At Winterfest 2026, Newmag will present Gor Karapetyan’s “LinkedIn 101” (trailer)

With more than 65 million decision-makers and over 10 million C-level executives using LinkedIn, the platform has become a global business hub. But how can professionals build a personal brand that truly supports their business and career growth? And how can personal branding be transformed into a strategic business tool?

These questions are addressed by Gor Karapetyan, author, co-founder, and CEO of Targeting and Simple Business Academy, in his new guide, “LinkedIn 101”.

The book is the first Armenian-language systematic guide dedicated to professional positioning for business leaders. It goes beyond explaining how to use LinkedIn as a platform. Instead, it focuses on solving practical challenges such as positioning, building trust, communicating effectively with decision-makers, and developing a long-term professional reputation.

The guide is based on the author’s experience from more than 1,150 consultations and seminars. As a co-organizer of LinkedIn Local events in Armenia and abroad, Karapetyan shares insights gained from working with dozens of companies and executives.

Readers will find:

• More than 25 real B2B case studies featuring both local and international success stories
• 12+ scientific models and frameworks that provide clear, practical tools
• 101 thematic questions designed to help professionals build their personal branding strategy step by step
• Integrated QR codes that direct readers to additional tools and support materials, making the book highly practical and interactive

“LinkedIn 101” is designed for business leaders, company founders, sales and marketing professionals, and B2B specialists who want their personal brand to become a business asset rather than simply an online presence.

LinkedIn today is far more than a digital résumé platform, it is a global professional ecosystem where millions of business decisions are made daily. “LinkedIn 101” serves as a practical roadmap for navigating this environment effectively.