I don't really pay attention to celebrity news (and never talk about it here either), but I'm going to make an exception. James Van Der Beek (star of Dawson's Creek) just died of colon cancer at 48.…


LinkedIn Content Strategy & Writing Style
Positioning + GTM for Established B2B | Author, “Stand The F*ck Out” | Dad, marketing troll, contrarian, husband, bowel cancer survivor
1 person tracking this creator on Viral Brain
Louis Grenier positions himself as a radical contrarian and first-principles purist in a B2B landscape increasingly diluted by "AI slop" and over-engineered tactics. His content strategy centers on aggressive differentiation, using a "marketing troll" persona to dismantle industry hype while advocating for deep customer insights and the "Trojan Horse" method of meeting buyers where they are. He is notable for his unfiltered transparency, seamlessly weaving high-stakes personal narratives—such as his survival of colon cancer—with sharp critiques of modern GTM strategies. By intersecting **consulting expertise with a "no-bullsh*t" philosophy**, Grenier transforms traditional positioning advice into a provocative call to action for marketers to stop chasing trends and start standing the f*ck out.
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I don't really pay attention to celebrity news (and never talk about it here either), but I'm going to make an exception. James Van Der Beek (star of Dawson's Creek) just died of colon cancer at 48.…

BREAKING: [New version of an AI model that’s 0.01% better than the previous one] just changed [an entire discipline that takes decades to master] forever. (and it's not even close) [A couple of bu…
Sometimes, all it takes to stand the f*ck out is to do the simple things well. Good food. A great venue. Great people. Voilà. Yesterday, I've invited 30-something B2B leaders and marketers for a priv…

There’s a huge tension in my business right now: One one hand, I run a “creator” business by selling products (such as books) to an audience on LinkedIn and email. And I also partner with brands for…
"GTM Strategy" is the new "Growth Marketing," which was the new "Growth Hacking," which was the new "Digital Marketing." That's the game we're in. Trends come and go, but foundations remain the same…
Isn't it just me or... are email newsletters *much* harder to grow right now?? I will admit that I don't spend much time promoting mine right now... but it feels like the energy has shifted away from…
1.9 posts/week
Posts / Week
4.2 days
Days Between Posts
4
Total Posts Analyzed
MEDIUM
Posting Frequency
292.5%
Avg Engagement Rate
STABLE
Performance Trend
190
Avg Length (Words)
MEDIUM
Depth Level
ADVANCED
Expertise Level
0.82/10
Uniqueness Score
YES
Question Usage
0.4%
Response Rate
Writing style breakdown
<start of post>
I was talking to a founder this morning who is obsessed with "category creation."
He’s spent six months and fifty grand on a branding agency to help him come up with a name for a problem that nobody actually knew they had.
He’s proud of it. He’s got the slide deck. He’s got the fancy new terminology.
My advice? Burn the deck.
Here’s the thing...
Your customers don't wake up in the morning wishing they had a "Synergistic AI-Led Orchestration Layer." They wake up wishing they didn't have to spend four hours a day manually cleaning their f*cking spreadsheets.
We get so caught up in being "innovative" that we forget to be useful. We build these elaborate narratives to justify our existence, while the simple solution is staring us in the face.
Anyway...
I’m not saying you shouldn't have a vision. I’m saying your vision shouldn't require a dictionary for your customers to understand it.
If you can't explain what you do to a tired marketing manager in 10 seconds, you don't have a category. You have a hobby.
Stop over-engineering the message.
Use their words, not yours.
Solve the immediate pain, then show the vision.
Stop trying to be the smartest person in the room.
It’s much easier to sell a "Trojan Horse" than it is to convince someone to buy a whole new army.
Does that make sense??
🐔
<end of post>
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