Lois McKenzie

Million-dollar verbal carpentry | Copywriting & messaging strategy that has earned our clients $8M+ in sales and $4M+ in capital.

I still regret not trusting myself earlier in my career.

Let me explain...

I’ve been writing my whole life.

Not in the ‘fell out of the womb clutching a Moleskine’ kind of way — just in the obsessive, all-consuming, borderline embarrassing kind of way.

Poems. Fan fiction. Blog posts I still pray never resurface. Song lyrics. Letters to my parents, my best friend, and yes… the Queen. (She replied).

But when it came time to choose a career, I didn’t call myself a writer.

I called myself an advertising exec.
Then a digital marketer.
Then a social media strategist.
Eventually, a copy & contentwriter — but only in lowercase and only if someone asked directly.

Because somewhere along the way, I absorbed a story that shaped everything: 
Writing wasn’t real work.
It wasn’t safe.
It wasn’t serious.
It wasn’t something you could trust with your future.

I was scared of being the “starving artist”
Scared of being too soft. Too much. Too honest.
Scared that if I actually told the truth — about what I saw, what I felt, what I believed — people would stop listening.

So I built an entire career writing every single day, while hiding behind more "acceptable" titles.

And I didn’t even realise I was doing it.

Because that’s how self-censorship works.
It’s quiet. Familiar. It sounds like professionalism.
It looks like strategy.

And yet it leaves you disconnected from the very thing that makes your work powerful: your voice.

Most people that think they have a copy problem actually have a truth problem.

They’ve been told to write for the algorithm, not for their audience
To say the thing that sells, not the thing that matters
To be consistent, polished, “on-brand” — but never real

They’ve built whole businesses, brilliant offers, visionary work — while diluting their sharpest ideas.
Editing out their actual opinions.
Trimming their voice to fit what’s palatable, digestible, marketable.

That’s where I come in.

I help people say the thing they’ve been scared to say —
in a way that moves, matters... and sells.

I work with entrepreneurs, creative teams, writers and founders who are ready to stop performing and start communicating with clarity, conviction and actual creative power.

When we work together, you’ll:

Reclaim the parts of your voice you’ve been taught to tone down.
Share ideas that make people stop scrolling — and start trusting.
Build a strategy around self-expression, not self-censorship.
Take the things that make you weird / brilliant / niche / intense — and turn them into your advantage.

This is where your most powerful work begins.

Founder

We’re known for creating content that looks, feels and sounds like you. Content that builds authority, brings more eyes to your work and shines a light on your mission. Content that positions you as the expert that you are and gives you the platform you need to drive change.

In short: content that positions you as the obvious choice.
 
We're the secret ingredient to leveraging your expertise so that you can increase your impact, visibility and authority without needing to increase the time you spend online.
 
...and without your message losing its authenticity and integrity.

What we do: ghostwritten authority and thought leadership content, web copy, copywriting & strategy and LinkedIn VIP days.

Building ⭐ performance teams that deliver true digital transformation

I’m a technology and transformation leader passionate about turning strategy into meaningful outcomes - for people, teams, and organizations.

Over the past decade, I’ve led initiatives across pharma, healthcare, and digital ecosystems, helping global teams deliver innovation that matters. My focus is simple: connect human insight with technical excellence to create environments where people perform at their best.

I believe transformation isn’t just about systems or tools; it’s about trust, clarity, and purpose. As a coach and author of A Life in Motion, I apply that philosophy to help leaders align strategy with culture, and vision with execution.

I’m always exploring opportunities where I can combine leadership, technology, and coaching to drive organizational growth and help teams create extraordinary results - sustainably and together.

Eduardo dos Santos Silva

Call me lucky if you’d like 🍀
It’s something I keep telling my children to embrace.

The more I call myself lucky,
the more 🍀🍀🍀 seems to appear in my life.

Take the next TEDxYouth Basel.

Late last year, I had just started my new job.
New coaching clients.
Workshops already planned for 2026.

You could call it A Life in Motion 🤣🍀🍃

Then a LinkedIn post popped up:
“Would you like to volunteer to coach young speakers for TEDxYouth?”
I hesitated.

My Toastmasters soul was saying yes.
My calendar was saying no.
I waited a few days…

and thought I had missed the chance.

But I hadn’t 🍀

Soon after, I met this incredible young lady.
A powerful idea, and plenty of space
- for dialogue, feedback, and growth.

I was already grateful I had said yes.

Then came the first rehearsal.
And I met the other nine brilliant voices joining the stage.

Their ideas.
Their honesty.
Their courage.

While I loved listening to all of them,
three of those young speakers truly moved me.

And one of them even asked me... 
to support him as an additional coach 🥰🍀

We’ve now had the second rehearsal.
They’re ready to step onto that stage.
And honestly?

If you want to be reminded of how powerful the next generation is 
- their ideas, their clarity, their boldness -
you won’t want to miss this. 

And honestly, they deserve a full room 👇

🎤 𝐓𝐄𝐃𝐱𝐘𝐨𝐮𝐭𝐡 𝐁𝐚𝐬𝐞𝐥
📅 6 𝐌𝐚𝐫𝐜𝐡, 18:00
📍 𝐁𝐚𝐬𝐞𝐥
🎟️ https://www.tedxbasel.com/

I’d love to see you there.
Come support these incredible young speakers.

They’ve worked hard, they’re ready,
and they have something worth hearing. ❤️‍🔥

TEDxBasel Sai Narasimhan Anna Gumenna Alice Ekonomou Jürgen Künkel Srishti Gupta

🍃 A Life in Motion | Growth. Transformation. Results.

Am I a day late to celebrate International Women’s Day? 🌸
I don’t think so 
- and for a few reasons.

The first one is obvious.
I did celebrate it with the women closest to me ❤️‍🔥

The second reason?
Probably just as obvious.

𝐄𝐯𝐞𝐫𝐲 𝐝𝐚𝐲 𝐢𝐬 𝐚 𝐠𝐨𝐨𝐝 𝐝𝐚𝐲 𝐭𝐨 𝐜𝐞𝐥𝐞𝐛𝐫𝐚𝐭𝐞 𝐭𝐡𝐞𝐦. 🌷

Sometimes people quietly wonder:
“What about celebrating men?”
Or any other group they care about.

But that’s the beauty of celebrating. 🎉
It’s not about replacing one group with another 
- it’s about recognizing everyone.

There’s space to celebrate all of us.
Every single day. 🥳

And then there was a third reason.
I wanted to connect it with my TEDxYouth Basel experience. 🎤

Because women were everywhere that evening 
- helping drive the show together with men.

The two fingers in the photo? ✌️
That’s my daughter supporting me.

The whole family came along. 👨‍👩‍👧‍👦
On the stage were brilliant young women 
- including one wonderful mentee -
speaking about the power of women.

But also about science 🔬, curiosity 🤔, care ❤️, psychology 🧠
and what it means to become better human beings.

Behind the scenes, the same story:
incredible people working together 
- men and women - 
to make that night happen.

And one more personal highlight for me:
meeting three amazing TEDx coaches
who inspired and taught me 
- even though I wasn’t one of their mentees.

Thank you Anna Gumenna, Alice Ekonomou and Mar Serra 🙏
What a pleasure and honor to work alongside you.

Because as one of the speakers said 
- and I couldn’t agree more:

𝐖𝐨𝐦𝐞𝐧 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐛𝐞𝐡𝐢𝐧𝐝 𝐦𝐞𝐧.
𝐓𝐡𝐞𝐲 𝐚𝐫𝐞 𝐛𝐞𝐬𝐢𝐝𝐞 𝐮𝐬.

That’s how I see it. 🤝
𝐖𝐡𝐚𝐭 𝐚𝐛𝐨𝐮𝐭 𝐲𝐨𝐮?

We like to believe our biggest decisions are emotional.

Love.
Career moves.
Investments.
Friendships.

But strip away the romance and something remains:

Limited time.
Limited information.
Uncertainty.

In other words… an optimization problem.

That’s the uncomfortable idea behind "Algorithms to Live By".

Not that we should live like machines.
But that we already navigate life through trade-offs
- consciously or not.

📖 Full reflection below.

Now I'm curious, 
are you choosing your decisions, or repeating a pattern?

View newsletter: Book Reviews & Recommendations

Intro In the age of AI, writing a book summary that has anything to do with algorithms may feel misleading - so let’s start there. Algorithms to Live 

Open article: We’ve Been Living by Algorithms All Along by Eduardo dos Santos Silva • 6 min read

We’ve Been Living by Algorithms All Along

To round up Q1
let’s talk about something 
that doesn’t get talked about enough.

Men’s mental health. 🧘‍♂️🧠

On March 21st, I’ll join colleagues, 
friends and complete strangers 
for a 25 km walk in Basel.

The goal is simple: create space.
Space for conversations.
Space for silence.
Space for men to show up as they are.

The initiative started after one of us tragically took his own life while struggling with mental health.

Many around him were shocked.
They didn’t know.
He hadn’t spoken.

For many men raised to be “real men,”
silence is not unusual.
“Don’t cry.”
“Handle it yourself.”
“Man up.”

Those messages are still very present.
And they can be lonely ones.

The good news?
That’s not the only option.
🤝 There are people who want to help 
- if we give them the chance.
🤝 The people who care about us? 
They love us despite our weaknesses and with them.
 🤝 And most problems have more than one possible ending.

Sometimes we know all this…
and still, it’s hard.
💡 Afraid of being judged.
💡 Unwilling to burden others.
💡 Not knowing where to begin.

When I was invited to join the walk, 
I didn’t see it as a chance to “help others.”
I saw it as a chance to be part of something honest.

Maybe I’ll support someone.
Maybe I’ll be the one supported.

Sometimes walking side by side 
- even in silence - 
is enough to make things lighter.

If this resonates, join us.
📍 Basel
 📅 21 March 2026
 🚶 Walk for a Bloke

(More details in the link/QR code on the poster.)

P.S. Yes, the walk is for men.
But women are more than welcome to help us spread the word.
Someone you know might need this more than you think.

Walk for a Bloke Basel invitation

Most adults think curiosity belongs to children.
Yet curiosity might be the most underrated professional skill we have.

Curiosity asks why before jumping to conclusions.
Curiosity listens instead of preparing the next reply.
Curiosity dares to explore what we don’t yet understand.

In our latest episode of A Life in Motion, I had the pleasure of discussing curiosity with Pinar Wennerberg, John Todorovic, and Annika Mohlin 
- and what it means for leadership, learning, and growth.

🎙️ Episode 12: Curiosity
Watch the short clip below.

And if it sparks your curiosity, the full conversation is available on all major podcast platforms.

One honest question:
When was the last time curiosity changed your mind?

All lives are like roller coasters…
but which roller coaster, exactly?

I was reading a post from a good friend
and found myself thinking about it.

Me, 15 years ago, wouldn’t step into any roller coaster 
- except the “It’s a Small World” ride at Disney 🤣

I was really, really afraid of heights.

💡 Isn’t life similar?

We see thrilling rides in front of us
and choose the safe children’s version instead…

Then my kids came.

I didn’t want them to inherit my fears,
so I started getting on every ride.

Even the ones that were clearly not for me 🤣

💡 Again, life isn’t so different.
Sometimes the incentives appear,
and we jump in without knowing what we’ll feel.

Fast-forward eight years of roller coasters…
and many lessons along the way.

You know that moment at the top,
when the cart is about to drop 80 or 120 meters?
(or 195m - the tallest one in the world)

Screaming doesn’t stop the cart.

But noticing the fear 
- and how I reacted to it - 
slowly helped me enjoy the thrill
instead of just fearing it.

“And the cart will come back up, right?”
Yes… but that’s not the full story.

It comes back up
because it will go down again.

💡 Promotions and layoffs work like that too.

Another benefit of taking the rides:
I learned how different they are.
The tall, fast, thrilling ones? I can handle those.
The smaller ones with constant twists and sharp turns?
Those make me sick in minutes.

💡 Very useful in life 
-  because that’s how we make better decisions.

I can tell the kids:
“This one, I’ll skip.”
And I know exactly why.

Works with jobs and “opportunities” too 🤓

But there’s something else I’ve noticed.
Some people seem to stay on the same ride for years 
- maybe their whole life.

Me?
Two or three rounds on the same coaster could finish me; either from dizziness… or boredom 🤣

Imagine a whole life like that.

When I think about what makes a ride really bad,
it’s rarely that it was once uncomfortable.

It’s when we get back on it,
knowing it’s not right for us 
- or not right for this moment.

Here’s the good news though:
every ride eventually stops.

And then we can step down
and choose another one.

Choose another one? Not today.

Today I’m stepping off
and getting an ice cream instead 🍧🍨 😜

Some of us need a new ride.
Some of us need a break.
Both are allowed.

Where are you on your roller coaster right now?

He came in looking down. I knew it.
“I lost, Dad,” he said immediately.

But then he added something else:
“I don’t understand what he did in the opening.”

A bit of context.
It was a junior chess tournament last Saturday.
The “opening” is the first sequence of moves 
- and young players quickly learn the common patterns.

He’s not a chess master…
But lately, he’s been beating me 10 out of 10 times 🤣

So when he said that, I replied right away:
“Well, the other boy made an illegal move, 
and you accepted it.”

No, I wasn’t watching the game.

I was reading my book on another floor
(and preparing a summary for you - coming Thursday!)

But I had seen the opponent.
A year or two younger.
And I know my son.

Most of the time, if I say something like that,
we’ll never know whether I was right.
But in chess?

Every move is recorded.
You can replay the whole game.

And sure enough 
- one of the bishops, which must stay on white squares,
had magically appeared on a black one.

“How did you know?” he asked.

That part doesn’t really matter.
(Don’t worry - I explained 🤣)

What mattered was this:
it reminded me why I love coaching.

No. I’m not the best chess player.

I’ve been developing something else.
💡 Helping someone see what they don’t yet see.
💡 Partnering to understand what went wrong - without blame.
💡 Asking the question that unlocks a new path.
💡 Creating space for self-discovery and growth.

And that moment reminded me of something else:
coaching is a long-term commitment.

One-off tricks can fix small things.
But knowing someone deeply?

That multiplies the impact.

“But how do you know your coaching is effective, Eduardo?”
No, it’s not because I can’t beat him anymore 🤣😜
Results alone are never enough.

They’re influenced by many variables.

I know it works because I saw it on his face;
he saw it, too!

He understood what happened.
And he told me what he would do differently next time.

That’s the moment that matters.

In my view, every person already has what they need.
My job? To help them see it.

Curious 
- what makes a coaching relationship successful for you?

𝐓𝐡𝐞 𝐦𝐨𝐬𝐭 𝐮𝐧𝐝𝐞𝐫𝐞𝐬𝐭𝐢𝐦𝐚𝐭𝐞𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐨𝐧 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧?
This may hurt some friends’ business here 🤐 but…

👉 𝐇𝐚𝐯𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐨𝐰𝐧 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲.

As LinkedIn keeps changing - again and again -
people often ask me how to use this space.

Sometimes I even ask myself the same question.

The truth?
Abandoning it is always on the table.

Last week alone I saw:
💡 Someone who has posted hundreds of value-added posts…
 …get 100k+ views on a post complaining about LinkedIn.

💡 Someone with a very clear positioning and offers…
 …sharing how frustrating it is to scroll past AI-generated content all day.

💡 And many people posting the same posts (literally the same!)
 …giving little value while taking space and attention.

It’s not surprising that many potential readers don’t engage anymore.
Some simply left because they stopped seeing value.
And yet…

𝐓𝐡𝐞𝐫𝐞 𝐢𝐬 𝐬𝐭𝐢𝐥𝐥 𝐞𝐧𝐨𝐫𝐦𝐨𝐮𝐬 𝐯𝐚𝐥𝐮𝐞 𝐡𝐞𝐫𝐞.

1️⃣ It’s still the most human major social platform.
(and with far fewer trolls than most places)

2️⃣ There is still incredible content 
and millions of brilliant people to connect with.

🙏 Those connections continue to positively impact my life.

3️⃣ Opportunities are still everywhere
 for those who invest, give, and build their brand here.

“But how, Eduardo?” people asked me last week.

The honest answer is…
I don’t know.

𝐁𝐮𝐭 𝐲𝐨𝐮 𝐦𝐢𝐠𝐡𝐭. 😜

Maybe not fully yet -
but you probably have a hint.

Every time I ask people about their approach here,
they share brilliant ideas.

Ideas that work for them…
but may not work for me.

And that’s the beauty of this place:
we can experiment.
❤️‍🔥 change what you post
❤️‍🔥 change how you comment
❤️‍🔥 rethink your DMs
❤️‍🔥 rebuild your profile
❤️‍🔥 reshare more content
❤️‍🔥 start (or stop) a newsletter
❤️‍🔥 reconfigure your feed

Earlier this year I changed my own frequency
from 3 posts per week to 2.

Did fewer people see my content?
You bet.

Did it work better for me?
𝐘𝐨𝐮 𝐛𝐞𝐭!

Now I’m experimenting again.
I started removing the “bell set to All” from most profiles.

I want to see what happens with my feed
and whether it creates more value for me.
(Don’t worry - I kept a few special profiles saved 😁)

I’ll keep adjusting what I do here,
depending on my needs and my goals.

Because my strategy…
works for me.

What’s the strategy that works for you?

P.S. Working with someone to clarify your strategy 
-  whether in LinkedIn, life, or business -
is often the fastest way to accelerate success.

I somewhat missed that and hope it is not too late... because this is a great opportunity. I will try to attend, too, because Aurélie Baillet🎙🪄💎 is amazing and our voices are such important tools we have available to use - and enhance. Maybe you will join, too?

Speak with Confidence • Leadership Trainer & Consultant • Creator of the Voice Of Impact™ Method • Voice Coach • Speaker • Singer

If you’ve ever:

- felt invisible in meetings,  
- talked fast to “get it over with”  
- or softened your tone to not sound “too much”...

This is for you.

I’m hosting a new free masterclass to help professionals like you reclaim impact through their voice.
Especially in high-pressure moments.

Seats are limited.  
Reserve yours now 
👉 subscribepage.io/H7Tufs

The voice doesn’t lie.

It reflects exactly how you show up in the world and who you're ready to become.

#VoiceOfImpact #ExecutivePresence #LeadershipCommunication
#LeadershipTraining #WomenInLeadership

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The Battle

Lois McKenzie

Eduardo dos Santos Silva

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The Battle

Lois McKenzie

Eduardo dos Santos Silva

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);}Eduardo dos Santos Silva's LinkedIn Performance

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