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You open LinkedIn and start scrolling…

You see a variety of content across your feed. Pictures, video, written, and any combination of these.

Same story, different face. One person posts about the current conference they are attending. Another person reposting their company's polished product launch.

Another "thrilled to announce" update that sounds like it came straight from marketing. Or another sees news that others in their industry should be aware of, but doesn’t give supportive context.

You keep scrolling. Maybe give them a thumbs up. Or go the extra step and leave a comment.

LinkedIn can be a place to learn, view engaging content from thought leaders and experts in your respective niches. If you have individuals who are just reposting recycled content from your marketing teams, how do you know that those who post it are…experts in their field?

Was this newsletter forwarded to you?

Here's the part most people miss. When you only share company content, you’re not building trust in you. You're just amplifying and echoing the brand.

And buyers don't talk to brands. They talk to people.

92% of B2B buyers engage with those who are seen as thought leaders in their space. If all you post is recycled marketing, you're invisible.​

Your personal credibility is the real differentiator. Not your logo.

Let’s dance.

Here are a few data points:

People buy from people they trust. And trust comes from insight, not announcements.

Stop. Reposting. Everything.

Next time you see a company post, pause. Ask yourself: what do I actually think about this? What have I seen in my own work that proves this, challenges this, or adds context?

Then write that. In your own words. With your own story.

Real example: Your company launches a new feature. Instead of hitting "share," write about the customer problem you've seen firsthand that this solves. Talk about a deal you almost lost because this feature didn't exist yet. Make it real.

Better yet, create your own content from scratch.

Share a hard lesson from a lost deal. Talk about a trend you're seeing across your market. Offer a take on what's actually working right now, not what a white paper says should work.

Tracy Marcinowski wrote an article breaking down the recent updates to government acquisition reform. Here is a brief overview:

Tracy could have just reshared the updates of the FAR. Instead, she broke it down for her audience and gave clarity and takeaways on it. Short, effective, and high quality.

It provides the reader the ability to stop, take time, read, and provides value. Most importantly.... It’s authentic and original.

Tell a customer story. What challenge did they face? How did you help? What did you learn? Real stories beat polished campaigns every time.

Share a contrarian take. What does everyone in your industry believe that you think is wrong? Say it. Respectfully, but boldly.

Post a lesson from failure. What deal did you lose? What would you do differently? Vulnerability builds trust faster than success stories.

Share an industry update. What is going on in the industry that others need to be aware of? Do what Tracy did above.

Ask a real question. Not "What do you think?" Ask something specific that sparks real conversation: "What's one objection you can't seem to overcome right now?"

You don't need to go viral. You need to be valuable. Authenticity and consistency beat clout every time.

This week, post one thing only you could write.

Skip the company repost. Write about a real customer conversation, a lesson you learned the hard way, or a trend you're seeing that nobody's talking about yet.

Make it short. Make it real. Make it yours.

Then watch what happens when people see you, not just your logo.

From new tools, recent trends, and market updates, here is what has been on my mind.

LinkedIn is full of people hitting "share" on company content and calling it a day.

That's the lazy train. And it goes nowhere.

The people who win, who get the meetings, the referrals, the trust, they show up with something real. Their perspective. Their stories. Their expertise.

You don't need permission to do this. You just need to stop hiding behind the brand and start showing why you matter.

Take 60 seconds. Add your take. Share your lesson. Be the voice, not the echo.

Because when everyone else sounds the same, different wins.

Maybe you can’t do it at scale, but it sure is quality over quantity.

See you next week.