From Visibility to Value

It's no secret that building visibility is essential for creating opportunity. Now, I'm watching something even more interesting happen.

Platforms are beginning to treat expertise itself as a product.

Last month, Business Insider reported on internal LinkedIn documents outlining what could be coming next for creators and subject-matter experts. While nothing is official until LinkedIn announces it, the reported roadmap includes paid events, creator subscriptions, brand partnerships and one-time paid advice sessions.

The last one is definitely happening, at least on a small scale. I was recently invited into LinkedIn's beta for Get Advice, which allows people to book paid one-on-one sessions directly through my profile.

GIF credit: Kevin D. Turner

I'm excited about this because it validates something I believe strongly: Your personal brand isn't just something nice to have. It's becoming infrastructure. The stronger your reputation becomes, the more opportunities you have to package your expertise in different ways, whether that's through speaking, consulting, workshops, writing, coaching or whatever comes next.

We're moving from an attention economy toward an expertise economy, and I don't think we're anywhere near the end of that transition. LinkedIn continues to invest in creator tools and professional experts, reinforcing that original expertise—not generic content—is becoming increasingly valuable.

Google recently published guidance for businesses looking to succeed in AI Search, and one phrase jumped off the page at me: non-commodity content.

In other words, stop publishing interchangeable content that sounds like everyone else's. AI doesn't need another article that repeats what's already been written a thousand times. It needs original experience, unique perspectives, firsthand expertise and ideas only you can contribute.

Sound familiar? It's the same advice I've been giving about LinkedIn content.

Another platform shift caught my attention this month, even though it's one I'm not active on. X is experimenting with paid Mention Boosts, allowing brands to pay for additional visibility when they're mentioned.

For me, whether the feature succeeds isn't really the point. Platforms are increasingly monetizing visibility itself. I believe this is something we should all be paying attention to because we should all think of ourselves as creators. I don't mean that in the traditional sense. I don't advocate for everyone becoming an "influencer"—I don't even like the word. Every professional should invest time in building a body of work that showcases their expertise.

I believe the next wave of creators may look less like traditional influencers and more like executives, physicians, consultants, operators and specialists who know how to make expertise accessible.

My last sip for this issue is a reflection on last weekend, when Alexian Wines, MBA, and I traveled to Phoenix to accept an International Impact Book Awards honor for "Letters to Lilly: Lessons in Leadership & Loving Yourself" in the Leadership, Mentoring and Personal Growth categories. It was truly an honor to receive this recognition, but what stayed with me most was the incredible sense of community and support we encountered throughout the weekend.

Photo Credit: Christopher Semkow

In our acceptance speech, my closing remarks focused on reminding everyone in the audience of two truths:

• Your story matters.
• You are the only person uniquely qualified to share your story. By doing so, you remind others they are not alone.

This article was originally published on LinkedIn by Melissa Cohen and shared with permission.