Why No One Cares About Your Company Updates (And What To Do About It)

The ‘we’ vs. ‘you’ problem and how to make customers the hero of your story

Image credit: Created by the author with Canva & generative AI tooling

Last night, I had a terrifying dream. I was trapped in an elevator with every person who’s ever posted the phrase, “🎉 Exciting news!” on LinkedIn.

Up and down for seventeen floors of people shouting over each other about new office spaces, their latest funding round, and winning some obscure industry award. Not a single one even acknowledged that I was there.

I woke up in a cold sweat and realised this isn’t just a nightmare, it’s a freakin’ reality.

Every. Single. Day. On. LinkedIn.

“🎉 Exciting news!”

My thumb freezes mid-swipe. That familiar eye twitch returns.

Geezus. Here we bloody well go again.

You know the posts I’m talking about, right? The ones with all the tell-tale hallmarks: excessive exclamation points, the mandatory 🎉 party popper 🎉 emoji, the staged photo or product screenshot, and the not-so-subtle humblebragging that makes me want to fling my iPhone across the room and push my AirPods so deep into my ear canals I can hear my brain.