TL;DR — Most CEOs struggle with thought leadership—not because they lack expertise, but because they aren't sharing that expertise effectively. When done right, thought leadership makes sales easier by establishing credibility, opening doors to key conversations, and creating demand. Today, I break down the biggest mistakes CEOs make and share simple, actionable ways to build a personal brand that drives business growth.
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Hi Reader,
If I told you that you could make sales easier just by showing up differently online, would you believe me?
Most CEOs think they’re doing thought leadership, but they’re not—or they’re doing it in a way that isn’t helping their company grow. If you’re not showing up as the go-to authority in your industry, your competitors will. And guess who your buyers will trust when it’s time to sign a deal?
Here’s what’s getting in the way, and how to fix it:
1. You're Not Making Thought Leadership a Priority. I get it—you’re busy running a company. But if you don’t intentionally carve out time to build your brand and share your insights, your competitors will dominate the conversation. Thought leadership doesn’t mean spending hours writing content—it means using your expertise in a strategic way.
- ✅ Action: Block time on your calendar for thought leadership. Even 30 minutes a week is enough to start.
2. You’re Focused on the Wrong Audience. Are you speaking to your ideal buyers, or just putting out content for the sake of it? Many CEOs post on LinkedIn without a clear strategy, making their content ineffective.
- ✅ Action: Identify 3-5 key topics that your buyers actually care about. Revisit them consistently in your content.
3. You’re Not Leveraging the Right Channels. If you’re only relying on your website or an occasional LinkedIn post, you’re missing opportunities. Your insights should be shared in multiple formats—videos, guest podcast appearances, articles, and speaking engagements—to build credibility and drive inbound sales.
- ✅ Action: Repurpose content. One idea can become a LinkedIn post, a short video, a blog, and a podcast guest appearance.
4. You’re Not Positioning Yourself as a Sales Enabler. Credibility opens doors for your sales team, and as the CEO, you're a key part of that. A strong personal brand makes it easier for them to book meetings, build trust, and close deals.
- ✅ Action: Support your sales team by being active where your customers are. When buyers recognize and trust your expertise, sales cycles shorten, and conversations become more productive.
Building a personal brand isn’t about ego—it’s about creating opportunities for your business. Start your thought leadership journey today!
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To Your Sales Success,
Alice Heiman