Summary
Highlights
The experts clarify that no one, not even LinkedIn employees, truly understands the algorithm. Instead, they emphasize that the algorithm is primarily a reflection of user behavior and human psychology. Content that resonates with users, such as memes and stories, tends to go viral because people react to it, not because LinkedIn actively pushes it. They argue that evergreen principles of human psychology and good content creation remain constant, regardless of algorithm updates.
The discussion shifts to the 'novelty bias' and how it drives users to constantly seek new hacks and shortcuts. The hosts criticize the over-reliance on AI for content creation, especially when it replaces original thought. They advocate for using AI as a tool to streamline the writing process for those who already have a clear idea of what they want to communicate, rather than letting AI generate ideas for them. The emphasis is on human thinking as the core of valuable content.
The experts highlight the importance of building genuine connections and community, something AI cannot replicate. They stress that real success on platforms like LinkedIn comes from years of effort in fostering emotional connections with an audience. This authentic engagement was the reason for the diverse audience gathering live in Bosnia.
A participant, a lawyer turned executive coach and data privacy consultant, asks about managing a dual brand. The experts advise that it's acceptable if the target audience (ICPs) for both services aligns. The key is to convey passion for both offers through storytelling and demonstrate excellence in each. They suggest sharing unique processes to differentiate from competitors, focusing on specific industry trends that resonate with high-level clients, and including clear calls to action with pricing in content to attract the right audience and repel those who are not a good fit.
Addressing a question about burnout, the experts offer contrasting but complementary perspectives. One suggests that burnout often stems from doing unloved work without seeing results, emphasizing the importance of finding purpose and celebrating 'micro successes'. The other adds that hardship is an inherent part of building something valuable, encouraging a mental shift to accept and lean into difficulties as part of the process. They emphasize that embracing hardship and loneliness on the entrepreneurial journey can be an advantage, fostering resilience and unique stories.
A young aspiring professional asks for advice on starting their LinkedIn career. The experts advise that negativity and criticism will always exist online; the key is to not let it deter one's authentic voice and to utilize tools like the 'block button' effectively. They also stress the power of 'proximity' – associating with the right people and leveraging one's network to accelerate growth through a 'halo effect'. They encourage detaching from the platform as 'just a game' to navigate it more effectively and use personal experiences as 'ace cards'.
The discussion covers self-trust, differentiating it from self-confidence by highlighting that trust is built through action and confirmed success. They advise finding supportive peer groups to navigate the journey. A participant struggling with a business not gaining traction asks how to keep going when nothing is working. The experts suggest intense dedication and 'outworking' others. They challenge the individual to be honest about their effort and to either amplify their existing efforts (if their positioning is strong) or re-evaluate their positioning (if it's targeting the wrong audience). They also advise identifying a broader total addressable market (TAM) or leveraging existing skills for a more lucrative service to reinvest in the struggling passion project, focusing on immediately profitable services during financially stressful times.