How This Question Led to 299,193 Impressions

One of our incredible clients was in their regular Strategic Ideation Session with us. We're going through our list of questions, ideas & angles when Sarah, one of our Content Managers, asked: 

"Why does psychological safety break down in leadership teams that think they're already good at it?" There was a long pause. We could tell the client was tapping deep inside their mind. 

Their answer was great — a hard-earned insight from lived experience. 

Here's the final post

• 299,193 impressions 
• 444 engagements 
• MQLs from Oliver Wyman, Pfizer, General Dynamics, UN and many more. 

For context, before we started our work, our client was averaging 1,000 impressions. 

Our content = 300X the visibility. 

Why it worked 

Because we tapped into lived experience and Julia was positioned as the leading expert. She opened up a healthy debate, challenged leadership’s perspective and shared insights on how to approach it. The post also said out loud what everyone was thinking — with a level of honesty that attracted senior engagement. 

The takeaway 

The best content for leaders doesn’t come from a generic content calendar or copying-and-pasting company messages. You need to tap into their expertise and lived experience. The right questions can pull out their best ideas, stories, moments, insights, and opinions. And when written in a LinkedIn-first way — drive huge reach with the right audience. 

Hear Julia talk about our work together: 1,280,000+ impressions; 15,000+ engagements; 350 MQLs; interest from Google, Saudi Aramco, Standard Chartered, Microsoft & more.