Founder of StrategyBreakdowns.com

TLDR: Worked in strategy consulting → Joined strategy team at Atlassian → Started writing strategy case studies → People liked them, so I left my job and went full-time

Tom Alder

8 things I've learned while living in Valencia for the past month:

1/ The "slow" culture made me realise how much day-to-day urgency you experience everywhere else.

2/ Europe is the best timezone - 4 hours of deep work before US Eastern gets online.

3/ The city is easy-going and beautiful, but not efficient. Restaurants with lines out the door and empty tables, busses show up 15 mins late (or not at all), 'the system is down' is almost a daily occurence.

4/ I love a siesta but find it nearly impossible to refocus afterwards. Better for marking the transition from work → life.

5/ Meeting people as a digital nomad requires more intentionality than I thought. 

6/ Everywhere you look, you see someone's creative touch. Tiles, balconies, door handles. Everything is decorative, even if in a small way. 

7/ I didn't see a single person on a laptop in a cafe. 

8/ Paella is more than just a regional dish. Everyone is quick to recommend their favourite spot, share tips and rules for ordering it correctly, and tell their Paella-based memories. People worship it here (rightly so!)

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👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 100,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The team at beehiiv just showed me what they're launching next week.

I've analysed hundreds of product releases.

This one I'm gonna join live.

Most companies make tweaks and add tiny features.

beehiiv have been quietly building something that got me absolutely hyped.

Tyler Denk 🐝 and team have cracked something fundamental about how creators grow and monetise.

I can't share specifics (NDA), but here's what I can say:
If you're building a creator/media business in 2025, you should join us at the launch event!

Register here → https://lnkd.in/gh3tKmCZ

People always ask "How did you decide when to quit your job and go all-in?"

3 months after launching Strategy Breakdowns I told my boss I was leaving.

This was my napkin math:

The business was making just under $3k/mo.
~$2.2k from newsletter sponsorship, rest from affiliate revenue.

→ I was publishing 1 newsletter every 2 weeks
→ If I ran them weekly, that'd 2x sponsorship + 1.5x affiliate revenue

→ I had 1 sponsor per newsletter
→ If I had 2, that'd 2x sponsorship revenue again

→ I had 20k subscribers
→ If I grew to 50k, that'd 2x sponsorship + 1.5x affiliate revenue again

Q: If I quit my job, would the extra 40hrs per week be enough to publish 1 extra newsletter every 2wks, sell 4x as many ads, and speed-run an extra 30k subs by reinvesting all revenue into subscriber growth?

Once I laid out all the inputs, it became an easy 'yes'.

I could probably hit $10k/mo within a month or 2, even factoring some contingency if I couldn't sell 100% of my ad inventory.

Then if I kept growing the newsletter, and added new ways to monetise, I figured it wouldn't be too much drama to get to $20k/mo.

Quitting a high-paying tech job for a $3k/mo newsletter = crazy, risky, scary
Quitting a high-paying tech job for a (soon-to-be) $20k/mo newsletter = makes sense

Same business. 
Different frame.

Don't be afraid to math it out.
Goes a long way in building up conviction.

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 100,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Valve makes $50 million per employee.

Microsoft? $18 million.
Apple? $2.4 million.
Meta? $1.9 million.

How does a 350-person gaming company eclipse every tech giant on the planet?

→ They built a 30% tax on PC gaming.

Every game sold on Steam. Every microtransaction. Every indie hit and AAA blockbuster. If it's sold on their platform, Valve takes 30%.

They do develop games themselves, but vast majority of their revenue comes from infrastructure, maintenance, and collecting.

What makes it even more remarkable:

Zero traditional management mechanisms.

Valve operates with a completely flat hierarchy. No managers assigning work. No executives approving projects.

Instead they pioneered several radical workplace practices like choose-your-own team, and peer-reviewed bonuses.

Your colleagues (not your boss) determine your compensation based on your contributions. The entire company votes on your impact.

The result:
336 employees shared $444 million in total compensation in 2021. That's an average of $1.3 million per person.

And the company is on track for $17 billion in revenue in 2025.

They proved something most large corporations forget:
You don't need more people. You need the right structure (business model + organisational model).

—

📖 If you liked this post, you’ll definitely enjoy my newsletter article Why Valve has no managers!

Take a look here: https://lnkd.in/gyDPxJQ5

Imagine you are a marketing manager working for Coca Cola in 1971.

To make your most important decisions, you might have access to things like:
• Sales info
• Customer surveys
• Financial metrics

IF you spend a few days (possibly weeks) digging around the company for them. Remember, no computers back then.

Now, imagine you had instant access to:

→ The 5x highest performing newspaper/billboard/bus-stop ads out of the 10,000’s of ads Pepsi Co are running globally.

→ Real-time dashboards showing the number of daily, weekly, and monthly walk-ins for a McDonalds store that you’re doing a deal with.

→ A system that tracks every soft drink consumer in the world, showing you exactly what magazine they are most likely to get their beverage news from, and accurate trend data showing you a spike in conversations about “sugar-free”.

All entirely for free, fully self-serve, without ever needing to contact any Pepsi staff, McDonalds partners, or magazine analysts.

That is the world we live in.

But most people don't fully appreciate this. 

Every internet user and interaction leaves digital footprints. These footprints (if you know where to find them) reveal insights that make traditional ‘strategy theory’ feel like guesswork.

Not leveraging an 'information advantage' for your most important decisions, projects, products etc today is like voluntarily boxing yourself into a cubicle at Coca Cola HQ in 1971.

My vote: let’s use the tools available to us!

That's why I created 'Websites & Traffic' - a training that transforms you into a modern data-driven strategist.

If you want to skyrocket your persuasiveness, impact, and progression (but you’re looking for a modern-day approach that doesn’t involve slugging through more abstract ‘strategy theory’), this is for you! 

→ https://lnkd.in/gcWA7dyd

POV: You launched something and 1500+ people show up at once.

No paid ads. 
No viral post. 
Just an organic launch email.

Here's what the hype is all about:

Yesterday I launched 'Websites & Traffic'.

It's a training bundle for strategic professionals who need to back up their ideas with persuasive data. 

In just 5 days, you'll master 28 specific tactical skills that let you reverse-engineer any company's digital strategy - whether that's:
- Your #1 competitor
- A potential customer you're trying to close
- The market leader in your space
- Your highest-risk vendor
- Or simply a company whose strategy you want to learn from.

This isn't old school 'competitive analysis'.

These data-driven strategy skills are must-haves in today's age for just about any strategic use case:
- Preparing for customer interviews
- Increasing your own company's reach
- Analysing any player in your market
- Evaluating partnership opportunities
- Researching prospects before sales calls
- Investigating a trend you want to capitalise on

It works even if you've never heard of SimilarWeb, don't know what a UTM parameter is, and think "organic traffic" just means the line at the farmers market.

If you want to walk into your next big meeting as 'the person who always has the data', check it out → https://lnkd.in/gcWA7dyd

Why change fails. Brilliant. 

Source: Lippitt-Knoster Model - The 5 Components of Organisational Change.

Amazon website from every year since 1997, in chronological order.

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 100,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The Amazon website every year since 1998

AI NEWS: Fyxer AI ($1→25m ARR in 12mo) just dropped the biggest upgrade to their core product since launch.

Here's everything you need to know:

Fyxer's core product "Drafts" lives inside Gmail/Outlook, and it auto-drafts email replies in your voice for you to review, edit (if needed), and send.

They just released "Drafts 2.0" with a wall-to-wall revamp of product improvements:
→ better context searching (remembers past conversations to reply how you would)
→ dynamic tone detection (adapts to who you're emailing - client, manager, colleague etc)
→ smarter call scheduling (handles time zones automatically and finds times that suit everyone)

The result: users are now sending *twice* as many email drafts without edits.

Check out the draft it wrote below.

For anyone spending an hour+ on email: this is one of the apps that actually saves me tangible time + focus on a daily basis. 


For the product-led-growth nerds - onboarding is slick too. Starts working in 30 seconds with Gmail or Outlook signup. Automatically learns your voice. Zero setup or learning curve.

I love startups like this - simple idea with perfect execution.


Oh and I convinced the Fyxer team to give my readers a special signup offer https://lnkd.in/gsuYEPQP (Partner link)

This is how you print $$$ by running ads in newsletters:

(And no, it's not generic copy + CTA to 'sign up now')

I've run 100s of ads in my 100k reader newsletter.

Worked with the best growth marketers in the world at companies like Atlassian, Clay, Vanta etc and I think I might have the highest renewal rate in the industry.

Here is the no-fluff playbook for getting results from newsletter ads:

1/ Less is more.
Longer ad copy (and longer sentences) ALWAYS perform worse. This may seem counterintuitive, I know it's tempting to write paragraphs about your product, but the quicker readers can internalise your message the more likely they'll read it in full. Aim for ~3 sentences / bullets total.

2/ Scannable format
Our best performing ads have the following characteristics:
- Start with a catchy, intriguing, spicy headline in *bold*
- Short punchy lines/lists with line breaks for breathing room
- Button with unique CTA ("Show me my security score", "I want the free playbook")

3/ Specific objectives.
Don't assume the newsletter knows what you want. People default to impressions/clicks, but every time I dig deeper there's a more important goal: "I want our founding story going viral", "I want a pretty report with data and community screenshots to share with my boss (my promotion is coming up)", "I want to run an isolated test to see if a waitlist/free trial/free plan works for us". 

4/ Don't just run 1 ad. 
I'm not saying this because more ads = more spend. There are 3 reasons you NEED to test with multiple ads: a) it takes multiple touchpoints for decision-makers to take action (when was the last time you saw a brand for the first time and 30s later you're on a $99/mo plan?), b) you test multiple angles to learn what resonates, c) most newsletters do bundle discounts so its cheaper per ad/open/click. 1 ad = throwing money away.

5/ Keep a swipe-file.
Seems obvious but not enough people do this. Collate your highest-performing social posts. Your competitors' best FB ads. Your best-converting landing page. Leverage these for your ad copy - don't ever start from scratch.

6/ You want partnership, not just sponsorship.
If your 'partner' isn't actively helping you tighten your copy, learn from the data, leverage their high-performing assets, investing their own money + time + resources into ensuring you win, you need to run.

7/ Backend funnels are magic.
This might be the most important alpha of all. The sponsors that are ripping right now do some variation of: run ads to a lead magnet/webinar → capture email → survey to segment (optional) → email nurture with education + social proof + objection-handling → sales handoff to book a demo/whiteglove/welcome offer. 1 person can build this in 1 day with AI, and it gets >10x better results per ad.

I have just 3 ad slots in my newsletter left this year, then I'm increasing prices for '26. 

If you're targeting strategy nerds (founders, PMs, devs), DM me!

5 unconventional tactics I learned at Atlassian (your company should copy these):

1. Everyone reads customer feedback (literally everyone)

Every week, every employee gets an automated email with 3 randomly selected verbatim quotes from customers. Bug reports, success stories, feature requests.

Over time you start spotting patterns. You develop intuition for customer sentiment. When you're proposing something, you can back it up with qualitative data you rememeber reading.

2. No PowerPoint allowed, only memos

Good writing is good thinking. You can disguise terrible ideas with pretty slides.

Every idea, every meeting, every project, every roadmap lives as a Confluence page. Writing out your ideas forces you to get specific about what you actually want to say (and why it matters). 

3. Every team has visible KPIs

Based on your team and role, you always knew exactly what metric mattered most. OKRs aren't perfect, but they create MASSIVE clarity of direction.

You also always knew what your KPI was driving at the division or company level (ie. what it "rolled up" to). Month commentary from owners explaining movements makes it easy to tell what matters to teams across the whole company. 

4. Open by default

Jira boards and Confluence pages have full organisational sharing permissions toggled on by default. This is a small but hugely significant product design choice.

Unless you actively close it off, everyone in the company can find, read, and comment on your work. Google Docs and Word don't do this – which means every new doc feels "yours" instead of "ours." 

5. Roll out to employees first

When I worked there, Atlassian had over 10,000 employees. That's a pretty sizable testing ground, and every mature product team would roll out changes to Atlassians first (who were using these tools every day).

This lets you catch bugs and bulletproofs ideas before paying customers see them, and creates a friendly space for candid feedback.

The pattern: make transparency and feedback the default (not the exception) for every product, decision, and idea.

Happy building.

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 100,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

I talk about digital writing & personal progress

Here's a quick rundown of how I've spent my last 5 years:

1. Studied math and played football at Princeton. I graduated in 2018 with a degree in financial engineering and played center for the Tigers. In college, I was a 280-pound offensive lineman, so for the last 5 years, I've had to completely rewrite my personal operating system on the health & fitness front. I currently weigh 185 pounds and have learned a lot along the way!

2. Graduated and immediately started working for BlackRock in New York City. I worked as a junior hedge fund trader for 4 years, focusing on global macro markets. This was my dream job and the only corporate job I've ever had. In fact, it's the only job *interview* I've ever had (since I interned there as a junior in college).

3. Realized working for someone else was not going to be the long-term path for me. 12 months into working on Wall Street, I saw someone in their mid-40s ask their boss for permission to go to their son's Little League game. At that moment I realized I wasn't cut out to take directions or instructions from other people for very long.

4. Started to write on my old blog, then on Twitter. Rather than quit immediately, I started to passively explore other opportunities by writing online, starting out on my old blog (which no one knew existed), then transitioning to Twitter in July of 2020.

5. Changed my trajectory with a 30-day writing challenge, which led me to start Ship 30 for 30. In September 2020 I was ready to give up writing entirely. But I gave it one more shot, this time moving from a weekly blog post to a daily Twitter thread. The challenge was a huge success. It took me 9 months to reach 100 followers and 1 month to go from 100 to 2,000. And that personal writing challenge turned into the foundation of Ship 30 for 30, which started as nothing but a Slack accountability group to help people publish consistently.

6. Scaled Ship 30 while working remotely for all of 2021. I built and scaled Ship 30 with Nicolas Cole to over 2,000 students in 2021—all while continuing to work full-time (remotely) for BlackRock. But towards the end of 2021, Ship 30 hit an inflection point and it no longer made financial sense for me to continue working on Wall Street.

7. Left BlackRock in March of 2022 to write and build on my own. After weeks of weighing the pros and cons and trying to project my path forward, I made the decision to leave BlackRock and chart my own path. 15 months into making that decision and I'm confident it's the best one I've ever made.

Dickie Bush 🚢

I used to have one severe addiction:

Planning.

My brain loved the cheap dopamine of gathering:

• Books to read
• Tasks to complete
• And videos to watch

But when it came to taking action, the euphoric rush faded.

What ended my addiction?

This story of two men learning to fish:

The first fisherman heads straight to the marina to buy the best fishing boat money can buy.

He specs out a custom, carbon fiber rod.

And he spends time reading up on everything there is to know about fishing:

• Casting techniques
• Baiting techniques
• Reeling techniques

You name it, he's bought the book on it.

And of course, he's watching the fishing channel every night for hours, learning from the best of the best.

A few months later, he finally feels ready to fish.

The next day, he heads out on the lake in his new boat with his fancy rod and wealth of fishing "experience" built up over the last few months.

But six hours in, nothing. Not even a nibble.

What happened?

Turns out, the second fisherman had already sucked the lake dry.

On day one, the second fisherman grabbed a shitty rod, sliced up a hot dog, and went out to the lake.

• The first day, nothing
• Second day, nothing
• Third day, nothing
• One week, nothing

But on the eighth day? His first nibble.

And every day after, he honed his technique.

He found a baiting technique that worked a bit better. Or a new spot with a few more fish.

And after three weeks of iteration, he found the winning combination.

Before long, he was hauling in hundreds of fish every day. To keep up with his daily haul, he hired a small team to help him. And from there, he opened a restaurant with fat margins to sell his fresh fish.

And after that, he opened a fishing school to teach others his craft.

He did all of this while the first fisherman sat around gathering gear.

Sure, the first fisherman felt productive. He was "learning" after all, right?

But there was one difference: feedback.

Every day the second fisherman had an idea of something that might work better. And he went right to the market to validate his assumption. If it worked, his strategy improved. And if it failed, he learned something new.

The moral of this story?

Get to action as quickly as possible.

When you find yourself gathering gear, grab a shitty rod and start fishing.

Bad way to learn copywriting:

1. Bookmark dozens of posts
2. Read all the books
3. Apply none of them

Instead, just read The Adweek Copywriting Handbook by Joseph Sugarman.

It taught me more about copywriting than dozens of books combined.

And you can steal Sugarman's 7-step process to write high-converting copy (that helped me generate $15,000,000):

—
📌 Copywriting helped me build a 7-figure writing business.

(While working 12-hour days at my Wall Street job)

But I made my first $10,000 on the internet as a ghostwriter.

And right now, becoming a LinkedIn Ghostwriter is the easiest way to land high-paying clients.

Want to know how to land LinkedIn writing clients in 2025?

Here's a free, 5-day email course on how to get started: https://lnkd.in/eCFfC5cX

7 Steps To Write High-Converting Copy (From Joe Sugarman)

At 24, a stranger on the internet paid me $5,000.

The crazy part?

I thought they'd sent it by mistake!

But I'd actually just stumbled across an insanely lucrative business anyone can start:

Ghostwriting.

Everyone should have writing clients who pay $5,000+ for a project.

(This is ultimately how I quit my job on Wall Street so I could travel and work from anywhere in the world.)

But most people are stuck figuring out:

• What service to sell
• Which clients to target
• How to charge premium rates

So, last month, Nicolas Cole 🚢👻 and I put together the Writer Positioning Playbook to help you:

• Escape the freelancer rat race
• Confidently charge high-ticket prices
• Land ideal clients who value your expertise

Inside, you'll find:

• The 1 simple shift to 10x your rates overnight
• A 3-step framework to upgrade your Positioning
• An AI prompt to find 5 high-paying clients for YOUR specific background

Plus, you'll see real examples from a $3M ghostwriting agency.

Want access?

Comment "playbook" and I'll send it across (for free).

And if we're not connected, send me a connection request with the word "playbook" and I'll DM it to you.

How To Land $5,000 Writing Clients

A daily habit I wish I'd started earlier in my 20s:

(It's not investing)

Writing & publishing online every single day.

In the beginning, I tried everything:

• Every app
• Every "simple hack"
• Every piece of writing advice

And I still struggled to build a daily writing habit.

But then I studied the routines of legendary writers.

And their secrets have helped me write every day for 5+ years.
 
These are the 10 tiny habits that make writing every day effortless:

—
📌 Writing online completely changed my life:

• Helped me quit my corporate job
• Made my first $10,000 online as a ghostwriter
• Built my $19,000,000 digital writing business

And it also taught me ONE thing for certain:

The easiest way to make money online is to become a ghostwriter.

Want to land high-paying ghostwriting clients?

I wrote a FREE 5-step blueprint with everything you need to make money ghostwriting on LinkedIn.

Click here to get (free!) instant access: https://lnkd.in/eQW3B7Y4

10 Tiny Habits To Make Writing Every Day Effortless 

This French teacher had one goal in mind:

To 4x her income.

Why?

Because Laura B. wanted to fund the work she's most passionate about—teaching her students how to become fluent in French.

So she took the plunge and joined our Premium Ghostwriting Academy.

And as a ghostwriter, she scaled quickly.

She sold:

• 5 Email Courses
• 8 Consulting Packages
• Dozens of Thought Leadership Packs

And now she's using this extra income to build her tutoring business.

Laura's example goes to show that anyone can become a ghostwriter and use this in-demand (and lucrative) service to either:

1. Create a new income stream
2. Or scale their existing income

Because executives, founders, and creators around the world are realizing how much they need a personal brand to scale their businesses.

And the salaries I've seen them pay are wild:

• Content Strategist at OpenAI ($319K - $393K/yr)

• Thought Leadership & Narrative Manager at Google ($211K - $297K/yr)

• Head of CEO Content at PayPal ($137.5K - $236K/yr)

And the best place to start right now is LinkedIn.

Want to start making money as a LinkedIn Ghostwriter?

I put together a free, 5-day email course to help you land high-paying writing clients.

Click "Visit my website" at the top of this post to get instant access.

taplio

The Battle

Tom Alder

Dickie Bush 🚢

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The Battle

Tom Alder

Dickie Bush 🚢

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);}Tom Alder's LinkedIn Performance

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Performance ScoreTom Alder's LinkedIn Performance