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Thinkbait

Founder authority, positioning and human writing

You know your field.
Your market should know you.

I work with established founders to turn the expertise inside their heads into writing and a public presence their future clients can recognise long before the first call.

Thinkbait, by Zsike Peter

Discuss working togetherExplore the approach
The Thinkbait brain, drawn as a single unbroken line

01

The problem

Your judgement is excellent. It just isn't anywhere a stranger can find it.

You have opinions clients pay for, and twenty years of experience behind them. In a meeting, people lean forward. Online, you are a job title and a handful of company reposts.

For a long time that was fine, because the work came through referrals. Referral is a wonderful channel and a fragile one. It relies on other people remembering you at the right moment and describing you accurately to someone you have never met.

Meanwhile the buyers you most want are doing their homework privately, reading the people who seem to understand their problem. If your thinking isn't there, you aren't part of the conversation. Being brilliant in the room is no help if you are never invited into it.

02

The approach

  1. I

    Find what you should be known for

    We start with positioning. Which problems do you see more clearly than anyone else in your field, and which buyers most need to hear that? Most founders have three or four candidate answers. We choose one to build on and give it a sharper edge.

  2. II

    Interview the ideas out of you

    I run proper interviews, live or through voice notes, the way I did as a journalist. Good questions surface the opinions you hold but have never written down, the stories you tell clients and the frameworks you use without naming them.

  3. III

    Write it, by hand, in your voice

    I write your LinkedIn posts and, where it helps, longer essays and articles. Every piece is written by me, a human, from your own material. You review and approve everything. The aim is writing your colleagues would recognise as yours on a good day.

  4. IV

    Bring it to the right people

    Writing without readers is a diary. We research who you want to reach, grow your network with intent and engage in the conversations that bring you into view. LinkedIn comes first for most clients. An owned email audience is the longer-term extension.

How the partnership works

03 · On original thinking

Anyone can now produce a competent paragraph in seconds. What nobody can generate is the thing you noticed in year eleven that changed how you work.

That is the raw material of everything I write for clients. When fluent text costs nothing, specific human judgement becomes the only part worth reading.

04

Who you'd work with

Zsike Peter speaking into a microphone

I'm Zsike Peter. I began as a journalist and broadcaster, then spent nearly twelve years at Airbus in communications and skills.

Now I work with founders on positioning and human writing: interviewing them, finding the ideas worth being known for and writing them up in their own voice.

More about meRead about the work

05

Working together

The flagship engagement

Founder Authority Partnership

An ongoing working relationship covering positioning, regular interviews, human-written LinkedIn posts and longer pieces, and steady audience development. I take on a deliberately small number of founders so each gets my full attention.

See what's involved

A standalone start

The Mind Map

A focused strategy engagement for founders who want clear direction on positioning and audience before committing to anything ongoing.

Read more

I also speak and run workshops on human creativity, founder visibility and positioning. Speaking

06

From Thinking

7 minute read · Draft essay

The trust you never get to earn

Why genuine expertise so often stays invisible online, and what it costs the people who have it.

Most of the founders I meet are better at their work than their public presence suggests. They have spent fifteen or twenty years solving a particular kind of problem. They can tell you, within ten minutes of a first meeting, why a client's last three attempts failed. And yet a stranger looking them up would find a LinkedIn headline, a few reposted company announcements and a photograph from a conference in 2019.

None of this is a crisis while referrals keep arriving. A referral comes with borrowed trust attached. Someone the buyer already respects has vouched for you, so the buyer does not need to work out for themselves whether you know what you are talking about. The problem is that referral is a narrow channel. It depends on other people remembering you at the right moment, describing you accurately, and moving in the same circles as the next person who needs you.

Continue reading

If your thinking deserves a wider audience, write to me.

Tell me a little about your business, who you want to reach and what you suspect people are missing about you. I read every note myself.

Discuss working together