For CEOs who know they should be on LinkedIn, and the marketing leaders who've been told to make it happen.
How a CEO who wasn't posting at all got 10M LinkedIn impressions in about a year, on 40 minutes a week
The exact system I ran for Christina Ross, CEO of Cube, written down in one free 19-page playbook.
She wasn't posting at all. By March, her board was pulling out their phones to look her up.
Christina Ross is the CEO and co-founder of Cube, an FP&A software company, and she was a 2x CFO before that. Her team used to write posts for her. Then the team shrank, and the posts stopped.
That's when Cube brought me in. I built the system around her schedule and wrote her posts from the stories she told me on our calls. She approved every one.
In February, she had her first viral post, and it happened while we were on a call. It was at 155,000 impressions when she opened the call, and it finished at 977,000. Then the DMs started. People who couldn't comment in public wrote to her privately: "I thought I was the only one."
A few weeks later, she brought up her LinkedIn at a board meeting. A few board members pulled out their phones to look. Their reaction:
"Holy sh*t. Wow."
By the end of 2025, she'd passed 10M impressions and grown from 5,400 followers to 23.4K. CFOs were asking her to mentor them. A prospect asked for a demo straight from a post.
Her part took about 40 minutes a week.
Your CEO already knows LinkedIn works. Here's why it still hasn't happened.
What kills it is the week the board deck is due, or the week a must-win deal goes sideways at EOQ. The post they swore they'd write doesn't get written. Then it's next week.
Christina's team gave it to me straight on our very first call. They'd watched her start strong before, then get buried. And she thought every post had to be brand new. If a draft looked anything like an old one, she'd say, "I posted something kind of like this three weeks ago."
So I built the whole system around two rules. Make it easy enough that a CEO never has a reason to quit. And make repetition a feature instead of a sin.
Skeptical? Good. Here are her actual numbers.
Inside: The system I charge five figures to run for CEOs. Yours free.
The whole strategy, broken down so you can run it yourself:
- The five-word pitch that gets a CEO who "doesn't have time for LinkedIn" to say yes (page 6)
- Why "finance" was the wrong word for a CFO-turned-CEO, and the narrower one she picked instead (page 7)
- The weekly calendar that gets a CEO to 3 posts a week from just 40 minutes of their time (page 9)
- Why we'd rather throw a draft away than spend minute 21 fixing it (page 9)
- Why I told a CEO to ignore every comment for her first 30 days, and what happened when she couldn't help herself (page 10)
- How an offhand gripe about overdue invoices turned into a 977,000-view post (page 10)
- The "magic word" every one of her early hits had in the hook, and why using it in every post would have killed it (page 11)
- Before you turn your CEO's best post into a slick graphic, see what happened when we did. (page 13)
- The worst thing (by far) you can do right after a post goes viral. She learned it the hard way. (page 14)
- Does LinkedIn punish you for reposting? Here's what happened when she reran her second-best post ever. (page 15)
- What to do when your CEO's views drop 38% in a month and they start asking if LinkedIn changed the rules (page 15)
- The one page to slide across your CEO's desk to get a "yes" on going all in on LinkedIn so you can start tomorrow (page 18)
This isn't for every CEO. Here's how to tell if it's for yours.
It's for you if:
- You're a CEO or founder who knows you should be on LinkedIn and keeps not doing it
- You're the marketing leader who's been handed "get our CEO posting"
- Your exec has stories, opinions, and 4 hours a month
Skip it if:
- Your exec wants to "do LinkedIn" without actually showing up
- Every post has to survive legal, PR, and three review cycles
- You'll pull the plug if there's no breakout post by week six. It takes a full quarter to know if it's working.
I've run this play for over a dozen execs. Here's why I'm giving it away.
I'm Devin Reed. I ran content at Gong and Clari. At Clari, everyone wanted to grow the company page. I bet on our CEO instead, and his posts hit 6.1M views in 12 months.
I've run that play with over a dozen execs since. Christina's year is the best proof I have, so I wrote down every piece of it.
The system isn't the hard part. Running it every single week for a busy exec is. Some of you will take this playbook and run it yourselves. Some of you will read it and decide you'd rather have my team do it. Either way works for me.
Get The 10M Impression Playbook
You get the full 19-page playbook from Christina's year: her real numbers, the posts that took off and the ones that flopped, and the one-page cheat sheet you can hand your CEO.