Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

I spent my weekend catching up on some reading, and enjoying some World Cup matches. I’ll be going to the Round of 32 match in NY next week—can’t wait!

I spent my weekend catching up on some reading—currently ~1000 pages into The Way of Kings by Brandon Sanderson. More thoughts on that below. I also watched Obsession, which, in my opinion, was more of a comedy than a horror movie. Lmao.

Anyway, let’s talk content strategy.

Today’s for all the founders who are terrified of what others think of their content. This is one, simple frame I use to get over the nerves and press publish.

Shall we?

🔎 DEEP DIVE

How I overcame the fear of posting online

One, simple frame for founders who just can’t press ‘POST.’

A surprising amount of intelligent, highly capable founders are insecure about posting content on LinkedIn.

I talk to them almost daily. Raised millions in funding…built large teams…sometimes even sold their companies. Wildly talented people, with plenty to share!

Despite that, the thought of their LinkedIn post ending up in an industry group chat terrifies them.

I’d like to offer a simple exercise to help you get over this silly, but real fear.

Go on Goodreads and look at the reviews of your favorite novel. Filter for the 1-star reviews.

Here’s an example, using one of my favorite series, Red Rising. Pierce Brown’s writing was the gateway drug that got me back into reading fiction as an adult. This series is like crack (not that I’d know).

Yet, Red Rising has 11,139 1-star reviews on Goodreads.

One such review reads:

“You know, for a book with such a high Goodreads rating and so many screaming fangirls, I honestly expected Red Rising to be better. I at least expected it to be good. Instead, I was almost sent to sleep by the tragically slow plot and the bland writing. Those two things along with an unremarkable main character (who tried so hard to be remarkable) made for an awful reading experience.”

Sent to sleep?!

Slow plot?!?!

Darrow, unremarkable?!!?

Surely this person has lost their mind. My heart rate is climbing as I type this email. Deep breaths, Tommy.

Do you see what I mean, though?

When you see how arbitrary online criticism can be, it frees you to just publish what you want.

As long as you mean well, and you genuinely believe what it is that you publish, there’s no reason to let a rogue LinkedIn comment keep you from publishing.

The upside is far too great.

PS: If you need more convincing on why you should be building distribution on social, read this piece next.

TOMMY’S BOOKSHELF 📚

Current read: The Way of Kings by Brandon Sanderson. I’m 950 pages in now. I think I’m finally reaching the start of the Sanderlanche. I’m enjoying WoK. It’s not my favorite book ever, but I am enjoying it. I’ll have a final update for you next week, should I get through the 300-odd remaining pages. Onward!

Evergreen reminder: if you haven’t yet, do yourself a favor and read Red Rising. This is the gateway drug to fiction reading as an adult.

If you want more book content, I’ve built a little audience on Instagram where I post about fiction and writing.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

• Read the rest of my essays

• Work with my agency in 2026

• Steal my founder-led content templates

Talk soon,

Tommy Clark