Justin Nassiri on Why CEOs Need a Voice on LinkedIn | Growth Elevated

Introduction (00:00:01)
Julian introduces the Growth Elevated Leadership Podcast, its audience, and the episode’s sponsor.

Guest Introduction: Justin Nasiri (00:01:04)
Julian introduces Justin Nasiri, his background, and his company Executive Presence.

Navy to Entrepreneurship: Early Career (00:02:04)
Justin discusses his transition from the Navy to business school and founding Storyblocks.

Storyblocks: Lessons Learned (00:03:04)
Justin shares experiences raising funds and realizing his strengths in marketing services.

Founding Captivate: Content Repurposing (00:03:29)
Justin explains starting Captivate, turning long-form content into social media posts.

The Value of LinkedIn for Leaders (00:05:05)
Justin describes discovering LinkedIn’s power for executive-led content over company posts.

Social Media Evolution & LinkedIn’s Role (00:06:51)
Justin reflects on the rise of social media, LinkedIn’s unique position, and its necessity for leaders.

Executive Presence: Company Growth (00:08:58)
Justin details the rapid growth of Executive Presence, product-market fit, and revenue milestones.

Defining Product-Market Fit (00:11:09)
Justin explains how hiring strain, not sales, signals true product-market fit.

Barriers for Executives on LinkedIn (00:12:18)
Justin discusses mindset challenges and hesitancy among executives to post on LinkedIn.

LinkedIn as a Modern PR Channel (00:14:07)
Comparison of traditional PR channels with LinkedIn’s ongoing, data-driven engagement.

LinkedIn Analytics & Data Insights (00:16:03)
Justin explains how LinkedIn analytics help refine messaging and target audiences.

Overcoming Reluctance: Content Creation Mindset (00:17:42)
Justin advises shifting from self-promotion to education and generosity in executive content.

Content Generation Process & Team (00:20:16)
Justin describes using ex-consultants for interviews and how executives develop content ideas over time.

Leadership, Messaging, and Consistency (00:23:16)
Justin relates content repetition on LinkedIn to leadership communication best practices.

Client Engagements & Expansion (00:24:19)
Justin discusses typical client relationships, expanding to C-suite, and internalizing the process.

Who Should Be the Company’s Voice? (00:25:28)
Justin explains how to select the right executives for LinkedIn thought leadership.

Executive Presence Pricing & Service Tiers (00:27:11)
Overview of service pricing, from white-glove to AI-driven, and their respective features.

The CEO’s Guide to LinkedIn: Resource (00:28:14)
Justin shares the story behind his comprehensive LinkedIn guide and its contents.

Annual Data Report: Modern CEO’s Guide (00:29:39)
Justin introduces their annual LinkedIn data report with actionable insights for executives.

Closing & Contact Information (00:30:38)
Julian thanks Justin, and Justin shares how listeners can connect with him and Executive Presence.

Julian Castelli 00:01:04 Justin is the is a serial entrepreneur and the founder of a firm called Executive Presence, which we’re going to learn about today. Justin, before becoming an entrepreneur, was a veteran in the Navy. Thank you for your service, Justin, as well as a former McKinsey consultant with 15 years of building and scaling companies. He’s a he’s the founder of executive presence. And there he works with CEOs and he’s worked with over 250 of them, including leaders of public, publicly traded companies. And he helps them build their credibility and awareness on LinkedIn through executive thought leadership. Justin, welcome to the podcast.

Justin Nasiri 00:01:40 Thanks for having me, Julien.

Julian Castelli 00:01:42 Hey, so, you know, Navy to, entrepreneurship to to, you know, executive presence. I want to unpack this story. That’s pretty exciting. you know, tell us a little bit about how the Navy prepared you for, for for entrepreneurship. And had you made it made that that transition?

Justin Nasiri 00:02:04 Yeah, I think a lot of people don’t think of the military as a incubation hub for entrepreneurship.

Justin Nasiri 00:02:10 But it was, you know, I had five years on submarines and 22 years old and charge of $1 billion, 20,000 ton warship and a lot of responsibility. And as I was thinking about what was next for me, I knew it would probably be in the business world. So I knew I needed to go to business school. So I applied to and went to Stanford, and there was exposed to this thing called startups. And that led me to start my first company, which was a venture backed marketing technology company called Storyblocks. And that taught me, you know, no, no better way to learn about entrepreneurship than to jump into the deep.

Julian Castelli 00:02:54 Dive in, dive diving with both feet. You’ll figure it out, right? And you’re right. You’re right there in Palo Alto. The hub of entrepreneurship. That must have been pretty exciting.

Justin Nasiri 00:03:04 It was great. It was a great experience. We raised over $3 million from Eric Schmidt, from Google and others and went on the entrepreneurial roller coaster, I think learned a lot about marketing in that, but also learned that, I think I realized that tech entrepreneurship was probably not my forte, but marketing services was something I could get my arms around.

Justin Nasiri 00:03:29 And that’s what led me to start my second company, which is as opposite as you can get. Instead of raising. I did bootstrapped instead of technology, did marketing services, and we could talk about what we did. But that was the transition for me after selling Story Box.

Julian Castelli 00:03:46 Okay. And the second. The second business was called captivate.

Justin Nasiri 00:03:49 Yeah. The insight for captivate was companies had a lot of long form content, whether it was podcasts or webinars, but not everyone was going to consume an hour of content, right? And so what we started doing is going to them and saying, look, we’ll turn your podcast, we’ll turn your webinar into a month of social media content.

Julian Castelli 00:04:12 Okay. So you’re very early on that phase. Now I’m just learning about that whole concept. What year did you start this?

Justin Nasiri 00:04:18 Oh man. That was that would have been like 2019.

Julian Castelli 00:04:22 Okay.

Justin Nasiri 00:04:24 Yeah.

Julian Castelli 00:04:24 Very cool. So that was, that was. Yeah. That that that today is the thing. But you were you were on the forefront of it.

Justin Nasiri 00:04:29 It was, it was, it was very much on the forefront. I feel like both Story Box and Captivate was, was ahead of the curve. And I think with executive presence I realized the value of timing and product market fit. But one thing I learned with captivate was the danger of trying to do too much as an entrepreneur, because what we were trying to do was be experts on Instagram, YouTube. Twitter, TikTok, Facebook. We were also trying to do video, audio, text. It was just way too much.

Multiple Speakers 00:05:04 Yeah, but.

Justin Nasiri 00:05:05 It led me to this insight of how valuable and important LinkedIn was as a channel. And more importantly, it led me to realize the real power of LinkedIn wasn’t from the company creating content, it was from the leaders of the company creating content. And I started to see that when people shared content rather than organizations, it got a lot more visibility.

Julian Castelli 00:05:33 Yeah, that that’s that’s something that I’ve learned working with your team as well. And you know why? Why is that? You know, and why do people think it’s the opposite?

Justin Nasiri 00:05:43 I think that, I think why it works.

Justin Nasiri 00:05:47 I think that, you know, I think LinkedIn is a human to human place. I think that people go there to connect with other people, people in their network, people that they admire, people that they know. I just think as a species were more comfortable interacting with other humans rather than a faceless organization. I think it’s that’s, you know, different for companies that on Facebook or Instagram or YouTube, it is much more about the company speaking to its audience rather than that 1 to 1 connection. So I think that LinkedIn is very unique in that, that it is much more about the individual rather than the organization.

Julian Castelli 00:06:27 Yeah. Well, and then the other thing is that the social media has really blown up in this time period, right. And LinkedIn has found its place as the other places have. And it’s become, you know, COVID’s in the middle of there. Right. And so, you know, people aren’t getting together anymore. So it speak to how important social media is. You know, is it something you can Keeping afford not to engage in.

Justin Nasiri 00:06:51 Well, you know, I’ll zoom out when I. When I graduated from Stanford, this was back in 2009. And the biggest trend and this created multiple hundred million dollar companies was something called a Facebook page. And why that was so revolutionary at the time was it was the first time an organization could interact with its customers.

Julian Castelli 00:07:16 That’s right. Live. Yeah.

Justin Nasiri 00:07:18 And that led to a company called wildfire that was bought by Google for 700 million, and Buddy Media bought by Salesforce. Like, all of these, titans emerged from just that. I see that, you know, that has progressed that now it’s not about the organization interacting with the stakeholders. Now it’s the actual leaders of the organization interacting with with the with, with their stakeholders. So I, I’m definitely of the mindset that this is no longer a nice to have. This is an absolute essential. I think of it like back in the 90s when websites came along and many businesses thought, oh, I don’t need that. It’s like, no, no, this is a new way of working.

Justin Nasiri 00:08:02 And if you look on LinkedIn, you see there are now CEOs doing earnings calls through LinkedIn and providing stories and insights like they are realizing.

Julian Castelli 00:08:13 It’s becoming a business to business channel. Right?

Justin Nasiri 00:08:15 Yes, 100%. That is where people professionals go to to connect. So I think it is absolutely critical now for not just a company to be on LinkedIn, but for its key leaders to be there.

Julian Castelli 00:08:29 Right. I think that’s that’s the key message. And that’s the that’s how we met. I read some of your stuff and was referred by a mutual friend. And and now, you know, I’m a believer. So and I’m excited for to to continue this and have you share you know how you make the magic happen. So before we do that. But you know, you’re obviously hit on Live wire. Their LinkedIn was the right place. Your company’s been real successful. Give us a sense of you know, how your company has grown over the last few years.

Justin Nasiri 00:08:58 You know and I it’s I appreciate it even more because my first company was like pushing a boulder up a hill.

Justin Nasiri 00:09:05 My second company was like pushing a boulder up a hill. And it’s not as if executive presence has been easy, but it’s been far easier. And that that.

Julian Castelli 00:09:15 It’s such a difference. You could just tell when you’re running downhill compared to uphill, right?

Multiple Speakers 00:09:18 It is, it is.

Justin Nasiri 00:09:19 And I wish I had experienced product market fit earlier in my career. So I knew what that felt like. But, you know, literally I started executive presence in January 2022. Within six months, just as one person I had bootstrapped us to a million in annual recurring revenue. Wow. And and that had taken me years and billions of dollars of funding.

Julian Castelli 00:09:45 Do you say in six months?

Justin Nasiri 00:09:47 Yeah. Six months. Yep.

Julian Castelli 00:09:49 That’s fantastic. That. Yeah, that. That. That must feel like, you know, you’ve got gravity on your back.

Justin Nasiri 00:09:54 It felt great. And to to have sales calls closing within 20 days and to have you know what what the felt sense for me was the number of calls where a CEO would say, hey, I know I need to do this.

Justin Nasiri 00:10:09 My board is telling me to do this. My team is telling me to do this, but I don’t have the time. I don’t have the interest. Whatever the reasons we’ll get into. Yeah. So we did 900 K in year one. Just just me, me and contractors. Year two started to hire and build out the team. And we did 1.8 in in year two. And then we hit 3 million in IRR and in under three years. So it just felt great to grow from 0 to 17 full time employees.

Julian Castelli 00:10:44 That’s fantastic. What a great journey they are, and you appreciate it that much more because you you had those those more difficult challenges.

Justin Nasiri 00:10:52 100%, 100% I realize this. You know, I realize how rare this is.

Julian Castelli 00:10:56 Absolutely. Well, you got to. You got to enjoy it while it happens. Make hay while the sun shines. Right? Yes. But before we go on, you know, because you have this unique experience and it’s so well articulated between these companies.

Julian Castelli 00:11:09 You know, answer the question I like to ask guests. You know, you have product market when.

Justin Nasiri 00:11:15 Oh, man, I fit when. I think the distinction for me is when the biggest pain point is, is recruiting and hiring and and every step along the way, my team has felt the strain of like we are overwhelmed and having to hire. And as soon as you hire, the team gets a Momentary relief and then you’re needing to hire again that.

Julian Castelli 00:11:45 So revenue generation is not the issue. It’s it’s pulling the train.

Justin Nasiri 00:11:48 It is. And I think unless revenue is coming through the door at that pace where you cannot keep up, it’s it’s painful to keep up with the demand unless you have that you don’t have product market fit.

Julian Castelli 00:12:02 Well enjoy that because that is the holy grail, right?

Justin Nasiri 00:12:05 It is. It is.

Julian Castelli 00:12:07 Yeah. All right. So let’s let’s get into the detail. The revenues come in the door because because executives are wanting to have a presence on LinkedIn. What’s the barrier.

Julian Castelli 00:12:18 Why why are they not doing it themselves? Why, why why do they need help?

Justin Nasiri 00:12:22 I think the largest thing is is mindset. And so so oftentimes they will say, I know I need to do this, but there’s some sort of hesitancy. I don’t want to be out in the public eye. I don’t want to be the the person who’s always talking and saying things. I don’t know if I have anything to say. And these are things, you know, I talk to 600 CEOs a year. I hear this from people who have built billion dollar companies. And I’m and I’m shaking, scratching my head, saying, how could you not think that you have something to teach people? So so one of those big things is that mindset of not knowing, that it is important and then also not willing to, to tolerate the discomfort of being in the spotlight. Yeah. And usually that’s just educating them first of all about the value. LinkedIn is the only place where every internal and external stakeholder is your investors and potential investors are there.

Justin Nasiri 00:13:30 Your potential acquirers are there, your employees and prospective employees are there. Your customers and potential customers there? Everyone is there.

Julian Castelli 00:13:38 That is. That’s. That’s a great point. Like you’re right. Where else? Where else can you find that?

Justin Nasiri 00:13:42 Yep. And if you think about building a megaphone, you want to build it where people are already at. And so when a CEO and an executive starts to be active on LinkedIn, they’re activating their network. Who already knows them, likes them and trust them, and they start to attract people who view them as a subject matter expert in their industry. And that’s a, you know, immense value.

Julian Castelli 00:14:07 Absolutely. What is it evolved to? So from if now LinkedIn is where they are. I mean, I’m just thinking the the public companies CEOs, you know, they they they do their endless call. Right. Yeah. Yeah. And traditional PR right. It’s evolving. Just like social media is evolving in the personal space. Right?

Justin Nasiri 00:14:27 Yeah, I think that I think that the primary channels and these still persist.

Justin Nasiri 00:14:31 But the primary channels were, keynotes at conferences, instances, podcasts, bylines and articles. I think that those still hold value, but I think that the old way was one time and it was one way and no data. You give the keynote once you do the article once, it’s one way you’re just talking to people and not getting any feedback and there’s no data. But the great thing about LinkedIn is that it’s ongoing. It’s every single day. It’s a two way dialogue. And the thing that people don’t realize is how much data there is. We just I this is top of mind. I just met yesterday with one of our fortune 100 clients. They have a targeted list of 50 companies that they want to build awareness with, and we were literally able to take all the executives that we’re working with and show that they’ve had a 30 x growth in getting in front of those people because their executives are active on LinkedIn. It’s unbelievable at its ability to get in front of the right people and to be able to measure what’s working.

Julian Castelli 00:15:44 That’s that’s really impressive. Yeah, because the old adage of marketing is, you know, you know, some of it’s working. You just can’t tell which one. Right. So with this LinkedIn, with with this, you can you can tell is this like the the the the the analytics that you can you can get from analytics, from LinkedIn, from each post. And you know, talk a little bit more about the data.

Justin Nasiri 00:16:03 Oh man I mean it is. I’ll tell you like what we can do now. Not only can we say like, hey Julian, you’ve been posting for 90 days now. These are the topics that are working. These are the topics that aren’t working like that in and of itself is valuable not just for LinkedIn. That’s valuable to know in general. So when you’re on a podcast, when you’re on a stage, you know that. But we can now go one level deeper and say, okay, who is it that you want to get in front of? What’s their title? Was their company, what’s there? What do they look like? What’s your ideal profile you’re trying to get in front of? Okay, we can tell you these are the messages that are working with those specific audiences.

Justin Nasiri 00:16:47 So that level of precision is is insane. And then you can do more content that hits on those themes.

Julian Castelli 00:16:57 That is really valuable. I mean, that that is that is the granular data that really can allow you to not only get validation that’s worthwhile, but continue to refine and improve and get get a better ROI over time.

Justin Nasiri 00:17:10 Yep.

Julian Castelli 00:17:11 Okay, so so that sounds compelling. That sounds kind of like digital advertising. And Google, you know, before we, you know, from broadcast to to to Google in terms of data driven ad spend, which, you know, given your background, you saw that that that transition as well. Right? So there’s some parallels there. So I’m a reluctant CEO I’m going okay Justin you’re you’re making good points. But, man, this feels really uncomfortable. I don’t know what to say. I don’t I can prepare for a quarterly, you know, investor relations. you know, cadence, I’m used to that. But you want me to post three times a week.

Julian Castelli 00:17:42 That’s crazy. What am I going to say three times a week? How do you bridge that gap?

Justin Nasiri 00:17:46 So the biggest mindset shift is, is moving from sales to education. And most often when we see an executive active on LinkedIn, they will say something to the effect of, I’m so humbled to I’m so honored to be featured by.

Julian Castelli 00:18:04 The humble Brag.

Justin Nasiri 00:18:06 Yes. And it’s very promotional in nature. What we have found works much more effectively is is showing up. As an expert, you can teach and educate about your industry, about how you have grown, your company, lessons you’ve learned in your career journey. But all of these things are done from a stance of generosity. I’m going to show up. I’m going to share knowledge, and I’m not going to talk about my company for the most part. That’s, you know, anyone who’s sat in a stage in a keynote, if the person is up there talking about their company, you’re heading for the door. But if they’re showing up and teaching you something and educating you, you’re going to be sticking around and you’re probably going to go up to them afterwards and ask how you could work together.

Justin Nasiri 00:18:54 It is that kind of reverse there. So the way that an executive shows up consistently is by just teaching. And that’s where, you know, that’s where the magic really happens. Because our key to creating content is interviewing, just like you’re doing right now. When you meet with someone who’s an expert, all you have to do is ask good questions, and they are sitting on this pile of knowledge that they can easily disseminate, and then we can turn that into a high performing post that will get a lot of attention.

Julian Castelli 00:19:29 Yeah, I want to dive deep on that. Now, full disclosure, I’ve been I’ve been working with your team and I’ve really enjoyed it. And I think I feel like it gives me the insight to be able to have this interview and share share some of the excitement about what you’re doing. I was nervous that we would run out of topics. Right. I think what you just said. when when I started working with your team, I was like, okay, well, you know, the first one was good.

Julian Castelli 00:19:53 We got 3 or 4 good things to talk about, but we’re going to run dry here. Right. And I was surprised that, you know, the, the, the, the well kept refilling itself. you know, it was that obvious to you that that was going to happen and, and or is this part of the technique of your talk to me about the people that you bring in to interview and, and how do you, get the right people so that that that well, does continue.

Justin Nasiri 00:20:16 A couple of things. So first of all, what I the people I use on my team to conduct these interviews, it’s not some junior copywriter. Writer. What I use is ex consultants from Bain, BCG, McKinsey and Accenture. And the reason I do that is that they’re really good at meeting with very, very successful people and pitching and catching with them, pulling out insights, pushing back, interrupting, redirecting. So the people that I use make a huge difference. I’ll tell you though, something that we see that that gives me a lot of faith in humanity.

Justin Nasiri 00:20:56 Once we work with someone for a long time, we start to see after 3 or 4 months a behavioral shift. And that is we’ll always start when we have all of these questions to ask them in an interview. But we’ll say, hey, Julian, before we go into my questions. What’s top of mind for you with your audience? And after we’ve worked with someone, the magic that starts to happen is they’ll pull out their phone or a piece of paper and they’ll say, oh, you know what? I jotted down these ideas. I met with a customer last week and she said X, Y, and Z. I don’t really know what that means, but let’s talk about that. Or, you know, I just had a meeting with an employee and it did not go well. I want to digest that because I think there’s a lesson there to share with my audience. So what this says to me is that once people start to be active on LinkedIn, once they start to get that positive feedback, they realize they have something worthwhile to say and they start paying attention to what’s going on in their life and what people could learn from.

Justin Nasiri 00:21:59 So it almost becomes one part executive coaching and one part content marketing, because the the within that safe space of the interview, the executive is able to explore something and make meaning from it.

Julian Castelli 00:22:15 You’re absolutely right, I, I can recognize that in my interactions with with your teammates. With Jordan. I remember it was a little awkward at first, right? And then we started getting into it. And by the the second or third month, I remember I would start repopulating because I’d start seeing things that were like, hey, this actually is worth talking about. Or she would bring up a topic and say, gosh, you know what? I wrote a blog on this three years ago. I don’t even remember that. Like, right, let’s let’s pull that up and actually bring that context with this current story. And we’re able to link stories into messages that that as an executive, I was comfortable sharing. And then, you know, to your point about the data, it was really it really was rewarding to see what was working in terms of the data driven feedback and what wasn’t.

Julian Castelli 00:23:03 And so it was a nice learning journey to to both understand the power of the the channel, but also to unlock my own, willingness or courage to, to share.

Justin Nasiri 00:23:16 I love that, I love that thought of the courage. And I think the other thing that leaders listening to this will get is that when you’re in a leadership role, it would be so easy if you could tell your team one thing one time and never have to tell them again, but that’s not how leadership works. Leaders have to consistently give the message, give the vision, give the instruction, and you have to find ways to do it relentlessly without getting boring. And I think that that’s the key to understanding LinkedIn as well, is that over time, through data, we can understand what are the stories and the insights and the nuggets of wisdom that you have that resonate. But it’s not a one and done. It’s not oh, I’ve shared that. Now I just move on. It’s just like leadership. You got to find ways to reinforce that, to keep that top of mind.

Justin Nasiri 00:24:14 So it’s a very similar muscle that leaders already have.

Julian Castelli 00:24:19 Yeah, and it starts going. So how long do people typically work with you? Do they just go on forever? Does it typically go for six months, 12 months? And you know, how do you think about an engagement?

Justin Nasiri 00:24:29 I mean, I like I love our clients that we’ve worked with for three years since we started the company because for on both sides, you have such a depth of relationship and such a depth of understanding of who they are. Very often we’ll start with the CEO and then expand across their C-suite. So then we’re being able to interact in a larger way with the team and start to coordinate messaging. There are many people we work with where they say, hey, we see the value of this such that we are actually building this out internally. And while we’re sad to see them go, we also feel grateful that we were able to get them to see the power of this because it is something worth investing in. So whether we work for someone with someone for the long haul, or whether we teach someone and empower them to go on and do this on their own.

Justin Nasiri 00:25:21 That’s, you know, at the end of the day, as long as they’re out there sharing, that’s the real success.

Julian Castelli 00:25:28 That’s interesting. Yeah. So does it have to be the CEO? Let’s talk about that. Like who else in the company might be important like for best practices?

Justin Nasiri 00:25:37 When I meet with companies, the thing that I usually say is, look, let’s say your target customer is CTOs at, you know, in, in whatever industry. If you had a conference filled with 1000 of those ideal client personas, and they give you an hour to have somebody of a keynote, who from your team are you going to pick? That usually is the right answer. And that is some combination of who can share the story the best. It’s some combination of who is a recognizable person within the space who’s going to get butts in seats? It’s so it kind of encapsulates their network, their notoriety and their knowledge. And those are the three things that we’re solving for. Oftentimes that question will be answered with, well, if it’s only one person, it’s going to be Susan.

Justin Nasiri 00:26:32 But if we had three people, it’d be Susan, Johnny and Donald. You know, there’s usually multiple people in an organization that have different expertise and a different network. So it benefits from multiple people. But we usually start with, who is that primary ambassador that you would put on a stage.

Julian Castelli 00:26:53 Okay. So so you got to pick the right person or group of people, and then you got to convince them to to be out there. Yeah. And that’s what your team is actually doing. And how much does this cost. You know I think you have several different levels. So give give me a sense of just, you know. Yeah. What what are the entry points.

Justin Nasiri 00:27:11 Right now our I mean historically our pricing has been 2500 to 6000 a month. We have several tiers where that is our ex consultant interviewing you. That is our US based writers writing for you. That’s our US based client success specialist managing your LinkedIn. So we have a very white glove end to end solution. That’s 2500 to 6000 a month.

Justin Nasiri 00:27:37 And then we’re actually piloting a lighter weight, more AI driven solution that still uses the interview. You can view it more as like the meal in a box, okay. Or give you the ingredients and you have to do some of the cooking. Okay. That’s currently at a $750 a month price point. So we are experiments.

Julian Castelli 00:28:00 So that can reach a broader audience.

Justin Nasiri 00:28:03 Exactly.

Julian Castelli 00:28:04 Very cool. Okay. And you have a great you have a great book that I want to share with the audience. Talk about that and where people can find that.

Justin Nasiri 00:28:14 Yeah. I’ll give you the story behind this. I, last year I blocked a week. I got my family and my team to support me in doing a one week. You know, Bill gates calls it a think week. And I went to Amsterdam for a week, turned off email, turned off slack, and just worked on the stuff I wanted to work on. And one of the outputs from that was this 83 page PDF called the CEO’s guide to LinkedIn.

Justin Nasiri 00:28:44 And in that, and I’ll put that for you in the show notes in that 83 page PDF. It is everything I know about LinkedIn, how to pick the topics to write about, how to write compelling content, how to look at the data, how to update your profile, how to do outreach. It is everything.

Julian Castelli 00:29:04 Yeah, it’s a strong, strong, strong piece of work.

Justin Nasiri 00:29:07 Thank you. It was, Yeah, it was a lot of work to put together, but you know. You know, when you get in that zone and you’re in flow. The time flew by.

Julian Castelli 00:29:17 Yeah. No, that’s that’s great. In fact, that’s that’s probably how we started working together. I remember getting that and I said, oh man, I’ve got some work to do. And I took a weekend and read it. And then obviously that built, you know, led to our relationship. So I’m grateful that I read it. And I recommend the audience, anyone who’s curious, that’s a great way to learn more.

Julian Castelli 00:29:33 And so thank you for sharing that. We’ll put that in the show notes and and share it on LinkedIn. Of course. Right.

Justin Nasiri 00:29:39 Of course. And I’ll and I’ll send you one other. We we just released about four weeks ago. It’s it’s called the modern CEO’s guide to LinkedIn. We do an annual data report. And so what we do because LinkedIn is always changing. We looked at over 8000 posts from our C-level clients. And we we drew out ten data driven insights about video, about the length of the post, about when to post. We really wanted to look at the fresh view of what’s working today for executives. And this is our third year doing that report. It changes every year. It’s interesting to see how LinkedIn is evolving and what worked yesterday doesn’t necessarily work today. So I’ll give you that link as well for that data report.

Julian Castelli 00:30:28 Fantastic. Justin, this has been great. I great to hear the secret sauce behind the success. Congratulations on the success and thank you for the work we’ve done together.

Julian Castelli 00:30:38 I’ve enjoyed that. And, where can people find you?

Justin Nasiri 00:30:43 well, first and foremost, on LinkedIn, just in this area, it’s a pretty unique name. executive presence bio is our website. And my emails. Justin at executive Presence. I’ve got the, the vanity email address, like most CEOs and founders.

Julian Castelli 00:31:00 Fantastic. Well, thank you so much for joining us this morning, Justin.

Justin Nasiri 00:31:03 Thank you.