Remember these sprinklers?

Meant to keep the grass looking sharp through a scorching summer...

But also the catalyst for afternoons of pure joy for kids around the neighborhood.

Hold that thought.

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Lately I’ve been hearing a familiar chorus from clients and consulting peers:

“I’m posting on LinkedIn, but nothing’s happening.”

“I’m getting some impressions, but very few leads.”

“I’m not getting work from LinkedIn, but I feel like I need to be there.”

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My first question back is typically:

Do you actually need to be there?

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For most B2B consultants, the answer is probably yes.

But still, it’s worth pausing to ask:

• Who is your actual buyer — the individual you specifically help?
• Are they actively on LinkedIn?
• And if so, how do they engage?

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I’ve come to think of LinkedIn as one of those oscillating sprinklers.

You turn it on and it waters the lawn.

It runs quietly in the background.

Maybe it’s even on a timer.

And sure, some neighborhood kids might come by and jump through it for fun.

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It’s passive. It covers a wide area. It’s 1-to-many.

And for visibility and light engagement, it’s useful.

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But your buyers aren’t blades of grass.

They’re over in the garden.

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Some are rose bushes that need pruning.

Some are vegetables ripe for picking.

Some need a deep soak rather than a surface spray.

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The garden needs you to get closer.

To have real conversations.

To actively listen.

To tend.

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So keep the sprinkler running if it’s helping.

Everyone loves a healthy-looking lawn.

But don’t forget the hose.

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Because a single rose doesn’t grow out of the middle of your well-watered lawn.

It grows where you’ve been paying close attention.

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💡

-Wes