Ever wondered what someone who worked inside LinkedIn thinks about building on Substack?!
We met to talk about platforms, algorithm changes, and what happens when you’re still figuring everything out.
The conversation was refreshingly honest about the messy reality of building online.
This post gives you the key insights, but the full conversation goes deeper into:
The psychology of building in public when you’re a “baby” entrepreneur
Why LinkedIn’s “cringe” factor actually makes it easier to stand out
The business model evolution from consulting to community to brand partnerships
What it’s really like starting a business after leaving a $250K/year job
Plus, the unfiltered honesty about mistakes, learning curves, and figuring it all out as
The LinkedIn Insider Secret: 99% of Employees Don’t Post
The surprising reality: Alicia worked as a Global Client Executive at LinkedIn, teaching multi-billion dollar businesses how to become thought leaders on the platform.
But she never posted herself. Neither do 99% of LinkedIn employees.
That hypocrisy became her turning point.
Last February, while still employed at LinkedIn, she publicly committed: “Watch me grow from 0 to 10,000 followers in 90 days.”
As a LinkedIn employee, she was basically saying “I have no idea what I’m doing, but I’ll figure it out and share everything.”
It worked. Opportunities flooded in. She hit 10,000 followers, kept going, and eventually left LinkedIn to build a business teaching what she learned.
Now she has 30,000+ followers and helps individuals and organizations build their LinkedIn presence.
The lesson: Transparency beats perfection. Public commitment creates accountability. Starting from zero isn’t shameful—it’s relatable.
Why Alicia Came to Substack
Six months ago, Alicia had never even heard of Substack.
Then LinkedIn changed their algorithm overnight. Impressions plummeted across the board. Her lead generation—the lifeblood of a LinkedIn-focused business—suddenly dried up.
That’s when she realized: “This shows you how powerless you are when there is an algorithm between you and what you put out.”
Substack became her risk mitigation strategy. Not because she loves managing another platform (she’s overwhelmed by all the features). But because direct access to email addresses means she’s not entirely dependent on algorithm whims.
The lesson: Don’t put all your eggs in one basket—but also don’t spread yourself too thin. Build an email list even when things are going well, because algorithm changes happen without warning.
The Big Platform Misconceptions
LinkedIn misconceptions:
People think it’s just a jobs platform (digital CV)
People think it’s incredibly cringe—”look at me, I won this award” content
People underestimate its power: 1.3 billion users, and only 1% actively post content weekly
The opportunity? It’s actually easier to stand out on LinkedIn than most platforms because so few people are creating.
Substack misconceptions (from Alicia’s perspective as a newcomer):
It’s “just another platform” to manage
You need to learn all the features immediately
It competes with your existing newsletter rather than complementing it
The reality? Substack is a discovery channel with a major benefit: people subscribe, not just follow.
The Newsletter Question Everyone Asks: Substack or Kit/Beehiiv?
This came up in real-time during our conversation, and my answer varies depending on where you are:
If you’re just starting out: Use Substack as both your growth channel AND your email list. The simplicity matters more than advanced features in your first 6-12 months. Content and relationships matter more than tech.
If you already have a business with products, funnels, and workflows: You need a proper ESP like Kit or Beehiiv where you can build automations and segment your audience.
My setup: I had an email list on Kit for years before coming to Substack. I see Substack as a growth space and discovery channel, not just a newsletter platform. The massive benefit? When people subscribe on Substack, you get their email address.
The lesson: Match your tools to your stage. Don’t overcomplicate early. Don’t oversimplify when you’re scaling.
Building a Business on Someone Else’s Platform: The Nightmare Scenario
Alicia: “I’m terrified of being blocked by LinkedIn because literally my whole business is about helping people show up on LinkedIn. That is my worst nightmare.”
What we both know now:
Back up subscriber lists regularly
Build email lists regardless of platform
Accept that we’re putting eggs in specific baskets, but protect those baskets
The lesson: You can’t eliminate platform risk, but you can mitigate it. Email addresses are your safety net.
The Multi-Platform Reality: You Can’t Be Everywhere
We both believe in focus, but platform risk forces diversification. It’s a constant tension.
The agreement: Better to do one platform well than three platforms poorly. Unless you have a team and budget, spreading yourself thin means you never really understand any platform.
Over to YOU: The “Eggs in One Basket” Dilemma
Alicia’s story is a vivid reminder that whether you have 30 or 30,000 followers, the “algorithm anxiety” is real.
We’re all trying to find that balance between being everywhere at once and actually having time to do the work that matters.
We’d love to hear where you are in this journey right now. Whether you’re a “baby” entrepreneur, a seasoned pro, or just starting to hit “publish” for the first time, tell us in the comments:
What is your “safety net” strategy? Are you doubling down on one platform (like LinkedIn or Substack), or are you feeling the pressure to be everywhere?
What is your biggest fear or question when it comes to “building in public” or moving your audience away from the big algorithms?
Drop a comment below. 💬
We’ll be hanging out in the chat to answer questions and join the conversation!
