GPS Coaching · The LinkedIn Playbook

Strategy

LinkedIn is where Maryam's audience already spends its professional attention. The goal is not reach for its own sake: it is to make her the recognizable voice on executive emotional intelligence, so that when a senior leader hits the plateau, hers is the name they already trust.

What every post works toward

Recognition, not marketing. A plateaued executive should feel seen by the post, not sold to. Trust compounds; funnels don't.
Two quiet conversions. Senior leaders → Book a Free Discovery Call. HR & L&D buyers → corporate EQ-i 2.0 workshop inquiries.
Every post traces to the thesis: clients hold all the answers. The work is recognition from within.

Who we're writing to

C-suite & senior executives in transition. Succeeded on the outside, unmoored underneath. The 1:1 flagship.
HR / L&D buyers. Teams with EQ challenges, the corporate workshop path.
Cross-cultural & global leaders. Multicultural range across regions and contexts. Structural differentiator, kept visible.
Emerging leaders & founders. Earlier in the arc, already thinking about how they lead.

Six content pillars · share of voice

Emotional intelligence, measured

EQ as the named, learnable ground of the work: EQ-i 2.0 and EQ 360, numbers over vibes.

Thread · EQ

Identity, not tactics

Change how you think and everything downstream changes. Clients say "I'm different now."

Thread · Transformation

The inner operating system

Why capable leaders plateau: responsibilities evolved, the internal OS didn't. The flagship 1:1 story.

Executive coaching

The storm & coach-like leadership

Hard skills are being automated (implied, never named). The human skills are now the whole game.

Why now

East meets West

Cross-cultural leadership, leading across regions and contexts.

Differentiator

Proof & practice

Verbatim client lines, the five pull-throughs, workshop and speaking moments. Outcomes louder than resume.

Evidence

Cadence & voice rules

Two posts a week, Tuesday and Thursday. A sustainable rhythm that reads as presence, not noise. Text-first insights anchor the week; visual formats rotate through. A repeating four-week pattern covers every pillar each month.

Week	Tuesday	Thursday
Week 1	Text insight The inner operating system	Quote card Identity, not tactics
Week 2	Carousel A framework, e.g. "What coaching is, and what it isn't"	Photo + headline EQ, measured
Week 3	Text insight The storm / coach-like leadership	Proof card Proof & practice
Week 4	Text insight EQ-i 2.0 / East meets West (alternate)	Workshop promo Corporate EQ workshops (HR / L&D)

Always

Maryam's first person, peer to peer. Warmth first, credentials after, or not at all.
Each post argues one idea in miniature. Standalone value, never a teaser.
Link to the article plainly, in the body.
CTA is an invitation: "Book a Free Discovery Call. No pressure, no pitch."
Short declaratives; a long build, then a short turn. Concrete nouns: the room, the meeting, the decision.

Never

Hashtags. "Link in the comments." "Agree?" Emoji bullets. Engagement bait of any kind.
Exclamation points, hype adjectives, corporate jargon, "Here's the truth:" openers.
Invented client stories or outcomes. Patterns in second person instead; quotes verbatim only.
Stats outside the evidence bank: 6,000+ sessions · 500+ leaders · 7+ years.
Naming AI in the storm framing. Implied, always.

The six formats

A closed design system built from the brand guide: Prata for display, DM Sans for labels, jewel tones on champagne and plum, photography from the branded library. Every visual below is a template: AI swaps the words and the photo; the system keeps it on-brand. Primary size 1080×1350 (4:5 portrait).

The GPS Principle

The most important person you'll ever learn to lead is yourself.

Maryam Aryafar · GPS Coaching

gpscoaching.co

1 · Quote card

Plum ground · Prata display · gold rule

Use for: exemplar lines and verbatim client quotes. AI does: lifts the strongest line from the week's article and sets it.

The core of the work

Emotional intelligence is learnable. Most leaders never learn it.

Measurable with the EQ-i 2.0. Learnable at any point in a career. The higher you lead, the more it decides your impact.

gpscoaching.co

2 · Insight card

Champagne ground · headline + support line

Use for: pillar arguments stated plainly. AI does: distills the post's claim into headline + one supporting line.

Maryam seated in a warm, light-filled lounge — 3 · Photo + headline

Branded photo library · plum scrim · Prata line

**Use for:** reflective topics, page launches, presence. **AI does:** picks the matching photo from the library (never generates her likeness) and sets the line.

The practice

6,000+

coaching sessions

500+

leaders coached

years in practice

gpscoaching.co

4 · Proof card

Warm white · gold numerals · evidence bank only

Use for: milestones and the five client pull-throughs. AI does: draws numbers strictly from the evidence bank. Nothing invented, ever.

Before we start

What coaching is, and what it isn't.

A great coach doesn't teach the champion the sport.

1/5

Not therapy

We work forward from where you are.

Not back through your past.

2/5

Not consulting

No strategy deck. No "here's what to do."

You discover your own answers, guided.

3/5

Not mentoring

This isn't "do what I did."

It builds your capacity to lead yourself.

4/5

What it asks of you

Openness. Honesty. Commitment.

Say yes to all three, and the change is real. Book a Free Discovery Call. gpscoaching.co

5/5

5 · Carousel

5 slides · 1080×1350 PDF · cover, turns, quiet CTA

Use for: frameworks (coaching is / is not, the five pull-throughs, EQ-i 2.0 explained). AI does: breaks the article's argument into a cover, three turns, and a closing invitation.

Maryam speaking to a seated audience — 6 · Workshop promo

Photo band + champagne body · HR / L&D audience

**Use for:** the monthly corporate push and event announcements. **AI does:** assembles photo, offer line, and inquiry path.

Three worked examples

Each began as a topic, the part Maryam owns. Everything below the chip was generated in her voice by the content system, then shown here exactly as it would appear on LinkedIn. Alongside each post, the system also produces the full blog article, SEO package, and image brief.

Topic: "Why smart leaders plateau"

Text insight + photo card

Pillar: the inner operating system. The flagship 1:1 story, aimed at the executive who has quietly stalled.

Also generated: 1,100-word article · SEO title "Why Capable Leaders Plateau · GPS Coaching" · image brief (journaling, warm light)

Maryam Aryafar

Executive & EQ Coach · ICF PCC · GPS Coaching
1w · 🌐

The leaders who stall at the top are rarely short on intelligence. They're running an internal operating system that hasn't evolved at the pace of their responsibilities.

You see it in small ways first. Decisions that used to be easy start to drag. Feedback lands harder than it should. The role grew; the way you process pressure didn't.

More strategy won't fix that, because strategy sits on top of the system. The work is underneath: how you think, how you regulate, how people experience you in the room. When that shifts, everything built on it shifts too.

Clients don't tell me they picked up a trick. They say something quieter, and bigger: "I'm different now."

I wrote about what this looks like in practice: gpscoaching.co/blog/why-capable-leaders-plateau

Maryam journaling by a window in warm light

What actually changes

This changes who you are, not just what you do.

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Topic: "EQ you can measure"

Text insight + insight card

Pillar: emotional intelligence, measured. Speaks to executives and HR buyers at once. The assessment is the bridge to the workshop offer.

Also generated: article on the EQ-i 2.0's fifteen skills · SEO slug /blog/eq-i-2-0-what-it-measures · OG card from format 2

Maryam Aryafar

Executive & EQ Coach · ICF PCC · GPS Coaching
2w · 🌐

Emotional intelligence has a reputation problem. Leaders hear the phrase and file it under soft: good for posters, hard to act on.

The EQ-i 2.0 changed how I work. It puts numbers on fifteen distinct skills: impulse control, empathy, assertiveness, stress tolerance. Numbers turn a vague virtue into a development plan.

When a leader sees their profile for the first time, the conversation stops being abstract. You're no longer "working on communication." You're building one specific muscle, and you can watch it move.

The higher you lead, the more these skills decide your impact. Unlike most of what got you here, they stay learnable at any point in a career.

How the assessment works, and what the fifteen skills are: gpscoaching.co/blog/eq-i-2-0-what-it-measures

The core of the work

The leadership skill underneath the skills.

Fifteen measurable skills. One assessment. EQ-i 2.0.

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Topic: "The human skills are the whole game"

Text insight + quote card

Pillar: the storm. Automation implied, never named. The urgency argument that makes the rest of the feed land.

Also generated: "Why now" article · quote card auto-set from the post's strongest line · SEO package

Maryam Aryafar

Executive & EQ Coach · ICF PCC · GPS Coaching
3w · 🌐

A storm is moving through every organization. The technical work (the writing, the analysis, the busywork) is increasingly handled for us.

What's left is the part no machine can do: reading the room, regulating yourself under pressure, making people feel safe enough to do their best work.

For years a leader could get by on credentials and hard skills. Not anymore. The human skills aren't the soft part of the job. They've become the whole game.

The leaders who see this early aren't waiting for permission. They're doing the inner work now, while everyone else keeps perfecting skills that are quietly leaving the job description.

What this means for how you lead: gpscoaching.co/blog/the-rules-of-leadership-just-changed

Why now

The human skills aren't the soft part of the job. They've become the whole game.

Maryam Aryafar · GPS Coaching

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How the AI heavy lift works

The system already exists: a content skill in the website project encodes Maryam's voice, the brand guide's rules, the evidence bank, and the photo library. Her role is judgment at the two ends: choosing the topic and giving the final read. About fifteen minutes per post.

Pick the topic

One sentence is enough ("why smart leaders plateau"), chosen freely or from the pillar backlog above. This is the only creative input required.

Maryam · 2 minutes

The package is drafted

The content system writes the full set in her voice: an 800–1,200-word blog article, the LinkedIn post, the SEO package (title, meta, slug, OG card), and an image brief. Voice rules, truth rules, and the evidence bank are enforced at generation time, not checked after.

AI · minutes

The visual is assembled

The right format from section 03 is chosen for the post, words are set in the template, and the photo, when one is needed, comes from the branded library. Her likeness is never generated.

AI · minutes

Maryam reads it

Three checks only: are the facts and quotes real, does it sound like her, would a plateaued executive feel recognized rather than marketed to. She edits anything that misses, or sends back one line of feedback for a redraft.

Maryam · ~10 minutes

Publish and schedule

Article to the site, post to LinkedIn on the Tuesday/Thursday rhythm. The calendar in section 02 decides the slot; nothing goes out without her approval in step 4.

Maryam or assistant · 3 minutes

What the AI is never allowed to do

Invent client stories, names, timelines, or outcomes. Patterns in second person only; quotes verbatim from real sources.
Use numbers outside the evidence bank (6,000+ sessions · 500+ leaders · 7+ years).
Name AI in the storm framing. Implied, always.
Generate Maryam's likeness. Real photos come from the branded library.
Hashtags, engagement bait, exclamation points, funnel-speak. The brand does not chase the algorithm.