A Conversation About LinkedIn, Thought Leadership, and Showing Up Before You Need To

I recently joined the Caffeinated Conversations with Brooke Allen podcast, and we ended up having a really honest discussion about LinkedIn, thought leadership, and why most people wait too long to use the platform.

Here are a few paraphrased moments from our conversation.

Brooke

You wrote a book called The In Crowd for LinkedIn Mastery. How long did it take to write?

Don

It took about two years. At first, I tried to sit down and write every day, but that blank screen can be tough. So I started doing time audits and realized I had small pockets of time. Waiting in the school pickup line. Walking around the neighborhood. I started voice-to-texting ideas. Before I knew it, I had about 70 percent of the book written that way. Then I edited from there.

Brooke

Why LinkedIn specifically?

Don

Working in PR, I’ve spent years helping CEOs and executives build thought leadership. We’d place contributed articles, secure podcast interviews, pursue media opportunities. But LinkedIn was always where everything came together.

I realized more people could take control of their careers if they approached LinkedIn the same way executives do. That’s where the idea for the book really came from. I wanted to create something with a PR lens that works from college students all the way up to CEOs.

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Brooke

Writing articles on LinkedIn feels intimidating. I know I should do it, but it’s hard to start.

Don

A lot of people feel that way. The first step is understanding your goal. Why are you on LinkedIn? What do you want it to do for you?

Too many people open LinkedIn only when they need something. When they’re job searching. When they need visibility. When they want to make a change.

That’s too late.

LinkedIn works best when you build momentum before you need it. When you share ideas consistently, you build relationships over time instead of trying to create them overnight.

Also, very few people actually write articles. Many people scroll. Some people post occasionally. A small percentage post regularly. And a tiny percentage write articles. That creates a real opportunity for anyone willing to share their thinking.

Brooke

Some people worry about giving too much away for free. Why share all of this?

Don

It’s the same question people ask about writing a book. Why give away everything you know?

The answer is relationships. When you share helpful ideas, you build trust with your audience. Some people will use the ideas themselves. Others will realize they don’t have the time and reach out. Either way, you’ve built credibility.

Sharing creates connection. Holding back creates distance.

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Brooke

LinkedIn can also feel very formal. How personal should people be?

Don

It’s still business, but you don’t want to be a robot. The best profiles balance professional expertise with personal context.

For example, I love collecting vinyl records. I’ve done martial arts for years. Those things show discipline, focus, and consistency. When those elements connect back to your professional goals, they actually strengthen your presence.

You don’t have to share everything. But letting your personality come through helps people connect with you.

Brooke

So what’s the biggest takeaway?

Don

Use LinkedIn before you need it. Share your ideas. Build relationships. Show how you think.

You don’t have to post every day. You don’t need perfect content. You just need to start.

Because the people who show up consistently are the ones who get remembered when opportunities appear.

The full interview appears on YouTube here.