Why most founder profiles undersell them
Most LinkedIn profiles read like a CV pasted in a hurry. A job title, a company name, a list of past roles and an About section that opens with “Passionate about”. Nothing on it tells a stranger why they should care.
And strangers are exactly who reads it. Before an investor takes the meeting, before a buyer replies, before an organiser sends the speaking invite, someone looks you up. Your profile is usually the first thing they find, and it does the talking before you get the chance.
What we rewrite
- Positioning. The one or two things you want to be known for, and the people you want to be known by. Everything else follows from this.
- Headline. What you do, who it's for and why it matters, in a line people actually read.
- About. Written the way you talk, opening with the reader's problem instead of your career history.
- Featured. The three or four things a stranger should see first: a post, a talk, a case study, your newsletter.
- Experience. Outcomes instead of duties, so your track record reads as proof.
- Banner and photo. A clear brief your designer or photographer can work from.
How it works
It starts with a 45 minute intake call about your goals, your audience and how you talk. We read anything you've written or said in public, draft your positioning and send it over for you to push back on. Once you've signed off the positioning, we rewrite the profile and hand it over ready to go live.
The first step of everything else
A profile rebuild is the first thing we do for every retainer client, because posts and networking work much harder when the profile they lead back to makes sense. If you'd rather do it yourself, start with an audit: we review your profile and hand you a ranked list of fixes. Our section by section profile checklist is free too.
About three weeks from the first call. A week to understand you, a week on positioning, and the new profile lands in week three. Most of that time goes into the positioning, because the writing is quick once that's settled.
That's the whole job. We work from your intake call, your voice notes and anything you've written, and nothing goes live until you've approved it.
Yes. The right terms in your headline and About help people find you in LinkedIn search, and we include them. But a profile stuffed with keywords reads badly to the person who lands on it, so we write for the reader first.
It says what you do, who you do it for and what changes for them, in plain words. “Helping D2C brands fix their unit economics” beats “CFO | Strategist | Speaker | Mentor” because a stranger knows instantly whether you're relevant to them.