Hi, thanks for subscribing and welcome to edition 2 of Never in a Month of THUNKdays!

This is a deep dive inside and around everything that happens in the Crux universe, namely

👉Crux - Social Selling & Influence

👉The Crux Cast - Our people centred podcast

👉The Social Selling THUNK - Our Social Selling & Influence comic book

👉The Big Live Breakfast Burrito - Our weekly Live stream show with the Burritoneans


Its been a busy month here at Crux HQ, we are currently working with 5 clients across our associates group and its interesting to see the different mindsets across different sectors and geographic locations.

Currently we are working with clients in:

  • Electronic manufacturing,
  • Engineering
  • Performance improvement
  • Marine

And we are just kicking off with a company in the construction safety space.

A really diverse clients base working in completely different sectors but all with one with in common...

They realise things have changed and that's its important to get ahead of the game and get the team comfortable, confident and competent with Social Media.

This quarter we are focussing on Influence. Its a bed rock of modern Strategic Social Media and something very few organisations get right.

Many are stuck in a rut, spamming their networks in the form of digital brochures whilst other have realised that they key is to stop this and convert the team to building influence on Social.

Why bother...?

A good starting point for the answer is our favourite report of 2021:

The Edelman LinkedIn Thought Leadership Impact Study.

The fourth annual collaboration between Edelman and LinkedIn examining how thought leadership influences perception and buying behaviours among B2B decision-makers.

Their previous research confirmed the full-funnel, business-generating impact of strong thought leadership — and the tangible risks of publishing low-quality content.

Edelman and LinkedIn gathered insights from nearly 3,600 management-level professionals who consume thought leadership to help marketers, communicators and salespeople better understand when to use thought leadership and what attributes B2B audiences want to see from companies.

They say at the top of the report "We hope the findings shed light on how your organization shows up in the marketplace — and helps to spark new thinking and ideas that you can use in your thought leadership efforts."

Lets start here...

Switch to through leadership on Social Media, stop pointless marketing methods.

👉64% of buyers say that an organization's thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets.


👉65% of buyers say thought leadership significantly changed the perception of a company, for the better, due to a piece of thought leadership.

But hold on....

👉63% of buyers also say that thought leadership is important in providing proof that an organization genuinely understands or can solve your specific business challenges.


👉47% of buyers say thought leadership led them to discover and ultimately purchase from a company that was not considered to be among the leaders in a particular category (i.e., a challenger brand).

So if its this important, what is thought leadership?

Lets hear from the report writers...

"Thought Leadership Thought leadership material refers to content — for example, thought pieces, essays, videos, webinars, live presentations, PowerPoint slides, and research reports — that organizations make available to the public for free (or in return for registering or giving them your contact information).

In this context, “thought leadership” does not include content that is primarily focused on describing an organization’s products or services or thought leadership that you pay to receive — such as client deliverables, subscription services, or reports that must be purchased."

Organisations that are tapping into this are seeing deeper relationships with their buying community and finding themselves in places they didn't think they'd be...

'Building Influence' is a key part of our training and allows out clients to pull away from their competition who are lost in the maze of brochureware and "buy my stuff" content.

We are going to keep on the theme of influence in our content for the remainder of this quester giving you blogs, video and short form content aimed to help you.

Content like this..

and like this...


On March 19th 2020 we posted our first ever Crux Cast. A podcast which homes in on the life story of a professional in business.

A real under the skin "where it all started" kind of thing.

Along the way we met some amazing people with incredible stories to share.

We got more into live streaming and video and on the 13th May 2021 we posted our 62nd and then we took a break to focus on Live Streamed shows.

This month we are bringing back The Crux Cast with #63 and our special guest is Danielle Guzman, Global head of Social Media for Mercer!

Stay tuned for more guests and, if you'd like to come on the show or know someone who you think would be great, drop us a line.

As an example, here is a link below to Crux Cast #47 with the brilliant Wendy Fleming from Ditch Debt with Dignity....enjoy!

The Social Selling THUNK

Our weekly Social Selling Comic Strip continues.

This month we met up with:

A Marketing Director is busy doing lots of 'things'. Many of them are being done because 'that's what we always do' and "we are busy doing what we do because its good for visibility....".

stop wasting time with marketing activity, get to the crux!

We also met with a a Technical Director who hasn't yet realised how much value they and their technical team can add in 'Social Influence' and, what that in turn brings for their company...

All of your team can and will add measurable value on Social Media.

We also met with a Managing Director and a Marketing Manager. None of the current marketing activity is adding to their pipeline, the order intake is down and the CRM is light on anything real. This company is in trouble, they are stuck in the mud and need to prioritise where best to spend their time in order to create real demand for their products and services....and also to get in front of prospects.

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...and last but not least we met with a CEO whose business life has been transformed by Social Selling & Influence.

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6 of Volume 1 of Social Selling THUNK are now available as NFTs - here is the Hoodathunkpictures Opensea gallery... 👇


This is our weekly LinkedIn Live (every Thursday morning 0745 UK time).

We wanted to create a space where people could meet, get to know each other and have fun. Professional people networking in a new way.

A safe space which was all about the people not about the presenters...The Burrtioneans!

You will find:

Music, Games, Jokes, Word quizzes, Poetry, Facts, Amazing guests and features which aim to help people....

With the crew: Matt Pybus, Vanessa Gartell, Simon Wells William Shorten  Craig Allan 

We said Au revoir to the wonderful Antonia Brickell who had been with us for around 30 shows and welcomed the brilliant Suzan Brown for her first show (check it out on The Weather Report One - link below).

This month we had... (the titles are linked, click to watch) :

The 'Mods v Rockers' one...

The 'Travel Show' one...

The ‘Halftime Show’ one

The 'Weather Report' one...

Special points of note....

Richard Urdige's lovely poetry on The Travel Show one (10m 12 seconds)

William Shorten's Rappers Delight as Poetry and Matt Pybus rapping his rant on The Halftime show one...priceless!

To whet you appetite, here is a link to The Halftime Show one in full.


So, that's a little insight into a month in the world of Crux.

Next month we will feature and interview with none other than Vanessa Gartell The Social Sommelier and Matt Pybus for an update on all things LinkFORTY2.

Live Social '22

Eric Doyle