The LinkedIn SOP

For a founder selling a product (the Robinson shape), not a creator selling the method (the Welsh shape) — though the machinery below borrows from both.

Phase 0 — position (once)

1. Run the founder, not the company page — company pages are structurally throttled; the person is the channel (adam-robinson-radical-transparency; same law as okamoto-the-cadence-extremum on TikTok).
2. Start before the product: Robinson posted near-daily for two years and 40M impressions before RB2B existed — launch day into a warm audience is the whole trick.
3. Pick the transparency lane: verifiable numbers (revenue, churn, experiments) as the recurring format — metrics-carry-provenance is the differentiated B2B content, and it only prices as credible if the losses are published too.

Phase 1 — the production system

4. Matrix over muse: ~5 themes × ~7 structures as the idea grid; batch-write in one weekly block; 1 hub idea → daily spokes (justin-welsh-the-content-matrix).
5. Format by the measured weights (linkedin-reach-mechanics-2026): PDF carousels first (slide 1 is 80% of the outcome), then text with a human image; polls never; no external links in the body (−30–60% reach — conversion goes in comments/profile).
6. Write for comments, not likes (comment ≈ 15× like): end with one open, answerable question; reply to every comment in the first 90 minutes.
7. Reschedule winners 3–12 months out — the audience turnover makes reruns new (justin-welsh-the-content-matrix; Butcher's wears-in law, jack-butcher-the-format-factory).

Phase 2 — accelerants

8. Engagement time is a real input with a real price: commenting on large adjacent accounts works and costs 4–5 h/day at the extreme (lara-acosta-outwork-the-feed) — budget a bounded slice (e.g. 30 min around publishing), not the full brute-force pole.
9. Train the team as the multiplier: an internal posting course run on 10–15 employees ≈ 3M monthly views at lemlist (moubeche-the-employee-multiplier) — the only documented way past the founder's ceiling.
10. Measure the multiplier where it lands: founder-brand lift shows up in outbound reply rates (5–10% → ~40% at lemlist) and inbound signup attribution (99% at RB2B) — instrument those, not follower counts.

Phase 3 — the honest limits

11. The pool is shrinking (views −50% YoY): plan to gain share, not ride a tide.
12. The brand fills the funnel and cannot fix the bucket: RB2B's churn survived 100k followers (adam-robinson-radical-transparency) — retention problems are product problems.