Find a post in your working day

Find the decision, then the topic

“What should I post about?” is difficult to answer from an empty document. “What did I have to make a call on this week?” gives you somewhere to start.

Look through the work you already have: a roadmap review, the notes from a customer conversation, a proposal you rewrote or an internal explanation you kept repeating. Find something where you had to choose, explain or change your mind.

For a B2B founder, useful material often comes from a trade-off. You declined a deal because it would pull two engineers off the roadmap. You changed a sales demo after prospects kept misunderstanding the same feature. You stopped measuring a number because it was rewarding the wrong behaviour.

The topic might be “product strategy.” The post starts with the decision. That is where your experience becomes specific enough for another founder to recognise.

Keep the evidence next to the draft

Before writing, collect four things from the source:

1. What happened: the event or request that forced a decision.
2. What made it difficult: the attractive alternative, constraint or disagreement.
3. What you decided: the action you actually took.
4. What you know so far: the outcome, or the fact that it is too early to tell.

That last point matters. If you made the decision on Friday, you probably cannot claim on Monday that it transformed the business. You can explain the reasoning and admit what remains uncertain. A post does not need a completed success story to be useful.

Keep the source attached to your working draft. It gives you a way to check a number, recover the original reasoning and catch a sentence that sounds convincing but goes further than the evidence.

Write one post around one choice

Here is a fictional example of a founder choosing whether to accept a custom feature request:

Illustrative LinkedIn draft

I said no to a deal this week. Still not completely comfortable with it.

They wanted custom reporting. About six weeks of work for two engineers. None of our current customers had asked for it.

But it was a great logo. I spent a few days convincing myself we’d reuse the work.

We ended up sticking with the roadmap. If the same request comes up again, we’ll reconsider. For now, I’d rather ship what we’ve already promised.

The draft gives the reader enough to form an opinion: the effort, the weak demand elsewhere and the temptation of the account. It leaves room for someone to disagree. There is no need to append “Agree?” or invent a lesson about leadership.

Read it aloud. Replace any sentence you would not say to another founder. Keep your normal level of confidence, including the parts where you are still unsure. Being specific usually does more for your voice than adding a signature phrase to every post.

Decide which details belong in public

A useful story can contain information that should stay inside the company. Review the source and the draft separately. A name removed from the draft may still be identifiable from the combination of industry, team size, contract amount and timing.

• Remove customer and employee names unless you have permission to use them.
• Exclude contract values, security details and internal information that is not needed to understand the decision.
• Check whether the remaining clues still identify the person or company.
• Preserve the truth of the trade-off. If the story only works with confidential details, choose another story.

In the example, the reader needs to understand the engineering cost and why the work did not fit the roadmap. They do not need the customer’s name or the deal value. Camus’s privacy controls describe its local filters; your review decides what belongs in the published post.

Review who responded

After publishing, go back to the people behind the reactions. Did the post reach the roles and companies you want to work with? Did someone describe a problem you understand? Did a relevant person return for another discussion?

Keep a small record of the source, the post and the useful conversations it produced. That makes your next content decision more grounded than comparing impression counts alone.

Next, separate customer fit from engagement and buying intent. A thoughtful comment can be the start of a relationship, but it does not establish that someone needs your product.