I used to love LinkedIn. I mean that without irony.
Back when I was running The Right Brain Studio, my brand strategy consultancy, LinkedIn was the most effective business development tool I had. I identified my targets with precision — CMOs, marketing directors, VP’s of insights, head planners at the big agencies.
I researched what brands they were working on, what problems those brands were facing, what kept them up at night. And then I’d write — sometimes a blog post, sometimes something crafted almost entirely for one person — that spoke directly to their world.
I didn’t spam people with connection requests. I gave them something worth reading. People connected. Wrote back. Some of them, months later, said they loved how I thought. And eventually, some of them gave me work. Real work. Big clients. The kind of relationships that built a business.
