[NEW INSIGHT] 6 ways to build executive visibility without burning out
Thought leadership is a term you hear everywhere. And yes, it’s often surrounded by more buzzwords, such as game-changing, disruptive, cutting-edge, and many others.
But at its core, thought leadership is far more than jargon. When done right, it’s one of the most powerful tools for building credibility, influence, and trust.
In this article, we’ll show you exactly how impactful it can be, with six practical actions that answer the question “What is thought leadership?” in a clear, no-nonsense way.
If there was one clear sign of successful thought leadership, it's this: You dominate search results.
When people see pages of articles under your name, they view you as a regular contributor respected by journalists and their readers. The more authoritative the outlet, the more credible you appear.
The benefits?
Investors are more likely to invest.
Customers are more likely to buy.
Promising talent wants to join your company.
This is all based on where you rank on Google or Bing for relevant keywords, trends, and viral talking points that your stakeholders follow.
That said, there’s a caveat to this. You can't just dominate every hot topic online to generate this kind of visibility.
It can harm your profile more than you think by diluting your key messages and weakening your influence.
For instance, AI is a highly contested space. Even if you specialise in specific topics, like regulation, which you should, the sheer amount of content out there makes it incredibly tough to stand out.
In fact, you quite often need a big hit in a publication like Bloomberg to have any chance of making a splash, which, by all means, isn't easy either.
But even then, it's better to take a targeted approach than spread yourself across multiple topics. Genuine or not, it can harm your profile more than you think by diluting your key messages and weakening your influence.
Our advice? Aim to dominate search results, but stay true to your specialism. Even if it takes time to build your profile, it’s better to become a genuine expert than a master of none.
Besides, once you’ve appeared in various reputable publications, you will be rewarded with a knowledge panel on Google that instantly signals your credibility by displaying your bio, videos, and links to relevant materials when people search your name.
To secure opportunities in the media, you need a pitch.
Think of it like a pitch that you’d send to a potential client. Except, instead of boosting revenue, you're boosting your visibility with media coverage.
Of course, not every pitch is accepted.
To succeed, you need to be clear and concise about your intent, demonstrate the value you offer, share relevant data, and maintain a professional approach.
Even then, there’s no guarantee. Rejection is part of the game, and you always need to fine-tune your approach.
But just imagine this…
You don’t need to rely on outbound pitches.
Journalists come to you for your insights.
You hold the gavel. You choose when to say yes.
Every yes deepens relationships.
Journalists are more willing to tell your story.
This is what happens when you not only have valuable insights but also the soft skills to amplify them.
Why? Strong insights lead to interest. Confidence sells those insights well. Good communication skills protect your relationships, particularly with journalists.
So, while some thought leaders rely on one-off initiatives, you thrive on consistent, long-term engagement, eventually becoming the go-to voice in your sector.
The takeaway point? Thought leadership isn’t just about getting attention. It’s about becoming so trusted, credible, and relevant that opportunities come to you.
Emotional connections achieved through the right tone, pace, and delivery humanise an executive, making messages more relatable and memorable.
What’s better than coverage in a national outlet? Live coverage on radio and broadcast.
For many executives and their companies, it’s the standout achievement they hope to reach with their thought leadership campaigns. And there’s good reason to aspire for it too.
Wider, real-time reach helps you connect instantly with diverse audiences, including those who might never read a blog or follow you on LinkedIn.
High credibility by association signals authority and builds trust with stakeholders.
Emotional connections achieved through the right tone, pace, and delivery humanise you, making messages more relatable and memorable.
Strong media assets can be repurposed across social media, websites, or presentations to extend the impact of radio and broadcast appearances.
Opportunities for in-depth storytelling allow you to unpack complex topics in a way articles can’t.
What's more, despite the popularity of online media and social media, broadcast statistically remains the most trusted media channel worldwide.
Just remember: With broadcast, you need to perform. Fail, and it can be tough to secure a future slot again. But make an impression, and you could become a regular spokesperson.
Thought leadership campaigns will make a positive difference to your business, as long as you invest attention to detail, ongoing refinement, and time.
75% of C-suite executives say thought leadership has led them to research an individual or service they hadn’t considered before, showing how effective it can be at driving growth.
That said, what often goes unspoken about is how damaging poorly coordinated campaigns can be, especially if you pursue clout for clout’s sake.
The less clear your direction, the greater the risk of presenting yourself poorly or straying from your company’s values and objectives, creating a disconnect and potentially associating you with topics that could spark a reputational crisis.
The bottom line? Thought leadership campaigns can make a positive difference to your business, but only if you invest attention to detail, ongoing refinement, and time.
You need to be deliberate about your messaging and the audience you’re targeting, be a responsible face for your company, and carefully weigh up any activities that could pose as reputational risks.
Get this right, and there's a good chance you and your company can reap significant rewards.
Watch how your thought leadership shapes not just your reputation, but your industry’s future.
Thought leadership is often defined by influence, and that doesn’t end at company growth.
The bigger picture? Your insights have the potential to reshape your entire industry.
If you lead a major bank, you can influence national policy on financial inclusion.
If you head an agritech startup, you can drive sustainable farming practices that become the industry norm.
If you’re an ESG consultant, you can set new benchmarks for corporate sustainability reporting and accountability.
If you’re a doctor, you can advocate for public health reforms that change how communities access care.
By the end of the campaign, you won’t just be known as an ambassador for your firm, but the leader who helped usher in favourable regulations, accelerate innovation, and mitigate unforeseen risks.
This is a powerful position to be in. It puts you at the centre of real-world issues, eliminating hot air and helping audiences relate strongly with you and your firm.
Though it takes time to get here, this shows how far thought leadership can take you if you’re passionate enough about the topics you speak about.
You need to prove that you can constantly adapt to the changing business landscape, technological advancements, major crises, and various other global events.
Thought leadership is all about longevity. Not just months of engaging with audiences but years.
For instance, a short burst of activity won’t forge the kind of strong, lasting relationships with journalists that you can rely on well into the future. Nor will it generate the deep trust and credibility needed to make a real impact for you, your company, and your wider industry.
Essentially, you need to prove that you can constantly adapt to the changing business landscape, technological advancements, major crises, and various other global events that occur with time.
The result? Complete confidence in your ability and decision-making whenever you make a statement.
This isn’t easy. But it’s what ultimately puts you in a firmer position to reach the heights of the Bransons, Gateses, and other leaders you might aspire to be.
The longer you commit to thought leadership, stay relevant, and overcome personal and professional challenges throughout your career, the stronger your long-term influence.
That said, while longevity suggests that you need to be a successful company leader, you mustn’t give up when you do fail. It doesn't matter whether your startup goes bankrupt or you have a poor financial year.
In fact, a strong comeback story can work wonders by showcasing your resilience much better than a flawless leader might be able to. And in this case, you’re usually equipped with far more practical, valuable lessons to share with your network.
Here's a good example: Steve Jobs' initial failure with Apple.
In 1985, Steve Jobs was fired from Apple.
The same year, Jobs founded NeXT.
Following its success, Apple acquired NeXT in 1997.
Jobs returned to Apple as an adviser, and then, as CEO.
He became a trusted voice on innovation, design, and CX.
Jobs' success and thought leadership is still studied today.
Case in point: Failure doesn't define your career as long as you don't let it. As Jobs has shown, it can make your thought leadership stronger on the other side.
Thought leadership might sound like a buzzword, but don't be mistaken, its impact is real.
As you’ve seen, thought leadership can help you dominate search results, attract media requests, secure broadcast opportunities, drive growth, influence your industry, and build resilience (even through setbacks).
It’s not about quick wins or superficial fame. It's about building lasting credibility, influence, and trust that open doors for you and your business.
Commit to the process. Own your voice. And watch how your thought leadership shapes not just your reputation, but your industry’s future.