How We Chose the 53 Creators

A database is only as trustworthy as the sample behind it. If we had scraped 29,599 random posts, the patterns would tell you what average LinkedIn looks like, and average LinkedIn is not what you are trying to learn from. So the Index is not random. It is a deliberately chosen set of 53 creators, picked to represent what good looks like across the range of B2B LinkedIn.

The four criteria

1. They perform. Every creator in the Index consistently publishes content that lands, not one viral fluke but a sustained pattern relative to their audience.

2. They publish enough to have a range. We need enough volume per person to see their whole spectrum, their exceptional posts and their quiet ones, because performance only means something measured against their own baseline. Most contribute hundreds of posts.

3. They span the tiers. This was deliberate. The Index runs from emerging specialists (around 5,000 followers) through scaled operators up to platform-defining thought leaders (500,000+). If we only studied the giants, the lessons would not transfer to anyone still building.

4. They are B2B and creator-economy operators. Founders, marketers, salespeople, consultants, creators-about-creating. Not lifestyle influencers, not consumer brands. A focused sample gives sharper lessons.

Who is in it

A representative sample of the creators studied in the Index: founders and operators like Alex Hormozi, Sahil Bloom, Codie Sanchez and Greg Isenberg; marketing leaders like Ann Handley, Rand Fishkin, Dave Gerhardt and Amanda Natividad; positioning and product voices like April Dunford, Lenny Rachitsky and Hiten Shah; sales figures like John Barrows, Josh Braun and Morgan J. Ingram; and creator-economy and writing names like Justin Welsh, Dan Koe, Nicolas Cole, Lara Acosta and Ruben Hassid.

Where the lines are

We study public content. Full stop. The Index does not contain private analytics, impression data, or anything you could not see yourself by visiting a profile. And when we publish benchmarks, they come from the anonymised aggregate. We do not attach a performance figure to any individual by name. The creators are examples of craft and strategy you can observe and learn from, not data points we have put a price tag on. That distinction matters, and we hold to it.