Podcast Summary: Built In Public – "The Exact LinkedIn Strategy That Grew 50K Followers in 12 Months"

Host: Courtney Johnson
Guest: Misha Collins
Date: March 24, 2026

Episode Overview

In this episode of Built in Public, host Courtney Johnson is joined by LinkedIn strategist Misha Collins, who shares the exact approach that took her LinkedIn following from zero to over 50,000 in just 12 months. The conversation digs into the nitty-gritty of building authority, clarity, and opportunity through LinkedIn without resorting to superficial hacks. Misha opens up about her post-layoff journey, the deeper mindset behind building in public, and the strategic frame that turns content into enduring leverage. Courtney and Misha also riff on overcoming self-promotion “cringe,” the real opportunities available on LinkedIn, avoiding AI “slop,” and actionable steps for newcomers.

Key Discussion Points & Insights

1. Starting the LinkedIn Journey—From Layoff to Opportunity

• Misha’s Pivot Post-Layoff:

  • Misha candidly never intended to be an entrepreneur. After being laid off from a small startup despite heavy investment in the company ([05:55]), she realized the fragility of depending on employers and decided to build something for herself.
  • Quote:
    Misha Collins (07:13): "When that happened, I just, I kind of had this feeling of I, I don't want that to ever happen again... I can build my own. And that's when I started building my personal brand. I think from a desire of really just wanting to have something that was mine, which no one else could take away from me."

• Transition to Full-Time:

  • She eased into entrepreneurship, freelancing and working part-time for a marketing agency before going all in ([08:07]).

2. Overcoming Personal Branding “Cringe”

• Cultural Barriers and Vulnerability:

  • As a Brit, Misha struggled with self-promotion and vulnerability ([10:06]). Friends teased her at first, but over time those same people sought her advice. Her advice: “disassociate” and treat initial discomfort as temporary.
  • Quote:
    Misha Collins (11:20): "You've almost got to just kind of treat it like an out of body experience... Eventually it will become second nature and it will become habit."

• Content Without Self-Focus:

  • Misha and Courtney discuss starting with curation or analysis of others’ successes to ease into publishing ([12:08]).

3. Why LinkedIn? Unique Leverage in the Creator Economy

• Lower Barrier, Professional Context:
  • LinkedIn’s audience made it easier for Misha to break through, compared to the saturated environments of Instagram and TikTok ([15:35]).
    "On LinkedIn, you're competing with CEOs that like suck at post." — Courtney Johnson ([00:07], [15:35])
  • LinkedIn has become relevant even for “non-traditional” industries (tarot, personal styling, yoga mats) due to its broad business demographic ([18:03]).

4. What Actually Drives Growth—Strategy Over Volume

• Not Just “Post More”—The Strategy First Approach:

  • Posting consistently without strategy did little for Misha; it was only when she set intentional goals and alignment that growth kicked in ([21:22]).
  • Quote:
    Misha Collins (21:22): "If you are going to put the time, effort and energy into posting on LinkedIn, then you want to be doing it successfully and you want to be setting yourself up for success. So I always say that you've got to lead with strategy."
  • Defining your mission—the honest, personal “why”—is foundational ([23:47]).

• Profile Optimization and Gentle Entry:

  • Before posting, optimize your profile and start by commenting or connecting—small, actionable starts matter ([24:18], [24:54]).

5. Making Content Creation Easier, Not Harder

• Remove Decision Fatigue:
  • “Pick 3–4 content pillars and rotate through them” — this removes the friction of daily idea generation ([54:37]).
  • Use lived experience and recent stories for authenticity and engagement ([56:16]).

6. AI as a Tool, Not a Replacement

• Avoiding AI “Slop”:
  • Use AI (like Stanley.ai) for ideation and first drafts, but always inject your own voice.
    "You always need to be injecting like your special source or your personality into the post." — Misha ([41:00])
  • Read posts aloud and tweak to match your natural tone ([43:11]).

7. The Power of Engagement—Comments and Networking

• Strategic Engagement Beats Passive Posting:
  • Comments and DMs extend your reach much further than posts alone. Regularly engaging with a core group boosts visibility and builds relationships ([43:49]).
  • Quote:
    Misha Collins (43:49): "Engagement is as important as posting. It kind of is almost more important because you've got more opportunities to be seen with engagement."
• Compliment, Connect, and Collaborate:
  • Strategic networking opens doors—many career-defining opportunities came to Misha through inbound DMs, not outbound pitching ([28:17], [47:01]).

8. Normalization and Leveling Up Through Community

• Surround Yourself with Aspirational Peers:
  • LinkedIn makes it possible to connect with and befriend aspirational people—those whose “normal” helps expand your sense of what's possible ([31:03], [32:28]).

9. Repetition and Lurkers—Don’t Fear Posting the Same Ideas

• Consistency Builds Brand:
  • Most dissuaded by fear of repetition, but it’s repetition that builds recognizability and reach ([35:08]).
  • Most impressions come from “lurkers” who don’t engage, so don’t be discouraged by low engagement ([37:34]).

10. Tactical Tips & Notable Moments

• Start slow: comment, connect before heavy posting ([24:54]).
• Don’t get discouraged by low numbers, especially in non-marketing industries ([38:23]).
• Outbound DMs work for gigs, jobs, partnerships—even when “unqualified” ([52:28]).
• "Networking doesn't have to be this dumb...You can literally just be like, 'Hey, Misha, how can I help you?'..." — Courtney ([50:01])
• Strategic (and humorous) “problematic tip” for early engagement: accept connection requests from enthusiastic commenters for algorithm boosts ([53:25]).

Memorable Quotes & Timestamps

• On Visibility & Ownership:
  "I don't want to build something for someone else...I wanted to have something that was mine, which no one else could take away from me."
  — Misha Collins ([07:13])

• On Self-Promotion:
  "It's always cringe until it isn't."
  — Misha Collins ([11:20])

• On AI Content:
  "You want to be using AI to help create the content, but you always need to be injecting like your special source or your personality into the post."
  — Misha Collins ([41:00])

• On Engagement:
  "Engagement is as important as posting. It kind of is almost more important..."
  — Misha Collins ([43:49])

• On Community’s Power:
  "The people that you get to surround yourself with...almost like level you up. Because their normal is like the thing that you're dreaming about."
  — Courtney Johnson ([31:04])

• On Not Overthinking Repetition:
  "People can't remember what they had for dinner last night. They do not remember what your LinkedIn post was a month ago."
  — Misha Collins ([35:08])

Important Timestamps

• [05:55] — Misha’s accidental jump to entrepreneurship
• [10:06] — Navigating personal branding cringe as a Brit
• [15:35] — Why LinkedIn’s barrier to entry is uniquely low
• [18:03] — Unusual industries winning on LinkedIn
• [21:22] — Strategy vs. “just posting”
• [23:47] — The essential role of mission in strategy
• [28:17] — Examples of inbound opportunities from LinkedIn
• [31:03, 32:28] — Leveling up through LinkedIn connections
• [35:08, 37:34] — Don’t overthink repetition; most people lurking
• [41:00, 43:11] — How to use AI without losing your unique voice
• [43:49] — Why engagement is core to reach and opportunity
• [47:01] — The inevitability of opportunities via daily outreach
• [50:01] — Networking tips for introverts and job seekers

Where to Find More

• Misha Collins on LinkedIn: [Search “Misha Collins”]
• Instagram: (Misha to share her new handle, check Courtney’s links)
• Level Up on LinkedIn Program: Details and upcoming sessions in show notes

Summary Takeaways

• Success on LinkedIn hinges on clarity of purpose, strategic networking, and repetition—not volume or superficial hacks.
• Embrace self-promotion, even if you have to “disassociate” from initial discomfort.
• Use AI to support, but not replace, your voice; authenticity is your edge.
• Consistent commenting and targeted engagement outpace raw posting for growth and opportunity.
• Normalize stretching your ambition by building relationships with people who reflect your goals.
• Don’t get lost in metrics—depth, not just numbers, brings opportunities.

For more actionable LinkedIn wisdom, in-depth strategy breakdowns, and honest personal branding talk, listen to the full episode or connect with Misha and Courtney via the resources in the show notes.