Client Document Ian Baker — LinkedIn Profile Plan
A summary of what we're planning, what needs your input, and example content ready for review.
01 Overview
This document covers everything we're doing to optimise your LinkedIn profile. The goal is to position you clearly as a senior leadership coach and advisor — someone who brings commercial clarity, independent challenge, and calm thinking to leaders under pressure.
We're updating four key areas:
Tagline
Your headline — the first thing people read
Featured Posts
The 3 pinned items visitors see first
About Section
Your story, rewritten for LinkedIn
Banner Image
Visual identity at the top of your profile
02 Tagline Options Needs Your Input
Your tagline is the single line that appears under your name everywhere on LinkedIn — in search results, comments, connection requests. It needs to do heavy lifting in very few words.
"When leadership gets complicated, unlock what matters."
Why this works: Mirrors your natural way of working — cutting through complexity without dumbing things down. Speaks directly to leaders buried under competing priorities, politics, and pressure. Positions you as the person who helps them identify the real lever.
Best for: Senior leaders, board-level execs, and founders in scale mode who don't need motivation — they need focus.
"What if the problem isn't the problem?"
Why this works: Reflects your questioning style and invitation for leaders to find their own solutions. Surface issues (performance, conflict, growth stalls) are usually masking something deeper. Intellectually intriguing — invites curiosity rather than pitching a solution.
Best for: Thoughtful leaders who already know the "obvious fixes" haven't worked and are open to deeper, more strategic conversations.
"Leadership shouldn't cost you your evenings."
Why this works: Humanises you straight away. Reframes leadership success as sustainable, not sacrificial — aligns with your emphasis on effectiveness, boundaries, and better decision-making. Subtly challenges hustle culture.
Best for: Founder-leaders and senior execs who are successful on paper but quietly exhausted. Ready for a smarter, more sustainable way of leading.
03 Featured Posts Needs Your Input
The Featured section sits just below your About on LinkedIn. These three items are the most-clicked part of any profile — they should demonstrate how you think, what you offer, and how to work with you.
The Coaching Mindset — Online Course
Credibility + Scalable OfferThis signals immediately that you aren't just a 1:1 coach — you have a codified philosophy and a teachable framework. For corporate buyers, L&D leads, and senior leaders, this massively increases perceived authority.
"Coaching isn't a soft skill. It's a leadership advantage."
The CFO Paradox — Blog Article
Demonstrate How You ThinkThis piece challenges a deeply held leadership assumption — that expertise is always an asset. It mirrors the idea "What if the problem isn't the problem?" by starting with a familiar presenting issue, questioning why the obvious responses don't resolve it, and revealing the deeper leadership shift required.
For senior leaders reading this as a first touchpoint, it creates immediate self-recognition. They don't feel sold to — they feel understood.
How I Work With Leaders — Landing Page
Conversion Without PressureThis is not a sales page — it's a decision page. Senior leaders don't want funnels. They want to know: "Is this person for someone like me?"
This page should include who you work best with (and who you don't), the kinds of situations leaders come to you with, what changes when it's working well, and a clear next step.
04 About Section — Revised Draft Needs Your Input
Your current About section is strong, but it reads more like a website bio than a LinkedIn About. The key changes: lead with recognition (not credentials), reduce early list-heaviness, and let your thinking style come through more.
Leadership today is rarely about a lack of expertise.
More often, it's about navigating complexity, pressure, and competing demands — while still delivering results.
I work with CEOs, Boards, and Founders who are successful, capable, and carrying a lot. People who don't need motivation, but do value clear thinking, independent challenge, and space to step back from the noise.
With 30 years' experience in senior international sales, marketing, and product leadership roles, I bring commercial clarity, leadership support, and measurable impact. My work has helped organisations deliver double-digit growth, improve EBITDA performance, and reposition underperforming teams and portfolios in high-pressure environments.
Clients typically come to me when they want to:
- Strengthen go-to-market strategy across new and existing territories
- Improve sales performance, pricing models, and channel effectiveness
- Translate vision into commercial action through strategic planning and leadership development
- Resolve systemic issues affecting margin, delivery, and customer experience
- Build high-performing leadership teams aligned to growth goals
I support leaders to deliver:
- Top-line growth without compromising compliance or quality
- Commercial strategies that open markets and build resilience
- Improved margins and cost control through operational efficiency
- Calm, structured leadership through periods of transition, transformation, or turnaround
- A trusted sounding board for complex decisions and boardroom dynamics
Alongside my coaching and advisory work, I hold Non-Executive and Board roles, bringing commercial oversight, sales leadership, and operational insight to scaling businesses. I am also a mentor at Nottingham Trent Business School.
If you're a growth-focused leader looking for commercial clarity, strategic judgement, and constructive challenge, I offer a proven, practical, and confidential partnership.
Feel free to reach out for an initial conversation.
05 Banner Concepts Needs Your Input
Three banner directions, each paired with a tagline. Once you pick a direction, we'll design the final asset.
06 Example Content Ready for Review
Here's a sample of the LinkedIn posts we've drafted for you. These are designed to position you as a clear thinker on leadership — not selling, but demonstrating how you see the world. All posts are ready for review in our content hub.
Most CEOs don't struggle with a lack of expertise.
They struggle because they have too much of it. What made you effective early on — deep knowledge, fast judgement — can quietly become the bottleneck as the organisation grows. At scale, leadership is less about having the answer and more about designing how decisions get made.
CTA: "Where have you noticed your role changing most as the business has grown?"There's a particular weight that comes with being the final decision-maker.
Even when the business is performing. Even when the team is strong. Every choice carries consequence. Every delay feels visible. From the outside, leadership can look confident and controlled. From the inside, it often feels solitary.
CTA: "Does this resonate — or has your experience been different?"Being busy is not the same as moving forward.
Leadership teams can be incredibly busy — meetings, updates, initiatives — while avoiding the decisions that would actually move things forward. Progress usually requires fewer actions. And more courage around choice.
CTA: "Where do you see activity being mistaken for progress most often?"Pressure doesn't create bad decisions. It reveals weak ones.
Decision-making becomes heavier as complexity increases — not because leaders are less capable, but because the cost of being wrong rises. The instinct is often to gather more information. In reality, what's needed is better framing of the decision itself.
CTA: "Is this something you recognise in your own leadership context?" Includes video clipWe have 4 weeks of content planned (16+ posts) covering leadership, strategy, real talk, operations, and decision-making. Each post is designed for LinkedIn with an image text graphic and a conversational CTA.
07 What We Need From You
Once you've reviewed, we'll make any tweaks and implement everything on your profile.
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