Slave to the algorithm - What building Lucky Start is teaching me about marketing, momentum, and why human connection still matters

You build the thing. You write the post. You hit publish. And then… you wait to see if the algorithm’s in the mood.

Sometimes it flies. Sometimes it sinks without a trace. Same quality, same clarity, different outcome.

But that’s not strategy. That’s roulette.

And yes, I know - I’m writing this, sharing this, and probably posting it on LinkedIn too. But that’s the point. This isn’t a takedown of the platform. It’s a reflection on what happens when we start mistaking visibility for strategy - and a reminder (to myself, as much as anyone) that hitting publish isn’t the same as having a plan.

The trap

LinkedIn’s a useful tool, no question.

For founders, freelancers and anyone creating and building in public, it’s often the fastest way to share thinking and generate traction.

But let’s be honest: traction is not the same as strategy. And visibility is not the same as value. We start performing, chasing views, optimising for attention. And before we know it, we’re speaking to the same crowd in the same way, hoping something will break through.

The reality

I run a business that’s about strategy, but even I have to remind myself: Strategy isn’t what you write in the deck. It’s what you actually do next.

And as I start marketing Lucky Start, I can already see how easy it would be to over-rely on a platform I don’t control - one where reach is limited, unpredictable, and often disconnected from impact.

Here’s the reality: A sharp strategy means nothing if it doesn’t lead to real, consistent action.

What I’m learning

I don’t have all the answers. But building Lucky Start is teaching me that the work doesn’t stop when the strategy’s written. That’s just where it starts.

It takes time, focus, and decision-making to actually live a strategy - especially when you’re building inside the real-world limitations most founders face: budget, energy, time, platform constraints.

What I’m doing instead

So I’m working on a marketing strategy for Lucky Start that doesn’t depend on the feed.

• Something with momentum, not just moments

• Something that reaches people beyond my own network

• Something I can build on, not just hope for

I love a good post, clearly. But I actually work best with people. That’s true of how I deliver strategy, and it’s true of how I want to grow Lucky Start. So this isn’t about ditching platforms. It’s about not hiding behind them.

A.I. is now a big part of how I work, but it’s not the whole answer. Strategy still relies on something A.I. can’t replicate: human connection, trust, and real-world decision-making.

Because building real relationships - the kind that lead to clarity, traction, and trust - isn’t a side note.

It’s how I fulfil my strategy.

If LinkedIn is your main marketing channel

That’s not wrong. But it does mean the algorithm’s your marketing team.

So treat it like a system – not a mystery. Follow people who understand how it works. Pay attention to how content behaves. Test, learn, adjust – and try not to get too down when your most outstanding content bombs. Even Mr Brightside failed to chart in the UK the first time around.

Instead, expand your network and learn from others. People like MJ Jaindl and Jake Ward share smart, actionable thinking on how to make content land.

But remember – it’s all about balance. I took a new business call recently from someone I’d never spoken to before. She came through a recommendation. At one point, I referenced something I’d posted on LinkedIn. Turned out she’d already seen it and talked about it with someone else.

The algorithm never told me that. Nor did my screen.

Sometimes it’s the quiet chat, not the flashing feed, that brings you back to the bright side.