Why Did Adam Robinson Start Posting on LinkedIn?

Adam Robinson started posting on LinkedIn to spread awareness for a Shopify app. People follow people, not companies, so a personal profile was the quickest way to reach buyers who, at the time, would purchase in one second after he explained the product.

He wrote about the founder journey because store owners were on a similar entrepreneurial path and strong built-in-public writing from someone at his stage was scarce. Through 2023, when outbound sales operations stopped working and many software companies downsized, honest posts drew a hundred times the engagement of posts aimed at ecommerce stores. Over Labor Day weekend that year, a post about business development shrinking, the team being let go, and growth speeding up drew thousands of likes and notes from people seeing the same pattern. Before dinner he wrote three more posts. All three went viral, which showed him how to write on LinkedIn to business-software people, an audience that resonated far more than ecommerce.

The ecommerce product, person-level website visitor identity, did not yet exist for business buyers. He would build a business version and launch it into awareness he was confident he could create.