The marketing consultant told the client that they have to post three times a day on LinkedIn. “It doesn’t matter if it’s good.”

The SEO consultant explained that the website had to be loaded with keywords, and that a big budget needed to be set aside to develop inbound links.

And the job seeker is instructed to make sure that the resume is AI-friendly and checks every possible box.

Feeding the algorithm works when you’re the only one doing it. It works when you seek to fit right into the middle of the lane. And it works if you’re willing to outfeed everyone else–at least until the algorithm changes.

But while someone is going to win that lottery, it’s probably not going to be you.

The alternative is to be uncomfortable. To create remarkable work and leave scale to others. To figure out how to show up in a way that is generous and distinctive, and to refuse the bait that others take when they decide that feeding the algorithm is their best option.

They call it ‘crowd control’ for a reason. If you’re in a crowd, it’s quite likely someone is trying to control you.

If you’re posting on social media or any platform with an algorithm, the real question is: do you work for the algorithm or are you committed to working for the people who want to go where you hope to take them?

September 6, 2024