We take two more build weeks, until the end of the week of 2 November. The cluster ICP list and the switch definitions are in place, the content theme is chosen: what’s worth building. The playbooks, the LinkedIn assets and the tools get the extra time. From the week of 9 November the playbooks run, and the webinar moves to the week of 7 December. The 29 October session keeps its date.

The goal from the context day, unchanged. One approach for marketing and sales together, aimed at a chosen set of accounts. This is the change for the team: no hand-off from marketing to sales, but one plan that both run.

The cluster sentence from the deal analysis of 23 September. Every won deal fits it: QMobility, KNMI, Justis, ING, Careem, Rabobank, Den Haag. The open dots are accounts that fit but do not know Koos yet. An account that fails one of the three checks stays off the list.

The theme we chose for the first ABM run. For business clients the angle is proof: leadership invested in AI and wants to see results before the next step. For government, from the talk with Michaël on 14 October: start with the caution. Is AI the right answer, where is resistance legitimate, start from the human perspective. The 29 October session is the natural call to action in posts this month.

90 minutes, strictly timeboxed. The research block stops at 30 minutes, even if the board is not perfect: the writing time matters more. End result: a post per person, ready to publish.

The classic split in writing advice. Beethoven filled sketchbooks with drafts he crossed out and reworked: he found the music by writing. Mozart, as the story goes, finished pieces in his head and wrote them down once. Ask the room: who recognises themselves in which? Neither is better. Beethovens get stuck when they wait for a plan; Mozarts get stuck without input. The research skill gives both a starting point.

A real post from last week, by Joris Rood. Martijn Verspeek wrote that he was fed up with all the companies trying to sell him AI. Joris saw it that morning, admitted he had sent such messages himself, and replied with a 23-second video shot in a supermarket. 54 reactions and 3 comments on 21 October. The point for this block: ideas sit in your own feed and inbox. That is what the skill goes looking for. Click the video to play it; it has sound.

The skill walks you through it. First it asks for your LinkedIn profile and four questions about your work, so it knows which topics are yours. Then it takes the homework: five profiles, five sources, five client moments. It reads what those people post about, scans the market for the content theme, and comes back with ten angles. Every angle has to be yours: a topic you own or a moment you lived. Timebox: 30 minutes, including reading the board.

Where the skill saves the angles: your own board in the ABM tool, under Program > Post angles. Everyone sees everyone's board; only you move your cards. Cards start in Angles; you drag the ones you like to Shortlist and the one you write today to Writing. The cards on this slide are examples, not research. Every card carries the hook and format thinking from the next chapter, so you start writing with a first line, not a blank page.

Everyone works in Claude Code in the desktop app; the Koos connector from the list exercise is the same one, it just has new tools. Do steps 1 to 4 together on screen, then everyone runs /post-angles at their own pace. Gmail and Slack are optional: without them the skill works from the answers, the homework and their own posts, so the subjects rest on less. If the organisation blocks those connectors, skip step 2. Connect them before the new session; a connector added later means starting over. Paul and Sezayi walk around. If /post-angles doesn't show up, the folder isn't in ~/.claude/skills/post-angles or the session is still the old one. If /mcp shows no save_post_studio, the connector points to an old address: add it again from Setup > Connect your AI. The goal of this block: everyone's analysis is running. While it runs, we start on the next chapter.

In the feed people see your photo and name, about two lines of text and the image. Everything else hides behind …more. So you have two options: make your point in those two lines, or make them interesting enough that people click. The image supports the hook, it does not replace it. The post on the slide is an example.

Two strategies for the first two lines. Then four patterns to start from. The examples are illustrations on our theme, not real cases: replace them with your own moments. Tip for the writing block: write three hooks for the same post and pick the best.

Pragmatic: pick the format that fits the angle and the time you have. For today, text or image. A carousel takes design time; plan it for a later post. LinkedIn has no audio post in the feed, so we leave audio out. The angle board already suggests a length and format per card.

35 minutes. Sezayi and Paul walk around. If someone is stuck on step 3, ask them to tell the client moment out loud and write down the first sentence they say.

Language and rhythm are personal choices; we agree them per person here (open since 7 October). Early reactions from colleagues help the first posts travel. Next: the ABM tool gets a post roll that shows who posted each week. To ask RJ whether he keeps the team on it.