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I think people are way too carried away with all this personal branding stuff. Most of what I see on LinkedIn is just the same ideas being repurposed over and over. Now people are feeding articles into AI tools to generate "thought leadership" articles. I mean, what's the point?
I think its importance is completely overstated and don't waste my time on it. I'll change my titles and companies as needed on LinkedIn, but that's about it. I don't have any interest in turning myself into a brand, and neglecting to do so hasn't harmed me at all to date.