Open Hey Legend

Hey Legend.

Super keen for you to read this.

Most of this book was written in one of two places.

Walking around St Leonards Park with my dog Teddy.

Or sitting on my Concept2 bike at home.

I used Wispr Flow to speak everything out loud and Claude Code to help me write it down. Every idea in here is mine — pulled from my programme, from actual Zoom calls with real clients, from coaching call recordings I transcribed and pulled apart, and from a 129,000-word research document I spent years building called the Niche Scoring Bible.

This is the body of my work.

Three years of walking my dogs, thinking about LinkedIn, having two-and-a-half-hour phone calls with my business partner Steve, hanging out with my team on Zoom, and coaching 2,100 people while tracking what actually makes money and what doesn't.

I genuinely believe I've found the solution to Link

Open Chapter 1: The Lie

Chapter 1: The Lie

Here's a list.

Read it. Be honest.

Mindset coach.

Business coach.

Coaches who coach coaches.

"I help small business owners with marketing."

Leadership development consultant.

Social media manager for SMEs.

Executive coach.

"I help founders scale."

---

Every person who reads that list does the same thing.

They scan it for themselves.

And either they find themselves -- and feel that little twinge -- or they don't find themselves but they know, somewhere in the back of their head, that there's a version of it with their exact words on it.

I know because I've shown this list to over two thousand people.

Every time, someone goes quiet for a second.

---

Here's why those niches are on the list.

Not because the words are wrong.

Because they don't describe a world.

They describe a category.

And that distinction -- category vs world -- is the entire problem. It's also the lie at the centre of everything you've been taught about Linke

Open Chapter 2: It's Not Your Niche, It's Your Tribe

Chapter 2: It's Not Your Niche, It's Your Tribe

So I'm on a Zoom call the other morning. Forty-something people. I love these calls, man. You've got a personal trainer who works exclusively with Fortune 500 women execs. A guy helping career coaches get clients on LinkedIn. A mortgage broker from Perth. A recruiter from Tulsa who places geotechnical engineers.

Real people. Real worlds. All trying to figure out why their LinkedIn isn't working.

And instead of explaining anything, I just reached down behind my desk and picked something up.

---

The five objects

I hold up a small white tub. Powder inside. Micronized creatine monohydrate.

"Who knows what this is?"

Ceyhun unmutes before anyone else has even processed the question.

"Man, it's creatine -- you take it before workouts, you increase your workout performance like 20%, it's so common in the gym community."

He practically jumped out of his chair. Didn't just identify it. Got excited. Because that object lives in his worl

Open Chapter 3: Chosen Tribes

Chapter 3: Chosen Tribes

Look, I'm going to admit something pretty embarrassing here.

I used to be a hardcore gamer. I'm talking like I had 50 actual real-world days clocked up on World of Warcraft. Fifty. Days.

There used to be a thing at the top of your computer which showed how many days you played it, and all throughout university -- which I didn't even finish -- I would skip uni multiple days a week to go to an internet cafe in Chatswood called City Hunter.

At that time I changed games and would literally sit there and play League of Legends for 12 hours straight. It was wild.

I'm going to start this chapter with a language you probably don't speak.

Lee Sin Jungle. Flash R. Cho'Gath mid. One shot. Kick them back into my tower.

---

If you have no idea what any of that means, that's kind of the whole point.

League of Legends is one of the most pl

Open Chapter 4: Circumstantial Tribes

Chapter 4: Circumstantial Tribes

I want to show you something from the 9am call.

We'd just finished the objects exercise. Creatine, chai, Stanley, weightlifting belt, lacrosse ball. The whole room had experienced, firsthand, how objects land differently depending on who's looking.

Everyone was kind of buzzing. There were laughs in the chat. People were tagging each other. Someone wrote "this is actually insane" and honestly it was loads of fun -- one of those moments on the call where you can feel the energy shift and everyone's like, okay, I get it now.

Quick side note -- if you want to work with me, we run these calls during the challenges. Daily calls, every day. I teach a new concept every week. The objects exercise was just one of them. We'd love to have you there.

You can join me here :) - https://www.skool.com/six-figure-creators/about

So then I ran the tribe exercise.

I needed a volunteer.

"Akash. You're up."

---

80 points. SEEK. Restricted hours.

Akash was an

Open Chapter 5: Place Tribes

Chapter 5: Place Tribes

"What are some words that people in the Bay Area say that nobody else says?"

I'm asking Megan and Isatel on the 9am call. We've just finished the objects exercise. We're moving into tribe types. I want to show the room what place recognition looks like in real time.

Isatel goes first.

She starts talking about the different zones -- what counts as the Bay Area, what's the East Bay, what's the Peninsula. The sub-regions. The City, the East Bay, the Peninsula, the South Bay, the North Bay. Each one has its own identity, its own culture, its own quiet superiority complex. "Where in the Bay are you from?" is a genuine social sorting mechanism out there. The internal debates people have about where the Bay starts and ends. What counts. What doesn't.

I nod along.

Then Megan.

"We call the Golden Gate Bridge just... the bridge."

Just the bridge.

Isatel: "Karl's out today in full force."

Megan: "Oh yeah, Karl -- that's what we call the fog."

---

I stopped.

Open Chapter 6: Intimate Tribes

Chapter 6: Intimate Tribes

In 2019 I got a job at Zoom Video Communications.

Yeah, that Zoom. The one everyone ended up using during COVID. It was actually pretty wild.

Before the pandemic hit, people would say to me "I don't need Zoom, we meet in person." Like they were almost offended I was suggesting they'd use video calling. And then, obviously, the whole world changed. My dad's best man from his wedding -- someone my dad hadn't spoken to in ages, someone he doesn't even hang out with anymore -- was calling me on my phone asking me to get Zoom set up for his company.

My dad's best man. From his wedding. That's how insane it got.

And then after COVID: "Oh we don't even need Zoom anymore, we've got Microsoft Teams."

I was there for the whole arc.

---

I was part of a group inside Zoom called the OAEs -- Online Account Executives. In Australia, there were about eight of us. We sat in a specific pod in the office. Everyone in the building knew our pod because we had scheduled chat ti

Open Chapter 7: Tribe Stacking

Chapter 7: Tribe Stacking

Three words.

Plank.

North Narra.

Control crying.

---

I put those three words on the screen during the 9am call and asked the room how many of them they understood.

Edward got all three. He's on the Northern Beaches, he's into fitness, and -- at the time -- he'd recently become a parent.

Almost nobody else did.

Now here's the thing. Each word on its own is already tribal. We've spent the last four chapters on this.

Plank, to a fitness person, is a specific movement. A core hold. A benchmark. To a tradie from the Beaches, it's a piece of wood -- something you'd pick up at Bunnings. You've created selection the moment you use it. That's the directional meaning concept from Chapter 3 -- same word, different worlds, the tribe determines the direction.

North Narra is North Narrabeen -- a suburb on the Northern Beaches of Sydney. If you've never been to the Beaches, you've got nothing. If you have, you can picture the lagoon, the surf, the specific stretch

Open Chapter 8: The Meaning Score

Chapter 8: The Meaning Score

"Does anyone know what that means?"

I'm on the 4pm call. I've just put up a LinkedIn post from one of my clients -- Ignaci.

Ignacy helps AEC professionals become BIM coordinators and BIM managers.

The post says:

"A data mistake in a BIM model rarely stays a small problem. It usually becomes a construction problem."

I ask the room: does anyone know what that means?

Silence.

Not one person on the call understood it.

I have no idea what it means either.

And that is exactly the point.

---

The wrong advice

There's old advice that used to go around about business communication. Your mum should be able to understand what you do. Simplify. Be accessible. Reach people.

And look -- that advice is for consumer-facing brands selling to the general public. Ecommerce, B2C, low-cost stuff where you need to reach the widest possible audience. It's fine for that.

It is absolutely the wrong framework for LinkedIn when you're selling high-ticket se

Open Chapter 9: The Director's Cut

Chapter 9: The Director's Cut

My wife booked Gold Class.

Friday night. Hoyts Chatswood -- not the Mandarin Centre one, the other Hoyts.

Justice League. Opening week. And look, I didn't want to go late because going to the movies late ruins my sleep. I always end up wired afterwards and then I'm a mess the next day. But my wife and her brother are the biggest DC fans you've ever met. Like, obsessed. They hate Marvel. It's DC or nothing. My wife has a Superman tattoo. When I met her, she had Tom Welling posters all through her room -- Smallville era. Full walls.

The woman is committed lol.

So we go. I buy the Maltesers -- way too many Maltesers, like I always do. And I forget, as I always do, that the popcorn has a shitload of salt in it. Every single time. And every single time I feel awful afterwards. You'd think I'd learn.

The movie starts.

And it's... terrible.

Like, genuinely bad. Not "oh it wasn't as good as I hoped" bad. Terrible. The pacing is off. The villain looks like he w

Open Chapter 10: What Makes a Tribe Real

Chapter 10: What Makes a Tribe Real

I'm not going to pull the wool over your eyes.

Here are the shittest niches on LinkedIn.

These are the ones where you have a near-zero chance of growing your business and you'll almost certainly never make real money.

I'm not saying this to piss you off. I'm saying this out of love. I genuinely cannot stand another LinkedIn dipshit personal brand person who has no idea what they're doing. They only know about views.

They don't know about money. They don't know about conversion. They've never tracked a single dollar from a single post to a single sale, and they're sitting there telling you how to grow.

I'm going to give you the truth.

The 30 shittest niches on LinkedIn:

1. Mindset coach
2. Business coach (generic)
3. Life coach
4. Executive coach (generic)
5. Leadership coach
6. "I help entrepreneurs scale"
7. Lead generation for online coaches
8. "Helping founders build personal brands"
9. Productivity coach
10. Career coach (generic)

Open Chapter 11: Build Your Tribe Dossier

Chapter 11: Build Your Tribe Dossier

Think about what you already know.

You know Bec. Cotton farm banner. 2,000 followers. $45K retainer from Europe. 90% cold DM response rate. She didn't read a single book on tribal positioning before she started. She just knew her world -- rural ag, the policy fights, the live export ban, the succession planning conversations at the kitchen table -- and she wrote from inside it.

You know Chester. The sleep scientist who works at the NHS. Started LinkedIn in November 2025. Zero before 7FC. Joined the January challenge. Within weeks he's booking dozens of calls, closing around five clients, pulling 10K impressions. He's wearing a CPAP mask in bed doing a thumbs up like Bane from Batman. He's contrasting Bryan Johnson's $2 million sleep routine with a $100 kit. Nobody told him to build a dossier. He just knew the sleep world from inside it -- because he couldn't breathe in his own sleep for two years.

You know Akash. 80 points. Harris Park. SEEK at 11pm. One post

Open Untitled

Chapter 12: The Finish

Hey legend.

If you've made it here, you've just read the whole thing.

That's rare. Most people read a chapter or two and go back to posting the same content they were posting before. The fact that you're here means you're not most people.

Here's what I want you to do now.

Take this entire book. Copy it. Paste it into Claude or ChatGPT or whatever AI you're using. Tell it: "This is my positioning framework. Score my niche. Tell me where I'm weak. Help me build my tribe dossier."

The AI can't originate tribal language. We covered that. But it can take everything in this book and turn it into a diagnostic for YOUR specific situation. It can score your five-word test. It can check your six rooms. It can tell you which language layers you're missing. It can help you build your world paragraph from the raw material you've collected.

That's the whole point of writing this as a book and not a course. A book is a document. A document goes into AI. AI becomes your positioni