"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."
"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 good."
Many CEO posts on LinkedIn are interchangeable due to outsourcing content to AI. Visibility is mandatory for CEOs because employees, customers, and investors evaluate leaders online, shaping trust and market outcomes. CEOs must adopt strategic content approaches, as random content and poorly executed vulnerability create reputational risk. AI is widening the gap between authentic thought leaders and generic creators. Emphasis is shifting from volume to quality, with thoughtful, differentiated content building trust. Podcast guesting is becoming more effective than hosting for leader visibility. Leaders who ignore personal branding risk losing market share to more visible competitors.
Read at Entrepreneur
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