The question I hear from almost every CEO six months into posting on LinkedIn: "How do I know if this is working?"

But here's what I've noticed: most leaders start the conversation telling me exactly what they want - credibility, trust, narrative ownership, the ability to walk into a room and be known. And then the moment I ask "what does success look like," something shifts. They start talking about pipeline, attribution, follower counts, and dashboards.

That gear shift is the problem. And it's why so many leaders quit right before the flywheel starts spinning.

In this episode, I break down:

•  Why the mismatch between what leaders want and how they measure it causes premature quitting

•  Dark social: why 70-90% of your audience will never like or comment - and why that's not a bad thing

•  The Matt story: a Naval Academy friend I hadn't spoken to in 15 years who introduced me to a CEO client after 18 months of silent reading

•  Why probing in sales and hiring conversations is your most underrated attribution tool

•  The conference analogy: why LinkedIn ROI looks exactly like conference ROI

•  The performance curve: what to expect in months 1, 2, 3-6, and 6-12

•  Four quantitative metrics to track - impressions, precision, profile views, follower growth - and the qualitative signals that get there first

•  The practical playbook: what to track, log, and ask

If you've been posting and wondering whether it's worth it - this episode is for you.