In a recent LinkedIn post, Richard van der Blom challenges the prevailing advice given to entrepreneurs on the platform, arguing that the focus on becoming a ‘creator’ is often misguided. Instead, van der Blom suggests that entrepreneurs should leverage LinkedIn to attract a targeted audience of potential clients rather than solely aiming for broad reach and follower growth.
Van der Blom contends that much of the popular LinkedIn advice, such as posting frequently, mastering the algorithm, and creating video content, is geared towards aspiring creators, not business owners whose primary goal is to acquire clients. He highlights a disconnect between the typical creator-focused strategy and the actual objectives of an entrepreneur.
The Creator vs. Entrepreneur Dichotomy on LinkedIn
The core of van der Blom’s argument is that entrepreneurs do not need tens of thousands of followers; they need a smaller, highly relevant group of individuals who recognize their expertise. He states:
“You’re not a creator. You’re an entrepreneur.”
This fundamental difference, according to van der Blom, necessitates a shift in how LinkedIn is utilized. The common advice to focus on content pillars, hooks, and daily engagement, while effective for creators, misses the mark for entrepreneurs seeking business opportunities. Van der Blom emphasizes that the goal isn’t just visibility, but the right kind of visibility that leads to tangible business outcomes.
Thought Leadership as a Business Driver
Richard van der Blom points to statistics indicating the power of thought leadership in driving business decisions. He notes that a significant percentage of B2B decision-makers have researched products or services they weren’t initially considering, directly influenced by thought leadership content.
“75%+ of B2B decision-makers say thought leadership made them research a product or service they weren’t previously considering.”
This suggests that content should aim to provoke thought and offer unique perspectives, rather than simply generating reach. Van der Blom advocates for sharing proprietary methodologies, challenging conventional wisdom, and explaining unique approaches to foster perceived expertise. He further adds:
“Show how YOU think. Challenge conventional wisdom. Share your methodology. Explain why you do things differently.”
Furthermore, van der Blom highlights that strong thought leadership can increase a client’s willingness to pay a premium and can even diminish the importance of brand recognition for potential buyers.
A System for Client Acquisition
Beyond content creation, van der Blom outlines a practical system for entrepreneurs to leverage LinkedIn for business growth. This involves not just posting content but also engaging in strategic activity.
Strategic LinkedIn Activity
Van der Blom advises entrepreneurs to:
- Identify potential buyers.
- Follow them.
- Engage with their content.
- Get on their radar.
- Recognize buying signals.
- Initiate conversations.
He posits that content builds familiarity, activity builds relationships, and conversations lead to opportunities. Van der Blom concludes with a clear call to action for entrepreneurs:
“Followers don’t pay your mortgage. Impressions don’t sign proposals. Clients do. Stop trying to win LinkedIn. Start using LinkedIn to win business.”
In essence, Richard van der Blom’s insights urge entrepreneurs to shift their focus from accumulating followers and engagement metrics to cultivating genuine relationships and demonstrating unique value that directly translates into business opportunities.
📝 About This Content
This article is based on insights shared by Richard van der Blom on LinkedIn.
📅 Originally posted on September 8, 2026 | View original post on LinkedIn →