3 years ago, I’d be very upset writing this. Not this time.
My LinkedIn reach barely changed in 2025. +2.2%, to be exact.
But my revenue doubled.
Most people would panic if their reach flatlined. They’d chase algorithms, test viral hooks, post 3x per day.
I did the opposite.
I stopped caring about vanity metrics and focused entirely on one thing: the quality of my engagement.
A year ago, I was getting likes from the personal branding crowd. Generic engagement. Surface-level conversations. People who’d never hire me or refer me.
This year? Climate tech founders, VCs, and senior operators started showing up in my comments and DMs. Same reach. Different audience. Better business.
And that shift didn’t happen by accident. It happened because I made 4 strategic moves that most people overlook when they’re chasing impressions.
Let me walk you through each one, and how you can apply them.
1/ I launched Climate Founder Mondays
Every Monday for 30 weeks, I highlighted a climate tech founder building something exceptional.
It worked for 3 simple reasons:
I picked founders doing things I genuinely cared about. Not the biggest names. Not the ones with the most funding. The ones solving climate problems in creative ways, whether that was turning fallen leaves into paper or building solar irrigation for smallholder farmers in Africa.
I researched every single one. I’d spend 1-2 hours per founder reading their interviews, company blogs, LinkedIn profiles. Then I’d distill their story into a 300-400 word post that explained why their work mattered.
I tagged them in every post. It was a great piece of borrowed credibility. It signaled to their network, and mine, that I understood the industry, cared about the people in it, and was embedded in their world. And with some, it even started conversations.
The result? Founders started DMing me. VCs started commenting. People in climate tech started following me.
Not for LinkedIn growth hacks, but because I was part of their ecosystem.
That’s the shift: from being a content creator to being a community member who creates content.
2/ I started reflecting on my business daily
I picked up this habit from Daniel Bustamante. Before, I didn’t reflect much on what was working, what mattered, or where I wanted to go.
Now I do. Every single day.
At the start of each day, I ask myself 3 questions:
What worked yesterday? A client win, a good conversation, a piece of content that resonated.
What didn’t work? A mistake, a missed opportunity, something I should change.
What’s the most interesting thing I could share about this?
I write 2-3 sentences per question. Takes 5 minutes. But it gave me a clearer picture of my wins, my systems, and what would actually be interesting to my audience.
That’s when I started posting more build-in-public content: revenue numbers, client wins, mistakes I made, systems I built.
Radical transparency.
And it worked. People connected with the honesty. They saw the real journey, the €25K months, the pivots, the struggles, not just the highlight reel.
The posts where I shared actual numbers (like hitting €100K revenue or sustaining 5-figure MRR for 5+ months) got 2-3x more engagement from the right people than generic advice posts ever did.
3/ I got ruthlessly selective with my network
I declined 100s of connection requests in 2025. Cleared out people who weren’t aligned with where I was going.
My rule became simple:
If you’re in climate tech or adjacent to it, you’re in. Everyone else? Declined.
What’s “adjacent”? Climate tech founders, operators, investors. Sustainability consultants, researchers, policy people. B2B service providers working with climate companies (lawyers, marketers, recruiters).
Everyone else, personal branding coaches, crypto bros, random “growth hackers”, I declined or removed.
Why? Because your network shapes your reach.
LinkedIn’s algorithm prioritizes engagement from your connections. If you’re connected to everyone, your content gets shown to no one who matters.
My feed became more useful. My content reached more of the right people. And I started seeing climate tech posts in my feed instead of generic LinkedIn advice.
The algorithm rewarded me for it, even though I still think it’s broken.
4/ I made relationship-building intentional
I now have almost 2,000 people in my CRM: investors, senior executives, founders, and relevant service providers.
I didn’t just add them and forget about them. I made it a priority this year to stay in touch and build rapport.
I segment my CRM into 3 tiers:
Tier 1: Active clients, close referral partners, warm leads (50-75 people). I reach out every 2-4 weeks with something useful like an article, a connection, a quick check-in.
Tier 2: Past clients, potential partners, interesting people I want to stay connected with (200-300 people). I reach out every 2-3 months.
Tier 3: Everyone else (1,500+ people). They get my newsletter and occasional LinkedIn engagement, but no direct outreach unless something specific comes up.
I track every interaction. When I talked to them. What we discussed. What they’re working on. What I can help with.
Great source of leads. But also referrals, partnerships, and staying connected to what’s happening in the industry.
In 2025, 80% of my new clients came from inbound on LinkedIn. Not from cold outreach. Not from going viral. From relationships I’d built over months plus content I’ve created.
The outcome of these 4 moves:
→ Doubled my revenue (€100K+ this year)
→ Sustained 5-figure MRR for 5+ months
→ Repositioned from personal branding to climate tech
→ Built a network full of actual buyers and referral sources
In 2026, I don’t care if my reach drops 50%.
I’m tired of likes and impressions dictating my happiness or business success. It’s bullsh*t.
I’ve already audited everything I did in 2025. I know the exact revenue-generating strategies I’m implementing in 2026.
And going viral isn’t one of them.
More impressions ≠ more money
What matters is who sees your content and what you do with their attention.
Build for the right people, not the most people.