The Experiment that proved Trust beats Vanity Metrics

Hello Reader,

Happy New Year!

My twins are back to school, I am back to work, and this is the first newsletter of 2026... I want to start by sharing with you a candid behind-the-scene experiment I did last year.

In 2025, I added 30% to my revenue.

I don't have a massive following (my community is small but mighty). No viral posts (yet). No daily content.

I did it with fewer than 2,000 LinkedIn followers and posting twice a week.

Let me explain...

I ran an experiment as a proof to my clients what I've been preaching for years: random follower count doesn't grow your business. Trust does.

Let me give you some context:

I have a lifestyle business; my consultancy helps business owners and executives build personal brands that impact their bottom line.

My working week is tight (22-25 hours/week), Monday through Friday, because my priority is being present with my twins - hence the focus on keeping it a lifestyle business.

My business model reflects this:

• 50% corporate clients: I consult with agencies on communication strategies for pitches (with retainers and success fees), and I build employee advocacy programs for companies, training their teams to deliver independently.
• 40% private 1-1 entrepreneurs: A high-touch premium offering where we work together to build a communications plan and personal brand strategy over three months using my TRUST Method framework. I take very limited clients per year and maintain a waitlist.
• 10% paid workshops and masterclasses.

When I started this experiment in January 2025, I had was below 1,100 LinkedIn followers. But follower growth has never been my goal. Reputation building is.

Why This Experiment Mattered

I wanted to prove what I preach: that personal brand for business owners is fundamentally different from social media influencers. You don't need tens of thousands of followers. You need the right connections, the right positioning, and a trust-based strategy.

But there was a complication.

Because of the nature of my corporate work, I sign NDAs. I don't have splashy public case studies or testimonials (though I have many who've chosen to remain anonymous due to their senior positions and I have public testimonials on my LinkedIn Profile and website).

Perfect. This became the ideal test case.

Could I build a reputation and grow my business without relying heavily in the beginning on social proof?

Could I demonstrate that the TRUST Method works across all five elements - not just Testimony, but also Truth (positioning), Relevance (audience value), Understanding (cultural intelligence), and Substance & Strategy (systematic reputation building)?

The answer: YES!

What I Actually Did (Not What Everyone Says I Should Do)

I ignored most of the typical advice that we all hear. Instead, I did what worked for me:

• Averaged 2 posts per week. That cadence was sustainable. Consistency matters more than volume.
• Took 7 weeks completely offline (2 months summer, 2 weeks Christmas, 1 week March Break). I batched content in advance and protected my family time.
• 70% written content, 30% video. My written posts performed far better, so I leaned into that.
• Engaged strategically. I didn't drop generic comments. I only engaged when I had something substantive to add that created real conversation.
• Showcased expertise through commentary, not testimonials. I wrote my own point of view on public events, market shifts, and industry trends. This demonstrated my strategic thinking directly.
• Built a targeted network. I created a list of key companies and executives I wanted to connect with. I personalized connection requests or asked mutual contacts for warm introductions. Quality over quantity.
• Experimented with lead magnets. I tested different ways to grow my email list: CTAs, a quiz, a free assessment, a guide, and finally my TRUST Method series with worksheets.
• Focused on key Analytics. I focused on key numbers in my analytics, such as saves, shares and sends instead of obsessing over follower growth.

The Results

My follower count grew by 87% - just under 2,000 followers. Humble by influencer standards. But to me, that means I'm "talking" to nearly 2,000 people consistently. That's significant, but not a priority.

But here's what actually mattered to me:

✅ Key connections: Connected with 40+ senior executives (GMs, MDs, CEOs) through strategic outreach and warm introductions. Several conversations in the DMs are now moving toward projects, partnerships or engagements. I worked on this last year and it will impact my business in 2026.

✅ Email list growth: Added 120 subscribers from LinkedIn alone - with zero unsubscribes. These are warm, engaged prospects.

✅ Masterclasses: Hired to deliver 3 paid masterclasses. I was also invited to speak at a private mastermind.

✅ Private 1-1 client slots: Filled all open slots early. My waitlist grew by 27 applications - clients literally waiting in line to work with me.

✅ Podcast guesting: Invited to appear on 5 podcasts. Accepted and appeared on 3 (declined 2 due to misalignment).

✅ Podcast guests: Hosted amazing experts on my podcast, including 3 who pitched me to appear. My LinkedIn activity helped ease the process of inviting guests to the podcast.

✅ Launched my TRUST Method publicly: In October, based on demand from my waitlist, I decided to consider creating a small, highly curated group coaching program. I validated the idea, currently finalizing the the curriculum, and will launch the campaign this quarter. My first cohort (limited to 6 entrepreneurs only) launches in March 2026. I already have 3 people on the waitlist.

The Bottom Line

My personal brand strategy added nearly 30% growth to my revenue in 2025.

Not because I went viral. Not because I posted every day. Not because I had 10K followers.

Because:

• My positioning was crystal clear from day one
• My messaging was consistent and reflected my expertise
• My cadence was sustainable for my lifestyle and priorities
• I stayed the course even when certain tactics (like some lead magnets) didn't perform as expected
• I said no to misaligned opportunities because my values had to match my actions
• I was pragmatic and flexible - when I saw demand, I pivoted to create the group program, even though it wasn't in my original plan

This is what I mean when I say that the strategy when building a personal brand as a founder is different from social media influencers.

The follower growth might look modest. But the business results? Exceptional.

I filled my 1-1 slots for the entire year with a waitlist of qualified applicants. I have demand that exceeds my supply - the best problem to have. I connected with the right executives who will open doors in the future. I got hired for paid speaking. I validated and soon launch a new offer that lets me serve more people without sacrificing family time.

All with fewer than 2,000 followers.

Now It's Your Turn

We're still in the early days on 2026. What will you commit to when it comes to your reputation?

There is so much noise out there, so do follow advice that works for your goals and your business. But most importantly, make sure your strategy is built with clarity.

Know your unique value. Get clear on your messaging. Build trust, not just noise.

Here's to building trust that converts in 2026.

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The Latest Episode on "Let's Make Waves"Podcast

The TRUST Method: How do you actually build a Personal Brand

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Personal brand is reputation. Reputation is built on trust. Trust is what drives growth.

But most personal branding advice skips the trust part entirely and jumps straight to tactics.

The result? You end up busy but not building anything. Visible but not valued.

Sound familiar?

You're executing without a foundation of trust.

In this episode:
​
→ Introduction to the 5 elements of the TRUST Method
​
→ What to diagnose and what next steps you should consider

Episode 66: The TRUST Method - How do you actually build a Personal Brand

Popular Episodes:

Mastering the Mic – Insights from a Public Speaking Pro with Dr. Rana Sabra Link to Episode

How to Build a Brand that Reflects your Style & Vibe with Marina Gerges Link to Episode

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Other things that are worth sharing with you...

1. The beauty industry just confirmed it: customers are ditching celebrity brands for working artists with real expertise. This shift is everywhere. Clients are done with big followings & surface-level advice. They want substance. If you've built genuine expertise, the market is finally turning in your favour. Read why this is your moment.​
2. Planning 2026: In this episode of Diary of a CEO, Chris Williamson (Host of Modern Wisdon), breaks down goal setting errors, procrastination psychology, and stress overload. It is interesting to watch.

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Resources:

Tools I'm using & Loving!

1. Email Marketing Tool: KIT​
2. Social Media Automation Tool: MeetEdgar​
3. Quiz Funnel Marketing: ScoreApp​
4. Online Course Platform & LMS: LearnWorlds​