How to De-Influence and Humanize Your Work in 2025

👋🏼 Jacob here.

It's 2025; it's time for some real talk.

I've been thinking a lot during these quiet days between Christmas, my birthday, and New Year's, watching my kid sleep and waiting for another to arrive.

And you know what? I'm done playing the influence game.

I'm about to disappoint a lot of people in the "personal brand" space.

Starting this month,

I'm purging my inactive LinkedIn followers and clearing out unengaged email subscribers.

The numbers will drop.

The reach will decline.

And I couldn't care less.

Why? Because I'm tired of the facade.

I'm tired of watching AI-generated "thought leaders" spew meaningless platitudes about subjects they have limited or even zero experience in while real humans struggle to balance ambition with actual lives.

Please don’t confuse this for a blanket hatred of AI — it’s not.

AI is excellent for enhanced productivity.

But at least, from how I see it right now, it’s best with AI+Human ... and heavy on the human.

I built this business on reputation and results, not algorithms and engagement metrics.

I built a seven-figure consulting practice before I had even 1,000 followers.

(which seems backward in today's "influence first, substance later" world)

While others chase followers, I chase impact.

While "influencers" optimize for likes, I optimize for changed lives.

It's why I've removed all sponsorships and endorsements from my content.

It's why I have a zero-tolerance policy on revenue sharing for recommendations.

It means I have to make some changes to the website (again) — but we’ll get there!

Your trust means everything to me, and it's not for sale.

When I recommend someone or something, it's because I believe in it. Not because I'm getting a cut.

The truth is, I think social media has been a net negative on society.

And I refuse to be another profit monger perpetuating it.

I'd rather dig my toes in the sand and take a deep breath of salty air.

I'd rather bundle up in a puffer jacket and feel the refreshing breeze in Tahoe with a warm cup of coffee.

Most importantly, I'd rather be present for my children.

Not looking up and passively nodding from a craned neck glued to a screen.

Yes, I'll still be here in your inbox.

Yes, I'm adding some video content to YouTube and my courses.

But I'm not spreading myself thin trying to be everywhere.

I'm not sacrificing authenticity for growth.

And here's the really heretical part:

I'm building a deliberately family-centric consulting practice.

"Never mix family and business," they say.

Well, watch me.

Because here's what I've learned:

Success isn't measured in quarters.

Legacy isn't written in resumes.

Wealth isn't counted in dollars.

Will this approach make me the next social media mogul?

No chance. Will it cost me profit? Yes.

But I'm not willing to make those sacrifices anymore.

Sometimes, the path that looks "smaller" on paper is exactly where you were meant to be.

So here's to 2025.

To doing business on our own terms.

To measuring success not by what we achieve, but by who we become.

Stay fearless, friends.

See you next week.