In a recent LinkedIn post, Callum Laing discusses the crucial role of visibility in career and business advancement, challenging the notion that self-promotion is mere narcissism. Laing argues that proactively engineering one’s visibility is a strategic way to increase the likelihood of encountering and seizing opportunities.
Laing begins by directly addressing a common misconception: the fear of appearing self-promotional. He states:
“If you think being visible is just narcissism, you are watching the wrong people. While you stay silent to avoid looking self-promotional, someone with half your experience just landed the opportunity you wanted.”
This opening sets the stage for Laing’s central thesis: luck, while seemingly random, can be influenced by strategic exposure. He posits that business breakthroughs often occur when the “right person met the right opportunity at the right time,” but crucially, this alignment requires that the person be known to exist beforehand.
The Distinction Between Shouting and Sharing Value
Callum Laing differentiates between genuine reach and mere attention-seeking. He contends that many misunderstand the concept of reach, equating it with loud, attention-grabbing tactics. Instead, Laing emphasizes that true reach is built upon the consistent sharing of valuable knowledge.
“Most people get this backwards. They think reach is about shouting for attention. It isn’t. Reach is about consistently sharing what you know that others would find valuable,” Laing writes.
He encourages professionals to reflect on their own hard-won lessons and unique insights that could benefit others. This includes identifying knowledge that has saved others time and frustration, or insights that naturally capture attention in professional discussions. Sharing these elements, according to Laing, is key to building meaningful visibility.
Increasing Your Surface Area for Luck
Laing frames visibility not as building a personal brand for its own sake, but as a method to “increase your surface area for luck.” This involves emitting signals that attract opportunities already seeking individuals with specific skills and knowledge. The implication is that potential collaborators, clients, or employers are actively looking, and visibility ensures they can find the right match.
He further elaborates on this point:
“You are putting out signals so the opportunities already looking for someone like you can actually find you.”
The post concludes with a direct challenge to the reader, urging them to consider whether their online presence is sufficient to capture the attention of influential individuals who might be scrolling through their feeds. Laing suggests that the person who could significantly impact one’s career might be online at any given moment, and visibility is the key to being noticed.
As a call to action, Laing invites readers to connect with him on LinkedIn, promising to share resources to aid in scaling their endeavors. This offer reinforces his message about the value of connection and shared knowledge in professional growth.
📝 About This Content
This article is based on insights shared by Callum Laing on LinkedIn.
📅 Originally posted on February 28, 2026 | View original post on LinkedIn →