A shiny profile won’t save you if you haven’t put in the work behind the scenes

When I started McDan Shipping in the 90s, the internet wasn’t what it is today. Social media was non-existent—Twitter, Facebook, Instagram and LinkedIn were not even close to being conceived. There were no platforms to enhance your profile or create a flashy persona easily. Instead, we spent the first 5-10 years grinding, putting in the work, day in and day out.

Here’s what’s interesting: today, as soon as we graduate, everyone’s building a profile. They take great pictures, do a few online courses, and start positioning themselves as experts in fields they barely know. But when people engage with them, it’s clear—the substance doesn’t match the form. They’ve built a house on sand, and eventually, it crumbles.

You don’t want to be that person. The foundation of your profile should be your capacity, your true knowledge, your expertise, your willingness to learn and your skill set. Don’t rush to build a profile that looks impressive but is hollow underneath.

The real secret? Build the substance first. The online visibility can follow, but never at the cost of genuine capacity. Let your work speak for itself. Let your brand and your profile reflect the real value you bring to the table.

Don’t just look the part—be the part. Let your profile match your substance.