Chris Walker didn’t set out to become a LinkedIn power player—he set out to solve big go-to-market challenges. But along the way, he built one of the most influential founder brands on the platform, fuelling the growth of Refine Labs and now his latest venture, Passetto. In this episode, Chris breaks down his LinkedIn playbook, from writing daily and transitioning to video to using social media as a long-term business growth engine.

If you’re a founder, executive, or marketer looking to build influence, drive demand, and create trust at scale, this episode is packed with tactical insights you won’t want to miss.

What You’ll Learn in This Episode:

• Why LinkedIn is still an untapped growth opportunity for founders and executives
• How Chris developed a daily writing habit to consistently produce content
• The shift from chasing likes to focusing on business impact
• Why video content changed everything for Chris and how it builds trust faster than text
• The importance of live events and real-time audience feedback
• How Chris built a LinkedIn culture at Refine Labs, scaling beyond his personal brand
• The biggest mistake people make when starting on LinkedIn—and how to fix it

Memorable Quotes:

• “I don’t schedule posts. I sit down, pick a video I feel passionate about, write the copy, and hit publish. No AI, no ghostwriters—just me.”
• “I used to optimize for impressions, but 3M views from the wrong audience meant nothing. Now I write for the right people, even if my reach is smaller.”
• “People were copying my text posts, even translating them. You can’t copy my video—you have to be me.”
• “30-50% of our team was active on LinkedIn. We didn’t just hire people who knew LinkedIn—we trained them.”
• “If you haven’t started yet, why? The playbook is out there. Just f*ing do it.”**

Tactical Takeaways You Can Apply Today:

• Create a writing ritual—time-box 30 minutes daily to produce content
• Don’t chase vanity metrics—focus on building trust, not just engagement
• Leverage video—it’s harder to copy and builds credibility faster
• Host live events—real-time feedback helps refine your messaging
• Make LinkedIn a team effort—get your employees posting, not just you
• Stay consistent—the biggest wins happen after years of showing up

People, Tools, and Resources Mentioned:

• Chris Walker – Founder & CEO of Passetto, Former CEO of Refine Labs
• Refine Labs – The B2B marketing agency that built a LinkedIn-driven demand engine
• Passetto – Chris’s new go-to-market strategy consultancy
• Demand Gen Live → Unified GTM – Chris’s evolution in live content strategy
• Dark Social, Dark Funnel – Chris’s well-known concepts in B2B marketing

Follow Chris Walker:

• LinkedIn: https://www.linkedin.com/in/chriswalker171
• Passetto: https://www.passetto.com/
• Refine Labs: https://www.refinelabs.com/

Stay Connected. 

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

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