Key Takeaways

Most CEO content sounds the same now.

Scroll through LinkedIn, and you’ll see it. The same phrases, the same structures, the same takes repackaged with slightly different headshots. That’s what happens when leaders outsource their thinking and writing to AI. The content is technically fine, but it’s forgettable and interchangeable — and it’s doing nothing to build trust or differentiate the person behind it.

This would matter less if visibility were still optional. But for CEOs, it isn’t anymore.

Our team members expect us to be vocal on societal issues. Our customers look us up online before they buy, and what they see shapes their trust in our businesses. Investors pay close attention to how we think, speak and show up, especially in moments of change or crisis.

Whether we like it or not, we now shape the reputation of our companies through our own public presence as much as through the performance of our organizations.

Personal branding has become part of the CEO’s job, whether we like it or not. Those who continue to disregard it will watch their market share shrink as leaders at competing organizations invest in building visibility through thought leadership. And those who do it poorly, flooding feeds with content that could have come from anyone, are doing more harm than........

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