Andrew Schulkind is most useful for B2B marketing thought leadership about earned attention, human connection, and content systems.
Best for
A B2B marketing agency wanting advisory, bylined, interview, or workshop-style LinkedIn thought leadership.
Not for
Consumer-facing or high-reach paid creator campaigns needing short-form video, product integration, or demographic guarantees.
Key takeaways
Start with what buyers think and feel, not clever headlines.
Earned attention compounds, while bought attention lasts only as long as spending continues.
Content is a system to maintain, not a campaign you launch once.
Check first: Confirm partnership formats, terms, sponsorship policy, and audience analytics before proceeding.
Main ideas
Start from what the buyer is already feeling, not from clever wording · Earned attention compounds; bought attention lasts only as long as the spending · Content is a system you maintain, not a campaign you launch
Andrew Schulkind writes about B2B marketing, especially how useful content and human connection can earn attention and trust over time.
Their posts argue that marketers should start with what buyers think and feel, create material that helps them solve real problems, and keep that material relevant rather than treating it as a one-off.
Follow their work for a practical case for earned attention and sustained content planning—not the claim that good products market themselves.
Schulkind connects broad marketing claims to concrete choices.
In one post, they push back on the idea that marketing is pointless if it must be paid for, distinguishing attention bought through repeated self-promotion from useful guides and customer recommendations that can build trust.
The Levi’s World Cup example also shows that even an unpaid attention opportunity takes thought and action to make it matter.
In another post, they advise starting with buyers’ concerns and aspirations rather than chasing clever headlines, then checking metrics against instinct.
Together, these examples make their work useful to readers planning content: earn attention by helping people, maintain what continues to work, and test creative choices.
Their posts argue for compounding value while acknowledging that keeping content relevant takes ongoing work.
Andrew Schulkind's published writing returns to one claim: B2B marketing works when content meets what a buyer is already thinking and feeling, and earns its keep by being useful rather than loud.
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From that follow three priorities: write to the reader's state of mind instead of polishing headlines; treat earned attention and customer advocacy as what compounds, while bought reach stops when spending stops; and build content as a repeatable system a team can reuse rather than a one-off burst. Schulkind presents these as arguments against common beliefs, usually quoting the belief first and then conceding the part that holds.
Start from what the buyer is already feeling, not from clever wording
Schulkind argues that human connection drives marketing and should anchor B2B content creation.
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Rather than laboring over how to be clever or which headline is catchier, work out what the target audience is likely to be feeling as they consider the problems the business solves. Their method is to trust their gut on an angle, then check the metrics to see whether that instinct was right, rather than pre-testing the wording.
In the post "Connection, not perfection," Schulkind writes that if you connect with your audience on their concerns or aspirations, "you'll get their attention and they'll get your message" — connection makes the message land, not the phrasing around it.
Earned attention compounds; bought attention lasts only as long as the spending
Schulkind pushes back on the idea that a good product sells itself, using a quote from Antonio García Martínez's book Chaos Monkeys that paying for marketing is a losing move.
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Their counter is narrower than a defence of advertising: buying attention is a losing move when it amounts to shouting "we're great, trust us," because that only works while the spending continues.
Martínez is partly right: shouting does not earn loyalty or compound.
The alternative takes work from someone on the team: write a guide that helps a prospect solve a real problem, and earn the customer who mentions the business to three colleagues unprompted.
Levi's got attention without paying for it when its logo was covered during World Cup games in a stadium the company sponsors — but, Schulkind notes, Levi's still had to think and act to make that moment matter. For businesses without a stadium deal, the equivalent work is creating a guide and earning an unprompted referral.
Content is a system you maintain, not a campaign you launch
A recurring argument is that well-planned content keeps generating value long after publication, distinguishing steady growth from a constant hunt for new clients.
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Schulkind stresses that this is not set-and-forget: keeping the message relevant and the audience engaged takes real work. The payoff is freedom: when a team does not have to reinvent the wheel with every prospect interaction, it can experiment without putting core business development at risk.
The post "Sustainable ROI, not budget burn" makes that contrast directly. It ends with an offer of a no-charge initial conversation to plan a system that "rewards consistent effort without requiring ever-increasing investment" — their framing of the effort a content programme should require over time.
Take a widely repeated belief, argue with it, then grant the part that holds
Schulkind's writing often follows the same pattern: a short first-person essay with a thesis headline names a belief — good products sell themselves, content planning is a one-time job — challenges it, then concedes the part that holds up.
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They name outside sources (Antonio García Martínez and Chaos Monkeys) alongside concrete brand examples, address readers directly, and close with a practical takeaway or invitation. Phrases such as "if I've said it once … well, I've said it a lot more than once" show how they restate and sharpen themes across posts rather than replacing them.
The Chaos Monkeys essay makes the case most clearly: Schulkind opens with the quote, rejects both the original claim and a lazy defence of paid advertising, then argues that earning unpaid attention still takes deliberate work.
For the clearest statement of Schulkind’s through-line, start here: B2B marketing works when content speaks to what the audience is already thinking and feeling, not when it tries hardest to be clever.
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In “Connection, not perfection,” Schulkind argues that human connection drives marketing, especially B2B marketing.
Rather than laboring over how to be clever or which headline is catchier, they suggest focusing on what the target audience is likely to feel about the problems the marketer solves.
They also recommend trusting your gut on headlines, then checking metrics to see whether the instinct was right.
The post’s message: connect with the audience through what they are thinking and feeling—their concerns or aspirations—and you will get their attention and deliver your message.
For brands planning a campaign
For a thought leadership content strategy, start with buyer concerns and aspirations, then test gut-led angles against metrics. Ask what the audience is feeling before choosing formats, headlines or channel tactics.
Schulkind’s planning argument: content should compound in value and reduce the need to reinvent the sales conversation for every prospect.
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Schulkind writes that smart planning can make marketing content generate value long after publication.
They frame that as the difference between steady growth and a desperate chase for new clients.
The post warns against treating content marketing as “set it and forget it”: keeping the message relevant and the audience engaged takes work.
In their view, the payoff is room to experiment without putting core business-development efforts at risk, because you do not have to reinvent the wheel with every prospect interaction.
Schulkind calls that compounding effect what keeps an audience engaged and a pipeline full.
For brands planning a campaign
This supports a strategy that budgets for maintenance and iteration, not just one-off production. Separate low-risk experiments from core sales assets so the team can test ideas without undermining the repeatable prospect conversation.
This makes Schulkind’s case for content marketing as earned trust rather than paid interruption, and shows how they reason through a strong opposing quote.
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Schulkind responds to Antonio García Martínez’s line from Chaos Monkeys: “Marketing is like sex: only losers pay for it.”
They push back without defending generic paid advertising.
Buying attention is a losing move when it amounts to shouting “we’re great, trust us,” the post argues, because that kind of marketing works only while the shouting continues and does not compound.
Schulkind points to Levi’s: the company did not pay for all the attention it got when its logo was covered during World Cup games in a stadium it sponsors, but it still had to put thought and action into making the moment matter.
For marketers without stadium deals, they say, someone still has to write the guide that helps a prospect solve a real problem, and someone still has to earn the customer who mentions you to three colleagues unprompted.
The post concludes that good content marketing earns attention and trust one useful touchpoint at a time, and that a customer vouching for you is worth more than bought marketing precisely because everyone can tell it was not paid for.
For brands planning a campaign
For a thought leadership strategy, prioritize useful guides, customer-experience proof and moments designed to earn advocacy over paid amplification as the default. Measure beyond reach: track unprompted mentions, referrals and assisted pipeline.
Short argumentative essays built around a quoted belief3
Human connection at the core of B2B marketing1
Earned attention and customer advocacy over paid reach1
Content as a reusable system, not a one-off effort1
Human connection at the core of B2B marketing
Andrew Schulkind argues that human connection drives marketing, especially B2B marketing.
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Content should start with what a target audience is likely to be thinking and feeling about the problems a business solves. Rather than labouring over clever phrasing or catchier headlines, writers should meet the reader's concerns or aspirations to earn attention and make the message land.
Start with the audience's state of mind about the problem, draft by gut, then check metrics to see whether the instinct was right instead of pre-testing headline wording.
For brands planning a campaign
A thought leadership brief can ask for pieces written to a named audience concern or aspiration in the client's category, then evaluate drafts on whether they meet that reader where they are—not on slogan craft.
Earned attention and customer advocacy over paid reach
One post pushes back on the idea that a good product sells itself, quoting Antonio García Martínez's line from Chaos Monkeys that paying for marketing is a losing move.
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Bought attention works only while the spending continues and does not compound.
Unpaid attention still takes deliberate work: someone has to write the guide that helps a prospect solve a real problem, and someone has to earn the customer who mentions the business to three colleagues unprompted.
Unpaid attention is marketing too, just in a different outfit.
Uses the example of Levi's getting attention when its logo was covered during World Cup games in a stadium it sponsors, noting that the brand still had to put thought and action into making the moment matter.
The post allows that advertising can boost sales, but says the effect lasts only as long as the spending does, making it a poor compounding route for small business marketers.
For brands planning a campaign
For a strategy built on useful content, brief each piece around a real problem the reader is trying to solve. Treat unprompted customer advocacy as a measurable outcome rather than assuming paid amplification can carry the programme.
Content as a reusable system, not a one-off effort
A second recurring argument is that well-planned content keeps generating value long after publication, setting steady growth apart from a constant hunt for new clients.
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This is not a set-and-forget approach: keeping the message relevant and the audience engaged takes real work. But a repeatable system means a team does not reinvent the wheel with every prospect interaction, leaving room to experiment without putting core business development at risk.
Build a repeatable content system that rewards consistent effort without ever-increasing investment, then test variations within it. The post offers a no-charge initial conversation to start that planning.
For brands planning a campaign
A brand can commission content with an explicit plan for how each asset keeps working after publication, asking for the system, cadence and reuse path rather than a single campaign burst.
Short argumentative essays built around a quoted belief
The published posts are short first-person essays with bolded thesis headlines.
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Each takes a widely repeated belief—that good products sell themselves, or that content planning is a one-time job—and pushes back before conceding what holds.
External sources are named (Antonio García Martínez and Chaos Monkeys) alongside concrete brand examples (Levi's and its World Cup stadium sponsorship).
The reader is addressed directly, and each piece closes with a practical takeaway or an invitation.
Phrases such as 'if I've said it once ...
I've said it a lot more than once' signal that the same themes recur across posts rather than being replaced.
For brands planning a campaign
A brand can expect a position-arguing essay rather than a feature list, suited to thought leadership that needs to take a stance. Ask for the counter-claim being answered to keep the argument tied to a decision the reader is actually facing.
Three LinkedIn posts by Andrew Schulkind disclose no brand relationship, sponsorship, employment, or named client.
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One invites readers to get in touch for help with marketing planning but does not name the business behind the offer, so no specific brand relationship can be attributed.
Another quotes marketing commentary and cites Levi's World Cup stadium sponsorship as someone else's example; they describe the case, not a connection to Levi's.
Ask them to confirm any brand relationships not disclosed in these posts.
Andrew Schulkind's published work is short, first-person argument.
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Each post names a belief marketers repeat — that good products sell themselves, that content planning is a one-off job, that clever headlines carry a campaign — then works through where it holds and where it does not.
Start with the post on connection: it argues that B2B content should begin from what a buyer is already thinking and feeling, and offers a working method: draft on instinct, then check metrics rather than pre-testing wording.
The posts on attention and content systems show another recurring move, contrasting bought reach, which stops when spending stops, with guides and unprompted referrals that keep working.
Together, they show a consistent position.
To explore these subjects further, the writers below take argument-first approaches from different angles: AI workflow delivery for software teams, paid media tied to pipeline measurement, and startup ecosystem convening.
Publishes short, first-person posts that take a practical position on how businesses should adopt technology, address readers with a specific problem and close with a question or invitation to talk.
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Concrete worked examples — extending a web app into a mobile companion, turning documents and emails into reviewed CRM updates — show what earned attention looks like in practice, much as Schulkind uses a guide or referral.
The subject is software delivery with a team of AI agents: named models and tools, build-and-run cost components, approval checkpoints and release testing. Schulkind writes about the human side of marketing and attention economics, not tooling, engineering or delivery.
Also argues from a diagnosed mismatch between what marketers measure and what actually drives revenue.
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Like Schulkind, the posts state the common practice, show where it breaks, then name the upstream fix. They contrast activity reporting with outcome reporting and frame paid media as a way to warm existing sales conversations, not a separate motion.
Faith works from campaign and measurement specifics — a $15,000 LinkedIn spend over a year, mismatched products producing wrong leads, manual call logging — and recommends tracking-layer and CRM work inside an engagement. Schulkind explains why earned attention compounds, without budget figures or operational tracking fixes.
Uses the same short, first-person, direct-address format to build a recurring theme of connection and community, naming collaborators and partners and inviting readers to take part.
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The posts promote an event series and startup ecosystem, while Schulkind's close with a practical takeaway or invitation rather than a neutral summary.
Reports events, panels and local startup activity — programme times, speakers, sign-up links — rather than making and defending an argument about marketing practice. The posts are observational and promotional; Schulkind's push back on a belief, then grant the part that holds up.
Andrew Schulkind's posts support a narrow placement decision: a LinkedIn B2B thought leadership campaign for marketers and small-business owners interested in human-centric content strategy.
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Selected posts argue that human connection drives B2B marketing, planned content can compound instead of forcing ever-increasing spend, and content marketing earns attention and trust in a way paid shouting does not.
Those themes are likely to interest people already following B2B marketing, content strategy, and agency growth conversations on LinkedIn.
The posts publish 2,754 LinkedIn followers, observed 2026-10-09, but no demographic breakdown, engagement rate, or audience survey.
Before committing spend, ask for recent follower analytics by location, seniority, and job function; engagement examples for comparable posts on human connection, content planning, or earned attention; and any documented audience survey if professional attributes matter.
LinkedIn followers
2,754
LinkedIn profile account snapshot with the reviewed posts · 2026-10-09
No published partnership program appears in these posts: no sponsorship policy, format specifications, rate information, disclosed sponsored placements, or partnership inquiry route.
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The posts are Andrew Schulkind's own commentary on B2B marketing practice, and one closes with a general invitation to call about marketing help—a services contact, not a creator-partnership offer. Buyers should ask them directly about available partnership formats and terms.
Strong fit for a B2B marketing agency seeking a human-centric thought leadership strategy on LinkedIn, provided the engagement is advisory, bylined, interview-based, or workshop-style rather than a paid sponsorship.
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Andrew Schulkind's posts directly support a campaign aimed at B2B marketers: B2B content should start from what the audience is thinking and feeling about the problems the client solves, not from clever headlines; bought attention works only while spending continues, while earned attention still requires deliberate work, such as writing a guide that solves a real problem and earning an unprompted customer mention; and planned content should become a reusable system that compounds without reinventing the sales conversation for every prospect.
The writing pattern also suits thought leadership: short first-person essays with a bolded thesis, a widely repeated belief being challenged, a concession where the belief is partly right, and a concrete example or practical close.
The audience evidence supports a narrow placement: 2,754 LinkedIn followers observed on 2026-10-09, with no demographic breakdown.
For an advisory or expert-voice engagement, that audience size is less important than the coherence of the argument and its fit with B2B marketers and agency owners.
Since the posts do not mention a published sponsorship program, ask about participation and any paid arrangement; structure the engagement as consulting, a byline, an interview, or a co-created strategy asset rather than treating them as a media channel with rate-card inventory.
When to choose a specialist
Poor fit for a consumer-facing or high-reach paid creator campaign that needs short-form video, product integration, demographic guarantees, and a documented sponsorship package.
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Andrew Schulkind's posts do not mention a sponsorship policy, format specifications, rates, disclosed sponsored placements, or a partnership inquiry route.
The only audience figure mentioned is 2,754 LinkedIn followers, with no location, seniority, job function, engagement rate, or audience survey.
The available content is three LinkedIn text posts about B2B marketing, content planning, and earned attention; no video transcripts, long-form articles, visual assets, or consumer product demonstrations are mentioned.
The subject matter is oriented to B2B marketers, agency growth, and thought leadership rather than consumer audiences or product-led creator content.
Before proceeding, ask Andrew Schulkind directly about available formats, audience data, and paid amplification; the posts do not establish whether those are available.
A worked campaign example
Worked campaign angle for a B2B agency: 'The Unpaid Attention System,' a thought leadership program built on Andrew Schulkind's argument that unpaid attention still requires deliberate marketing work.
Shape it as a named expert series rather than a sponsored placement.
Asset one: a flagship interview or bylined guide, 'The work behind selling itself,' in which Andrew Schulkind walks through the distinction between paid shouting and earned trust, using the Levi's World Cup example and the idea that someone still has to write the guide that helps a prospect solve a real problem.
Asset two: four LinkedIn essays that follow the observed structure: a bolded thesis, a widely repeated belief being challenged, a concession for the part that is true, a concrete brand or reader example, and a practical close.
Topics can include what buyers feel before they search; why paid reach does not compound; the reusable guide that keeps working after publication; and how to measure unprompted mentions instead of only reach.
Asset three: a strategy workshop for the agency's own clients in which teams list audience concerns and aspirations, draft by gut, check metrics against the instinct, and choose one reusable content asset and one advocacy moment to design for.
Measurement should look at unprompted mentions, referrals, assisted pipeline, and content reuse, not just impressions.
Distribution can be LinkedIn-native, with Andrew Schulkind credited as the interviewed or bylined expert.
Before production, confirm participation, rights, and any paid arrangement directly; the posts do not mention a partnership program or rate information.
Choose Muneeb Ur Rehman when a campaign needs an implementation spine behind the strategy, not the editorial voice itself.
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The posts describe an agent factory: Perplexity researches the problem, OpenAI turns requirements into specifications and acceptance criteria, Claude implements the approved work, a separate Claude pass reviews it, and automated tests plus engineers validate it before release.
They also list potential uses: extending a web app into a mobile companion, turning documents and emails into reviewed CRM updates, converting a product change into a spec and tested code, connecting disconnected systems, and generating reports with checks before distribution.
If the agency wants to promise clients a working content or operations pipeline, or publish credible AI-automation expertise, that’s a different route into the same audience.
The posts name separate build and running cost components and mention usage tracking, spending limits, and approval steps—useful details for buyers wary of open-ended AI spend.
The trade is voice and audience understanding.
These posts sell a build service; they do not explain what a buyer is thinking or feeling before searching, which is where Andrew Schulkind’s argument starts.
An agency using this alternative for the same human-centric thought leadership brief would gain technical credibility, but not evidence of editorial judgment, audience research, or content that compounds through earned attention.
The two serve different halves of the task and could be run together rather than substituted.
Choose Faith Dowley when the question is how paid media and an outbound team reinforce each other, rather than how content alone builds trust.
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The posts describe companies running paid and sales as parallel motions and argue that paid accelerates revenue when it makes every existing sales conversation warmer: a prospect who has already seen the content eight times does not need the first call to start from zero.
The same two posts show the diagnosis: a company spent $15,000 on LinkedIn ads over a year and received only impressions, clicks, and a click-through rate; another was running two products at once, with half the leads wrong for both, while someone manually logged inbound calls to reconstruct attribution.
The recommended fix comes upstream: build the tracking layer, connect the form to the CRM, and agree what a qualified lead means before counting them, spending the first three weeks there.
For an agency campaign that has to show pipeline contribution rather than published essays, this supplies outcome reporting.
The material is narrower than Andrew Schulkind’s on the reader side.
It does not discuss what content should say, how to earn unprompted mentions, or how to connect with an audience’s concerns and aspirations.
Paid media is treated as a given input; the focus is measurement, attribution, and sales alignment.
An agency using this alternative for the same human-centric content brief gets a stronger accountability layer, but not the audience-first narrative.
Choose Lars Ling when the decision depends on convening people rather than publishing arguments.
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The posts organise the Wasa Future Festival in Vaasa: a Sunday Walk & Talk framed as fresh air and real conversations, with no stage and no PowerPoints; a festival programme covering startups as fuel for economic growth; an ecosystem panel; a startup showcase for summer incubation finalists; and a session on the Vaasa-to-Silicon Valley connection.
The value is a network and a room—entrepreneurs, city and university partners, innovation-centre and regional development bodies—with the arc described as Vaasa to Kvarken to the Nordics to the World.
If the agency needs an event, a community, or in-person programming in that region, this is a different door into the same audience.
The trade is event logistics and promotion, not a marketing argument.
The posts do not explain buyer psychology, content strategy, or what makes a piece of B2B marketing work.
An agency using this alternative for the same thought leadership campaign would gain access to a convening network but still need a separate source for the editorial reasoning the campaign depends on.
Andrew Schulkind's three LinkedIn posts cover connection-led B2B marketing, attention that is earned rather than bought, and content planning as a long-lived system.
Those three posts are the only writings examined in depth; the posts do not show publication dates, so none are cited.
Audience information is limited to a single figure of 2,754 LinkedIn followers observed on 9 October 2026, with no location, seniority or engagement breakdown.
No long-form articles, video, or transcripts were available.
The posts do not identify a signature book, show, or business attached to the name, so that part of the name-search picture remains a gap to close with primary sources.
The posts do not mention brand relationships, sponsorship formats, or rates; these are not documented in the posts, rather than absent in general.
Six posts from three comparison creators, dated 7 July to 9 October 2026, informed the similar-creator section.
Similarity there rests on format and argument style, since audience size and commercial availability are not established for all four writers.
