The ROI of Being Boring 

Playing the long game isn't sexy—until it pays off in a big way.

Last week, something rather remarkable happened in my LinkedIn feed. I watched author, speaker, global business advisor, and long-time Arcbound client (of 6+ years) Mark Green go viral on LinkedIn. Not with flashy tactics or growth hacks, but with genuine, thoughtful content that resonated deeply with professionals.

The Power of Consistency

For years, Mark has been consistently showing up. Writing books. Posting content. Building his newsletter. Teaching on Simon Sinek's platform. Speaking at events. All without chasing algorithms or manufacturing virality.

He applied the fundamentals consistently over time. 

He saw his following and newsletter grow consistently—reaching over 21,000 followers on LinkedIn and netting over 100,000 subscribers to his newsletter. 

Along the way, a post would occasionally gather steam, racking up 80–100,000 impressions. 

And then, last Tuesday, his post about the one question leaders should start asking went viral. It attracted the attention of its subject, former Nuclear Submarine Commander L. David Marquet, General David H. Patraeus,  2,800 likes and over 340,000 impressions as of this writing. His profile views are also up nearly 1,000 percent. 

This is what I call the iceberg effect. People see the viral moment (the tip) but miss the massive foundation beneath the surface that made it possible.

Two Paths to Visibility

There are two distinct approaches to building visibility online:

The Short Game: Growth hacking your way to quick numbers. Engagement pods, comment chains, buying followers, using AI to mass-produce generic content, or crafting clickbait headlines that over-promise and under-deliver.

The Long Game: Building true expertise, sharing authentic insights, creating real connections, and delivering consistent value—even when no one seems to be listening.

The short game might give you a temporary high (dopamine is real), but the long game builds something far more valuable: credibility, trust, and a platform that actually converts to real opportunities.

The Mark Green Method

What makes Mark's approach worth studying?

1. Relentless consistency — He's been sharing insights for years, not weeks or even months

2. Multi-channel expertise — Books, speaking, teaching, newsletters, social—all reinforcing the same message

3. Authentic value delivery — Accounting for, but not chasing trends, always providing actionable wisdom

4. Patient investment — Understanding that meaningful growth compounds over time

The results speak for themselves: a steadily growing audience, speaking engagements with Fortune 500 companies, and multiple six-figure clients—including one who found him from Amsterdam, and another from D.C., solely based solely on his content.

Humanity Wins

In a world where algorithms shift weekly and shortcuts tempt us daily, there's something powerful about remembering the fundamentals:

• Truly understand your audience's needs

• Deliver real insights from your unique expertise

• Show up consistently, even when it feels like shouting into the void

• Connect your dots—your experiences, knowledge, and purpose—in ways that help others

Digital systems will always change, but human connection—and our individual and collective need for it—remains the constant. By focusing on creating content that genuinely helps people, you build something algorithms can't take away: trust. And that translates to tangible opportunities. 

The ROI of Being Boring

Mark's experience teaches us that "boring" consistency actually delivers the most exciting returns:

As Mark put it: "Fundamentals applied consistently over time. Boring, but consistent."

So the next time you feel tempted to chase a viral moment or hack your way to visibility, remember the iceberg. The most impressive part is what's beneath the surface—the steady, patient work that may not look exciting day-to-day but creates the foundation for truly remarkable success.

What are you building beneath the surface? I'd love to hear about your long game.

Community Content

1. Charlene Li just came out with a strong, yet counterintuitive article on AI Strategy

2. Nick Doyle’s book just launched! Buy a copy!

3. Sheila Gujrathi’s Ted Talk is very inspiring. Watch here.

4. Subscribe to the Founders in Arms Podcast with Immad Akhund and Rajat Suri

5. Read Corey Manicone’s thoughts on persistence

6. Read Hillary Mager’s take on building a different kind of search firm.

7. Scott White just launched his website! Hire him to speak! It’ll be FUN.