John Barrows on LinkedIn’s Future: From ‘Sellers’ Market’ to Sauron’s Eye

In a recent LinkedIn post, John Barrows shares his observations and reflections from the 1Billion Followers Summit in Dubai, offering a unique perspective on the current state and future trajectory of the LinkedIn platform.

Barrows, a long-time user and vocal advocate for LinkedIn, attended the summit where over 30,000 creators gathered. He notes the high caliber of the event, organized by Jim Louderback and supported by the government of Dubai, which featured prominent figures like Mr Beast, Will Smith, and Vishen Lakhiani.

“Over 30k creators came to Dubai to collaborate, share ideas, strategize and make connections.”

Barrows himself was part of a session focused on ‘Winning on Linkedin, From Beginner to Boss,’ which he describes as standing room only. He found that many attendees were keenly interested in leveraging LinkedIn, despite its massive user base. He highlights the widespread desire for strategies to succeed on the platform.

The Paradox of LinkedIn’s Growth

Despite LinkedIn boasting 1.2 billion members, Barrows observes a surprising lack of widespread mastery over its potential. He points out a common sentiment among some users who feel the platform has become overly commercialized.

A ‘Sellers’ Market’ Sentiment

As John Barrows notes, some individuals perceive LinkedIn as having ‘jumped the shark,’ with its value diminishing due to an overwhelming focus on self-promotion and sales pitches.

“They point to the fact that it’s become a ‘sellers’ market filled only with people trying to sell themselves or their product with limited buyer engagement any more.”

Barrows acknowledges this perspective, stating, “I actually don’t disagree in many ways.” However, he contrasts this with the undeniable external attention the platform is now garnering.

The ‘Eye of Sauron’ Analogy

Using a vivid analogy, Barrows likens the increasing external focus on LinkedIn to the ‘Eye of Sauron’ from ‘The Lord of the Rings.’ He is uncertain whether this heightened attention will ultimately benefit or harm the platform.

“As I sit here on the flight home in Emirates Business Class (thanks Dubai :), the person next to me is watching the Lord of the Rings which aligns with the analogy I’ve been using recently to describe what I see happening. It’s like the Eye or Sauron has set its sights on Linkedin and I’m not sure if that’s a good thing or a bad thing.”

This observation comes as Barrows reflects on the platform’s content creation versus consumption ratio. He points out that less than 5% of users create content, a significantly lower percentage than on other social platforms. According to Barrows, this imbalance still makes LinkedIn a prime location for building a personal brand.

Barrows’s Top Tip for LinkedIn Success

Concluding his post, John Barrows offers his most valuable piece of advice, which he shared with summit attendees:

“Don’t share what you know, share your journey and what you’re learning along the way.”

This advice encourages authenticity and vulnerability, suggesting that sharing personal growth and learning experiences can be more engaging and impactful than simply stating existing knowledge. Barrows leaves his audience to ponder the platform’s future and its evolving value proposition.