounding like you. By relearning to critically think again and come up with unique ideas again. Garage in, gararbe out is true for AI tools but also for the entire content writing process. 

The founders winning on LinkedIn right now aren't the ones with the most followers but the ones you believe. They're the ones where you read a post and think: 'This person actually knows what they're talking about.'

That credibility gap? It's time we 

I'm running a free masterclass this Thursday at 3PM (15th Jan) where I will walk through the full strategy of how to protect your voice, how to build trust through consistency, and how to post in a way that actually cuts through.

(Will share real examples from OSSAI clients that we are deploying these strategies with right now, including Jake Humphrey, Spencer Matthews, Mary Earps, Ferne McCann and many other top creators on LinkedIn)

This'll be useful for every Founder, whether you use AI or write content organically.

Like this post or comment 'CREDIBILITY' below and I'll send you the link. ✌🏿

I know you need to post.

You know your audience would actually listen to what you’ve got to say.

But something’s stopping you from doing it.

I call it the execution gap.

That space between KNOWING you should post… and actually hitting publish.

I’ve lived in that gap. Still do sometimes.

You’ve got a founder story to tell. Opinions and lessons that would land with other founders straight away. You know that. And they’d know it too if they ever saw it.

But then Tuesday comes.

A client call runs over. The product breaks. Your head’s fried.

You tell yourself you’ll post tomorrow.

Tomorrow turns into next week.

And the gap stays open.

Real life symptoms of the execution gap:

→ You know exactly what you want to say, but you spend 3 hours staring at a blank post trying to make it perfect
→ You wait for the “right moment” when you’ve got everything figured out (it never comes)
→ You post once a month and wonder why nothing’s changing
→ You write something honest, then delete it because it feels too raw
→ You tell yourself you’re too busy, but really you’re scared of what happens when people actually see you
→ You’ve got 10 drafts sitting in your notes, and none of them have ever seen daylight

the execution gap problem is a systems - nothing to do with your ideas or talent.

You can know everything about personal branding and still not post (talking about me here 😅)

You can have an unreal founder story and still keep it locked in your head.

Knowing and doing are different muscles.

The gap closes when you treat posting like any other challenge in your business.

A system that makes it easier to post than to sit with it.

So let me ask you straight:

Where’s your execution gap right now?

Is it the writing? The ideation? The fear? The constant editing?

Tell me in the comments.

✌🏿

Look when I say 'write down your expertise,' most founders think: blog post. Long-form essay. Something that takes a week to write.

That's not it.

Here's what a credibility asset actually looks like:

A breakdown of how you solved a specific problem.

Not 'how to scale hiring' (too broad).

But: 'Here's why we hired for culture fit over experience, and why it cost us £40k in the first six months—and how we fixed it.'

Specific. Tested. Real numbers.

An opinion on where your industry is actually going.

Not the hot take everyone's already talking about on Twitter.

But: 'Everyone's moving to X. But here's why we're still betting on Y—and why I think they'll follow.'

Something only someone building at your level would see.

A framework you've actually tested.

Not a theory. Not something you read in a book.

But: 'Here's how we go from zero to product-market fit in 90 days. Here's the three inputs we measure. Here's where we usually fail.'

Your framework. Your way. Your data.

These aren't essays. They're 300 words. Maybe 400.

They're dense because you've already lived them.

Post one of these every couple of weeks. Not because the algorithm wants it.

But because these are the assets that make investors, partners, and good hires say: 'This person gets it.'

That's the difference between being smart and being credible.

✌🏿

If I was Carlos Alcaraz's personal brand manager, here's what I'd tell him:

You've just completed the career Grand Slam at 22.

You're ranked #1

You're technically flawless.
But nobody knows who you are.
And that's the problem.

Right now, your brand is a series of trophies. Championships. Stats. 
It's all what you've DONE... not WHO you are. 

The world cares about noise as much as they do credibility (Don't shoot the messenger) 

Gen Z & Gen Alpha see a tennis-playing robot that wins because of God-tier talent, not because of anything human.

Every article about your wins talks about your performance. 
"Flawless." "Untouchable." "Athletically gifted." 

Zero articles are about who you are. 

Your post-win quote after Melbourne was the most human thing anyone's heard from you: "I hate to lose" and talking about being nervous. That's it. That's the most personality anyone's seen.

And here's the bigger one: You're World #1 with SEVEN Grand Slams. You just got signed as a Global Ambassador by YoPRO. 

But your Australian Open appearance marked your first in-person activation with the brand. 

Think about that. 

Compare that to any other athlete at your level and the gap is massive. You're winning everything but doing nothing with it.

Here's what I'd do differently:

Show the doubt. Every champion has moments where they nearly quit. Moments where the pressure crushed them. You have those moments too. Your audience doesn't. That gap is where your brand dies.

Stop playing it safe. Your interviews are polished. Professional. Forgettable. Personality isn't weakness in sport. It's trust. Look at McGregor. Serena. Even Djokovic. They're known. You're just the guy who wins tournaments.

Build narrative, not just wins. Each tournament should have a why. A lesson. A struggle. Not because the tennis world needs it. Because people need it. People remember stories, not rankings.

Let people see the grind. Post behind-the-scenes. Show your coach conversations. The 5am sessions. The moments you're ready to walk away. 

Founders watching you will see their own journey. Athletes will see theirs. Right now you're just untouchable. 

And untouchable doesn't build community.

You've already won the hard part. The tennis part. 
Your real competition now is visibility. 
Building a personal brand that matches your talent.

In another 22 years, society will have forgotten how dominant you were. 

(I mean just ask anyone debating whether Pele or Messi is the football goat)

What's common knowledge to you (how you grind, how you think, why this matters to you) is a game changer to someone else.

Don't waste that.

What’s common knowledge to you is a game changer to someone else…

This mindset shift allowed for me to walk into the rooms of 50/60 year old CEOs as a 23 year old and know I had something to offer them. 

Your value is there. You’ve just got to simple figure out how to translate it and package it well so people understand it easily and it looks attractive to the 👌🏿

This really resonated on TikTok so thought I'd share it here:
 
You need to join a community... that's why your depressed as a Founder.
 
For me its: run club, Church and a business accelerator.
 
Hermen Dange built Europe's biggest run club: Made Running

Anita Frost & Ged Tyrrell runs the amazing !Audacious Business as part of !Audacious Church

Julia Spencer is the 🐐 of NatWest and their accelerator program.

Comment some of your favourite communities below

I’m looking for new recommendations. 

My playlist/reading list is stuck in 2022.

I believe that your output is only as good as your input.

If I listen to the same 3 podcasts, using the same AI tools, I’m going to have the same ideas and output.

I want to shake things up before V2 of Pesora launches…

I’m looking for:

1. A podcast that challenges your thinking.
2. A newsletter that isn't boring.
3. A creator who is "under the radar."
4. Your favourite AI tools

Don't gatekeep! Share the good stuff pls. 

I'll compile the best recommendations and share the list back with everyone :)

Your expertise isn't the bottleneck anymore.

You've already proven you can solve hard problems. You've built the proof.

The bottleneck is that nobody outside your immediate circle knows it.

And so every investor meeting, every partnership conversation, every sales call becomes a translation exercise. You're starting from zero credibility, regardless of what you've actually built.

That's exhausting.

Here's what you should start doing differently:

Stop writing posts that *sound* authoritative. Write down the actual thinking that made you credible in the first place.

→ A breakdown of how you solved something most people can't.

→ An opinion on where your industry is actually going (not where Medium articles say it's going).

→ A framework you've tested that turns your messy thinking into something repeatable.

These posts don't go viral. They don't need to.

They get forwarded to the people who matter. Because they prove you get the game at the level these people operate. The magic happens before the meeting starts.

By the time a potential investor or partner reads your post, they've already decided you're worth listening to. The sales call becomes a conversation, not a pitch.

That's the shift: from explaining yourself IN the meeting to having already explained yourself BEFORE it.

If you're selling expertise of any form or selling a technical product, you've earned the authority. The only question is whether you're making it visible to the people who can actually move your business forward.

So what's one piece of complex thinking you've never actually written down?

Start there. Don't make it simple for everyone.

Make it clear for the people who need to understand.

✌🏿

The thing nobody tells you about writing content based on your expertise and not vulnerable or personalable posts:

It feels like you're shouting into the void.

You post a breakdown that took you three hours. Sixteen people like it. Your mate from uni doesn't comment.

And you think: What's the point?

Never forget...

The people who matter don't consume the way everyone else does.

Not all decision makers scroll on LinkedIn, some get sent things. A partner reads your post in a DM from someone else. An investor sees it forwarded by a founder they respect. A potential hire reads it because their boss shared it in Slack.

You're not competing for attention in the feed.

You're building business assets that gets pulled into conversations that matter.

That's why the numbers feel small at first.

So please stop measuring success by likes. Start measuring it by which conversations it enables.

I've built an agency with ZERO paid ads... all based on my reputation and referrals... now our portfolio is full of public figures. There are other personal branding 'experts' with much bigger follower counts than me but I'd love to see the clients they've actually worked with.

When a lead or investor talks to you, they've already read your thinking. They already know you get the game. The meeting is just confirmation.

You've done the work before you walk in the room.

So stop waiting for the algorithm to validate you.

You're not writing for the feed.

You're writing to become unforgettable to the people who can actually move your business.

Post it. One person will see it and forward it to someone who matters.

That's the whole game.

✌🏿

One line from a recent Pesora demo call that stayed with me:

“People trust Phil, but they don’t always trust AI.”

That’s the whole market right now.

Everyone’s pushing AI tools.

But founders are quietly asking:

Will this make me sound like me?
Will it protect my credibility?
Will it help me win business?

The aim with Pesora has never been to  “write posts”.

It’s:

To have access to Phil without having to pay high agency/consultancy fees.  

turn expertise into authority, without the AI smell.

And build a system that gets better every time you feedback to it. 

It’s a work in progress but it’s been a game changer for our agency and our early customers. 

I might be a game changer for you. 

Send me a DM if you’d like to test Pesora out. 

The more feedback the better. 

Anyway back to watching United v Arsenal 🥲

There is an AI Slop epidemic on LinkedIn.

And I'm sick of it.

I'll be honest I've been guilty of it. So I'm not acting all high and mighty here but I want to do something about it. I've spent 11 months working on an AI personal brand manager in Pesora and this is the number 1 concern on my mind: I don't want people to use Pesora incorrectly and add to the lazy use of AI we've seen on this platform.

So here's what I'm doing about it: I'm revealing the secrets of some of the anti-AI slop guardrails we've put in place so that you can actually focus less on 'editing' AI text and spend more time doing what AI can't do:

Critically think, analyse, live and document your unique experiences and strengths.

If you'd like a copy of the AI Slop Detector, comment 'SLOP' below and I'll send you the link.

---

PS - Let me make this clear before you come for me in the comments: I'm not against AI writing, I'm very much for it, I'm against the lazy use of AI... which is what makes it look sloppy.

PSS For users of Pesora don't worry this is already in the code of Pesora, so no need to worry 😌

taplio

The Battle

Lauren Dudley

Phil Ossai

Followers

Posts

Engagements

Likes

Performance ScoreLauren Dudley's LinkedIn Performance

Performance ScorePhil Ossai's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Lauren Dudley

Phil Ossai

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);}Lauren Dudley's LinkedIn Performance

Performance ScorePhil Ossai's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreLauren Dudley's LinkedIn Performance