You can’t win the deal if your buyers don’t know you exist.I help CPG executives and sales teams turn LinkedIn from a time-waster into a revenue channel.Over the past decade, I’ve personally closed over $100,000,000 in retail sales into Home Depot, Walmart, and Canadian Tire, so I understand exactly what buyers respond to.FYI &gt;&gt;&gt; [SECOND REQUEST] subject lines are NOT it.Today, I apply that experience to help companies build strategic LinkedIn systems that:📦 Expand influence across key accounts (store managers, buyers, execs)📦 Equip sales teams with value-led content that sparks conversations📦 Build trust before the pitch ever happensI’ve written over 800 LinkedIn posts, earning millions of impressions across my own content and client campaigns including multiple 100,000+ impression posts this year alone.I’ve advised and implemented strategies for 12+ clients and teams in CPG, consulting, and SaaS, with results like:✅ 7-figure solopreneur saying "His work is high quality and hits it right on the money."✅ 8-figure CEO calling me “the best human on LinkedIn right now”.✅ 11-figure consumer products VP say "The world needs more people like you."As one client said:“Tom makes it easy to stand out. His understanding of B2B content, timing, and tone is second to none. We didn’t just get more views, we got responses from the right people.”Whether you're trying to warm up strategic accounts, enable your team to post smarter, or finally see ROI from your online presence, I can show you exactly what to change.Message me if you’d like a walkthrough.

Tom Harman 🧠

I usually save these for my wife.

(but today must be your lucky day)

It took me about 7 seconds to find these examples.

- Triple Chin >>> Check
- “I just tooted” face >>> Check
- 1,000 yard stare into camera >>> Check

When most people would say “hey babe, how’s your day going?”

I send these.

(and I bet some of you do, too)

I’m not against checking in on your partner or sending perfectly lit selfies.

I just prefer to show up as I am

and not as HR expects me to be.

ps. can you believe people trust me enough to pay me real money?

INSANITYYYYYYYYYYYYYYYYYYYYYYYYYYY

ok bye.

Tom Harman

I help CPG execs turn Influence into $$$ on LinkedIn (in less than 10 minutes per day) | 800+ Posts | $100M+ Closed | 12+ Clients Helped

I'm genuinely unsure why everyone is complaining about the algorithm.

Like, do people not realize you can just.........message people?

UPDATE: I'm still having fun on LinkedIn

and getting awarded because of it.

ps. I was hoping for chocolate chip cookie dough, but he wants chocolate.

Your employees aren't getting bonuses this year.

(and it's all your fault you big meanie!) 

Long gone are the days of; 

“Do nothing and your eCOMM business will grow +20% year over year”.

(we enjoyed it while it lasted)

Now, you need;

• The right product
• The right price
• The right retail partner
  
Actually, that’s not even enough anymore.

So, you spend $25,000 a month in Facebook ads to drive more traffic for Black Friday in a hope that you’re fancy targeting finds the right people?!?!

Even if it works, you’re still screwed. 

Why?

𝟵𝟮% 𝗼𝗳 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗿𝘂𝘀𝘁 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗮𝗻𝗱 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗿𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 𝗼𝘃𝗲𝗿 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗱𝘀. 

“OMG, like what can I go to use those?!?!” - You

Lucky for you, you’re already here, and guess what ya silly goose!? 

LinkedIn is not the "digital resume" platform anymore.

• You can hand pick your audience.
• You can message the exact people in charge.
• You can do it all for free.
  
[𝘮𝘰𝘯𝘦𝘺 𝘵𝘳𝘶𝘤𝘬 𝘣𝘢𝘤𝘬𝘴 𝘶𝘱 *𝘣𝘦𝘦𝘱* *𝘣𝘦𝘦𝘱* *𝘣𝘦𝘦𝘱*]

OR just keep saying 

“Sorry, no bonuses in 2025, but we’ll try again next year!”.

If you’re ready to weaponize the LinkedIn and stop clicking "repost” on company nonsense every 6 months, you have two options.

1) DM me
2) Click my profile and I’ll find you. (ok, that's kinda creepy, TOM)

ps. you can literally message 98% of the retail CEO’s in North America here.

Sooooo I do, and you should too.

Ok, bye.

Danby Appliances sells 2,000,000+ appliances a year. 

But if I designed microwaves, we’d sell 10 million.

THIS RIGHT HERE is the holy grail of LinkedIn posts that most brands still ignore.

Let me explainnnn

1) COMPANY POSTS are where revenue goes to die.

You can have 300 followers, or 10,000 and the only engagement you’ll get is from employees trying to seem like a team player.

Your Canva templates may “look pretty” but they won’t generate new PO’s.

2) CEO / FOUNDER posts get 3X better results.

You don’t just buy from a company, you buy from the people behind the company.

Sure sometimes it can backfire *cough* Tesla *cough* but with 10 minutes a day on here, you can move the needle more than $25,000 in weekly Facebook ads every could.

3) EMPLOYEE posts performs 8X better than brand posts

Yes, EIGHT aka 8 aka snowman

Plus, 92% of B2B buyers trust employees over corporate messaging.

The kinds of posts that convert:

“Proud of our team, here’s what we learned launching into (Retailer).”

“I joined because the mission was important to me…”

“Here’s how we solved this supply-chain nightmare, and what we’re doing differently next time.”

If you want to steal something from this post, start here:

• Give employees a voice.
• Let them talk like real people.
• Once a week is enough to move revenue, recruiting, and influence.
  
If you want, I’ll DM you 20 employee-content prompts you can roll out to your team in under 10 minutes a week.

Just ask (or SAVE this for later)

ps. greatest appliance design ever, or what?

I’m willing to bet that “leads” are not your biggest issue.

I could hand you a silver platter surrounded by pizza and caviar with a list of the most PERFECT 100 leads in your exact ideal customer profile.

Then what?

• Do you send them a meme?
• Do you open with a joke?
• Do you copy+paste the same opener you’ve used 1500 times and gotten nowhere?!?!

“You do all 3 if you want to make $50,000 a month duhhhhhhhhh” - Me

You’ll never get a chance to tell anyone about what you do, if you don’t treat people like a human being first.

𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴…..(haha I’m just kidding, people don’t say that)

You need 7 touch points to take someone from a complete stranger to a paying customer.

Copy + Paste or using AI outbound is NOT 7 and does not work.

𝘨𝘦𝘵𝘴 𝘰𝘧𝘧 𝘴𝘰𝘢𝘱𝘣𝘰𝘹

Here is the easiest way to talk to people, and turn strangers into customers.

Step 1) Find people

• Profile viewers
• Comments
• Likes
• Connections

Step 2) Spend 60 seconds reading their profile

Send them a personalized message with the ONLY goal of just getting a response.

(Make sure to ask a question)

• Reference an old job
• Talk about where they live
• Make a joke

"𝘏𝘦𝘺 𝘍𝘳𝘢𝘯𝘬. 
𝘐 𝘤𝘢𝘯'𝘵 𝘣𝘦𝘭𝘪𝘦𝘷𝘦 𝘺𝘰𝘶 𝘴𝘱𝘦𝘯𝘵 36 𝘺𝘦𝘢𝘳𝘴 𝘢𝘵 𝘔𝘤𝘋𝘰𝘯𝘢𝘭𝘥𝘴!
𝘞𝘢𝘴 𝘪𝘵 𝘺𝘰𝘶 𝘸𝘩𝘰 𝘨𝘢𝘷𝘦 𝘮𝘦 𝘵𝘩𝘢𝘵 𝘦𝘹𝘵𝘳𝘢 𝘯𝘶𝘨𝘨𝘦𝘵 𝘣𝘢𝘤𝘬 𝘪𝘯 2007?
> 𝘛𝘰𝘮"

When they respond? (about 30% of them will)

Continue to be a human being for the first 3-5 messages.

THEN you can talk business.

Still overwhelmed?

I’m going to DM the 5 biggest CEO’s in Canada tomorrow and record the whole thing.

To show you how simple it can be.

ps. who should I add to my DM list?

I’ve sent over 9,600 DM’s on Linkedin, and I'm still quite sh*t at it.

If you want the other 3 things I'm bad at, you gotta watch the video.

(and 1 is the reason you’re not making any money)

ps. do you like our Christmas trees? 

also,

1) Save it
2) Watch weekly
3) Save a bundle on therapy (and maybe car insurance?)

If I was running LinkedIn for a corporate merch / B2B brand, here’s exactly how I’d turn it into revenue within 60 days.

1) STOP posting from your company page.

*audible gasp from your marketing intern*

People don’t buy because of your reposted Instagram content on your LinkedIn page, and they barely even engage with it (which is why your stats have flat lined)

92% of B2B buyers trust employees over corporate messaging anyways. (yes..... 92)

Just hit “PAUSE” instead of hitting “POST”.

2) Have the Founders / Exec team post strategically even if just 1-2 times a week,

Keep it simple and just pick of these 5 pillars;

1) Founder stories — why your company exists, your personal meaning, your journey.

2) Retail & gifting insights — problems with corporate gifting, why emotion wins.

3) Behind-the-scenes — sketches, packaging, stories behind product decisions.

4) Bold POV — "merch shouldn’t end up in a junk drawer," "nostalgia sells." Have an opinion.

5) Team spotlight — introduces more human voices (8× reach boost over company posts).

Make sure to respond to every comment. 

Not with sales pitch, just so people don’t feel ignored.

3) START commenting from the company page.

(NOBODY is doing this strategically)

Start by finding 20-30 of your target accounts and identify the 2-3 people that post from those companies.

(don’t be cheap, and just get Sales Nav)

BAM, you now have a list of 50 people.

For each post make a funny comment like

• "ewwww is that a non- branded shirt!?"
• "Wait….your don't have branded coffee mugs, do you not care about your people!??"
• “DO YOU EVEN MERCH BRO?!!”

Yes they’re a little sassy, but you can get away with more when it’s coming from a typically dry corporate account.

By doing these 3 things you will now have a mountain of;

- Profile viewers
- Company page visits
- Comments
- Connection requests
- Inbound DMs

AKA people you can talk to.

The next time one of these companies is going to place their next order, guess who they’re gonna call?

Exactly….you!

If you want me to tear down your brand the same way, DM me for an audit. 

No pressure + I’ll record it for free.

ps. no AI was harmed in the making of this post.

To build sustainable business value, you start with the goal, then earn the reputation that makes it possible.

At Reputation Sherpa, we guide CEOs and leadership teams to work backwards from their growth targets to define the reputation they need to achieve them. Then we help make it real.

Clients have attributed nearly half a billion dollars in added business value to this process.
Because when your reputation is clear, every path to growth gets easier:

--> Clients choose you faster
--> Employees stay longer
--> Investors see greater value

Using our CARAT framework (Credibility, Attention, Relatability, Authority, and Trust) we help turn your invisible wins into visible credibility.

Our frameworks are built on more than 15 years of research, psychology, and results across sectors from professional services to tech and infrastructure.

The outcome is a stronger reputation, inside and out, that amplifies your brand, builds stakeholder confidence, and increases the future value of your business.

If you’re ready to start with the goal and build the reputation that gets you there, let’s talk.

For insights on proactive reputation building, or to start a conversation, let's connect.

Jo Kinner

Any organisation that's thrived for 30 years creates significant value.
But it's so often buried under layers of words no one is reading.

For HCB Group, their reputation was already strong in one market. It just wasn’t transferring into a new geography with a different industry culture. 

After a session with their UK and Australian teams, we surfaced the gems in their offer. Then we created clear, value-based positioning and messaging for their internal team to roll out.

Of course, there’s more to be done. Reputation is a journey. 
Knowing where to start and what to do next makes for an easier climb.

Thank you Jim Harris, Derek Perkins 🇦🇺 and the HCB team. Working with people this kind and committed is always a pleasure.

Take your business further with a higher reputation | We guide you | Founding Partner at Reputation Sherpa

Why are some women reporting a massive boost in reach by switching their profile gender to "male?" It seems the use of AI is compounding the issue.

I dug into this and here's what I found:
--> LinkedIn doesn't filter content by demographics like gender or race
--> Its algorithm ranks and recommends content based on “quality”
--> Higher quality content is then amplified to test for engagement

So the first question is: What counts as "quality" to an algorithm? 
It appears to use leadership signals as filters. It ranks for topic authority, network size, job seniority, engagement levels, and language style.

On a business platform, that makes sense. But there's a problem. 

Algorithms aren't neutral. They absorb social and cultural patterns from the world. Those patterns have bias baked in. 

Research shows the algo rewards a direct, decisive language style. Writing that's more tentative or reflective gets filtered out. Not because readers reject it. Just because they don't get to see it.

AI content is reinforcing this dominant style. 
-->More people use AI to write posts 
--> those posts sound like 'leadership' and get amplified
--> AI tools learn what 'works' on LinkedIn and generate more of it. 

So no, LinkedIn isn’t suppressing content based on a gender switch. It doesn’t need to. The data is encoding what business leadership looks and sounds like and dishing up more of that, whether we like it or not!

Who else has experimented with this? Keen to know what you found.
---
I'm Jo. I usually post about reputation but sometimes deviate.

A financial services CEO told me their clients didn't care about brand. 

We were about to interview their stakeholders and brand is one of the dimensions we explore. 

Sure enough, the first two clients said "brand doesn't matter." They were happy this firm flew under the radar. To them, a known brand just meant higher prices. 

Interesting, I thought. These were loyal clients in their traditional niche.
-->they already trusted them
-->they knew the quality of their work
-->they'd experienced promises kept 
--> it was a close-knit industry where word of mouth travelled.

They didn't care about brand. They already had the evidence they needed.

Then I spoke with newer clients and referrers in the larger growth market they saw as their future. They loved my client's service, but said:
--> their website didn't look professional
--> they wanted materials to share that explained the firm's value
--> their own clients preferred to deal with a recognised name

This firm was highly regarded and didn't need a major overhaul.
We clarified their positioning, refreshed their visual identity and produced a strong company profile informed by their clients' perspectives. Not long afterwards, they were acquired by a leading player in the new market.

If your current clients “don’t care about brand,” it’s likely because they already trust you. But future clients don't come with trust built in. How does your services firm make its value clear?

This report by Craig Badings and SenateSHJ on the Future of Reputation is timely reading for anyone leading through uncertainty. 

We're moving further into an era where disinformation, polarisation, and AI make it harder to know where to place our trust. And where, as Scott Sayres puts it, "it's never been easier to torpedo a company with half-truths and lies." 

Building an aligned reputation "from within," as Alan Chumley says, gives organisations a structural integrity that can resist many pressures.

The report dispels common misconceptions about what reputation is and isn't, and positions it firmly at the centre of business strategy (where it belongs!)

Thank you, Craig for undertaking this important work and for inviting me to take part. Thanks also to the many leaders featured who've advanced our collective understanding in an area I am passionate about.
Look forward to learning with and from you.

Partner at SenateSHJ, PRovoke Innovator Asia Pacific 2024. Passionate about building and protecting your reputation

What a privilege it has been to interview the 44 global experts on reputation, corporate affairs, communication and risk for SenateSHJ's Future of Reputation 2030 report.  

For anyone in an executive role that touches on communication, culture, risk or reputation, this is essential reading. Here is the link - go to the bottom of the web page and you can download the full report:  https://lnkd.in/gJGHwFji 

Unfortunately, I am limited by how many people I can tag below, but a massive thank you to the experts who took part:
Oliver Freedman, Anthony Larmon, Patricia Santa Marina, Tony Jaques, Stephen Waddington, Gary Davies, Paola Vallejo, Chris Savage, Trevor Young, Peter M. Sandman, Jo Kinner, Mike Abel, Dirk Aarts, Rod Cartwright, Dustin Chick, Kasper Ulf Nielsen, Emmanuel Goedseels, Michael Felber, Basil Towers, Tony Langham, Sandra Macleod, Peter Heneghan, Mark Hutcheon, Amy Binder, Scott Sayres, Lori Turner, Ron Culp, Ralph Jackson, Mignon van Halderen, Elliot S. Schreiber, David McCarthy, Karine Lohitnavy, Lida Citroen, Paul Stamsnjider, Rupert Hugh-Jones, Richard Tsang, Victoria Cross, Alan Chumley, Jason Laird, Helio Fred Garcia, Gerry McCusker, Stephen Thomas, Thomas Fife-Schaw and Will Hetherton

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The Battle

Tom Harman 🧠

Jo Kinner

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The Battle

Tom Harman 🧠

Jo Kinner

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 Harman 🧠's LinkedIn Performance

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