Content Calendar
Scored, not landed.
Every meta article emits a berley trail. This page is about deciding which hook goes in the water next.
No point catching fish that can’t be on the boat. A meta article without a LinkedIn package is a fish in the water — scored, not landed. The schedule below only holds articles with a package ready to ship. Everything else sits in the backlog until a package exists.
On the Boat
Packaged. Ready to ship.
Two articles. Two weeks of runway. Anything past week 2 requires a new package — no package, no schedule row. Before any package promotes, the writer names the fish in one sentence. If the sentence doesn’t land in the body of a real reader, the package isn’t ready.
07
reality-is-the-gauge
The Fish
“A founder or tech lead six months into a build whose velocity dashboards are green and whose customer signal is flat, muttering “we keep shipping and nothing changes” — ready to suspect the gauge before blaming the team.”
Drive: Certainty
20
character-cant-be-faked
The Fish
“A small-team founder three months after a hire that looked perfect on paper and drained the team, saying “the CV was great, the interview was great, and I still got it wrong” — ready to stop trusting selection theatre and start trusting the work itself.”
Drive: Fairness
In the Water
The Scorecard
Sorted by composite rhetoric score — a Tight Five of Ethos, Logos, Pathos, Kairos, and Topos. One to five each, composite out of twenty-five. The top row is the next package to build. When a package ships, the row promotes to the schedule above.
| # | Article | Score |
|---|---|---|
| 1 | 02seventy-percent | 22/25 |
| 2 | 09making-money | 22/25 |
| 3 | 10goodwill | 22/25 |
| 4 | 04close-the-gap | 21/25 |
| 5 | 12questions-are-the-moat | 21/25 |
| 6 | 05five-questions | 21/25 |
| 7 | 01heroes-journey | 21/25 |
| 8 | 06decision-chain | 20/25 |
| 9 | 03tight-five | 20/25 |
| 10 | 11culture-is-the-vessel | 22/25 |
| 11 | 08greatest-game | 19/25 |
| 12 | 13dream-engineering | 18/25 |
| 13 | 19what-next-algorithm | 18/25 |
| 14 | 17hoard-the-pattern | 18/25 |
| 15 | 18walked-object | 18/25 |
| 16 | 15phygital-mycelium | 20/25 |
| 17 | 14after-hierarchy | 17/25 |
The Fishball Frame
Hook scores the article. Frame scores the belonging.
The rhetoric rubric scores the hook. This frame scores whether the hook feeds the fishball. A 24/25 article that attracts the wrong fish is worse than a 19/25 article that deepens the right ones.
Bite
“Which generation or counterparty bites on this article?”
Gen Z enters on identity, Millennials on stability, Gen X on control. Same mycelium, different bait.
Mode
“Does it acquire a new reader, or deepen an existing one?”
Acquire feeds the top of the berley trail. Deepen compounds loyalty. Both matter — the ratio is the strategy.
Force
“Does the article push with a fear, or pull with a desire?”
Every journey needs both. Nightmares make people move. Dreams give that movement direction.
Pikorua
“Does the article respect “customer today, contributor tomorrow”?”
Every reader is a potential crew member. Berley that talks down to the audience poisons the ball.
Push
The signal to move
Names the pain. Fires the signal. Without the signal the reader stays on the couch, because nothing on the couch hurts yet.
Pull
The north star for direction
Names the potential. Sets the heading. Without the heading the reader moves, but in circles.
Push without pull is panic. Pull without push is daydream.
Weigh In
Where is this wrong?
The ask is not “is this perfect.” The ask is “where is this wrong.”
Copy the row you disagree with into a comment. Rewrite the five numbers. One sentence of why per number you changed. Send it back. The order recomputes itself.
Which article on this list would you click first — and which fish does that make you?
Is the acquire/deepen ratio right, or should the first five weeks be pure acquire to grow the ball before talking inward?
Which row has the wrong Bite tag — and which generation would actually click it?
What article is missing from this list that should be berley for a counterparty currently unfed?
If the fishball is forming around the wrong fish, which article would you publish next to redirect it?
Context
Persuasion
The rhetoric Tight Five (Ethos, Logos, Pathos, Kairos, Topos)
Drives
The six social drives that fuel every Pathos score
Tight Five Loops
Why five, and why these five
Community
Why social glue matters, and how shared experience binds
Ecosystem
Five counterparties, the fishball, entry points by generation
Essential Algorithm
INTENT → ROUTE → INFRASTRUCTURE → SETTLE → FEEDBACK