If writing about your business makes you feel like a walking pitch deck, (or worse, like you’re trying to convince people of something you don’t even believe) that’s a messaging problem. And that’s exactly what this week’s Business Origin Stories guest, Katie Lantukh, helps her clients solve.

Katie is a messaging strategist who helps business owners find clear, grounded language that reflects who they are and what they stand for. She’s also someone I trust deeply in my own business. We’ve worked together behind the scenes on high-level client projects for years, and she’s one of the sharpest thinkers I know when it comes to brand voice, implementation, and ethical marketing.

In this episode, we talked about what messaging really means, how to start using it across your business, and why LinkedIn might be the hidden gem you’ve been ignoring.

Messaging Is More Than Copy

When people say they “need better messaging,” they’re often talking about more than words. They’re usually craving language that feels true to them, resonates with the right people, and doesn’t feel performative.

Katie’s approach starts with the basics: your values, your goals, and your ideal client. When those three are aligned, messaging becomes something you can stand behind. It flows into your website, your social presence, and the way you describe your work in everyday conversations.

The goal isn’t to chase trends or compress your story into a one-liner. It’s to build language that reflects how you want to be known.

What Happens After You Find Your Message

A lot of founders get stuck after the brand story is written. They’ve done the strategy work, but now they’re unsure how to use it.

Katie helps her clients treat messaging like a foundation instead of a deliverable. Once you know what to say, the next question is: where does it need to live?

That answer depends on your capacity, your values, and where your audience is paying attention. For Katie, that platform was LinkedIn.

Why LinkedIn Is Working
(and What to Do Differently)

When Katie started posting regularly on LinkedIn, she wasn’t trying to go viral. She just needed a way to show up and to be seen by people outside her existing network.

Over time, she built what she calls a “referral ecosystem.” Most leads didn’t come through direct messages. They came from people who never liked or commented, but still referred her when the timing was right.

The takeaway: consistent thought leadership builds trust, even if you don’t see immediate engagement. And showing up as a real human (not a marketing machine) is often enough to stand out.

Katie now teaches her clients how to repurpose their messaging into posts, use AI to brainstorm ideas, and approach LinkedIn like a relationship-building tool, not just a sales platform.

You Don’t Need to Follow
the Formula

There’s no one right way to show up online. And just because something works for someone else doesn’t mean it’s right for you.

Katie’s business is built on aligned action, quiet confidence, and thoughtfulness over flash. She’s proof that you can be strategic and sincere. You can market with intention and without the ick.

🎧 Want to learn how to translate your message into a platform you actually enjoy using? This episode is a great place to start. Listen now on Apple Podcasts or Spotify.

You can also find Katie at murphy.marketing or follow her work on LinkedIn.