LinkedIn, written by a human

You already know what you think.
I just write it down.

I'm Apurva. I run LinkedIn for founders and CXOs who have strong opinions and no free hour on a Tuesday. We start with a long conversation about how you actually talk. Then I rebuild your profile. Then I write posts you sign off on — nothing goes live without your yes.

Send me your profile

I'll tell you the three things I'd change first. Free, and you're not on a list afterwards.

The eight-second read

Someone is on your profile right now,
deciding whether to bother.

They came from a comment you left, or a name someone mentioned on a call. They'll give it about eight seconds before they decide what you are.

Today

“VP of something, at a company I don't know. Can't tell what he'd actually do for us.”

Tab closed, back to the search results. You never find out they were there.

A few months into doing this properly

“Oh — this is the person I've been trying to find.”

Connection request, with a note. Sometimes a calendar link.

the same person, two profiles

What most of them look like

Set up once, in 2019.

A headline that just repeats your job title
An About section in third person, four jobs out of date
Last post: a work anniversary
Featured section empty, or a PDF from a 2021 conference

They scroll past. You never know.

What we build instead

A profile that does the work.

A headline that says what you fix, and for whom
An About that reads like you talking, not a CV
Posts most weeks that actually argue something
Your real proof — talks, press, numbers — up where eyes land

They read it twice. Then they message you.

How we work together

Fix the profile once, or
keep showing up every week.

Most people start with the first one and decide about the rest later. That's fine — the revamp works on its own.

One-time

Profile Revamp

about two weeks

We talk for ninety minutes about the arguments you keep having and the work you're actually proud of. Then I rewrite every line of your profile and hand it back for your edits.

Ninety-minute voice discovery call
Headline, About, experience, Featured — all rewritten
Two rounds of your edits, no quibbling
A voice guide you keep, even if we stop here

Start here →

Where most people land

Monthly

Authority Building

rolling, cancel any month

The revamp, plus the writing. I draft, you approve, nothing publishes without your yes. Most people find their rhythm around week six — that's when it stops feeling like homework.

Everything in the Revamp
Four to six posts a month, drafted in your voice
A monthly call to restock ideas
You approve every word before it ships

Talk it through →

Monthly

Growth Engine

rolling, cancel any month

For when posting isn't the point and pipeline is. Same writing, but we also work the network: who's reading you, who should be, and what to send them.

Everything in Authority Building
A connection plan for the rooms you want to be in
Comment strategy on the accounts that matter
A monthly read on what actually turned into conversations

Talk it through →

Who you'd actually be working with

It's me. Every call,
every draft.

Apurva Joshi · Founder

I started doing this because I kept meeting people who were brilliant in a room and invisible online. Not because they had nothing to say — because writing it down is a different job from knowing it, and nobody has a spare hour on a Tuesday.

So I ask the questions instead. What you argue about. What you changed your mind on. The thing you say on every sales call that you've never once written down. Then I go away and turn it into something people stop scrolling for, and you tell me where I got you wrong.

I do the discovery call on every account myself, and I write the first drafts myself. If that ever stops being true, I'll tell you before you find out. I'll also tell you if I don't think I can help — that's happened more than once, and it saved us both a quarter.

ApurvaFounder, Human Circle

The question everyone asks

“Isn't this a bit
fake, though?”

It usually comes about forty minutes into the first call, and people are a little embarrassed to ask it. Don't be — it's the right question.

Here's my honest answer. Every business book you've finished had an editor who reshaped it. Every keynote that moved you had someone in the room helping cut it down. Nobody thinks less of those people, because the thinking was theirs. Someone else just made the sentences work.

That's the deal here. I'm not inventing opinions for you — I couldn't if I tried. I don't know your market the way you know it after fifteen years in it. What I can do is take the thing you said offhand on a Tuesday call, notice it was the most interesting thing said all week, and give it a shape people will stop for.

If a draft doesn't sound like you, it doesn't go out. That's the whole rule, and it's why you approve everything.

Your other options

I'm not the only way
to do this. Here's the honest read.

Three of these are cheaper than me. Sometimes one of them is the right call — I'll say so if it is.

01 · AI

Do it with ChatGPT.

Genuinely fine for a first draft, and free. The trouble starts around week three, when everything you post sounds like everything else written about your topic.

Cheapest option by a mile
Doesn't know what you lost a client over

Worth trying before you pay anyone.

02 · Freelancers

Hire a freelancer.

Often excellent, and cheaper than an agency. The risk is simple: they take on a bigger client in March and you become the account that slips.

Good ones are genuinely good
Your voice leaves when they do

Great until it isn't. Have a backup.

03 · Agencies

Hire a content agency.

Real process, real reliability, and someone answers the phone. You're also account forty-three, and the person writing you is usually not the person who sold you.

Reliable, properly resourced
You rarely meet your writer

Right choice at real scale.

What I do differently

04 · Human Circle

Work with me, and you get me.

I take on a small number of people at a time, which is the whole trade-off: I'm more expensive than a freelancer and slower to start than an agency. What you get for it is the person who interviewed you writing every first draft, and a month-to-month arrangement that doesn't trap you if it isn't working.

One person, start to finish
You meet me before you pay me
Nothing ships without your yes
Stop any month, keep the work

If that trade sounds wrong for you, take one of the other three. Genuinely.

Saving us both a call

This works well for some people.
Badly for others.

I'd rather you decide from here than find out three weeks in.

It tends to work when

You have opinions you repeat constantly on calls and have never written down anywhere
People already come to you for advice — you just don't have a public trace of it
You'll give me ninety minutes up front and half an hour a month after that
You can live with a draft that isn't perfect and tell me plainly what's off

It goes badly when

You want numbers to move next month — this takes a couple of quarters before anything obvious happens
You want to approve by committee. Three stakeholders on a LinkedIn post kills the voice every time
You'd rather not be visible at all. That's a legitimate choice and no amount of writing fixes it
You're selling something you can't talk about openly. I can't write around a gag order

Before you ask

The things people ask me on the first call.

Answered the way I'd answer them on the call, which is to say honestly.

Will it actually sound like me?

That's the only thing I really worry about. It's why we spend ninety minutes talking before I write a word, and why the first month usually needs more of your edits than the third. You'll know by post four — people either tell you it sounds like you, or they don't, and I'd want to hear about it either way.

How much of your time do I need?

Ninety minutes up front, then roughly thirty a month: one call for ideas, plus a few minutes to read drafts and reply. If you're spending more than that, I've set this up wrong.

Why not just use ChatGPT?

You can, and for a first draft it's honestly not bad. The problem shows up around week three: it writes the average of everything ever posted about your topic, which is exactly the thing nobody stops scrolling for. It doesn't know that you lost a client over this in 2022. That's the part worth reading.

Do you need my password?

No. I write, you post — or you add me as a limited collaborator if your setup allows it. You keep the account, and nothing appears on it without you pressing the button.

What if I hate the drafts?

Then we're not finished. Two rounds of edits are built into the revamp and there's no cap on the monthly work — if a post isn't right, it doesn't run. If we're several rounds in and still missing, that's a sign I've misread your voice, and I'd rather refund the month than keep guessing.

What if I want to stop?

You email me and we stop at the end of that month. No notice period, no exit call. The rebuilt profile and the voice guide are yours to keep — you paid for them.

Send me your
profile link.

I'll read it properly and send back the three things I'd change first, and why. Takes me about twenty minutes. If you want to talk after that, we talk — and if you'd rather just go fix them yourself, please do.

You already know what you think.I just write it down.