Thoughts on "building a personal brand"... - Over-optimized profiles = try hard = low status - Chasing engagement trades off authenticity - Writing about others is lame and has no moat - Being an expert is overrated, just be yourself in public - Being a hypocrite for "your team" = you're a loser - Reputation beats reach every time - Posting should be downstream of doing And the most important one...if you even try to build a personal brand you are by definition less authentic than someone who doesn't try to build one, yet has it