Most LinkedIn content is trying to sound professional… and that’s exactly why it doesn’t work.

In this episode, Lachlan sits down with Robin O Connell, a long-time LinkedIn leader who’s spent over a decade inside the platform across multiple roles, countries, and now within its evolving Creative Studio.

They unpack what’s actually working on LinkedIn right now, why so many brands and creators blend in, and how to build a presence that people actually care about.

From the rise of video and thought leader ads, to the psychology behind comments and why discussion drives reach, this is a practical look at how to use LinkedIn properly in 2026.

They also get into:

• why “sounding professional” is a trap
• how to stand out without forcing it
• what brands get wrong about content
• how creators can build real audiences
• why consistency beats perfection every time
  

If you’re posting on LinkedIn (or thinking about it), this one’s worth your time.

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