Molly Sonsteng
Caveday Co-Founder
Molly Sonsteng builds community and trust by sharing deeply personal stories about work, creativity, and human connection, then threads her Caveday business philosophy through them. Her most distinctive move is the story hook that opens with a specific, vivid scene (Capture the Flag at the Met, a 12-year-old game idea) before revealing the business insight, which flips the typical founder playbook.
4.7/wk
61 posts in 30d
22
avg per post
15.7%
comments / total
2.8%
reposts / total
story
Sun · 7 PM CET
Voice & tone
Molly writes like a friend who thinks deeply but doesn't perform intelligence. She's warm, slightly mischievous, and unapologetically earnest about joy and meaning. She uses short declarative sentences to land emotional beats: 'Magic happens and they forget to act their age.' 'The world is undeniably heavy right now. But I don't think that means we stop making space for delight & magic.' She trusts the reader to connect dots without over-explaining.
Signature phrases
- “At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely.”
- “When you give adults just enough structure, mischief, and permission to be ridiculous for a few hours, magic happens”
- “if we're friends... you know I”
- “There's a lot of chatter right now about”
- “I've always believed that is worth something”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art… in total secret. No running. No yelling. No dodging. Think spies, not soldiers. Joined by twenty friends, we snuck around the Temple of Dendur playing our tweaked version of a childhood field game. It was the most fun any of us had had in ages. This was a one-time Saturday morning experiment in a beautiful landmark that we couldn’t believe we’d pulled off. And we couldn't stop thinking about it. Yes, it was fun and the adrenaline pumped, but what we were especially taken by was how it changed the way people related to each other not only during the game, but hours later. A light had been turned on inside each of us. When you give adults just enough structure, mischief, and permission to be ridiculous for a few hours, magic happens and they forget to act their age. I wrote about what made it work this week in my newsletter.👇 https://lnkd.in/gjK62mKF
The hook works because it's absurdly specific and impossible to ignore. 'Capture the Flag in the Metropolitan Museum of Art… in total secret' creates cognitive dissonance. The reader must keep reading to resolve the contradiction. The ellipsis is crucial—it's a pause that builds suspense.
Opens with vivid scene. Adds sensory negations ('No running. No yelling. No dodging.') to deepen intrigue. Shifts to the emotional payoff ('magic happens'). Ends with a soft CTA (newsletter link) that feels like a bonus, not a demand.
- Sensory negation — 'No running. No yelling. No dodging.' — creates rhythm and clarifies what makes this different
- Emotional revelation — 'A light had been turned on inside each of us' — moves from plot to meaning
- Philosophical close — 'when you give adults just enough structure, mischief, and permission to be ridiculous for a few hours, magic happens' — ties the story to a universal insight
- Soft CTA — 'I wrote about what made it work this week in my newsletter' — feels like sharing, not selling
She doesn't ask for engagement directly. Instead, she offers a newsletter link as a natural next step for readers who want to understand the deeper 'why.' This drives comments because readers want to discuss the insight before clicking away.
Start with a scene so specific and surprising that readers must keep reading to understand it, then reveal the business insight only after you've earned emotional trust.
ISO Fractional Marketing Support (Immediate / Short-Term Opportunity)! My business Caveday (a global membership community that helps people do their best work through live, guided focus sessions) is looking for a creative, hands on marketing person to support us through the busy…
The hook is a direct offer formatted as a job posting, which is unusual on LinkedIn. 'ISO Fractional Marketing Support (Immediate / Short-Term Opportunity)!' stops the scroll because it's scannable, urgent, and specific. The exclamation mark signals energy without desperation.
Hook (job title + urgency). One-sentence company description that emphasizes mission ('global membership community that helps people do their best work'). Ideal fit section with 5 bullet points. Compensation and contact info. Two tag mentions at the end.
- Mission-first description — leads with what Caveday does for people, not what it is
- Personality in job requirements — 'creative, hands on' and 'nimble and full of fresh ideas (vs an agency type or CMO)' tells candidates what culture they're joining
- Transparency — 'Approx. 20/month' and 'Compensation details shared in initial conversation' builds trust
- Social proof via tags — mentions two names at the end, suggesting this is a real opportunity with real people
Direct email with a specific subject line ('Fractional Marketing: Caveday'). The specificity makes it easy to apply and signals that Molly will actually read submissions.
When posting a job or opportunity, lead with mission and culture fit before logistics. Use personality in the requirements to attract people who already align with your values.
At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely. Oliver Burkeman argues exactly this in Four Thousand Weeks. His case for letting go of the things we'll probably never get to is convincing. Discomforting, even. For twel…
The hook is a bold philosophical statement that names a real tension: half-baked ideas that never ship. 'At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely.' It's relatable and slightly uncomfortable, which makes readers want to see how Molly resolves it.
Opens with bold statement. Cites authority (Oliver Burkeman, Four Thousand Weeks). Reveals personal example (12-year-old game idea). Explains how she finally shipped it (Claude AI on vacation). Describes the project (Bread or Suit). Closes with philosophical reflection on why frivolous joy matters.
- Authority citation — 'Oliver Burkeman argues exactly this' — gives the insight credibility without being preachy
- Personal vulnerability — 'I'd made peace with never building it' — shows she's not immune to the problem she's naming
- Concrete detail — 'nearly 20,000 possible pairings' — makes the project feel real and thought-through
- Philosophical reframe — 'The world is undeniably heavy right now. But I don't think that means we stop making space for delight & magic.' — elevates a side project into a values statement
- Honest admission — 'Bread or Suit is not going to change the world' — disarms cynicism and invites readers to embrace the point
The post cuts off mid-sentence ('But I'm…'), which is a cliffhanger that forces readers to click 'see more' or visit the full post. This is a structural CTA that drives engagement without asking for it.
Use a philosophical statement to open, then prove it with a personal story. End mid-thought or with a cliffhanger to force readers to engage with the full post.
What drives their engagement
Molly's posts drive comments because they end with either a cliffhanger (post 3), a soft CTA that invites discussion (post 1), or a direct question that asks readers to apply the insight to their own lives. Her top posts average 49 engagement with story openings, suggesting readers want to discuss the emotional or philosophical insight, not just like it.
Reposts are low (2.8% overall), which suggests Molly's audience is small and highly engaged rather than broad. The posts that do get reposted tend to be announcements (job postings, feature mentions) or bold philosophical statements that feel shareable beyond her immediate network.
High—Molly's posts feel like they're worth revisiting. The philosophical statements ('magic happens and they forget to act their age,' 'bringing a moment of joy into someone's day is not frivolous') are quotable and applicable to readers' own work and lives. The story posts also feel like case studies that readers might want to reference later.
Content pillars
Founder Stories & Philosophy
30%Personal narratives about how Molly and Sam built Caveday, designed experiences, or made unconventional choices that reveal the company's human-centered values.
Productivity & Focus Insights
25%Direct teaching about why human-led focus sessions work better than tools alone, and what remote workers actually need to do their best work.
Delight & Meaning in Work
20%Reflections on why joy, play, and seemingly frivolous projects matter in a heavy world, and how they connect to Caveday's mission.
Community & Connection
15%Stories about how Molly designs moments that bring people together and change how they relate to each other.
Hiring & Opportunity Posts
10%Direct, specific job postings and partnership calls that feel personal and collaborative rather than corporate.
Hook patterns
Vivid Scene Opening
Specific sensory detail + surprising location or action + ellipsis to create intrigue. 'Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art… in total secret.'
“Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art… in total secret.”
→ Readers stop because they want to know how this is possible and what it has to do with the creator's work.
Bold Declarative Statement
Absolute claim about a universal problem or truth, often borrowed from a book or philosophy. 'At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely.'
“At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely.”
→ Readers recognize themselves in the statement and keep reading to see how the creator resolves the tension.
Personal Milestone Announcement
Casual reference to a life event + conditional phrase that signals insider knowledge. 'My birthday is tomorrow and if we're friends... you know I adore birthdays.'
“My birthday is tomorrow and if we're friends... you know I adore birthdays.”
→ The ellipsis and conditional create intimacy and make readers feel part of an inner circle.
Problem-Focused Question
Two-part question that names a tool or service, then challenges its effectiveness. 'You can use a tool or a service to help with productivity. And maybe you do. But if you still struggle to focus, are these services actually working for you?'
“You can use a tool or a service to help with productivity. And maybe you do. But if you still struggle to focus, are these services actually working for you?”
→ Readers feel seen in their frustration and want to know the alternative Molly is about to propose.
Direct Offer with Urgency
Acronym or label + urgency marker in parentheses. 'ISO Fractional Marketing Support (Immediate / Short-Term Opportunity)!'
“ISO Fractional Marketing Support (Immediate / Short-Term Opportunity)!”
→ The format is scannable and the parenthetical creates FOMO without being pushy.
Top-performing hooks
“Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art… in total secret.”
→ The post uses a compelling personal anecdote to illustrate the power of play and structured mischief in fostering connection and creativity among adults. The intriguing story and relatable message lik
“ISO Fractional Marketing Support (Immediate / Short-Term Opportunity)!”
→ The post clearly outlines a specific need (fractional marketing support) and directly targets the desired audience with a clear call to action. The concise requirements and immediate availability make
“At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely.”
→ The post combines a relatable struggle with productivity and personal projects with a lighthearted solution, making it engaging and shareable. The vulnerability and the emphasis on joy resonate with a
“My birthday is tomorrow and if we're friends... you know I adore birthdays.”
→ The post uses a personal anecdote (birthday during the pandemic) to create a relatable and engaging story. The vulnerability and reflection on finding meaning in challenging circumstances resonate wit
“You can use a tool or a service to help with productivity. And maybe you do. But if you still struggle to focus, are these services actually working for you?”
→ The post effectively questions the efficacy of automated productivity tools, positioning Caveday's human-centered approach as a superior solution. By highlighting the importance of human facilitation
“My husband Sam Utne had a birthday last week. I helped his friends shower him with love.”
→ The post leverages a relatable personal story to create an emotional connection with the audience. It emphasizes the importance of thoughtful gestures in relationships, which resonates with many peopl
“Caveday has the great honor of being included in Fast Company's World Changing Ideas 2021! #FCWorldChangingIdeas”
→ The post announces a significant achievement (inclusion in Fast Company's list), instantly boosting credibility. The use of a relevant hashtag increases visibility.
“When I design moments that matter, I lean into details over dollars.”
→ The post uses a relatable personal story to illustrate a broader point about prioritizing meaningful experiences over material wealth. This resonates with audiences and builds trust through vulnerabil
“When your quilt for two just won’t do, try the 3 Way Duvet.”
→ The post tells an engaging story about a fun, creative project, highlighting the value of play and collaboration. The absurdity and humor make it memorable and shareable, sparking interest and convers
“Way to make a lady feel seen, ChatGPT. Its upgraded memory is ✅ 💫”
→ The post leverages the novelty of AI to generate a flattering self-description, creating curiosity and engagement. The call to action encourages others to try the prompt, further boosting interaction.
What works
- Story openings with vivid, specific details outperform all other hooks by 2x (49 avg engagement vs 24 for bold statements). Post 1 ('Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art') hits 131 engagement because the reader must keep reading to understand the connection to her business.
- Personal vulnerability paired with philosophical insight drives comments. Post 3 ('I'd made peace with never building it') followed by 'The world is undeniably heavy right now. But I don't think that means we stop making space for delight & magic' feels like a conversation, not a lecture, which invites readers to share their own struggles.
- Soft CTAs that feel like sharing, not selling, outperform direct asks. Post 1 ends with 'I wrote about what made it work this week in my newsletter' (31 comments) vs post 5's direct product pitch (10 comments). Readers engage more when they feel invited, not targeted.
- Specific, scannable job postings with personality attract engagement and applications. Post 2 uses bullet points, parenthetical asides ('vs an agency type or CMO'), and a specific subject line, which signals that Molly will actually read submissions and that the role is real.
- Cliffhangers and incomplete sentences force readers to click 'see more.' Post 3 ends mid-thought ('But I'm…'), which drives readers to expand the post and increases time-on-post, a signal LinkedIn's algorithm rewards.
Steal this for your own LinkedIn
- Start your next post with a specific, vivid scene that seems unrelated to your business. Include a sensory detail and a surprising location or action. Then reveal the business insight only after you've earned emotional trust. Example: 'Ten years ago, my husband, Sam, and I led a game of Capture the Flag in the Metropolitan Museum of Art… in total secret.'
- Use short declarative sentences to land emotional beats. Write 'Magic happens and they forget to act their age' instead of 'When you create the right conditions, people experience a shift in how they relate to each other.' The shorter version is more memorable and feels more authentic.
- End with a cliffhanger or incomplete thought instead of a direct CTA. Cut your post mid-sentence or with a question that forces readers to click 'see more.' This drives engagement without feeling pushy.
- When posting a job or opportunity, lead with mission and culture fit before logistics. Use personality in the requirements ('nimble and full of fresh ideas (vs an agency type or CMO)') to attract people who already align with your values, not just anyone who can do the work.
- Pair a bold philosophical statement with a personal story that proves it. Open with 'At a certain point, a half baked idea needs to either come off the back burner or get thrown out entirely,' then reveal how you finally shipped a 12-year-old idea. This structure makes readers feel seen and want to discuss the insight.
- Use conditional phrases and ellipses to create intimacy. 'My birthday is tomorrow and if we're friends... you know I adore birthdays' makes readers feel part of an inner circle and signals that you're speaking to a specific audience, not everyone.
Compare Molly with…
vs Liam Darmody
Liam Darmody vs Molly Sonsteng: Scale vs Authenticity on LinkedIn
vs Emma Weber
Emma Weber vs Molly Sonsteng: Scale versus depth on LinkedIn
vs Hana Jacover
Hana Jacover vs Molly Sonsteng: Scale vs Depth on LinkedIn
vs Mark Tweed
Mark Tweed vs Molly Sonsteng: Vulnerability beats boldness on LinkedIn
vs Hana Jacover, ACC
Hana Jacover vs Molly Sonsteng: Volume beats virality on LinkedIn
Get the full Molly Sonsteng playbook
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Posting patterns
Molly posts 4.7 times per week with perfect consistency (61 posts in 61 days), which signals reliability and keeps her top-of-mind without overwhelming her small audience.
Sunday at 6 PM UTC performs best. This timing suggests her audience checks LinkedIn on weekend evenings, possibly while winding down or planning their week ahead.
Micro posts under 30 words average 11 engagement, while short posts (30-80 words) average 20 engagement. However, her top-performing posts are longer stories (medium and long range), averaging 55+ engagement. The sweet spot for Molly is the story format at any length, not the word count itself. Readers engage with narrative, not brevity.
Engagement by day
Content mix
avg 37 engagements per post
avg 13 engagements per post
avg 17 engagements per post
avg 4 engagements per post
avg 7 engagements per post
Molly's 30% story format dominates because her audience is small, engaged, and values connection over information. The remaining 70% is split between problem-solution (18%), announcements (16%), and lighter formats, which keeps the feed varied without diluting her core voice. For a 1,647-follower account, this mix works because every post feels personal and intentional, not like content for content's sake. Her audience follows her, not her topic.
