Scroll through LinkedIn for 10 minutes and you'll see the same post written 40 different ways. "5 leadership lessons from [sport/military metaphor]." "The biggest mistake [role] make is [obvious thing]." "Everyone's talking about [trend], but here's what they're missing: [thing nobody is actually missing]."
It's all interchangeable. Swap the author name and you'd never know who wrote it. That's not content. That's noise with a headshot.
The executives who actually generate pipeline from LinkedIn do something different. They don't post content. They publish a point of view. And the difference is everything.
Content tells people what you know. A point of view tells people how you think. Content is informational. A POV is directional - it takes a position, makes an argument, and invites response. Content can be written by anyone. A point of view can only come from you.
TL;DR - The 5-Step POV Framework
1. Interchangeable content is invisible. A distinct point of view is what separates authority from noise.
2. Stop looking at what's working for other people. Start mining your own experience for what you actually think.
3. Four questions surface your real POV: what you believe others get wrong, patterns you've noticed, frameworks you use, and stories only you can tell.
4. The litmus test: could someone else have written this? If yes, it's not your point of view.
5. A strong POV gets reactions because it takes a position - and positions are what make people remember you.
Why Interchangeable Content Fails
Here's the uncomfortable truth about most LinkedIn content: it's not bad, it's just forgettable. And forgettable is worse than bad, because forgettable doesn't get you remembered.
When your content could be written by anyone, it positions you as anyone. When your market can't distinguish your voice from the noise, they can't distinguish your offer either. The problem isn't that you don't have expertise - it's that you haven't turned it into a perspective that only you can own.
The 4 Questions That Surface Your POV
1. What do most people in my industry get wrong?
2. What patterns have I seen that others haven't?
3. What frameworks do I use that others don't?
4. What stories do I have that only I can tell?
Mining Your Experience for a Point of View
You don't need to invent a POV. You need to excavate it. The raw material is already in your career - the deals you've won and lost, the teams you've built, the mistakes you've made, the patterns you've noticed. The work is in mining it.
Most executives don't think they have a point of view because they're comparing themselves to thought leaders with fully-formed philosophies. But a POV doesn't start fully-formed. It starts as an observation you keep making, an opinion you keep giving, a framework you keep using. The discipline is in noticing those and naming them.
What do you keep repeating?
The advice you give unprompted, the warning you keep issuing, the insight you keep sharing - that's your POV trying to get out. Listen to what you say on repeat.
What do you keep noticing?
Patterns in deals, in teams, in markets. The things you see that others miss. Your brain has been collecting this data for years - it's time to publish it.
What do you keep arguing?
The position you defend in meetings, the take you have on industry trends. These arguments are your philosophy in formation.
What do you keep teaching?
When you explain something to a colleague and it clicks, you're teaching from your POV. Write down what you said.
Making Your POV Ownable
Once you've surfaced your point of view, the next step is making it ownable - something your market associates with you specifically. This is where most executives stall. They have opinions; they just haven't branded them.
An ownable POV has three properties: it's specific enough to be disagreed with, consistent enough to be recognized, and distinct enough to be yours. When you publish from it repeatedly, your name becomes attached to the position. That's the asset.
"A point of view isn't what you know. It's what you think about what you know - and that's the only thing your market can't get anywhere else."
The Litmus Test
Before you hit publish, ask one question: could someone else have written this? If the answer is yes, you haven't gone far enough. Rewrite until your post could only have come from you.
This is the standard that separates pipeline-generating executives from content mills. The market doesn't need more information - it needs perspectives it can't get anywhere else. That's the point of view that gets followed, remembered, and bought from.
Ready to find your point of view?
The Executive Visibility Program helps founders and executives discover, sharpen, and publish a POV that generates pipeline - without spending hours on content.
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