The premise of Donald Hoffman's work is unsettling: your brain is not showing you the world as it is. It is showing you a simplified interface built for survival, not accuracy. We read that and immediately thought about LinkedIn strategy, because the same logic applies there too.
Most B2B founders believe they understand what is working on LinkedIn because they can see the metrics: impressions, likes, follower counts. Hoffman's research suggests that visible metrics are not reality. They are an interface, filtered by what your brain (and LinkedIn's algorithm) decided was worth surfacing. The founders who build real inbound pipeline are the ones who question that interface rather than optimize for it.
The interface problem
Hoffman's argument, laid out in his book The Case Against Reality, goes roughly like this: evolution did not select for organisms that perceive reality accurately. It selected for organisms that survive. A simplified, useful representation of the world beats an accurate but computationally expensive one. So what you see is an interface, not the territory.
The LinkedIn equivalent is the engagement dashboard. Impressions, reactions, follower growth are the metrics LinkedIn chose to show you, tuned to keep you posting. They reflect platform engagement, not pipeline reality.
We have audited enough founder LinkedIn presences to know what the interface hides. The metrics it suppresses include comment quality relative to audience fit, the conversion rate from profile visit to DM, which posts actually generated a sales conversation (not just applause), and which influencers' comment sections contain your buyers versus other content creators.
A founder who optimizes for what the interface shows will get better at producing content that gets likes. Likes are not pipeline.
What survival-mode LinkedIn looks like
Hoffman's framing gives us a useful label for a pattern we see constantly: survival-mode strategy. A founder starts with the genuine intent to build pipeline. Within a few weeks, the visible feedback loop takes over. Posts that get reactions get repeated. Posts that generate no visible signal get abandoned, even if those posts attracted the exact buyer persona who later became a customer.
The brain optimizes for the signal it can see. On LinkedIn, that signal is public engagement. So the strategy quietly drifts toward audience-pleasing rather than buyer-attracting.
The tell-tale signs are easy to spot in an audit:
- Post cadence increases but average DM volume stays flat or drops
- Follower growth accelerates but is composed of peers and other content creators, not buyers
- The founder can cite their best-performing post by impressions but cannot name a deal that came from LinkedIn in the last quarter
The root issue is perception, not content quality. The founder is optimizing for a proxy metric that their brain has accepted as reality.
The fitness payoff is not the truth
Hoffman uses a phrase from evolutionary game theory: "fitness payoff." The fitness payoff of a perception is how well it helps an organism survive, which has nothing to do with whether the perception is accurate.
On LinkedIn, the fitness payoff of "this post got 2,000 impressions" is dopamine and continued motivation to post. That is real. But it says nothing about whether the post served the business.
We see founders treat impression counts as if the number is the thing itself, not a representation of something else. The number is not pipeline. The number is not authority. The number is a fitness signal that tells you whether the algorithm chose to distribute your content that day.
The founders who break out of this trap share one habit: they track what happens after the impression. Who visited the profile. Who sent a DM. Who mentioned them in a conversation. These are harder to measure, so the brain deprioritizes them. But they are closer to reality.
What a recalibrated strategy actually looks like
Recalibrating does not mean ignoring metrics. It means treating the visible interface as incomplete rather than authoritative.
Concretely, this looks like three shifts.
From post reach to comment placement. The most underrated move on LinkedIn is commenting on the right post before most people have seen it. A sharp comment on a post by someone whose audience includes your buyers, placed early in the post's life, surfaces your name and thinking to exactly the people you want to reach. No impressions counter tracks this. The mechanics of finding the right posts to comment on are not complicated, but they require accepting that the platform's native interface will not show you the opportunity.
From follower count to audience composition. A founder with 3,000 followers composed of 400 CFOs at mid-market SaaS companies has a more valuable LinkedIn presence than a founder with 15,000 followers composed of other founders trying to build their own audiences. The platform shows you total followers. It does not show you audience composition. Checking who actually follows you, who engages, and whose network you appear in requires going off-interface.
From post performance to conversation origin. The single most useful data point in any LinkedIn strategy audit is: where did your last five inbound conversations start? Not which post got the most reactions. Where did a human reach out to you? That is the reality the interface is hiding. It takes five minutes to track down and almost no one does it.
The perception bias that hits senior leaders hardest
There is a specific version of this problem that hits funded founders and senior B2B leaders more sharply than it hits early-stage operators. The more credibility you already have, the more the visible LinkedIn interface flatters you.
A Series B founder who posts anything gets more reactions than an unknown operator posting something genuinely useful. The algorithm amplifies existing status signals. So the high-credibility founder sees outsized engagement metrics and concludes their strategy is working. Meanwhile, an unknown-but-insightful operator is quietly building inbound through comment presence in the exact spaces the funded founder is not paying attention to.
The funded founder is seeing a fitness payoff, not reality. Their status generates engagement. The engagement does not necessarily generate pipeline. The two things feel identical from inside the interface.
Check whether the engagement you receive correlates with the conversations you want to have, rather than assuming it does because the metrics look healthy.
One practical recalibration test
Hoffman's work does not give us a way to escape the interface entirely. That is his point: we cannot. But we can design around known blind spots.
Here is the simplest version of that for LinkedIn. For the next four weeks, track two numbers alongside whatever you normally track.
First: how many profile visits came from a comment you left on someone else's post (not from your own post)? LinkedIn's analytics shows this imperfectly, but you can approximate it by checking profile view spikes against dates you commented on high-traffic posts.
Second: how many of your inbound DMs or connection requests in the last month named something specific you wrote or said, versus people who clearly just saw your name in a notification?
The first number tells you whether your comment strategy is generating real reach. The second tells you whether your content is attracting buyers who actually read it, or just ambient platform noise.
If both numbers are near zero, the interface has been flattering you. The reactions and follower growth are real signals, just not signals about pipeline. Adjusting from there is straightforward once you accept that the interface was incomplete.
LinkedIn's interface is engineered to maximize platform engagement, which overlaps with your business goals sometimes and diverges from them often. Knowing which is which is the whole strategy.
</p> <h2> <a name="faq" href="#faq" class="anchor"> </a> FAQ </h2> <p><strong>What does 'reality isn't what you think' mean for LinkedIn strategy?</strong></p> <p>The idea comes from cognitive scientist Donald Hoffman's research showing that our brains filter perception for survival, not accuracy. Applied to LinkedIn, it means the metrics the platform shows you (impressions, reactions, follower counts) are a simplified interface, not the full picture of whether your activity is generating pipeline. Founders who treat visible metrics as reality tend to optimize for platform engagement rather than buyer conversations.</p> <p><strong>Why do high-follower LinkedIn accounts often produce less inbound than expected?</strong></p> <p>Follower count is a proxy metric that the platform's interface makes highly visible. What it hides is audience composition. A large follower base composed mostly of peers, other content creators, or people in unrelated industries generates engagement but not inbound from buyers. The founders who build consistent inbound tend to track audience composition and conversation origin rather than total follower numbers.</p> <p><strong>How can B2B founders measure LinkedIn results beyond impressions and likes?</strong></p> <p>Two practical numbers to add to your tracking: first, profile visits attributable to comments you left on other people's posts (not just your own content); second, inbound DMs that cite something specific you wrote versus ambient connection requests. These numbers are harder to pull than impressions, but they are much closer to measuring actual pipeline activity.</p> <p><strong>Is commenting on LinkedIn more effective than posting for B2B inbound?</strong></p> <p>For many B2B founders, especially those earlier in building their LinkedIn presence, commenting on the right posts at the right time generates more targeted reach than original posts. A well-placed comment on a high-traffic post by someone whose audience includes your buyers surfaces your name to the exact people you want to reach. The challenge is that comment-driven reach generates no public engagement counter, so it is invisible to the interface most founders optimize for.</p> <hr> <p><em>This article was first published on the <a href="https://www.getchime.co/blog/brain-hides-linkedin-strategy?utm_source=devto&utm_medium=republish">Chime blog</a>. For more on LinkedIn pipeline tactics, <a href="https://www.getchime.co/blog?utm_source=devto&utm_medium=republish">visit the Chime blog</a>.</em></p>
