How a known-and-loved LinkedIn personality managed a seamless pivot, while saving 40 hours a month!

The client

Laibel Schwartz Photography

 Laibel Schwartz is the CEO and Creative Director of a boutique photography and videography studio. He and his team have a unique aptitude for capturing the essence of the subject and making the lens itself forgotten.

The problem

Stay true to Laibel’s voice AND launch a new service?

First challenge:   Laibel had spent years actively engaging on LinkedIn. His audience had come to love – and expect – Laibel’s warm, professional tone and energetic, all-in approach.

Could anyone truly grasp his signature style and represent his brand properly?

Second challenge:   Laibel wanted to move away from being known as “the headshot guy” and instead become the go-to address for promotional videography. But repositioning himself would require a long-term content strategy, which he had no time to develop or implement.

The solution

Leaning in and letting go

 Before we could speak about any LinkedIn strategy, we had to gain Laibel’s trust and prove to him that we understood the nuances of his brand.

Luckily, our customized brand voice guide did that for us. (A routine part of our intake process, the voice guide details the brand’s personality and tone, down to punctuation and emoji use.) The guide, which he described as “spot on,” exceeded Laibel’s hopes and expectations, immediately enabling him to lean in and move forward.


With trust established, we moved on to setting two goals for Laibel’s LinkedIn strategy.

First goal: Regain and further increase his audience, without anyone noticing a change.

On our weekly 45-minute calls, we prompted Laibel for content that gave his audience a deeper insight into his way of thinking as a person and business owner. Until that point, his content had centered more directly around his work. Now, we wanted the audience to get to know Laibel on a more personal level.

All the while, we focused heavily on precisely maintaining his very distinct voice and tone.

Second goal: Promote his new corporate video services.

When it was time to roll out the new emphasis on corporate and promotional videos, we prompted Laibel for content that would build awareness, increase authority, and attract leads.

We created ongoing content highlighting insights, examples, background information, and client success stories that helped us introduce the shift and ultimately, reposition the brand.

The result

A smooth LinkedIn revival AND a successful pivot, in just 45 minutes a week (instead of the same amount of hours per month!)

“The best service out there – I recommend them all the time.”

When Fluex hired us to produce some of their video content, I found out from the inside how passionate they are, how systemized and organized they are, and the brilliance that happens inside. And I was impressed. As their client, I can say it’s the best service out there for this. It impresses me beyond what I could imagine. I highly, highly recommend it, and I recommend them all the time.

Laibel Schwartz
Founder & Creative Director, Laibel Schwartz Photography

Get in front of key players, decision makers, and senior influencers in your industry.

Joel Freund

Founder & CEO

More than just a founding visionary, Joel plays an active role in running Fluex. His natural knack for leadership combined with his business and marketing know-how make him uniquely suited to his post. He empowers both his staff and clients to become great leaders in their own right. His greatest professional joy? Helping business owners overcome their challenges and become independently successful — he’s proudest when they no longer need him!

Playing music, building communities, and donating kidneys. 🙂

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Rachel Grunbaum

CMO & Growth Strategist

Rachel G. is the mastermind behind all things marketing and growth at Fluex. She constantly seeks out new sales and partnership opportunities while refining and tweaking existing channels. Rachel ensures everything Fluex puts into the world is deeply aligned with the company’s mission and values. Her proudest professional accomplishments are (1) raising over £1,000,000 for charity in her previous role as a grant writer, (2) building her own business from $0 to 6 figures in 18 months using LinkedIn, and (3) being entrusted with the emails of a Forbes-listed corporation with 600,000+ subscribers.

Watching a good history documentary while snacking on Darrell Lea pomegranate-flavored licorice. 😋

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Sury Tauber

COO & “Everythingist”

Sury oversees Fluex’s operations to a tee, from the smallest detail to the largest. With her unique blend of people skills, technical capability, and self-motivation, Sury is the quiet but tireless force tending to the millions of moving pieces and behind-the-scenes aspects of Fluex’s famously efficient operations. It’s her relentless dedication that enables Fluex’s robust roster of employees and contractors to focus single-mindedly on doing their best work and delivering the best possible experience and results to clients.

Reading weekly publications, and listening to Beethoven’s 5th. 🎵

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Rachel Friedlander

Director Of Business Development & Brand Voice Specialist

The multi-talented Rachel F. plays a double role at Fluex: She both leads their business development efforts and manages back-end setup of clients’ LinkedIn accounts – spearheading the research stage, creating unique brand voice guidelines, overseeing profile development, and crafting a personalized LinkedIn strategy for each client. Her secret superpowers include translating industry jargon into understandable human terms and capturing a client’s authentic personality in words. Rachel is also a certified copywriter and Codex Persona brand voice specialist with a decade of experience in the business development industry.

Reading. And writing poetry. And reading some more. 📚

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Shlomo Friedman


A former social media skeptic, Shlomo converted after experiencing tremendous success on LinkedIn with Fluex – before it even had a name! – and soon joined the company as a partner. Shlomo is the big-picture thinker at Fluex, using his extensive business experience and contagious enthusiasm to drive sustainable growth. His passion and vision continue to shape Fluex into an agile, fast-growing, and highly-regarded company that is pioneering a new approach to personal branding for executives.

Traveling, trying new things, or engaged in spirited debate with anyone about anything. 🙂

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