From the friendly caves of Pixie Hollow.

I've got a challenge for you:

Scroll through your LinkedIn feed and play Spot the Justification.

There are technical writers justifying their roles.

There are content designers justifying their roles.

There are content strategists opining about why CXOs ought to be content strategists (instead of great advocates).

There are marketers justifying marketing services; consultants justifying their existences.

And all the people who are making money are head-down, bum-up, and not posting in places like this.

So my question is:

Can you build a profile without using these platforms? Without justfying yourself?

And the resounding answer - which I received from the founder of a renowned social media agency that shall remain nameless - was "Yes. But..."

However, the Yes is all you need.

It sounds like a big, nasty call to suggest that marketing content is justification. But at its heart, that's what it is. It: