Nothing But a LinkedIn Profile: $6M in 12 Months

This week, I asked Amos Bar-Joseph why his LinkedIn profile has raised $6M+ in funding and pulls $1M+ in pipeline a month. And why most founders don't...

The first thing out of his mouth slapped me across the face.

"Followership is dead...

The algorithm shifted to interest-based and most founders haven't caught up."

5 things from that call I'm still thinking about:

1) YOU ARE THE NICHE

The old playbook was reverse engineer your audience. Pick a persona, write to their pains. Amos flipped it.

"In an interest-based social media, you are the niche. It's not about GTM. It's about you."

It explains every post of mine that's ever worked.

The ones that hit weren't written for "agency owners". They were about my own struggles, my own thinking, my own mistakes.

If your content feels fine but flat, you're writing for the niche instead of being it.

2) DOCUMENT THE PROCESS, NOT THE FRAMEWORK

Amos calls it metacognition. "Thinking about your thinking".

90% of founders sit down on a Sunday and try to invent ideas.

They stare at a doc. They build frameworks nobody asked for.

The actual gold is in your week.

- The conversation that changed a deal.
- The mistake that cost £100K.
- The thing you figured out at 3am on a Tuesday.

I keep a Google Doc on my phone called "The List". Any time something interesting happens, I capture it. When I sit down to write, I'm not inventing. I'm pulling.

3) ONE CALL A WEEK TO AIR IT OUT

Amos: "You need to be able to talk about it. During the conversation, more things would emerge."

The insight doesn't exist until you say it out loud. I'm setting up a weekly call with Ollie (my content strategist) to interview me on what's happened in the business that week.

You can't read the label from inside the jar. Someone else asking "why did that work?" pulls stuff out of you that you'd never write down on your own.

If you don't have this in your week, you're leaving 70% of your best content on the floor.

4) THE HOOK IS 90% OF THE WORK

Amos invests 90% of his time on the hook. He doesn't write it. Claude writes 10 versions. He combines, edits, curates.

"I'm less of a writer. I'm more of a curator."

Then the part that broke my brain: the hook doesn't need to be 100% relevant to the post. Its only job is to stop the scroll. Like a subject line on a cold email.

Most founders treat the hook like a summary. Amos treats it like a magazine cover.

5) THE THREE HOOK QUESTIONS

Every hook has to answer three things in under three seconds:

Does it stop the scroll?
Why should I listen to you?
What is this actually about?

Most founders fail question two. They assume that posting on LinkedIn earns them the right to be heard. It doesn't. The hook is where you earn it.

If your hook doesn't pass question two, nobody is reading the rest.

Going to make a series of these. Interviewing founders on how they run their demand gen so you can copy what works.

Amos is the first.