In April 2024, I got on a call with a founder who’d never posted on LinkedIn.

Hardware startup. Atmospheric water generation. Pre-revenue. Zero presence.

The brief was simple: document what he’s building. Build a voice that investors, media, and the right partners would trust over time.

And there’s so much we’ve created.

The kind of client who makes this work

Brian is not metrics-obsessed.

He’s confident in his product, his model, and exactly what kind of investor he’s looking for. He sees LinkedIn as a form of expression, a record of what he’s building and why.

When a founder has that mindset, you build a certain type of content relationship.

He approves 90% of what I write. Thanks to 2 years of calibration. He knows my voice. I know his. The extraction questions I ask on calls have gotten sharper every month. He’s gotten better at answering them. The posts have gotten more specific.

How our content evolved

We started with founder stories. Deliberate. You build personal trust before you build a category.

His audience focus shifted over time, from home developers toward investors and media, and the content followed.

Some of the best posts? Calling out AI data centers’ usage of water. In fact, this has influenced the company’s strategy. They’re now actively pursuing AI DCs as enterprise projects.

Now, we’re also focusing on partnership opportunities. 40% of what we write covers channel partnerships: solar installers, HVAC companies, battery and backup generator operators.

We also built the Water Tech Highlights series.

Started with companies like Ocean Oasis, Flocean. Then expanded to researchers and distributed infrastructure companies like The Cabin Company. It’s one of the more distinctive parts of his profile: a founder who studies his own industry and points people toward work that isn’t his own.

What I really like about Brian

Brian has been on 24 podcasts since we started.

Alongside the content, we’ve run ongoing outreach, continuously connecting him with investors, media contacts, and now channel partners. The LinkedIn content is the proof-of-work that makes those conversations worth having.

There’s also something he does that most founders don’t. He replies. Comments, DMs, he stays in his own account. When you’re trying to close a channel partnership with a solar installer or explore supplying water to a data center, deals move faster when the founder is in the conversation himself.

Some clients fully delegate and still grow. Brian stays engaged because his pipeline needs him to.

What boutique actually means in practice

I run a small agency. Custom by design. Some call it “boutique”.

That means being flexible for each of your clients (within reasonable terms ofc).

Brian went quiet a few times. A brutal fundraising sprint. Two weeks travelling. Once just a month where everything piled up.

We had an agreement: if no content gets approved for two weeks or more, I repurpose the best-performing posts and keep the account active at three times a week. Normal cadence is five. Some of those repurposed posts outperformed the originals.

Late last year, we went almost two months without a scheduled call. The account kept moving. He trusted me to make that call without asking.

That trust was built over two years of doing exactly what I said I’d do.

If I chased growth as an agency and endless optimisation, I’m 100% sure I’d have to tank this relationship.

Small note

It’s genuinely crazy to me that someone trusts my work for more than 2 years.

Sure, I got experience now. But this level of trust? I’m extremely grateful for it.