The story

About two minutes, said plainly. It works because it is a true account of something that failed.

Rule

If you are not Alex, tell it in the third person. His figures are his own (re-confirm with him before anything printed) and prove the method, never the product: he writes his posts and only schedules them through Maktura.

"This didn't come out of a business plan.

Alex, who founded the business, runs a recruitment firm in the UK. Some years ago he started posting properly on LinkedIn, not as marketing, but as a way of generating business. It took a long time before it did anything at all. Then it compounded. Today that's roughly thirty thousand followers, somewhere between half a million and a million impressions a week, and three to five inbound leads a week. And he has never once posted asking for business.

So he did the obvious thing. He turned to his team and said, right, you all do that.

It died inside a fortnight. Not because they were lazy. They were good people who billed well. It died because he was asking twenty busy people to invent something out of nothing, every day, on top of the day job. Nobody sustains that. He'd made it a mandate, and mandates don't survive a busy Tuesday. Systems do.

When he looked properly at what he was actually doing, it wasn't really writing. It was a handful of habits. Knowing what was worth saying that day. Getting a first version down without agonising over it. Staying inside what's sensible to say in public. And paying attention to who responded, and talking to them like a human being.

So Dom Watts, who has built software for most of his career, built a system that does those habits for a whole team. And here's the part I'd say even if I weren't selling it: we are the customer. It's used every working day inside the recruitment business one of the founders owns."

Optional closing beat, if the room is right: "The name means nothing, by the way. An AI came up with it and the domain was free." Never tell the retired story that Dom got frustrated with his social tools and built something. If someone has heard it: "Dom built it, and Alex is why it exists in this shape."