🎙️Why LinkedIn creators deserve a spot on your cap table

📔 Jeff’s Diary (yes I’ll let you read it)

Selling your business is like getting pregnant. Everyone wants to say “congrats”, but no one wants to ask how many times you got fucked.

One day I’ll share my exit story (it’s a doozy), but as I build OWM, I keep thinking about the blue couch at our first MALKA office. We started in a warehouse (that burned down nonetheless) and Lou and I went to IKEA with a few hundred bucks and bought what we could afford.

Sleeping on the couch was a right of passage. We would work overnights to deliver for clients paying us only a few thousands bucks back then. We were a team of 4 scrappy kids who knew only that if we delivered, we would get another chance. And that’s all we needed…. a chance.

I don’t know how to build any other way. I keep thinking about these venture scale businesses I see on LinkedIn sharing they hit $30M in ARR in their first 6 months. Cool bro. Keep going.

But I guess I’m trying to build something bigger, something that will last a lifetime. Like everything in life, I believe you have to earn it. To create a revolution, it starts with a few passionate people standing up for what they believe in and telling a friend. Those are our first 100 customers. If you want to be one, we’re onboarding more and more clients daily…..

The American Dream is no longer about owning a home; that bar is too high for the next generation. It’s now about being an Owner. The World Economic Forum say’s you’ll rent your car and lease your home and be happy. Fuck that, and fuck them. I don’t want to live in that world and neither should you.

We’re moving the creator economy into the ownership economy, and I truly believe we will start a revolution that will change the world. So tell a friend, ask me how you can help, and listen and follow. Don’t just cheer from the sidelines. I could use your help…..

– Jeff

📆 WHAT WE WILL HIT ON THIS WEEK:

→ LinkedIn creators aren't just "influencers" - they're your ticket to the boardroom

→ Why the next unicorn founders are betting on influence, not ads

→ Matt Gray and his empire of systems that actually scale (not desk setups)

→ How Notion shifted 45% of their influencer budget to LinkedIn (and why you should too)

Okay hear us out on LinkedIn.

Yes there are some LinkedIn "influencers" like this:

Hell there is even a club on Reddit called r/LinkedInLunatics with over 300K members dedicated to mocking these cringe posts.

But the good thing? This just shows how big LinkedIn is.

The platform has become so influential that it's spawned its own culture, memes, and criticism. When something gets that big, there's always signal among the noise.

And the GOOD LinkedIn creators? They're a completely different breed.

They're not comparing marketing to bo*bs or turning marriage proposals into business lessons.

The best LinkedIn creators are building genuine connections with decision-makers who control actual budgets. They speak directly to the entire B2B buying committee – the 7+ stakeholders who need to sign off on your enterprise deal.

What makes LinkedIn creators specifically worth equity? Three reasons:

1. They influence people with purchasing power. LinkedIn creators speak to audiences who control corporate spending and can actually buy your solution.

2. Their recommendations carry professional weight. When a respected LinkedIn voice vouches for you, they're lending you their hard-earned credibility in a way no paid ad ever could.

3. They drive qualified leads, not just impressions. One strategic post from the right LinkedIn creator can generate more high-quality prospects than months of traditional marketing.

This is exactly why you should be investing in LinkedIn creators NOW – before everyone else catches on.

Distribution + Trust + Budget Authority = The ultimate competitive advantage.

So invest in creators. Put them on your cap table. Give them skin in the game.

Because when they own what they promote, they treat it differently.

💬 LinkedIn Comments Are the New Growth Hack

A new Forbes report reveals LinkedIn comments are experiencing a 37% year-over-year growth, with comments generating 30-75x more impressions than likes. Smart founders are now spending more time commenting on high-engagement accounts than creating their own content.

The strategy? Find profiles 2-10x your size, leave thoughtful comments daily, and watch your visibility explode without the pressure of constant content creation.

📺 Notion Shifts 45% of Influencer Budget to LinkedIn

On May 1st, LinkedIn rolled out its BrandLink revenue share program to individual creators. In response, Notion has dramatically shifted their creator marketing strategy, moving 45% of their influencer budget to LinkedIn (up from 25% last year).

"LinkedIn creators speak directly to decision-makers who control corporate spending," says Danielle Ito, Notion's head of influencer marketing. B2B brands are following suit, with multiple agencies reporting 300%+ growth in LinkedIn creator partnerships.

🎟️ Creator Economy Live Conference Reveals New Trends

This month's Creator Economy Live conference highlighted three major shifts for 2025: the dominance of short-form content despite shorter attention spans, the rise of fan accounts as powerful marketing partners, and the growing importance of in-person creator events to strengthen community bonds.

Brands like McCain Foods are now hosting creator-led meetups that turn online followers into real-world brand ambassadors, proving that creator relationships are evolving beyond traditional social content.

🗓️ Check Out the Full Calendar Here

Have an event we should know about? Stop hoarding all the good stuff for yourself! Submit the details here!

Andy's here. Waiting to answer the questions you're afraid to ask in public (and yeah, he's actually NOT a paid spokesperson but our network of badass execs open to answering questions...for free).

Every week, Andy's ready to tackle the real shit that keeps founders up at night. No sugarcoating, no PC answers – just the truth.

Andy's sitting here with his mustache twitching, ready to drop knowledge bombs about creator equity that would cost you thousands with a consultant.

So drop your questions below. About valuations, term sheets, creator contracts, whatever keeps you up at 3am. The more uncomfortable, the better.

He loves this country and wants to bet on what makes it great – ownership and the generational wealth it creates.

He wants you to win, but he wants you to have fun doing it.

Got a question for Andy 😉? Drop it here — nothing is off limits. Trust us, he’ll GET the answer.

Found this valuable? Don't hoard the knowledge.

➡️ Follow me on LinkedIn for the unfiltered takes I can't fit in this newsletter.

➡️ Forward this to another founder who's struggling with creator partnerships. Ownership spreads one conversation at a time.

➡️ Need 1:1 guidance? Block time with me any Friday here. No pitches, just real talk.