How to stop performing and start building leverage
Read time: 6 minutes
A few weeks ago, someone said to me:
“I want to post on LinkedIn… but I don’t want to look like I’m trying too hard or add to the noise.”
It’s something I hear all the time. Almost always from super smart, highly capable people, with a lot of knowledge and expertise to share.
The mistake most smart people make on LinkedIn isn’t that they don’t know what to say. It’s that they treat it like a stage.
In other words, they think being visible means performing.
So they either overthink every post, or just avoid posting altogether.
But LinkedIn isn’t a stage. It’s a platform for leverage.
Here’s the mindset shift that changes everything.
1. Stop trying to impress. Just try to be clear
High-performing people are used to being evaluated on everything. So when they post, they subconsciously optimise for sounding intelligent and polished. And I get it, because I’m the same.
But the posts that build trust don’t need to sound the smartest. The best ones make people think, “That’s exactly what I’ve been going through.”
2. Don’t aim for virality. Aim to resonate
Often people dismiss the posts that don’t get thousands of likes. But the real opportunities usually come when just a handful of the right people understand you.
A message that resonates deeply with 50 people is often more powerful than one that mildly entertains 50,000.
So stay focussed on who you’re actually trying to reach.
3. Understand that LinkedIn compounds
Many people expect immediate results; one post that goes viral and leads to lots of opportunities. But in reality, it’s the layering over time that builds reputation.
The real value of LinkedIn isn’t the one viral moment, it’s the cumulative effect of people seeing how you think over time.
When someone reaches out months later, it doesn't typically come from one post. It comes from pattern recognition.
4. Treat LinkedIn like a professional asset
We invest time in our CV, qualifications, and networks, but then treat LinkedIn like an afterthought.
Used well, it’s a powerful asset that works in the background.
It reinforces your credibility and shortens the trust cycle. So it’s less about performance and more about good strategy.
5. Visibility is about contribution, not ego
The fear of “trying too hard” usually comes from associating visibility with ego. But when you focus on what you’re contributing, the discomfort lessens.
You’re not posting to be admired by everyone. You’re posting to articulate your beliefs, what you’re learning, and how you can help others.
And that’s great leverage.
The takeaway
The biggest LinkedIn mistake isn’t posting badly.
It’s thinking LinkedIn is a stage to perform on, when it’s actually a tool for contribution and consistency.
When you stop treating LinkedIn like a stage and start treating it like an asset, everything changes.
Want support building authority on LinkedIn through a done-for-you service? Reply to this email and we’ll set up a conversation.
Speak soon!
Dupé
PS: If you’d like deeper support in showing up confidently and growing your personal brand, reply to this email to explore 1:1 coaching or ready to post content.
