THE NICKELBRONX WORKSHOP SERIES / ON DEMAND
A founder’s guide to building an audience that actually drives business.
A NOTE FROM BORZOU
Jon didn’t hold back. He walked through his entire LinkedIn process: how he finds ideas, decides what to post, trains AI to sound like him, and uses the results to keep getting better.
Then he handed over the prompts, templates, and tools so you can do it yourself. If you’ve been meaning to take LinkedIn seriously, he’s giving you a hell of a head start.
— Borzou
TAKE THE SYSTEM WITH YOU
Jon’s free starter kit puts the workshop into practice. Start with your expertise. Build your voice. Give yourself a system you can repeat.
01 / THE DIRECTION
Prompts to define your audience, your topics, and the writing rules that make the content yours.
02 / THE WRITING
Downloadable skills from Jon’s process, with step-by-step guidance to put them to work.
03 / THE ROUTINE
A place to organize the workflow, so your next post doesn’t start with a blank page.
Resources provided by Jon MacDonald / Fight Club LI.
Amanda describes posts that looked quiet in the feed but prompted people to reach out. Track inquiries, introductions, and prospects who already understand your work when you meet.
PUT IT TO WORK →Keep a simple log of business conversations that mention your LinkedIn content.
Your headline, banner, and featured content should make it easy to understand what you do, who you help, and why someone should trust you. Give an interested visitor a clear next step.
PUT IT TO WORK →Ask someone outside your company to explain your ideal customer after reading your profile.
Jon recommends a small set of recurring themes. Start with questions clients ask, problems you solve, and lessons you keep learning. Give yourself direction and enough variety to stay interested.
PUT IT TO WORK →Write down five questions you answered at work this week. Group them into themes.
Personal stories help people understand your judgment, values, and perspective. Where there’s a real connection to your work, explore it. Keep enough business content in the mix that people also know what you do.
PUT IT TO WORK →Share one experience that actually changed how you run your business. Skip the forced moral.
A question in a meeting, an explanation you’ve given three times, or a decision you reconsidered can become a useful post. Jon captures these throughout his working day. A running note is enough to start.
PUT IT TO WORK →Capture one thing you explained, noticed, or learned today. Leave out confidential details.
“Sound authentic” is a vague instruction. Jon starts with real writing and transcripts, then identifies patterns in vocabulary, sentence length, humor, and how he explains things. He still reviews the drafts.
PUT IT TO WORK →Gather ten pieces you wrote yourself. Ask your AI tool to identify specific patterns with examples.
Jon saves the original draft and his revised version, then uses the differences to refine his writing instructions. That gives the system concrete evidence of what he means by “sounds like me.”
PUT IT TO WORK →Compare your next draft with what you publish. Save three lessons for the next one, and check every factual claim.
Jon posts frequently, but recommends two or three posts a week as a starting point. Choose a cadence you can maintain. Repetition gives you the practice and feedback to improve.
PUT IT TO WORK →Schedule two posting days and one short drafting session for the coming week.
Answer people on your own posts and contribute to conversations with peers and potential customers. Add an example, a useful question, or something you’ve learned through experience.
PUT IT TO WORK →Spend 15 minutes responding to people and leaving substantive comments on relevant posts.
Borzou has seen quick posts take off and carefully produced posts fall flat. You won’t always predict what resonates. Review content alongside the conversations and opportunities it creates.
PUT IT TO WORK →Once a month, choose one thing to repeat and one thing to change based on your results.
BEFORE YOU DIVE IN
Start by defining who you want to reach, what you help them do, and three to five topics you want to be known for. Update your LinkedIn profile to make that clear. Then draft two posts from your own experience, set aside time to publish and respond, and track the business conversations your content starts.
Post answers to customer questions, lessons from your work, explanations of how you solve problems, and personal experiences that reveal your judgment. Organize these ideas into three to five recurring content pillars. In the workshop, Jon MacDonald explains how he captures ideas during his working day so he doesn’t have to start from a blank page.
In this workshop, Jon recommends starting with two or three LinkedIn posts a week. Choose a schedule you can maintain alongside running your business, and leave time to reply and join relevant conversations. Review what produces useful responses before increasing your posting frequency.
Give your AI tool examples of your real writing and transcripts, along with specific instructions about your vocabulary, tone, and sentence structure. Edit its drafts, check the facts, and use the differences between the draft and your final post to improve the instructions. Jon demonstrates this process and shares prompts and Claude skills in his starter kit.
Make it clear who you help, publish useful answers to the problems those people face, and give interested readers an easy next step on your profile. Respond to comments and take part in relevant conversations. Track inquiries, introductions, and prospects who mention your posts—not just likes. Amanda and Borzou discuss why visible engagement alone doesn’t tell you whether content is creating business opportunities.
ONLY BOSSES BRANDING
Knowing what to do is the first step. Actually doing it every week is where most founders get stuck.
EXPLORE OBB ↗OBB gives you coaching, feedback, and accountability to turn what you learned into a consistent personal brand.
Build around writing, video, or the mix that fits you.
THE PEOPLE BEHIND THE CONVERSATION
FOUNDER / THE GOOD
Jon shares the LinkedIn system he built while running his businesses, from content pillars and AI-assisted writing to learning from results.
CONNECT ON LINKEDIN ↗
FOUNDER / NICKELBRONX + OBB
Borzou brings his experience building distinctive brands and using personal content to create relationships and business opportunities.
CONNECT ON LINKEDIN ↗
WORKSHOP CO-HOST
Amanda brings a practical perspective on written content, consistency, and the difference between what gets attention and what brings in business.
CONNECT ON LINKEDIN ↗