The Academy — 29 free lessons on LinkedIn authority

29 free lessons across 4 tracks on writing that earns authority on LinkedIn. Read the opening of any lesson without an account.

Art of Authority

The Interest Graph — The game the masters play: why the feed routes on aboutness, not who you know
The Authority Gap — The three authority signals, and why conviction needs an evidence layer under it
Your Authority Thesis — The one-sentence claim you are willing to defend, and how to build it
Your Method — The six archetypes the best creators cluster into, and finding yours
Your Arena — Industry as context, pillars as topic strategy, choosing the ground you own
Proof Architecture — The Proof Paradox: conviction earns reach, evidence earns trust, and strong posts layer both
The Landing Page — The profile is where all borrowed reach lands, and the one part of this system you fix in an afternoon
The Coherence Test — The failure no other score sees: a strong page about a different subject from the feed that sent the visitor
Your Ask — Offer to CTA, conviction then proof, and the sell ceiling top creators respect
Pattern Alignment — Signal consistency, intent drift, and why the best creators deviate least
Your Voice — Voice is the moat: why the last lever is the one that cannot be copied

Foundation — Why writing feels hard, and how Authority Lab changes that
Intent — What the content is trying to achieve, and who it's really for
Hook Architecture — The two lines the reader actually sees, and why no hook type beats another
Post Structures — The five structures most posts fall into, and how to pick the one your material needs
Packaging — How format changes reach: adding an image lifts the typical creator by 41.5%
Structure Patterns — How shape and white space hold a reader, and why structure is not a reach lever
Tone Positioning — How POV strength and conviction signals shape authority and trust
Visual Authority — Which image types beat a creator's own average, and which quietly cost them
CTA Style — What the corpus actually does at the end of a post, and why 97% of it asks for nothing
Comment Anatomy — The room, the stance and the craft: what an outbound comment earns, in strict order of importance

The Trust-Conversion Flywheel — Sell posts average the lowest engagement of any intent, and what to put in front of them
Lead Magnets & Offer Alignment — What the corpus can and cannot tell you about posts that trade something for a click
The Consideration Stage — The stage between reach and the ask, and why most feeds skip it
The 15% Rule — What a heavy sell share actually costs, and the Sell-by-Teaching fix
The Revenue Blueprint Integration — The capstone: 3 layers, 8 signal dimensions, and the Elite Post Profile that synthesises the whole curriculum

The Authenticity Advantage — The twenty words that make writing read machine-made, and what to use instead
Voice Differentiation at Scale — How top creators maintain distinctive voices - and the 4 dimensions that make writing unmistakably yours
The Twelve Tells — The twelve habits that make writing read machine-made: where each one comes from, what it costs you, and the move that fixes it