Twelve & Done

linkedin posts for small b2b saas founders, written in their own voice. async, no calls. or do it yourself with the founder post kit.

[Twelve & Done @12andDone]

@hassanz_io finding them, by a distance. the product is a problem you can sit down and solve. the first 10 customers mostly came from saying one specific thing in public, over and over, until the right person nodded.

[Twelve & Done @12andDone]

the blog post took two weeks.
proper research. a diagram. a strong opinion in paragraph six.

linkedin got the title and a link.
the opinion never left paragraph six.

[Twelve & Done @12andDone]

@nikolak47 @heyreach_io saying no to the obvious feature is hard when customers keep asking for it. noticing they already solve it with what you have is the useful bit.

[Twelve & Done @12andDone]

@Anushkaa1407 the channels being identical is the part people miss. the gap usually shows up in what happens after the first conversation, who follows up and how fast.

[Twelve & Done @12andDone]

a big ai model launches.
by lunchtime the founder feeds are full of takes on it.

same points. same screenshot from the announcement.

the one thing only they could say, what it changes for their own customers next month, doesn't make it in.

[Twelve & Done @12andDone]

the homepage says "unlock operational efficiency."
the customer said "i don't do the rota on sunday nights anymore."

the founder posts that one.
the customer's version sits in a call recording nobody rewatches.

best thing a customer has said about your product, word for word?

[Twelve & Done @12andDone]

@joecashino the thought-leading trap is real. it feels like progress because people react to it. good on you for saying the zero out loud.

[Twelve & Done @12andDone]

the post was good on monday.
then marketing tidied it. the cofounder softened one line. someone asked if legal should have a look.

it went out on friday.
nobody reading it would guess a person wrote it.

[Twelve & Done @12andDone]

@nestersk the hours point is the real one. a $3k client is mostly one relationship to keep warm, 300 small subs is 300 tiny support inboxes. depends which kind of tired you can live with.

[Twelve & Done @12andDone]

@vedansh_builds the useful part for me would be knowing which signal fired, not just a score. "usage dropped 40% and the admin stopped logging in" is something i can act on, "risk: 72" isn't.

[Twelve & Done @12andDone]

some founders are brilliant in other people's comments.
sharp, specific, a bit funny.

then they go back to their own profile and post nothing for a month.
the best thing they wrote this week is sitting under someone else's post.

where did your best line this week end up?

[Twelve & Done @12andDone]

@finnbuilt the 0 to 100 part is where it all feels like pushing a rock. curious what you found worked best for the first ten.

[Twelve & Done @12andDone]

@andrevalleee @eldridqe nice, solo from mexico is a tough spot with b2b. who are you selling to first?

[Twelve & Done @12andDone]

months of nothing.
then a photo from the conference stage. lanyard, slide behind them, "great conversations today."

the buyers who weren't there get the photo.
none of what was actually said on the panel.

[Twelve & Done @12andDone]

the post did well.
80 likes. other founders, a couple of vcs, someone from the accelerator.

zero from the ops leads who actually buy the thing.

[Twelve & Done @12andDone]

@adamc0dez the build vs buy split is the useful part. my guess is the tools that got paid for are the ones where upkeep costs more than the subscription.

[Twelve & Done @12andDone]

@builtwithrubel the zoom demo is often just friction for a buyer who already knows what they want. curious if the bigger accounts still ask for a call afterwards.

[Twelve & Done @12andDone]

if you'd rather write the other kind of post yourself, the founder post kit is the diy version of twelve & done. FOUNDER19 takes it to €19 until 23:59 tonight, €29 after: https://t.co/4kCUjh9gIo

[Twelve & Done @12andDone]

the founder's feed is all hiring posts.
we're hiring a senior engineer. we're hiring a head of sales. welcome to the team, sam.

a buyer scrolling it learns the company is growing.
not one thing about the problem it solves.

[Twelve & Done @12andDone]

every post is a release note.
new integration. dark mode. exports 3x faster.

the customers who already pay like it.
everyone still deciding just scrolls. nobody told them what was broken.