29 May 2026
Over the last few months, we have been trying to figure out how to talk about our work publicly. At first, we approached LinkedIn in quite a structured way. Regular company posts. Clear topics. Consistent scheduling. A content plan. And honestly, not much happened. A few posts performed reasonably well, but most disappeared quietly into the void.
At first, that was frustrating. But after a while, it became obvious that something different was happening when Ben and Petr began writing about what they had been doing each week. Maybe we had launched a new feature. Petr had discovered an exciting new AI release. Ben was experimenting with new AI design workflows. Those posts consistently got more traction.
I could see in the analytics that people were far more interested in hearing directly from the people building the company than they were in more general posts. The posts that resonated most were usually the simplest ones. Small updates. Things we were figuring out in real time. Honest posts from the people actually building the company. Not opinions on policy updates or news stories. Just our work, explained clearly.
One of the biggest lessons for me has been that promoting a company, especially a new company, on LinkedIn does not necessarily mean “doing marketing” in the traditional sense.
Coming from an e-commerce background, I have had to step out of my comfort zone of funnels, ad groups and keywords to realise that building a company profile on LinkedIn is more about documenting progress in public.
Because the reality is that building something new is exciting. We are excited about what we are building, and from the comments and analytics, people seem genuinely interested in following along too.
We are still at the beginning of this journey, but it feels like we are starting to understand what people actually want to hear about. Not polished company messaging. Just honest updates from people building something new and sharing what they are learning along the way.
So we are going to keep doing more of that.
Author: Cat Thorogood
