Ross Morsali
Founder
Ross went from sporadic product updates to a build-in-public engine on LinkedIn. Engagement moved from around 20 likes a post to a steady run of 70 to 114 likes, with real comments, in a few months.
For the first stretch of our work together, posts sat around 20 likes and a couple of comments. Engagement actually bottomed out right before the turn (6 likes, then 2). Then the recent run jumps into the 24 to 114 range and holds.
What changed
Cadence. Early posts were months apart. The recent ones (2wk, 2wk, 1wk, 1wk, 5d, 1d) went out far more often. Posting more and getting more per post is a stronger claim than either on its own.
Angle. We moved off "here's a new feature" and into Ross's actual point of view as a bootstrapped founder building in public. His decisions, his trade-offs, what he was figuring out in real time.
Audience. We stayed close to the WordPress core that already trusted him, and started running deliberate experiments aimed at a wider founder audience beyond it. Both layers compounded.
Why the comments matter most
Comments scaled with likes at roughly 3.5x. That's the harder metric, and the one I care about more. It says the posts are landing, not just collecting drive-by likes. People are stopping to respond.
That's the shift we were after. From solid-but-forgettable updates to content the right people actually want to engage with.
The challenge
Ross was posting inconsistently and mostly about new product features. He stayed inside his comfort zone, didn't lean into his own POV, and there was no clear path connecting what he shared to who he wanted to reach. Engagement reflected it — flat, low, and quiet.
The work
We locked in a 2–3 posts per week cadence, surfaced Ross's unique approach as a long-time bootstrapper, leaned hard into build-in-public, and stayed close to his core WordPress audience while deliberately experimenting with posts aimed at a broader founder audience beyond the WordPress world.
Results
- →Per-post engagement moved from a ~20-likes baseline to a sustained 70–114 likes per post within ~3 months.
- →Comments scaled roughly 3.5x alongside likes — the higher-signal metric, suggesting posts are actually landing, not just collecting drive-by likes.
- →Posting cadence shifted from months between posts to multiple posts per week, compounding distribution.
- →Positioning is now read as confident and clearly placed — multiple people told Ross he comes across well-positioned, not like someone emerging from the corner.
"You didn't come across like someone coming out from the corner, you came across positioned well and confident."