Dani from Invisible Keyboard

Distribution people trust | Founder @

[Dani from Invisible Keyboard @danifromik]

Three people reached out to me recently to ask about the beginning of entrepreneurship.

What were your first steps? How do you know what to build? How do you get your first client? When do you leave your job?

I love these questions.

Invisible Keyboard is 2.5 years old now. We have been through a lot, but I also know we are only at the beginning of something much bigger.

Still, I remember exactly what those first days felt like:

You are building the offer while trying to sell it. Learning what clients want while delivering it. Making decisions with very little data. Doing marketing, sales, support, finance, operations, and everything else the company suddenly needs.

And wondering whether everyone else knows something you do not haha.

In my opinion, a lot of the beginning is getting close enough to a real problem, finding someone willing to pay you to solve it, and learning faster than your uncertainty can stop you.

I definitely do not have entrepreneurship figured out. But I know more than I did 2.5 years ago, and I am very willing to share what I have learned if it helps someone else chase their own idea too.

[Dani from Invisible Keyboard @danifromik]

We’re constantly looking at how AI agent companies talk about their products.

The best ones lead with the work:

Legal review.
Support tickets.
Outbound.
Voice calls.
Engineering tasks.
Back-office ops.
Research.
Scheduling.
Customer follow-up.

Buyers are trying to stop doing something slow, expensive, manual, risky, or annoying. Not buy the “agentic version” of something.

[Dani from Invisible Keyboard @danifromik]

Part of our job at Invisible Keyboard is studying how the biggest companies create demand, then turning what we find into something B2B teams can actually use.

This time, we looked at how Google introduced Gemini Enterprise for Legal and Financial Services.

We reviewed 14 primary sources to understand:

Where they announced it.
Who they used to spread the news.
Which formats they published.
And how the message changed depending on who was speaking.

The most interesting finding:

Google gave executives, customers, technology partners, consultancies, and implementers different parts of the story to own.

The CEO explained why the category mattered.
Google explained what it built.
Customers created trust.
Partners showed what the product unlocked.
Implementers made adoption feel possible.

One product.
Multiple narratives.
Dozens of distribution points.

We turned the full analysis into a free, ungated resource, including the launch map, message architecture, format stack, primary sources, and the parts B2B teams can steal.

Full teardown: https://t.co/JYqXLUtAiq

[Dani from Invisible Keyboard @danifromik]

Part of our job at Invisible Keyboard is studying how the biggest companies create demand, then turning what we find into something B2B teams can actually use.

This time, we looked at how Google introduced Gemini Enterprise for Legal and Financial Services.

We reviewed 14 primary sources to understand:

Where they announced it.
Who they used to spread the news.
Which formats they published.
And how the message changed depending on who was speaking.

The most interesting finding:

Google gave executives, customers, technology partners, consultancies, and implementers different parts of the story to own.

The CEO explained why the category mattered.
Google explained what it built.
Customers created trust.
Partners showed what the product unlocked.
Implementers made adoption feel possible.

One product.
Multiple narratives.
Dozens of distribution points.

We turned the full analysis into a free, ungated resource, including the launch map, message architecture, format stack, primary sources, and the parts B2B teams can steal.

Full teardown: https://t.co/JYqXLUtAiq

[Dani from Invisible Keyboard @danifromik]

Got off a client call today with a friendly reminder:
Your best content ideas are often already inside your client conversations. Today, we talked about a genuine deal-breaker. Listen for the moments when clients explain why a deal might not happen. Those objections often reveal the most useful topics to unpack publicly.

[Dani from Invisible Keyboard @danifromik]

Three people reached out to me recently to ask about the beginning of entrepreneurship.

What were your first steps? How do you know what to build? How do you get your first client? When do you leave your job?

I love these questions.

Invisible Keyboard is 2.5 years old now. We have been through a lot, but I also know we are only at the beginning of something much bigger.

Still, I remember exactly what those first days felt like:

You are building the offer while trying to sell it. Learning what clients want while delivering it. Making decisions with very little data. Doing marketing, sales, support, finance, operations, and everything else the company suddenly needs.

And wondering whether everyone else knows something you do not haha.

In my opinion, a lot of the beginning is getting close enough to a real problem, finding someone willing to pay you to solve it, and learning faster than your uncertainty can stop you.

I definitely do not have entrepreneurship figured out. But I know more than I did 2.5 years ago, and I am very willing to share what I have learned if it helps someone else chase their own idea too.

[Dani from Invisible Keyboard @danifromik]

How to comment without sounding like AI: be a person.

[Dani from Invisible Keyboard @danifromik]

We just saved a client ~$2K–$5K in LinkedIn ads. One organic post we created for him got 42,245 impressions.

That’s what people underestimate about organic content: it is distribution you didn’t have to buy.

P.S. across our client portfolio, organic posts have outperformed equivalent paid reach by 2–17x.

[Dani from Invisible Keyboard @danifromik]

Last Friday, I asked Codex what I’d worked on since Monday morning. It found 49+ tasks across 30 different areas.

The list made me feel productive and exhausted at the same time. How do you protect your focus when the job requires so much context switching?

[Dani from Invisible Keyboard @danifromik]

@eth666vip Nah, no hypes. Building this to last (or at least this is 100% my intention)

[Dani from Invisible Keyboard @danifromik]

Last week, a client asked what we’re testing internally to grow Invisible Keyboard. Loved the question - if it was useful for him, maybe it’ll be useful for you too.

A little context: I’ve been building Invisible Keyboard for 2.5 years. We’ve worked with 50+ clients across 8+ countries and 10+ industries.

The business is mostly bootstrapped, profitable, and still run by a small team. I also closed roughly 90% of our sales myself.

Here’s what we’re testing:

1. Founder, team, and investor content (all of our socials)

I only started publishing consistently after getting help with content. Now, more people connected to IK are starting to create and share their own perspectives too. Creating content from "your people" creates a different word of mouth.

2. Blog + Google / LLM visibility

We started publishing consistently around June. Within 2–3 months, the blog became our third-largest website traffic source.

Now we’re learning how that content gets discovered across Google, ChatGPT, Claude, and other LLMs.

3. Newsletter

We have around 45 subscribers. Very small. But the goal right now isn’t scale. It’s learning what people want enough to open, read, and come back for.

4. Instagram

We’re figuring out what catches the eye of our target audience there, not just repurposing what already works elsewhere.

5. White papers

This started with a client asking us for four white papers a month. Now we’re testing original research as a way to build trust, create demand, and feed content across other channels.

6. Reddit

Very carefully. Reddit has a much lower tolerance for marketing, so it needs a completely different approach.

7. LinkedIn ads

We tested them for the second time. They brought us almost nothing compared to what they cost. Still a useful result: we know where not to spend more money right now.

8. Invisible Reach

A new product that identifies the people inside a company with the strongest existing LinkedIn reach. They can be part of your product's distribution. Also started with a client request.

9. Partnerships

I’m looking for win-win partnerships with VCs, accelerators, founder communities, and agencies already supporting B2B founders.

What already works for us:

- LinkedIn
- Referrals
- Personalized outreach
- Relationship building (by relationship building, I mean: get the email, say hi, don’t push, post content, keep showing up without being annoying. When they’re ready to buy, you want to be the person they think of.)

None of this is a finished playbook, but I’ll keep sharing what we learn along the way.

I know I left out a lot of the specifics. If you’d be interested in seeing the numbers, costs, and early results behind each experiment, let me know. I might put together a deeper follow-up.

I also share more detailed, behind-the-scenes updates like this in my newsletter: https://t.co/qS0yMmEJXG

[Dani from Invisible Keyboard @danifromik]

@AshwiniNK21 I know! Gotta delegate a few things to my AI agent haha

[Dani from Invisible Keyboard @danifromik]

Last Friday, I asked Codex what I’d worked on since Monday morning. It found 49+ tasks across 30 different areas.

The list made me feel productive and exhausted at the same time. How do you protect your focus when the job requires so much context switching?

[Dani from Invisible Keyboard @danifromik]

@launch_llama Hey Tom, where do you think they create those communities, though?

[Dani from Invisible Keyboard @danifromik]

Building is fun. Watching the market discover what you built is even more fun.

[Dani from Invisible Keyboard @danifromik]

Founders: where are you building a community around your company?

[Dani from Invisible Keyboard @danifromik]

@jembatanaicom True story mate

[Dani from Invisible Keyboard @danifromik]

@bigmacfive You have a point