Relaunching Presence. People. Participation.
Over the past year, I’ve shared posts, hosted conversations, coached teams, and consulted with leaders navigating LinkedIn, personal brand visibility, and professional relevance.
The feedback? "More people need to hear what you talk about."
Fair. With a 60%+ open rate on my email newsletter, it was clear: there’s value in showing up more intentionally. So here we are—back with Presence. People. Participation., the focus for our It’s Business, Not Social™ framework. In other words, It’s human, not hollow. And it’s all about showing up with clarity and confidence in a noisy world.
This year, I am on a quest for clients and myself—Let's Get it Done. Finish. Wrap it up and move to the next thing. Enjoy the process and see it through. Couch it however you want; I just want you to get it, get something done.
Earlier today, a coaching client shared that they were stuck and couldn't figure out what to say or do next. This client is articulate, wicked smart, and completely engaging. We talked it through—simplify, don't overthink, and just start. "And what does it mean if you don't do anything?" I asked.
Two hours later, I received an update that they had contacted, connected with, and messaged 30 leaders in their ideal space.
That is what I mean by getting it done.
This week’s focus: Is your LinkedIn profile positioning you as the hero—or the guide?
Please be sure to know how you show up online. If you still have business cards, would you ever consider handing someone a ripped-up one? No way. A lackluster, outdated profile looks like a business card that is too well-worn.
There’s a subtle but powerful shift happening on LinkedIn.
Too many profiles are written as if you are the story's hero. But your ideal client, hiring manager, or strategic partner may be turned off by all your "I" statements or, worse, trying to figure out what you actually do.
People are looking for a guide—someone who understands where they are, what they’re facing, and how to help them navigate forward. They want to connect with, know, and work with experts—genuine, time-tested experts who know their stuff inside and out.
Enter the Hero’s Journey framework. It's a classic storytelling arc where the hero faces challenges, meets a guide, gains clarity, and ultimately transforms.
Your profile should reflect that you’re the guide—not the center of the story. Let's take a look at one potential framework you can use to rethink and enhance your LinkedIn profile.
Reframing your presence using the Hero’s Journey:
The Visitor (aka the hero) arrives on your profile, unsure. They're dealing with a challenge or opportunity.
They want to know: “Can this person help me?” Not “Is this person impressive?”
Your role is to signal:
• I understand your world
• I’ve helped people like you
• Here’s how we could work together or how I bring value
What that means practically:
Your Headline Go beyond job titles. Lead with how you help, guide, or serve. “Helping founders simplify their GTM strategy | Fractional CMO | Clarity > Complexity”
Your About Section This is your opening narrative. Talk about the problems you help solve, who you help, how you think, and what it’s like to work with you. Keep those paragraphs short for easier scanning, use the first person, and be human and clear.
Experience Section Tell stories, not just responsibilities. Think outcomes, client wins, and lessons learned. Use a conversational tone with context.
Featured Section This is prime real estate. Don’t just add media—curate what matters most. Articles, posts, PDFs, short videos—make it easy for someone to “get you” in 3 clicks or less. Consider this a get-to-know-you better section.
We recently leveraged this framework for a former CEO ready for their next gig whether as an interim, fractional, or full-time CEO and within days he was receiving inquiries from leading executive recruiters though out the US.
Let's Get it Done - Ask Yourself:
- Open your profile. Read it out loud.
- Ask yourself: Is this a story? Or a bullet-point bio?
- Make one small change. Rewrite your headline, add a milestone, or refresh your summary.
And if you want a gut check, DM me. I’ll tell you if your profile tells a story or not.
Let’s land this.
There’s no one-size-fits-all strategy, but if your profile makes you the hero of your story, you may be missing the point—and the opportunity.
People want to connect with people who understand, who have been there, and who can guide them. Show them that’s you.
