Executives need a point of view

How leaders can bring their own perspectives to public conversations and build trust in the companies they represent.

[Photo: Getty Images]

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BY Grace Keith Rodriguez

There was a time when executives could hide behind a brand. Not anymore. Today, people want to know the humans behind the companies they buy from, work for, and invest in. They also expect them to sound like people, not talking points with the life edited out of them.

That expectation has made executive visibility a major part of the job. Leaders who speak credibly in public build trust and create awareness, while giving people another way to understand the companies they represent.

A TRUSTED BRAND NEEDS TRUSTED VOICES

Not every leader needs the same kind of public profile, however. What matters is that when they do show up, they bring more than the company line. They bring their own experience, expertise, and perspective. They should also take part in the conversations shaping their industries, not just show up when the company has something to announce.

But, as with all things in life, there is a balance. Leaders must be careful not to swing too far in either direction, whether being too promotional of their company or self.

I recently chatted with a long-standing partner of ours, Len Covello, CTO and cofounder of Engage People. He explained,........

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