- Most thought leadership content is too careful to lead anything.
- Being safe and instantly forgotten is not doing a “good job” as an executive.
- So what if you publish something somebody disagrees with? Good!
- Is there a real you? Is that who shows up in your content?
- AI search is deciding what your brand is right now, with or without you.
Wanted: Thought Leaders with a pulse
Safe…it’s the new invisible!
If we’re being honest, most of today’s “thought leadership” from executives, founders, experts, whatever…doesn’t exhibit much thought, and it’s not really leading anything.
It’s very careful. Careful not to upset any apple carts, careful not to show any doubt or vulnerability, careful not to show any emotion, careful not to say anything that might make anyone uncomfortable, careful not to say anything someone might challenge.
You know…skull crushingly dull.
And while there’s a sense of safety your content is wrapped inside a great big condom, executive content that sounds written by committee, neutered by legal, and approved by someone who prides themselves on their fear, is going to turn around and bite you in the ass.
why so many leaders are afraid to lead
Somewhere along the way, executives became convinced being “professional” meant being less…human. They’ve modeled themselves on politicians who consider being fake a craft. So polished, so perfect, so measured, so adept and using lots of words to say nothing.
They stopped thinking out loud, being squeaky wheels, telling stories of things that happened to them and what they learned, stopped admitting mistakes, stopped pushing us forward and helping us dream. They started considering parroting safe observations in a toneless voice a “good job” at being an executive.
You may have noticed the public is washing its hands of politicians. They’re bankrupt of trust, and executives are close behind.
The hysterics want you to be safe, not make any waves, blend in. They’re killing your brand.
Why so serious?
Let’s play this out.
You publish something thoughtful. Someone disagrees. Good!
Everyone in the building might overreact and go hysterical, but what you’ve done is get people actually paying attention, during a war for attention. You’re right, the hysterics are wrong. They want you to be safe, not make any waves, not rock any boats, and blend in. They’re killing your brand.
The executive thought leadership content getting put out today gets scrolled past, fast. If people want to suck up to you, they might click “Like,” but often without even reading what you said. This isn’t thought leadership, it’s politely disappearing.
Um – you already got the job
Why are you writing like every executive who’s ever been on LinkedIn or in a company newsletter? Is there a real you?
You’re in the role you’re in because you’re qualified and you’ve got a brain in your head. Now tell me something that only you could say. And say it with confidence.
What you know, what you think, and your real personality aren’t liabilities or land mines, they’re your distinctive competitive advantage. But not if you hide it. Who are the business leaders you remember? Are they the safest people on the internet, or are they captivating and sometimes catch flack for being so?
If all AI search finds is interchangeable corporate messaging, you have more than earned your invisibility.
I’m not saying to always be controversial. I’m saying say what you think. Controversy’s not the goal, recognition is. The slick, polished, and safe aren’t leaders. They’re just people keeping a seat warm.
Blending in isn’t caution, it’s suicide
Was the road to your position easy? No. You spent decades going through fire and learning. Then you publish “People are our most important asset.” Come on.
Yes, there was a time SEO trickery and keyword-stuffing used to do your brand some good. But now Google, and definitely AI search, are trying to answer, “who consistently demonstrates real expertise?” Authority, originality, consistency, clarity, semantic association, reputation…none of that is optional anymore.
AI search is forming its opinion of you right now. With or without you. It looks well beyond channels you control. If you don’t have interesting ideas being cemented across channels and formats, you are not going to like the identity graph around you. If all it finds is interchangeable corporate messaging, you have more than earned your invisibility.
AI, and the communications teams that have surrendered their cognition to it, have gotten really good at generating that interchangeable corporate messaging. Don’t let your thought leadership succumb. AI recognizes AI slop, and hates it, and hides it.
your ideas and opinions are worth fighting for
Think about “famous” people. Musicians, actors, even reality stars and influencers. They’re known for something. It’s a prerequisite.
What are you known for?
It’s not a trick question, but the answer can’t be your title. What idea(s) are you known for? What do people think when they think about you? Do they think about you?
Ironically, AI has increased the value of being unmistakably human. That’s what connects, that’s what triggers emotion, that’s what motivates action, that’s what builds relationships, that’s what builds trust.
So how “human” are you being in your content?
What I don’t want you to do is waste this opportunity in which the business world is starving for real leadership. Don’t waste the position you’ve earned. Don’t waste the pain and lessons that got you there. Don’t waste your intuition. Don’t waste your ideas and opinions. Don’t waste this stage you temporarily have (and EVERYTHING is temporary).
Who said this?
I’m an executive presence developer. I work with executives to hone a unique POV for breakthrough thought leadership content, then get their team ready to perpetually execute on it across channels and formats.
Mike Stiles
