Jason Osborn Argues Usefulness, Not Impressiveness, Builds True Influence on LinkedIn

In a recent LinkedIn post, Jason Osborn challenges conventional wisdom on professional networking, arguing that genuine influence is built not on credentials or perceived impressiveness, but on consistent usefulness. Osborn contends that many professionals approach platforms like LinkedIn with the wrong mindset, prioritizing a display of their achievements over providing tangible value to their audience.

The Pitfalls of Pursuing ‘Impressiveness’

Osborn identifies a common misstep: leading with one’s resume, awards, and certifications in the hope of impressing others. He posits that this strategy is fundamentally flawed because, as he states:

“People don’t follow you because you’re impressive. They follow you because you’re useful.”

The author elaborates on the distinction between ‘impressive’ and ‘useful’ by providing examples. ‘Impressive’ statements, such as listing years of experience with Fortune 500 companies or highlighting numerous certifications, often fail to answer the audience’s implicit question: “So what? How does this help me solve my problem today?” In contrast, ‘useful’ content offers actionable advice, such as sharing a specific process for closing deals or detailing a framework that improves efficiency. Osborn stresses that while impressiveness might capture attention momentarily, usefulness is what truly resonates and builds lasting connections.

What Actually Cultivates Influence

According to Osborn, influence doesn’t stem from a list of accomplishments but from the consistent delivery of valuable insights. He notes that audiences are more likely to share practical advice and bookmark helpful frameworks than they are to remember someone’s job title or meticulously read their biography.

“Influence compounds when people think: ‘Every time I see their content, I learn something I can use today.’ Not: ‘Wow, they’re accomplished.'”

This perspective shifts the focus from self-promotion to audience-centric value creation. Osborn advocates for a mindset change, urging professionals to move away from asking “How do I look credible?” and towards asking “How do I make someone’s day easier?” He illustrates this with a series of contrasts:

• Impressive: Talking about what you’ve done
• Useful: Showing others how to do it
• Impressive: Name-dropping clients
• Useful: Sharing what you learned from them
• Impressive: Listing your achievements
• Useful: Breaking down how you achieved them

This approach, Osborn argues, moves beyond ego-protection and actively builds influence by serving the needs of the audience.

The Power of Answering Real Questions

Osborn emphasizes that truly useful content directly addresses the questions and challenges that an audience is actively facing. Instead of answering questions designed to make oneself look smart, the focus should be on tackling practical concerns such as acquiring clients, handling pricing discussions, or validating business ideas.

“Answer real questions and people will trust you more than any credential could earn.”

To facilitate this shift, Osborn suggests a self-assessment before posting: “If someone reads this, will they know how to do something they couldn’t do before?” or “Will this make someone’s job easier today?” If the answer is no, he advises rewriting or rethinking the content. The ultimate litmus test, according to Osborn, is whether the post aims to impress or to help. He concludes that while credentials might open doors initially, consistent usefulness ensures lasting recognition and impact.