Niall Cleaver

Documenting the journey of crafting a timeless coffee cup brand | CEO & Founder of Cupsly

My story isn’t about a polished entrepreneur. My journey hasn’t been traditional. I left school without an English qualification, uncertain of what the future held. 

That failure shaped me, it forced me to think differently, fall into business, and ultimately embrace creativity, resilience, and the belief that change is possible, even when doubted. Fast forward to today, I’m growing and scaling businesses while sharing the real lessons that come from it.

Founder

Are you struggling to grow an engaging community for your business or personal brand.

Stop right there, I think I have you covered ⬇️

This is me (Niall), I'm a 22-year-old who is fascinated by growing communities in the online space. Actual communities that have meaning and purpose. 

The services we provide at Social Library 

➡️ Personal Branding (LinkedIn)

➡️ Guidance & support consulting


Drop me a message to discuss your social media strategy, review how well your current socials/posts are doing, and research how we can build your community and gain you more followers and leads.

or you can email us @

hello@sociallibrary.co.uk

For years... I thought starting small wasn’t even an option.

This year, I want to start small. You need to read this.

Everyone is so scared to start small and I was one of those people. I used to overthink about creating something big instead of worrying about starting small.

Turns out, starting small is how you build big.

It’s how you take the first step forward.
It’s how you stop overanalysing.
It’s how you actually start.

It almost feels wrong when you say it out loud.

But every successful founder and business you see today didn’t get where they are by massive moves. They got there by starting small and then scaling.

So if you’re starting a business, building a hobby, or whatever it may be… stop worrying about “scaling big” and focus on the small step that gets you going.

Growing @thistlescientific and sharing the lessons while I do

Building vs scaling a business. What's the difference?

A few years ago, I learned one of the most valuable lesson in business. I left school with qualifications that made it hard for me to get any sort of job.

Luckily, my family ran a business. I jumped in and started learning. And here’s what I learned: There’s a huge difference between building and scaling.

Building a business:

Proving the idea
Short-term survival
Doing everything yourself
Energy, speed & scrappiness

Scaling a business:

Letting go of control
Long-term decisions
Patience, systems & people
Making sure it works without you.
Alignment throughout the whole company.

Building feels exciting. Scaling feels uncomfortable. Both are essential. I didn’t realise how different they both were until I lived them.

But the one thing that never changes between both? 
The hard work that comes with it.

I just spent 2 hours yesterday in one of the best meetings of my life!!!

What about? How do we build further on our foundation?

Yesterday was a special day, do you know where you get the team together and you leave feeling excited for what's to come? That's what happened.

It's been a pretty wild couple of months for Thistle, but it always comes back to the same thing. How can we deepen the connection we can have with researchers?

The personal touch.
The real support they deserve.
The professionalism and trust they have in us.

This year, we’re looking at how we double down on that.

We’ve set some big objectives, and the whole team is ready for them. If yesterday was anything to go by, this next phase is going to be an exciting one.

We can't wait to share more on this very soon.

We’re excited to announce our new collaboration.

I'm genuinely proud of the impact we're creating in research at Thistle Scientific. It started with one clear objective to make research the best it can be, not only to impact our lives, but also to impact the lives of generations to come.

Last week was a big reminder of this as we announced our collaboration with arcorisbio AG, which will help accelerate the industrialisation and commercialisation of their breakthrough MUSE® platform.

A collaboration that will help keep the world safe.

One of the best mistakes I learned pretty quickly in business.

Thinking strategy comes first in business. But it doesn’t… 

Understanding who you’re building for is.

I’m nowhere near successful yet. But I’ve been lucky to spend time around people who definitely are. And one topic comes up over and over again: 

Strategy.

How did you come up with your strategy?
Why has your strategy been effective?
When do you adapt your strategy?

The answer usually sounds complicated.
But, it keeps coming back to one word: audience.

Before you can plan anything, you have to understand them. What do they care about? When do they need to hear from you? How do they feel when they see you show up?

This is where a lot of founders go wrong. No strategy is 100% correct. It’s custom‑made based on how well you understand the information your audience is giving you.

So copying what works in another company or industry rarely works. You’re playing a different game, with different people, at a different stage.

Strategy is an understanding game.

I used to panic hearing the word strategy in business.

It sounded complicated... but it wasn’t.

I would hear the word and be like that sounds proper technical. I'd just nod like I understood exactly what it meant, when I didn't but now I get it and it's simple.

It's just a plan.

What are the objectives?
What action will you take to hit them?
Which data tells you it's working or it isn't?

We love to make words sound more complicated than they are. 

It's easy to overcomplicate things when you hear all of the advice online but it's simpler than you think. If something isn't working don't wait, go and find the reason why.

Try something. Learn. Adapt. Evolve. Repeat.
Just enjoy the process of figuring out.

That's what business is!

When I was younger, I hesitated on the idea of working for my family business.

Today, I’m 3 years in, working alongside nearly 50 incredible people.

It’s crazy how life works. Some days you’re completely against something before you’ve even tried it…then you try it and realise it was exactly what you were meant to do.

I always had this doubt in the back of my head:
That I had to prove myself somewhere else first.

That’s why:

- I started posting on LinkedIn.
- I kept looking for “my own thing”.
- I started learning more about business.

Now it feels like all of that happened so I could come back better and help continue to grow a business I genuinely care about. But this growth has hardly been me. It’s been the team I get to work with every single day.

A few things this has taught me:

- Don’t write something off until you’ve actually tried it.
- You can prove yourself elsewhere, but always bring the knowledge back

So don't resist an opportunity just because it didn't fit your picture in that specific moment of your life. It might be worth taking a closer look.

Stop listening to too much advice.

Read that again... throughout my journey, I've fallen for many distractions. Stuff that didn't feel right personally, and so many of us are going through this.

There's advice here, there and everywhere.

And it's very hard to know which is the right or wrong advice, and you know what you'll never really know. The only way to find out is to...

Listen to your gut and try.

In a world full of advice after advice, trust yourself first. 
There's no right or wrong way to do anything.

If it works, it works!

P.S. Have a little day in the life vid

Karla McNeilage

Making your brand memorable through story-led marketing. Using creative content strategies to drive growth • Social Media | Copy & Content Writer | Founder of Wave Socials 🌊 Mental health and wellness advocate

In 2014, my passion for writing and storytelling led me to study English Literature at uni.

I loved it so much that it influenced my career:

→ 2016: Started dabbling in copywriting jobs to see if I enjoyed it.

→ 2016: Created a Wordpress blog as a creative outlet. Fell in love with content writing.

→ 2018: Graduated. No grad job. Wanted to work in marketing but didn’t know what niche. Ahh. Spent 8 months working 14-hour days, juggling different unpaid internships.

→ 2018-19: Landed an internship and eventually became Head of Social Media & Influencer Marketing for an e-com start-up.
Sold out every launch with my marketing strategies, my content reached millions of impressions p/m and took our IG from 3K > 80K+ followers in <10 months.
I loved creating marketing campaigns. But I didn’t get to write much. I missed it.

→ 2020: New job. Head of Social Media for another e-com start-up.
Brought the same energy and sold out every product launch, reached millions p/m and grew a loyal community of superfans.
This time, more copy & content writing opportunities: email marketing, website & landing pages, paid ads.
I started ghostwriting as the founder. I loved stepping into someone else’s shoes.

→ 2022: Quit my job. Started my business, Wave Socials. Never looked back.
Services: social media marketing and copywriting/ content writing for 40+ CEO’s & founders, e-com businesses, agencies and big corporates.

→ 2024: Pivoted my services to LinkedIn personal branding. 
Took my own strategy seriously. Became a content creator on LinkedIn. Have a fully inbound business as a result. Also grew an amazing community and network.

Realised personal branding is the perfect blend of social media marketing and writing- all the skills I’ve been honing for nearly a decade.


Now, I help 6-8 figure C-suite execs, founders & creators amplify their voices on LinkedIn to grow their businesses.

I’ve carved out a career that feeds my love for writing, creative content, connection and storytelling.

-

SERVICES:

• LinkedIn Ghostwriting & Personal Brand Management:
For those who lack time, knowledge and/or expertise to create outcomes and impact.

• LinkedIn Workshops & Masterclasses:
Teaching you and your team how to leverage your personal brands on LinkedIn for business growth.

• LinkedIn Coaching:
Master the art of creating a personal brand that gains authority, builds trust and attracts quality leads and opportunities.


Want to work together? Fill out this form and I’ll be in touch!

https://forms.gle/Qf7vPL4ed53tSrPf9

My DM’s are open if you have any questions :)

Owner

Karla Mcneilage

One thing I'll never change in business: making time for IRL connection.

I flew to London to spend 4 days strategising with clients and catching up with friends I met on LinkedIn.

After moving to Bali last year, I promised myself I'd make an effort to see clients when I was back in the UK.

We communicate via Zoom which works.

But real relationships are built when you meet the people behind the screens imo!

So I extended my visit home and ran around London in a storm ☔️

Here's what I got up to:

→ Met Louby Mcloughlin, founder of Dream Lab Studio - a fab creative marketing agency.

Her clients include Tommy Hilfiger, Westfield and Selfridges!

We had a creative brainstorming and strategy session over pasta, mocktails & tea.

→ Visited StudioB - a creator-led studio and production agency founded by Brandon Baum.

Brandon is Europe's largest VFX creator with 24.5 million followers.

He's a trailblazer in the creator economy, having just taken to the stage at Cannes Lions International Festival of Creativity with YouTube CEO Neal Mohan.

His HQ was like falling into a Hollywood studio - brainstorm room and writer's room included!

I got to catch up with the amazing team building campaigns that get 1 billion views per month (for brands like Netflix, Adobe, Universal, MrBeast & LEGO).

Thanks so much to Samantha Diamond for showing me around.


→ Chatted business, goals and the creative industry over Italian with John Mouratis.

We first met 2 years ago when I hired him to produce content I was creative directing.

Loved chatting about the creative industry and our future plans.


→ Ate my bodyweight in Lebanese food with Tommy Hatto.

We chatted about 2026 business plans, the creator economy & wellness.

Our lives have changed so much since we first met 3 years ago on LinkedIn!

He’s one of those friends that just wants to see you win which is v special.


→ Met Marcus Grip who I first met in Bali when he filmed a docu-series on me.

He then joined me and Shoaib's 5-week programme with cnnctd.

He's an AI storyteller and currently in beta launch for his own diabetes app.

Cool af!


→ Co-worked with Danielle Theobald (first LinkedIn friend 4 yrs ago!), Jo-Rémi Saada and Jordan Underwood.

I introduced Dani to my ex-client Jordan because their businesses aligned.

Now they're collaborating to create a B2C product range together - stocked by a major retailer.

I love when my business friends partner and collab!


→ Spent time with Kesheba Evans who I first met at Semrush’s marketing event in Amsterdam.

We yapped about content marketing, personal branding and our huge goals for this year!

-

I left with such a full cup!!

Wish I stayed in London longer as there were so many incredible people I didn’t get the chance to catch up with.

But grateful to everyone for squeezing me in last minute before I came back to Bali ❤️


Reminder to show up offline more.

Nothing better than exchanging energy with people who inspire, uplift and challenge you!

Building impactful, authoritative LinkedIn personal brands for high-growth founders and creators | Ghostwriter, strategist & coach | Content marketing specialist |📍Bali

Want to quit on your goals? Quit today.

You’ll be like most other people.

Today is the 2nd Friday in January - aka ‘Quitters Day.’

The moment you're most likely to give up on your resolutions.

Here’s why:
→ You maybe haven't seen results yet
→ The "new year, new me” buzz has worn off
→ Life got busy and your goals got pushed aside
→ You're comparing your day 9 to someone else's year 5
→ Your goals aren’t clear, so you don’t know how to start

If you want to be like the 99% of people, quit today.

Or…

Be the 1%.

And show up anyway.

Keep the promises you made to yourself.

Even when you're tired, it’s hard, the weather is awful, or you just don’t feel like it.


I feel like I can advise on this because I’m a quitter.

Only... I quit all my bad habits, and stuck with it!

- 48 months ago:
quit my toxic job (best decision!)

- 46 months ago:
quit waiting & worked on my brand

- 36 months ago:
quit TV and cheap dopamine loops

- 33 months ago:
quit spending time with toxic people

- 31 months ago:
quit alcohol, junk food & being sedentary

- 28 months ago:
quit all excuses and invested in a PT

- 9 months ago:
quit being scared & moved abroad alone


Motivation doesn't keep you going.

Systems and discipline is how you stay consistent.

It’s about sticking to the plan, not the mood.

That’s how you refuse to settle for a life you don’t want.


8 ways to stay consistent with your goals:

1. Dream big, but set smaller goals

Be realistic.
Start with 1% improvements.
Instead of ‘post on LinkedIn every day,’ start with:
“Post on LinkedIn 4x per week: Mon - Thurs, no matter what.”


2. Stack your habits

Pair a new habit with an existing one.
Want to implement journaling?
Do it with your morning coffee.


3. Plan ahead

Schedule in your non-negotiables.
Don't compromise on your goals.
I use the app ‘Time Tree’ - if it’s not in my calendar, it’s not happening.


4. Track your progress

Measure what matters.
Set  milestones and document your performance:
Journal, use spreadsheets, make it visuals.
And remember to celebrate wins!


5. Gamify it

Mage progress & working towards goals fun!
This helps with dopamine (esp for ADHDers like me). 


6. Get accountability

Find an accountability partner.
Or share your goals publicly:
Post on LinkedIn/ socials, document your journey, join a community.


7. Expect setbacks

Even if you miss a day, don’t write yourself off.
We’re human and life gets in the way.
It doesn’t mean you’re a failure.
Just start again immediately. 


8. Remember your why

Why did you set this goal in the first place?
Write it down, revisit it and ask:
"What's the cost of staying the same right now?"


If you're serious about building your dream life, business or brand…

You have to do the work to get there.

Your dreams don’t work unless you do!

And no one's going to do it for you.

The people who win aren't the ones who never wanted to quit.

They're the ones who did, but kept going anyway ❤️

Reminder: you have the power to change your story.

Me and my brother grew up as part of the “underclass.”

Definition:
​​”The group of people at the lowest possible level of the socioeconomic hierarchy, characterised by persistent poverty, lack of upward mobility, and social marginalisation.”

We’re lucky that we had a stable upbringing and 2 parents that would give us their left arms.

But we still come from one of the most deprived housing estates in Scotland.

An inner city that’s filled with abject poverty. 

“It's not somewhere you’d want to live”
- countless news articles.


I bloody loved my upbringing in Glasgow, but here's what ‘home’ looks like:
>20% of children in poverty
>35% of the population unemployed
<10% of people from an ethnic minority

+ Highest homicide & violent crime rate in the UK.

Meaning we’re kinda desensitised to gang fights, knife crime, theft and assaults.

My high school was ranked as one of the worst in the country (bomb threats and violence galore).

There was even a shooting across from our childhood house.

-

Like most council estates, or ‘schemes’ as us Scots call it, your life typically goes one way or the other:

Some people make it through.
Some get stuck in the scheme.

They feel they have no hope for the future or sense of purpose because of poverty, deprivation and unemployment.

The escape is drugs, alcohol abuse and/ or crime.

Which results in estrangement from loved ones, imprisonment or death.

I’ve seen it all first-hand, and it’s devastating.

-

We both grew up with:

•⁠ Feelings of inferiority and self-doubt
•⁠ An acute awareness of class politics
•⁠ The ability to shapeshift to mask our background
•⁠ A deep sense of embarrassment, rooted in social stigma 

Even if you make it 'out,' you still have a limiting mindset.

People like me don’t have decent education.
People like me don’t use eloquent language.
People like me don’t become entrepreneurs.
People like me don’t sign high-ticket clients.
People like me don’t get to travel the world.

“People like me don’t get to be successful or make something of their lives…”


But that’s a pre-written narrative.

And one that my brother and I both refused to accept.

Yes, we have to work harder than a lot of peers because we didn’t have the contacts, resources, network or opportunities that they did.

But instead of letting our origin story define us, we take pride in our working class background.


Statistically - loving & supportive family aside - me and my brother never should have made anything of our lives.

Yet despite the odds, we’re 2 siblings that have:
•⁠ Economic resilience
•⁠ Escaped the ‘matrix’
•⁠ Built our own businesses
•⁠ Travelled the world
•⁠ Moved abroad to SE Asia
•⁠ Great social circles
•⁠ Created our own opportunities

Early last year, he moved to Thailand and I moved to Bali.

We both came home for Christmas, now we're back living our best lives on the other side of the world.

Work hard, take action & believe in yourself ❤️

I've built personal brands for 6, 7 & 8-figure founders.

Here are 18 limiting beliefs that hold them back on LinkedIn:


•⁠ Voice & visibility fears

"I'm scared of being judged"
Most people are too busy worrying about themselves.
→ Post once and see what happens. Fear shrinks with action.

"I don't want to come across as salesy"
LinkedIn is a B2B platform - playing it small won’t make money!
→ Help first, sell second. Value builds trust.

"Drawing attention to myself is cringe"
You can't grow a brand/ business in hiding.
→ Use this opportunity to open doors.


•⁠ Identity & authenticity blocks

"No one will care what I have to say."
People need to hear your expertise & experience!
→ Write for those 2 steps behind you.

"I want to be real, but I'm not 'professional’ enough"
People crave human connection more than ever.
→ Write like you speak - add personality & colloquialisms.

"I don't want to post content I hate just for the algorithm."
Please don’t! Build for the people behind the screen.
→ Create content YOU would want to consume.


•⁠ Fear of failure

"What if no one engages with my post?"
Low engagement ≠ low impact.
→ Detach from vanity metrics, focus on showing up.

"What if I post consistently and still don't grow?"
Every post is an experiment.
→ Treat content as data - test, learn & refine.

"My content isn’t converting"
Address pain points, handle objections and connect.
→ Pair content with convos: DMs, comments, calls.


•⁠ Imposter syndrome

"I'm not expert enough yet to post"
You don't need to be the best - just start!
→ Document your journey, teach what you're learning.

"My industry is oversaturated. Why would people listen to me?"
Your story is what sets you apart.
→ Lean into what makes you different: your USP is *you.*

"I don't feel legit because I'm still building"
Everyone's figuring it out - that’s what’s relatable!
→ Sharing the messy middle builds connection.


•⁠ Content paralysis

"I'm not a good writer"
You don’t need be perfect.
→ Write how you talk. Practice makes you better.

"I don't know what to post"
You do - you're just overthinking it.
→ Use AI, look at post comments, DMs, client calls, ‘competitor’ content.

"I have too many ideas"
You need a strategy and systems.
→ Pick 3-4 content pillars and rotate them.


•⁠ Lack of clarity

"I don't know who I'm talking to or what I offer"
Knowing your offer and ICP is crucial…
Unless you’re just here for the buzz.
→ Don’t speak to everyone. Attract/ repel with content.

"I haven't nailed my USP or message"
Your message evolves, start posting now.
→ Don’t procrastinate because you’re a perfectionist!

"I don't know how to turn followers into clients."
Followers ≠ leads. You need a path from content > conversion.
→ Add CTAs, start convos, make offers.


Which one is holding you back?!


P.s. I'm opening up 3 spots in January for 1:1 coaching calls!!

If you're ready to finally get out of your own way and build a brand that drives real opportunities - DM me "story" ❤️

2025 was the year everyone rushed to generative AI for content.

In 2026, people are starting to reject AI. Hard.

As the pendulum swings back, there’s a counter-movement growing…


We’re overwhelmed with polished perfection.

Everyone’s writing in perfect cadence.

People are using em-dashes without knowing what they even do.

Feeds are oversaturated with the same generic tone, language, structure and length.

… But the words lack nuance, depth and soul.


And so, a new kind of mistrust is creeping in.

In the comments of every brilliant IG reel I see:
“It’s fake.”
“Looks like AI”
“Did a human actually make this?”

When I ghostwrite for clients, I avoid certain punctuation on purpose:
“If I use an em-dash, they’ll I didn’t write it.”

When my business friends are hiring, they scan every CV with AI detectors:
“I’m looking for inconsistencies and red flags.”


I studied English Literature for 4 years at uni.

And I've been a professional writer for a decade.

This new renaissance has got me thinking…

We remember the literary greats because they made us feel something.

Their words, stories and lessons are burned into our brains.

Virginia Woolf’s chaotic, non-linear spirals.
Mark Twain’s dry wit and laid-back tone.
Tennessee Williams’ lyricism and intensity.

They’re not brilliant and memorable because they’re perfect.

They’re just really bloody human.

Real, raw, honest and kinda flawed.


In the era of generative AI, imperfection has become the proof of humanity.

Because we all want to be known as authentic.

Now, people are intentionally disrupting AI's patterns:

•Colloquialisms & slang.
•Careless spelling mistakes.
•Wrong punctuation (or lack of).
•No capitals at the start of sentences.
•Abbreviating everything: ‘you’ > ‘u’
•Unapologetic personalities.
•Ideas that are human, bold & disruptive.

The stuff AI can't replicate because it doesn't have a lived experience.


So what does this mean for the future of writing?

Honestly, I think quality is going to split.

→ One path:
Generic, AI-generated content that all sounds samey. You'll quickly lose trust and struggle to stand out.

→ The other path:
Distinctive, human voices that stand out precisely because they sound like us.

The latter will become your competitive advantage.


Side note:
If you’re using AI, pls train it properly.

Give it your tone, share your rhythm and teach it your world.

AI should be used to enhance creativity, not replace it.


Orrr if you’re not a confident writer/ are short on time, work with a ghostwriter & personal brand strategist like me.

There’s experts out there that can interpret your story strategically AND can give you a voice!


📸 my everyday office - find me in nature tucked away in a corner without walls, and watch my creativity run wild

taplio

The Battle

Niall Cleaver

Karla Mcneilage

Followers

Posts

Engagements

Likes

Performance ScoreNiall Cleaver's LinkedIn Performance

Performance ScoreKarla Mcneilage's LinkedIn Performance

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taplio

The Battle

Niall Cleaver

Karla Mcneilage

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);}Niall Cleaver's LinkedIn Performance

Performance ScoreKarla Mcneilage's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreNiall Cleaver's LinkedIn Performance