success

The platform feels broken, but pulling back might be the bigger mistake. A marketing director told me last week that her team constantly asks themselves about “the true and current value of LinkedIn.” Her team is still posting, still investing time, still showing up consistently. But internally, the conversation has changed. They used to ask, “How do we do more on LinkedIn?” Now they ask, “Should we keep doing this at all?” Every planning meeting circles back to whether the investment makes sense.

There’s an irony that every professional services owner eventually faces: we built our businesses by providing expertise to clients who need specialized knowledge, yet when it comes to growing our own firms, we often resist seeking that same level of expertise for ourselves. We’ll spend months trying to figure out complex marketing strategies, stumble through people management challenges, or wrestle with operational inefficiencies—all while charging our clients premium rates for the exact same type of specialized guidance in our own domains.