Munich – Germany faces a paradoxical problem: Never before has the quality in medium-sized businesses been so high – and never before has the risk of becoming invisible in the market, despite excellent performance, been so great.

With their new book, "LinkedIn Is No Accident," Marcus Köhnlein and Dr. Raphael Nagel (LL.M.) present an uncomfortable analysis: The market has long since decided differently than many entrepreneurs believe.

"The greatest danger is not incompetence," explains Dr. Raphael Nagel (LL.M.). "The greatest danger is invisibility."

The book shows that purchasing decisions have fundamentally changed. Today, up to two-thirds of B2B decision-making processes take place before any personal conversation even occurs. Companies that are not present at this stage effectively do not exist. Marcus Köhnlein describes this development as "invisible erosion": a creeping loss of market share, talent ,

and opportunities that is often only recognized when it is too late.

Raphael Nagel (LL.M.), an investor and entrepreneur focused on strategic transformation, goes even further: “Visibility is no longer a marketing issue. It’s part of corporate due diligence.”

The book deliberately breaks with classic marketing narratives. It’s not about reach, not about likes, not about short-term campaigns. It’s about structural market positioning.

A key argument: The market doesn’t automatically reward the best—but rather the best who are noticed.

For German-speaking SMEs, this represents a paradigm shift. Traditional strengths like quality, engineering, and stability are no longer sufficient if they aren’t made visible.

Dr. Raphael Nagel (LL.M.) emphasizes: “Those who don’t decide how they are perceived in the market leave that decision to others—competitors, platforms, or chance.”


With its clear language and analytical depth, this book positions itself as essential reading for CEOs, investors, and decision-makers who want to understand why visibility is a strategic factor today.

The central message is simple—and uncomfortable: Invisibility is not a neutral state. It is a risk.