Tycho Luijten is one of the most viral people on LinkedIn right now. He rose to LinkedIn fame on April 15th 2025 when him and Steven van Marle published a video called “The Wolf of Wall Street… but then it’s B2B marketing.” - which went absolutely bonkers. I now sits at over 11,000 likes and a total of over 5 million impressions.
Since then, they’ve cracked the code of going viral on Linkedin, and published many other skits, including:
* Pulp Fiction… but then it’s B2B Marketing.
* Suits... but then it’s B2B marketing.
* What do you do for a living? B2B Marketer Edition.
* And most recently, LinkedIn’s Next Thought Leader
And in this episode, we’re breaking down their process.
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We discuss:
* How the “Wolf of Wall Street” video came to be
* The exact process behind producing one viral skit every 2 weeks
* Why they do 1 “hero video” and 1 “lean and mean” video every month
* How Tycho and Steven brainstorm and decide on ideas (and why they limit it to exactly 20min)
* Criteria for picking the right people (aka employees) to feature in your videos
* How much revenue & pipeline the viral videos generate
* The separate process Tycho uses for his educational videos
* Tycho’s rule for using/working with AI
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Connect with Tycho:
Tycho’s LinkedIn: https://www.linkedin.com/in/tycholuijten/
Dapper: https://www.dapper.agency/
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Connect with Finn:
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/
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Mentioned in the episode:
Steven van Marle: https://www.linkedin.com/in/steven-van-marle-19039a242/
AuthoredUp: https://authoredup.com/
Corporate Bro: https://www.instagram.com/corporate.bro/
ClickUp on Instagram: https://www.instagram.com/clickup/
MyTechCEO: https://www.instagram.com/mytechceo/
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Here’s their process behind producing one viral skit every 2 weeks:
1. Every two weeks, Tycho and his collegue Steven van Marle block off a 2.5h slot during the morning to brainstorm and flesh out a video idea
2. The meeting is just between Tycho and Steven, no one else
3. They usually go to a new coffee shop every time to get outside of their usual environment
4. The first thing they do is set a timer for 20min. During that time, in silence, they each brainstorm a bunch of ideas. They might come into it with some ideas in mind already, but now they need to write them down
5. After the 20min timer goes off, they each pitch each other their ideas. There’s a bit of back and forth
6. They now need to PICK an idea. That’s the one, no going back. They usually pick the one that they BOTH get excited about and where it feels like there’s an immediate back-and-forth of what could be done with it
7. Now there’s about 2 hours left in the meeting. The rest is spent on two things
8. First, writing the script. The script is everything. A good idea with a bad script is a bad video. They write it together, having rapport with the other person matters a lot
9. Second, they plan the shoot. They do two videos every month. One is a “hero video” with higher production and involvement of other people, and one is a “lean and mean” video with lower production and usually no other people involved
10. For the “lean and mean” video, which is often just recorded on a phone, they either do it right there, or they block off another 1-2h slot some time later in the week to get it done
11. For the “hero video”, they plan a proper shoot. Get a location, get other people involved and briefed, get props or costumes, etc. They make a list and an employee organizes everything. Then they block time to get the shoot done. For this type of video, they usually need to block off half a day or even a full day
Here’s what they DON’T do:
Wake up in the morning and hope they have a funny idea. Or go with any random idea that pops into their head. Or improvise. They block off time, they’re disciplined, they set timers, they force themselves to PICK an idea and run with it, they go through the effort of writing down the script word-for-word, the dedicate separate time to shoot and record each video
Tycho has a similar process for his educational videos. He blocks off 2 hours every second Sunday to record 4 videos. He writes the scripts for those 4 videos the Saturday before. Records it with his videographer, which gives him two educational posts to schedule out every week
Watch the episode for additional tips, an example script they wrote, and more.
Lmk what you think!
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