🍯 Stop guessing: 3 LinkedIn post types, 4 creator archetypes, 1 ad structure

Howdy folks. A round-up of rabbit holes to go down this week as it’s been a while since my last email. I haven’t quite had the mojo to make another mini-essay like the last one yet. Let me know if you have any thoughts on one format vs. the other.

/ Ben

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How to think long-term when the end goal feels impossibly far

Tim Urban’s classic on Musk breaks down a mindset you can actually use: work from first principles, backcast from the end state, and run small “ingredient-gathering” projects until the path appears.

✍️ The Cook and the Chef: Musk’s Secret Sauce, by Tim Urban (21 minutes)

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What to post on LinkedIn (that isn’t cringe thought-leadership)

I’ve started playing around with LinkedIn lately (thanks for the love if you’ve seen it) and people always ask what to post beyond “inspirational takes.” This lays out the 3 types I’ve been using.

📺 A 3 Types Of Content You Should Be Posting On LinkedIn, Natasha Vilaseca (9 minutes)

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Design a YouTube channel that actually grows and monetises

Great breakdown of channel strategy. Has a clear take on the 4 creator archetypes and how each monetises, then the 6 parts of running the channel.

📺 Welcome to YouTube 2025: Let Me Show You How to Win (22 minutes)

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How I structure Facebook lead-gen ad accounts (so they stop breaking)

An example of what you want to AVOID with poor account structure.

When I review Meta accounts for friends, this is the #1 thing I wish they knew earlier. Here’s how I suggest structuring an account overall for proper creative testing and also scalability.

✍️ How I structure lead-gen Facebook ad accounts (4 minutes)

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How to start a blog like it’s 2009, but smarter

I found this old gem recently in my saved articles list on Pocket (now defunct). Andrew Chen’s OG blogging advice has some unique takeaways that have held up to time.

✍️ How to Start a Professional Blog: 10 Tips for New Bloggers, by Andrew Chen (6 minutes)

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How to turn short-form wins into long-form assets

They point out that a lot of long-form winners started out as shorter form pieces. What treasures are you sitting on?

Nicolas Cole and Dickie Bush are some of the best known ‘writers’ on Twitter/Linkedin with over 600,000 followers on X. This is their method for expanding a viral short piece of content into a long form winner - and why.

✍️ Expanding Short-Form into Long-Form Content: 5 Easy Steps, by Nicolas Cole & Dickie Bush (5 minutes)

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P.S. Want to build something together?

Here are a few ways we could collaborate:

• Validate your product idea: Use HypeDeck.io to get early feedback before building anything. Great if you're still testing the waters.

• Learn to DIY Facebook ads: I made a course for my friends who asked for a speedrun on DIY lead ads. It’s how I do what I do, condensed into a digital playbook. You can get it too on Gumroad.

• Work with me on your Ads: If you want help running ads or want to bounce around strategy ideas, reach out here.