The marketing equivalent of "Live, Laugh, Love"

POP QUIZ, HOTSHOT.

There's a (truth) bomb on this bus… err, I mean email.

Once your LinkedIn post hits 50k impressions, you've now gone viral.

But if your next post drops below 50k impressions, you explode.

What do you do? WHAT. DO. YOU. DO?

If you've let your 15 minutes of fame go to your head like other LinkedIn gurus, you might start pumping out shitposts in the hopes of keeping the ride going that little bit longer.

This is why I don't catch the bus. 😝

I said it last week, and I'll say it again: The relationship-driven LinkedIn we used to know is dead. We're in the era of the Interest Graph now.

That means the algo uses a method called “Topic Fingerprinting” now to decide who your post reaches… which is just a fancy way for saying it decides who sees it based on the topic—regardless of whether they follow you or not.

So, a critical reminder: if you don't like all the rage bait on your feed, don't engage with it!! Or you're just training the algo to show you more of that shit.

(And if you do like someone and wanna make sure you see their stuff, turn on notifications on their profile.)

I appreciate this sounds kind of negative. And I mean, it does make things harder in some ways.

But I've been thinking about it, and I actually think it's probably a GOOD THING—especially if you treat marketing as a way to build market-based assets.

Think of it like this: You're scrolling through your phone, showing your friend photos from your last holiday.

You can feel the weather, taste the food. “Man, it was such a good time,” you tell them, a nostalgic look on your face.

Your friend—who wasn't there—smiles politely… but mostly, they're wondering when you'll be done so you can talk about something they actually give a shit about.

Those photos will always have that feeling for YOU because you were the one that had the experience.

To your friend? They're just pixels.

Developing market-based assets is how brands create this feeling for their products or services.

The feeling you get when you see the Golden Arches or the Coca-Cola red? It's not just the logo… it's years of engineered, repeated, shared experiences teaching your brain: “When I see this, I'm meant to feel this way.”

When I post on LinkedIn, I treat it the same way the big brands do. It's like a billboard. I'm not focused on the individual reach each post gets, but the feelings I evoke when someone scrolls past.

Now, most gurus will tell you the secret is “Clarity, Consistency, and Credibility.” Basically, the marketing equivalent of “Live, Laugh, Love"—technically true, but it makes me want to drive that theoretical bus off a bridge.

So all I'll say is something I also said last week: pick a core narrative and stick to it. Don't be afraid to repeat it. Become known for it. The individual number of likes or impressions per post won't matter if you can send someone a DM on the platform and they already know what you give a shit about.