The Content Framework That Worked In 2019 Is Now Working Against You

Taylor Borden, an editor at LinkedIn, emailed me last week with a question she’s putting to a handful of writers for a special edition of her newsletter, The Work Shift. The premise was backed by data that shows entrepreneurship on LinkedIn is up nearly 70% year over year, more than six in 10 of those entrepreneurs also identify as content creators, and people who post weekly see up to 4x more profile views, with commenting driving 2.5x more. Her question was simple: What’s one lesson that changed how you approach content creation? And if you were starting your LinkedIn journey from scratch, how would you approach your first 10 posts? Screenshot from LinkedIn, June 2026 I almost answered with a framework. Then I remembered why frameworks are the problem. 4 Categories Felt Complete. The Data Disagreed Back around 2009, Guy Kawasaki asked me for a few pages for his book “Enchantment: The Art of Changing Hearts, Minds, and Actions.” I outlined four ways brands could create YouTube videos that truly enchant an audience: inspire viewers with emotional stories, educate them with useful information, enlighten them with documentaries, or entertain them by making them laugh. Four felt complete. It was clean
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