Created from a single voice note with Agent Craft
Something I keep wondering about, and I genuinely don't have a clean…
Something I keep wondering about, and I genuinely don't have a clean answer to this one. Comms teams and marketing departments have traditionally owned thought leadership content. The executive provides a quote, maybe does a review pass, and that's about it. That's been the default assumption for years. But Reid Hoffman said influence was going to become the most important currency, and I think he was right. Distribution is the bottleneck now, not production. Which means the people with the most credible things to say — the founders, the operators, the executives — actually need to be the ones building audience, not staying behind the scenes. Here's where I'm stuck though. A single 1 min voice note I recorded produced 45,000 impressions on LinkedIn. The effort was almost nothing. The real stuff, the insightful take that only I could give, took less than a minute. So the barrier isn't time. It isn't skill. It isn't even effort anymore. And yet most executives at serious companies still leave this entirely to their comms function, or don't do it at all. Tens of millions in revenue, decades of hard-won experience, and they post twice a quarter if that. My question is a genuine one: do you think most executives actually want to build a personal brand on LinkedIn and just feel they don't have permission, or do they genuinely not see the point? I'm curious which one it really is.
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