The Linchpin Theory

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There are many pieces of business advice, all trying to help you become a better business person or company. Their are two business theories we like, and thus have built our business upon – “Seth Godin’s Linchpin Theory” and “Simon Sinek’s Start With Why”.

We have written about our belief in Simon Sinek’s idea of Starting with Why when defining your purpose, so we are going to touch a little on Linchpin Theory. Seth’s original theory defined a Linchpin as somebody in an organization who is indispensable – who simply cannot be replaced because their role is just far too unique and valuable. We define linchpin in a similar way, just with a slight marketing slant.

Linchpin theory is about actions over words, and is a mindset, personality, and cultural choice that separates the great leaders and doers, from those who simply talk about becoming great.

The Commandments of Linchpin Theory To Become Indispensable


  1. Always put the client first.
  2. Be transparent and honest.
  3. Be respectful of teammates and client teams.
  4. Have a positive and fun attitude.
  5. Give back more than you take.
  6. Be a thought leader in your industry.
  7. Have a passion for your skillset.
  8. Have a desire to always be learning.
  9. Inherently caring about helping others.