in other words

We turn people + companies into brands worth following in the only economy that matters: attention.

Founder and Chaos Officer ✨

Vibes DIY

AI/Vibecoding Content Creator

Chameleon

In charge of making Chameleon’s content stand out in a sea of SaaS jargon. My job? Crafting stories that don’t just preach but actually get people excited about onboarding (yes, it’s possible). From cheeky LinkedIn posts to in-depth guides, I turn the dull into delightful, the complex into clear, and make sure our content sounds more like a helpful friend than a hard sell. I’m basically the voice of reason between the “tech-speak” and “human-speak”—and I make sure people remember us for it. Here are some fun things I've done 👇🏼

Marketing

StudentFinance

Ran the show for StudentFinance’s new product, Mydra (no, not Hydra). It’s a tool for companies that want to look fancy by teaching their employees new skills. My job? Figuring out what people actually wanted (not what the execs thought they wanted), making our messages sound like we’d read their minds, and working with every team under the sun to make sure people actually signed up—and stuck around. Basically, I was the hype person, and the reality check all in one.

Decipad

Dug into user research to whip up messages that didn’t sound like a lecture (and somehow got 150% more people to join early). I made everything from webinars to blog posts, turning boring data into something people actually wanted to read. Worked with everyone from designers to developers, because in tech, “team effort” usually means everyone has a different opinion and I’m somehow the referee.

Goodwall

Planned big launches and partnerships, basically convincing new users that Goodwall was their best new friend (not just another app they’d ignore after five minutes). Helped the Head of Marketing make our messaging sound more like “we’re here to help” and less like “buy this, please!” We wanted to stand out without sounding desperate—a tough line in marketing.

Fundación Telefónica

EnlightED Conference Master of Ceremony

Socialmood

Put together a social media game plan for IE University that boosted followers by 50,000 in under a month (yeah, people actually cared). For Inditex, I gave their Careers page a makeover after realizing it needed to stop looking like a dull bulletin board. The result? A 35% jump in job applications in just three months. Turns out, people like to know there’s more to a career page than stock photos and buzzwords.

Digital Account Manager - Inditex and IE University

IE Business School

Ran IE University’s social channels, turning “blah” into “bravo.” I made sure all our online platforms actually talked to each other, which somehow doesn’t happen automatically. Launched the “Driving Innovation” campaign, which upped our leads by 40% in two months—because people finally noticed us. In short, my team took their online presence from snooze-fest to scroll-stopping.

Social Media & Content Manager 

Founder @ In Other Words

TL;DR: I ghostwrite for executives and founders, making them look sharp without lifting a finger. I also turn corporate LinkedIn pages into growth channels that win leads, talent, and trust.

Why? Because most LinkedIn content is forgettable. Corporate pages sound like press releases. Executives sound like they’re trying too hard. And audiences? They scroll right past.

That’s where I come in.
👉 I build LinkedIn strategies for both people and companies.
- For executives and founders: I turn you into a recognizable, trusted voice in your industry, without you writing a single post.
- For B2B SaaS companies: I turn your company page from a corporate snooze-fest into a growth channel for leads, talent, and brand visibility.

In other words: I make LinkedIn work for people who hate LinkedIn, and for companies that treat it like an afterthought.

Because in the attention economy, boring is bankrupt.

⸻

✨ Curious?  Let's chat: https://cal.com/in-other-words/discovery

We accidentally created a thing people want to steal.

For the past year, Eleanor Manley and I have been hosting Sobremesa(tech), intimate gatherings where Madrid's tech crowd debates AI, philosophy, and why we're all building things that might outsmart us.

Now we're letting it multiply.

Different streams, different hosts, same soul. Each one tackles the existential crises of their specific corner of the internet.

First up: Sobremesa(talent) hosted by Andrew Walther and Garret Kilmer.
📍 December 11, Madrid
 🎙️ Topic: Why do people trust chatbots more than their managers?
📢 Speaker: Sergey Gorbatov, Ph.D., who studies this stuff so the rest of us can panic about it over drinks.

This is a vetted community, we keep it small and interesting on purpose. If you're in Madrid and care about the future of work, grab a spot: 
https://luma.com/i6s7yx13

Thinking about launching your own stream? DM me. The format is contagious. 👀

Now enjoy a recap of the last few events 😉. Thanks again to all our wonderful guests over the year, Ibrahim Marashi, Barry Cooper, Mit Borras, Henar León, Emmanuelle Wilhelm, MD PhD and Íñigo Cavestany Villegas!

Giulia de Oliveira Camargo

i just got nominated for the Plot golden thumb award thing and apparently i'm in the "big swing" category

which is either a compliment or they're saying i'm reckless, unclear

anyway i need votes by tomorrow and would love to ask for your support 🤍🤍 

https://lnkd.in/dWzqJPVd

takes 2 seconds i promise

thank u!🤝

No alternative text description for this image

The fastest way to get a seat at the table is to host the dinner.
Which is exactly why Eleanor and I started Sobremesa(tech). 

We wanted to recreate what we loved about university, sitting around discussing ideas with a professor who actually knows their shit.

Last night was our best one yet.

For the first time ever, we had more women than men at the table. In a dinner where the topic was AI Warfare. Which shouldn't be noteworthy but let's be honest... most AI events look like a Stanford CS reunion from 2009. 🥴

Dr Ibrahim Marashi came through. This is the guy whose PhD the British government plagiarised into their 2003 "dodgy dossier" to justify invading Iraq.

He's been watching people weaponize information for 20 years. Now he gets to watch AI do it in 4K.

We talked about AI warfare for two hours and nobody checked their phone once.

Some moments that are still rattling around:

👉 When an algorithm pulls the trigger faster than any human can intervene, who goes to trial? 

Someone said drones already created distance from killing, so what's really different? Then someone else said "the difference is we're now automating away the last human who could say no."

Absolute silence after that one.

Here's what I love about these dinners: nobody performed.

One person literally said "I came here thinking I had answers and now I just have better questions."

And that's exactly the vibe...

If you've been to other tech events lately, you know they're usually 90% pitch disguised as 10% conversation. 

Sobremesa is the opposite. 

20 people saying what they really think, disagreeing respectfully, and leaving with their brain slightly rewired.

Next edition drops soon. DM me if you want in. 

Thanks to everyone who showed up.

Jone Conde, Victor Fremiot, Iratxe Piñeiro Garate, Álvaro García Olivares, Jesse Ramon-Brown, Adriana Rodríguez Rivera, Paula Guardans Godó, Charlotte Diemer, Tanya Stracuzza, MBA, Xavier Warburton, Blanca Escribano-Cañas, Marcos G., Nora Marji, Kristine Vik Andresen,  Martina Havrlent, Meem Arafat Manab, Naily Makangu 🎤

Most people don't struggle with content.. 
They struggle with believing anyone wants to hear what they have to say.

I see this everywhere... founders, operators, senior leaders sitting on gold.
Smart people with insights that could change how their industry thinks. 

But instead of speaking up, they stay quiet because they've convinced themselves their ideas aren't "groundbreaking enough" or "professional enough" or whatever enough.

I grew up wanting to be a journalist. But instead of landing in a newsroom, I ended up in B2B marketing. 🥴

And watching brilliant people hide behind corporate-talk? That got old fast.

So I took the leap. Went solo. Started helping teams say what they actually think instead of what they think they're "supposed" to say.

Turns out, authenticity is shockingly good for business.

I've already had the chance to work with teams at Zapier, IBM, Chili Piper. And every single time, the breakthrough is the same: someone finally stops filtering themselves and realizes their real voice is exactly what people have been waiting to hear.

Your voice isn't powerful because it's perfect. 
It's powerful because it's actually yours.

Good content is just conversation you want to be part of.

___________________________________________________________________

If your team is sitting on insights but defaulting to safe, forgettable content, let's fix that. DM me "workshop" and I'll show you how we can unlock the thought leadership your competitors wish they had.

"It's just the side quests." - Apparently my 2025 catchphrase, according to Granola.

Granola has the FULL context of my life. Every client call, every workshop, every "quick sync" that turned into a business pivot.

This was the year I learned that building a consultancy is just... a lot of conversations. Some with Fortune 500 executives who needed permission to sound human on LinkedIn. 

Some with my first employee, figuring out how to scale "In Other Words" without losing the voice that made it work in the first place. 

And some with myself at 2am, wondering if teaching AI to write like me was genius or just really elaborate procrastination.

Turns out, those 7K+ minutes added up to a business that runs on authenticity frameworks, philosophical dinner parties, and the belief that corporate communication doesn't have to sound like it was written by a committee of anxious lawyers.

The craziest is I built all of this thanks to LinkedIn.

To everyone who trusted me with your voice, joined a Sobremesa(tech), or asked "can you help us sound less corporate?" - thank you for making this the best year of my life so far.

Now, about those side quests for 2026... 👀

🚀 Giulia de Oliveira Camargo

🗣 🇵🇹 🇧🇷. 🇬🇧  🇪🇸  👩🏼‍🎓 BA in Communication & Digital Media 📍 Madrid, Spain

You can find me in heated philosophical debates about the future of learning or investigating how to foster online community engagement. Does that interest you? Let's connect!

Granola Crunched

Authenticity is a competitive advantage.

The best communicators I know make grammatical mistakes.
Because authenticity isn't perfect.

We are drowning in AI-generated perfection. Every sentence polished. Every comma in place. Every paragraph optimized for readability scores.

And it all sounds like nothing.

Being authentic is about being recognizable.

When I review LinkedIn content, I play a game: cover the name and see if I can tell who wrote it. And 95% of the time I can't. It could be anyone. Which means it connects with no one.

Authentic writing has fingerprints on it.

Fragment sentences. Punctuation only you use too much. The specific metaphors that come from your actual life.

They're your signature.

I trained a GPT on my writing and people frequently tell me it captures my voice better than I can sometimes. And you know what it learned? My run-on sentences. The way I switch between conversational and academic in the same breath.

The imperfections are part of the voice.

Because when you communicate like yourself...
The wrong clients filter themselves out
The right clients feel like they already know you
Your ideas become un-copyable
You stop competing on price 

Authenticity IS your competitive advantage.

When everyone has access to the same tools, the only thing that differentiates you is the specific way YOU think about the problem.

Your hyper-specific industry experience. 
Your weird reference points. 
Your willingness to say the thing everyone's thinking but nobody's writing.

That's not something ChatGPT can replicate, because its optimized for average.

And average is now free.

So stop editing yourself into oblivion. 
Stop trying to sound like the "professional version" of yourself. 
Stop removing personality in the name of polish.

The market doesn't need another perfectly optimized piece of content.

It needs you, talking like yourself, with all your imperfections, to the people who need exactly what you have.

That's the strategy.

Your audience decides in 3 seconds if you're worth their time.

Same as meeting someone at a party. Same as a first date. Same as any conversation that matters.

Had a discovery call this morning. The founder said: "Lots of people waffle. You don't. I like a really high bit rate."

Founders are brutal editors. They have to be. When you're juggling product, fundraising, hiring, and survival, you learn to cut the fluff fast.

Everyone else is still writing like they have all day.  😴

Marketing teams add three paragraphs of context. Consultants hedge with disclaimers. Agencies bury insights under process explanations...

But you can't teach clarity through complexity.

My favorite quote is: "I apologize for the length of this letter, I didn't have time to make it shorter."

Short takes work. Concise takes skill.

When I'm on calls, I ask the hard questions in the first 5 minutes.

Every extra word is a test. Every hedge signals you don't believe what you're saying. Every "just my two cents" tells people you're unsure.

The best founders already know this, because they built companies by making fast decisions with incomplete information.

The rest of us need to learn it.

If you can't tell the difference between AI and human work, does it even matter?

Musicians are panicking. Developers are "optimizing."

One industry is demanding labels, transparency, and fair compensation as AI floods their market. The other is convinced their skillset makes them immune to the same fate.

Spoiler: pattern recognition doesn't care about your ego.

The Deezer study is a mirror. When 97% of people fail a simple authenticity test, we're not dealing with a detection problem. We're dealing with an indifference problem.

Musicians see 50,000 AI tracks uploading daily and understand the endgame: a market so saturated with "good enough" that human craft becomes economically irrelevant.

Developers see the same tools and think: "But I'm supervising the AI."

Are you though? Or are you just vibing through code reviews the same way Spotify listeners vibe through playlists... trusting the algorithm delivered something acceptable?

The real question isn't whether AI can fool us. It already does.

The question is what happens when nobody cares that they've been fooled?

Another episode of the Vibes DIY shorts!

I get paid to argue with these guys on Meet. And it's the best gig ever.

For 6 months, I've been creating content for Vibes DIY with Marcus Estes and K. Mike Merrill. Our Tuesday meetings are the highlight of my week, and I'm not even embarrassed to admit that anymore.

Meet Marcus: Co-founder with "almost manic energy" who shows up to every call mid-rant about Reddit drama and genuinely believes we should all have stronger opinions about vibecoding.

Meet Mike: The world's first publicly traded person (1.5K+ shareholders vote on his life decisions) who also runs a podcast called "Hamburger Business Review" because of course he does.

Most client work makes you feel like a machine. This work makes me feel alive.

Marcus shows up with unhinged takes. 
Mike shows up trying to build a system around Marcus's chaos. 
I show up knowing I'll leave with better ideas than I came with, not because they fixed my thinking, but because they trusted it enough to build on it.

Here's what I've learned about doing work that matters:

You can't create anything real when you're afraid of looking stupid. And I'm never afraid of looking stupid with them.

We don't go through status updates. We think out loud. I can say "I don't know what the angle is here" and Marcus will pull some B-minus take out of thin air that becomes our best-performing video. Mike will figure out how to turn our mess into something we can ship by Thursday.

This is what it feels like when people trust you enough to see your messy process.

When I started freelancing, I thought the dream was working alone. No bosses, no politics, no meetings. But the dream is finding people who make you want to show up. Who remind you why you loved this work in the first place.

The channel keeps growing but honestly, I'd do this for free. Because for the first time in ages, I wake up excited about work. Not because of what we're building, but because of who I'm building it with.

If you find people who make you feel this way, don't let go. 
That feeling is rarer than you think.

I think this pixar version of them really captures their energy

The most difficult thing about content creation is consistency. 

Prove me wrong.

There's a developer who tests every new AI model by asking it to draw a pelican riding a bicycle.

I'm not joking.

Google drops Gemini 3? Pelican on a bicycle. A
nthropic releases Claude? Pelican on a bicycle. 
OpenAI updates GPT? You know what's coming.

And somehow this ridiculous test tells you more about AI capabilities than any benchmark Google publishes.

Why? Because unlike GPQA Diamond (which Gemini mysteriously aces at 91.9%), you can't train for pelicans on bicycles. The AI either understands spatial reasoning, anatomy, and basic physics, or your pelican ends up with wheels for feet.

This is what happens when everyone realizes AI benchmarks are just SAT scores for robots. The companies grade their own homework, optimize for the test, then act shocked when their models can't do actual work.

So the nerds went rogue. Started making personal benchmarks for shit that actually matters.

Maybe we should all have a pelican test. Something weird, specific, and impossible to game.

What's yours?

Criminals just used AI to replace entire hacking teams. 

They used Claude to attack 30 major companies at once. 

These hackers had to trick and jailbreak Claude to get it to help them. You don't. You have the same tool, designed to say yes to whatever you ask.

So what's your excuse? 

Every day you spend doing tasks manually that AI could orchestrate is a day someone else is figuring out how to 10x their output while you're still trading hours for work.

The gap between "I wish I could build this" and "I built this" just disappeared.

Who said product update announcements couldn’t be fun?

POV: You're trying to explain your product updates at Thanksgiving dinner, and everyone keeps asking different questions.

(We got tired of saying 'it's complicated' so we made this instead.)

https://lnkd.in/g3J83RsH

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