Production Process
A LinkedIn profile optimisation is a contained deliverable: four steps, two to four hours of production time. The profile is audited, the positioning is confirmed, every section is drafted and reviewed, and the client receives ready-to-paste text for every field.
Positioning Brief
Before any writing begins, four positioning decisions are confirmed. These determine what the profile leads with, how the book is positioned, who the profile is designed to attract, and what the visitor should do next. Every word on the profile serves these decisions.
Primary Identity
Author and keynote speaker (dual positioning with book development as secondary business)
Book's Role
Central to the speaking identity. The book is the system underneath the keynotes; it leads the profile.
Target Audience
Corporate L&D directors, event organisers, executives considering writing a book
Primary CTA
Visit theidentityprotocol.co.uk (speaking) or thebookdevelopmentservice.com (book development)
Headline
The single line that appears under the client's name everywhere on LinkedIn: in search results, in comments, in connection requests. The first 100 characters are visible in most contexts. This line determines whether someone clicks through to the profile.
Author of The Identity Protocol | Keynote Speaker: Resilience, Identity, High Performance | Founder, The Book Development Service
About Section
The first 300 characters are visible before "See more." If those 300 characters do not compel someone to click, the rest of the About section does not exist. The structure follows a specific sequence: hook, story, book, what the client offers, and a clear next step.
First 300 characters (visible before "See more")
At fourteen, I was on life support after a car crash that should have ended everything. Twenty-two years later, I stood on stage at the NBA All-Star Weekend, setting three Guinness World Records. The system that carried me across that distance is what I now teach.
That system is The Identity Protocol: identity first, evidence second, results last. It was not discovered in a library. It was forged in a hospital bed, tested across a decade of solitary practice in empty sports halls, and proved on stages from Wembley Arena to the NBA All-Star Weekend.
I have performed for Nike, Adidas, Sony, Ford, the NBA, and Guinness World Records. I have delivered keynotes and workshops for corporate and educational audiences including Henley Business School. I hold four Guinness World Records. And I am a main carer for my autistic son, which means every protocol in my book is tested daily under conditions that do not wait for convenient timing.
I do two things:
I speak. The Identity Protocol keynote and workshop series delivers practical frameworks for leaders and teams navigating pressure, transformation, and sustained high-performance demands.
I help leaders write their books. The Book Development Service turns expertise into published books through a structured extraction and architecture process. A three-hour session, a complete Book Blueprint, and a writing partnership that takes the client from first conversation to published author.
For speaking enquiries: theidentityprotocol.co.uk
For book development: thebookdevelopmentservice.com
Or send me a message here.
Experience Entries
Experience entries are rewritten as authority-building narratives, not duty lists. Each entry positions the work and references the book. Only roles relevant to the client's current identity are rewritten; older or irrelevant roles are simplified or left as-is.
Creator and Keynote Speaker
The Identity Protocol
Four-time Guinness World Record holder delivering keynotes and workshops on resilience, identity, and high performance for corporate and educational audiences.
The Identity Protocol is a system built across twenty-five years of first-person evidence: from a hospital bed to the NBA All-Star Weekend. Ten named, deployable frameworks for leaders navigating pressure, transformation, and sustained performance demands.
Workshop modules: Identity First (keynote), The Dark Room (half-day), The Second Window (half-day), Collision of Spheres (sprint), The Identity Operating System (full day). Clients include Sony, Nike, Ford, the NBA, Guinness World Records, and Henley Business School.
Founder
The Book Development Service
Helping executives, founders, and thought leaders turn their expertise into published books through a structured extraction and architecture process.
A three-hour Blueprint Session extracts the book from the client's expertise. Within a week, they receive a complete Book Blueprint: the argument, the chapter architecture, the stories, the voice direction, and a practical roadmap. The Writing Partnership then takes the project from Blueprint to finished manuscript.
The service also covers publication, author website, keynote presentations, LinkedIn optimisation, content strategy, and everything else that turns a book into a platform.
Featured Content
The Featured section pins three to five items at the top of the profile. Order matters: the first item should be the most important asset. More than five is cluttered. Less than two looks sparse. These are the recommendations for what to feature and in what order.
The Identity Protocol (author website)
The book and speaking site. First Featured item because it serves the primary identity. The visitor sees the book, the credentials, and the speaking offer in one click.
The Book Development Service
The second business. Positioned after the speaking site because the primary LinkedIn audience is L&D directors and event organisers; the book development audience discovers this secondarily.
Highest-performing LinkedIn post
Social proof of engagement. The post that best represents the client's thinking and attracted the most interaction. Demonstrates that this is an active, visible profile.
Speaking video or media appearance
External validation. A podcast interview, a speaking clip, or a published article. Shows the client in action, not just describing what they do.
Banner Image
The banner image is the largest visual element on the profile. It should be intentional, not the default LinkedIn blue. The direction below was specified for production and complements the dark cinematic aesthetic of the Identity Protocol website.
Quality Tests
Every optimised profile is tested against three checks before delivery. If any test fails, the profile goes back to Step 2.
The Five-Second Test
Open the profile as a stranger. Within five seconds, can you answer: who is this person, what do they do, and why should I care? If any answer is unclear, the profile is not ready.
The Voice Test
Read the About section aloud. Does it sound like the client speaking at their most articulate? Or does it sound like a LinkedIn optimisation template? If it sounds generic, rewrite it.
The CTA Test
After reading the full profile, does the visitor know exactly what to do next? If the next step is unclear, the call to action needs sharpening.
This profile is live. See the optimised result on LinkedIn.
View live profile →