From earning first class degrees, to landing roles at tech companies, building credible communities they now monetise, growing an engaging & invested following, building and scaling their businesses, and becoming full time influencers & content creators…

There’s a reason why many of my readers have gone on to succeed from social media.

Plenty of social media courses and guides teach you what to post. A tactic here. A trend there. One PDF on “viral hooks,” one course on content, another on surface-level branding and growth.

So, most people end up with fragments, not a system… and fragments don’t compound.

Very few resources teach you how to think about social media in a way that leads to sustained growth, real leverage, and long-term results.

The OFF-ALGORITHM course book is written from the perspective of someone who has seen the entire system from the inside, from the start: what brands actually pay for, what platforms consistently reward, how audiences make decisions; and why some people build momentum year after year while others stay stuck doing “all the right things”

I’ve spent over a decade leading social and influencer strategies for some of the biggest brands in the world across multiple categories. I’ve built and scaled global programmes, overseen campaigns worth millions, analysed platforms as they evolved, and worked directly with creators, founders, and executive teams.

Inside this book, I break down how modern platforms really behave, how audiences respond to content, and why identity now matters more than tactics. You’ll understand why certain accounts grow consistently while others stall, how culture shapes what resonates, and how both brands and individuals are using positioning to scale without relying on paid ads or chasing algorithms.

We unpack organic growth strategy, monetisation models, culture marketing, brand architecture, and how social media functions as a genuine business asset, not just a visibility tool. Each chapter stands on its own, with practical exercises woven in, designed to sharpen your thinking and help you apply what you’re learning immediately.

With over 45 comprehensive chapters, this isn’t a guide you can skim. If applied, it provides a strategic framework you ultimately build with.