Third Negroni. Someone at the dinner party has just asked about Gordon's Instagram strategy.

Instagram strategy?

That pause. The one that makes the asker wish they'd kept quiet.

We don't have one.

No Instagram. No Facebook. No LinkedIn posts about "disrupting the salon space." No carousels about our "journey." No dancing reels. No hashtag blessed.

Waves hand dismissively.

We could. Lord knows we could. We could post inspirational quotes over stock photos of scissors. We could celebrate Transformation Tuesday. We could share "behind the scenes" content of a developer staring at a screen, which is exactly as thrilling as it sounds.

But here's what nobody in marketing wants to admit: you're not scrolling Instagram hoping to discover salon software.

You're looking at brunch. Your cousin's puppy. That influencer who's somehow always in Santorini.

You're not thinking about booking systems. You're escaping from thinking about booking systems.

Leans in.

So why would we interrupt that?

To wave desperately from between the holiday photos, shouting "LOOK AT US! WE HAVE FEATURES!"?

Short laugh.

No thank you.

The software companies cluttering your feed with "5 Tips For Better Client Retention" aren't doing it because it works. They're doing it because someone told them they have to. Because the marketing playbook says "build a social presence." Because everyone else is doing it and nobody wants to be the first to admit it's all a bit pointless.

Drains glass.

We'd rather build something worth finding than perform for people who came looking for cat videos.

So here's Gordon's social media strategy: there isn't one.

When your current software fails you—and it will—you'll go looking. You'll search. You'll ask around.

We'll be here. Not in your feed. Not interrupting your evening scroll. Not dancing for the algorithm.

Just here. Building. Ready.

Signals for another round.

Call it arrogant. Call it old-fashioned. Call it commercial suicide.

We call it respecting your time.

Keep it simple. Keep it Gordon.