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Every now and then, I receive a well-meaning message that goes something like: “You post a lot. Aren’t you worried it’s too much?”
I understand the question. But I don’t share the concern.
LinkedIn has become one of the most powerful tools we have to build trust, open doors, and stay relevant. And as a marketer, if I’m not consistently and authentically marketing myself, what does that say about my ability to do it for anyone else?
I don’t post to perform. I post to connect. To contribute. To be part of the conversation instead of waiting on the sidelines for permission. Because connection doesn’t happen in silence, and credibility isn’t built through invisibility.
A Platform for Ideas, Not Just Announcements
Over the last year, I’ve started using LinkedIn the same way I approach brand strategy. Not to broadcast, but to build something—shared understanding, community, traction. And the results have confirmed that approach.
Two of my recent posts reached far beyond my immediate network:
- One, about Jaguar’s 97.5% sales collapse in Europe, generated over 14,000 impressions and sparked a spirited debate among marketers, auto industry insiders, and passionate Jaguar loyalists.
- The other, about a pizza place that refused to offer ranch dressing, was less dramatic but equally telling. It reached nearly 10,000 impressions and became a surprisingly intense discussion about customer experience, service culture, and, yes, pizza purism.
Neither was designed to go viral. But both did something more important. They created dialogue.
When Jaguar Fans and Pizza Purists Join the Chat
The Jaguar post explored the disconnect between bold branding and operational readiness. The company’s vision for an all-electric, ultra-luxury lineup was ambitious, but the infrastructure wasn’t there to deliver it. The result? A 97.5% drop in sales across Europe.
Some marketers appreciated the analysis. Others, including many longtime Jaguar fans, pushed back...hard. A few referenced articles suggesting that Jaguar intended to run down its current model supply as part of the brand’s electric transition. In other words, the sales collapse was by design.
I read those too. And sure, that’s one explanation.
But as someone who’s spent years driving revenue and growth strategy, I have a hard time wrapping my head around a model that involves intentionally running out of product and accepting a nearly 100% drop in sales. That’s not just bold. That’s baffling.
How do you pay your bills while you rebrand? How do you fund R&D, retain top talent, or stay relevant in a competitive category without steady revenue?
Planned or not, this kind of drop signals a disconnect between brand aspiration and business reality. And when that gap grows too wide, customer trust starts to slip.
The conversation got heated at times. One of the loudest voices in the comments was particularly defensive. Ironically, someone messaged me privately to say, “He’s actually a good guy.” Which made me laugh. That’s LinkedIn in a nutshell—sometimes combative, sometimes collaborative, always human.
And that’s the point. A post that sparks emotion, debate, and reflection is doing its job. It’s revealing what people care about. And that’s exactly the kind of feedback brands—and marketers—should pay attention to.
Then came the pizza post.
It was a simple story. Great food, cozy restaurant, but no ranch. Not “we’re out.” Not “we don’t carry it.” Just no. Flat and unapologetic. The interaction stuck with me. And apparently, it struck a nerve with others too.
The post prompted over 30 comments. Some came from customer experience pros. Others were from diners who agreed that small touches make all the difference. But the most surprising replies came from loyal Italian food lovers who defended the no-ranch decision as a stand for culinary integrity.
The passion on both sides reminded me that even the smallest moments can spark meaningful conversations when they tap into identity, expectation, and brand experience.
So, Do I Post Too Much?
Maybe. But I would argue the better question is this:
What happens if I don’t?
Every opportunity I’ve had this year—consulting engagements, interviews, speaker invites, collaborations—has come not from a résumé or cold outreach, but from consistent visibility. Not through pitching, but through participating.
Not every post gets attention. Some land quietly. Others take off in ways I can’t predict. But over time, the consistency adds up.
You become familiar. Recognizable. Trusted.
That’s not accidental. That’s the long game of brand building.
What Counts as “Viral” on LinkedIn?
Viral looks different on LinkedIn than it does on platforms like TikTok or Instagram. Most people here don’t post at all. According to Sprout Social, Inc., just a small percentage of LinkedIn users create content regularly, and yet they drive a majority of the platform’s engagement (source).
Community behavior also reflects the “1% rule,” where only a small fraction of users create content while the rest consume it passively (Wikipedia).
So when a post reaches more than 10,000 impressions, as both of mine did, it is already performing in the top 1 to 2 percent of content on the platform.
More importantly, reach isn’t everything. What matters most is whether your content resonates. When a post travels beyond your first-degree network and sparks conversation with people who didn’t know your name the day before, it’s doing the job that content is meant to do.
As Daniel Roth, LinkedIn’s Editor-in-Chief, said:
“The people who succeed on LinkedIn are the ones who show up consistently. It’s not about going viral. It’s about building trust over time by sharing what you know.”
That is exactly the point. You don’t need to go viral. You need to show up.
Who I Learn From
LinkedIn is at its best when it’s not just a publishing platform, but a place for meaningful conversation. Some of my favorite voices here don’t just share ideas—they respond, engage, and elevate the discussion.
Here are a few I learn from regularly:
Joshua Brown (CEO of Ritholtz Wealth Management) He’s sharp, funny, and unfiltered in the best way. But what really sets him apart is how often he actually replies. He turns the comments into conversation. He makes you feel like you’re not just reading his thoughts—you’re part of them.
Peter Mallouk (CEO of Creative Planning) Peter brings uncommon clarity to complex financial topics. His content cuts through the noise—no jargon, no fluff. He communicates like a true advisor, not a talking head, which is rare at that level of leadership. His discipline, optimism, and long-term mindset are consistent—and consistently valuable.
Katie Burke (Chief People Officer at Harvey) Katie writes with clarity and care. Her posts are smart, human, and grounded in real leadership. She makes culture tangible and reminds you what great people leadership actually looks like.
Andy Crestodina (CMO and Co-founder at Orbit Media Studios) Andy’s posts are practically a masterclass in content marketing. He shares frameworks, answers questions, and brings structure to topics many people overcomplicate.
These are people who show up consistently and make the platform better. If you’re looking to learn or level up your presence, start with them.
The Point of LinkedIn Isn’t Perfection. It’s Participation.
This isn’t about chasing likes or trying to game the algorithm. It’s about being part of the conversation and creating the kind of signal that makes the right people pay attention.
LinkedIn was never meant to be a quiet archive of job titles. It’s a living, breathing exchange of ideas. And for those of us who have spent our careers behind the curtain—leading teams, shaping brands, solving real problems—this platform offers something rare. A place to show our work, in our own voice, on our own terms.
So no, I am not worried about being too visible.
I’m focused on being relevant. Being useful. And being remembered when it counts.
A Final Thought
If you’ve been holding back from sharing your insights because it feels like too much, too risky, or too vulnerable...consider this:
The people you admire most are probably not the quietest in the room. They are the ones who consistently contribute, challenge ideas, and invite others into the conversation.
You don’t need to be perfect. But you do need to be present.
Because trust isn’t built in a single post. It’s built in the pattern of presence.
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