In a recent LinkedIn post, Jason Osborn outlines a structured approach to building authority on the platform, which he terms the ‘LinkedIn Content Pyramid.’ Osborn criticizes the common tendency for individuals to attempt thought leadership prematurely, without first establishing a solid foundation of audience and credibility.
According to Osborn, true authority is not achieved through a single viral post but is built incrementally through distinct layers. He presents a five-level pyramid, starting with foundational engagement and progressing to genuine thought leadership.
“Authority isn’t built in one viral post. It’s built in layers.”
The Five Levels of LinkedIn Authority
Osborn details each level of his proposed pyramid:
Level 1: Engage
The base of the pyramid, according to Osborn, is consistent and thoughtful engagement with others’ posts. He emphasizes that visibility should be built before significant publishing efforts. This involves adding genuine insight, asking pertinent questions, and sharing perspectives within relevant conversations, rather than leaving generic comments.
Level 2: Curate
The next step involves sharing industry articles and adding one’s own perspective. Osborn notes that this demonstrates an awareness of industry trends and helps build credibility. Simply sharing a link is insufficient; adding analysis on why the article matters is key.
Level 3: Educate
At this level, content shifts to posting tips, how-to guides, and lessons learned that address the real problems faced by the target audience. Osborn suggests asking questions like, “What do you know that would make someone’s day easier?” or “What mistake did you make that others can avoid?” This stage, he argues, builds trust, which is essential for authority.
Level 4: Originate
This level focuses on sharing original frameworks, unique insights, and fresh perspectives. Osborn encourages creating personal models and systems, naming methodologies, and challenging existing thinking. This originality, he posits, makes an individual memorable.
Level 5: Lead
The peak of the pyramid is thought leadership, which involves taking a stance, challenging conventional wisdom, and saying what others may be hesitant to express. This could include calling out what’s broken in an industry or predicting future trends. Osborn cautions that this level cannot be reached without a strong foundation from the lower levels.
“People try to start at Level 5 with no foundation. Hot takes with no credibility.”
The Common Misstep and a Path Forward
Osborn identifies the primary mistake individuals make on LinkedIn as trying to leap directly to the ‘Lead’ level without building the necessary audience and credibility. This results in “hot takes with no credibility,” as he puts it.
To counteract this, Osborn proposes a systematic timeline for mastering each level:
- Weeks 1-4: Focus on daily commenting and consistent engagement.
- Months 2-3: Begin curating and sharing industry content with added perspective.
- Months 4-6: Start educating by sharing personal experiences and lessons learned.
- Months 7-9: Develop and share original frameworks and methodologies.
- Month 10+: Begin leading conversations and taking more authoritative stances.
He stresses that this process is not rapid but is the method for building genuine, lasting authority. “You can’t skip the foundation,” Osborn concludes.
“This isn’t fast. But it’s how real authority gets built.”
Osborn concludes by prompting readers to assess their current position on the pyramid, encouraging a bottom-up approach to building influence and expertise on the platform.
📝 About This Content
This article is based on insights shared by Jason Osborn on LinkedIn.
📅 Originally posted on January 21, 2026 | View original post on LinkedIn →