Your CEO’s LinkedIn posts sound like they were written by a committee.
Actually, they probably were. Marketing drafted it. Legal reviewed it. The comms team polished it. HR made sure it was “on brand.” And what started as a potentially interesting insight about the industry became another beige corporate statement that no one remembers five minutes after scrolling past it.
Meanwhile, your CEO wonders why their thought leadership isn’t generating the engagement, influence, or business impact they expected. The answer is simple: They stopped sounding like a human being.
Here’s the hard truth about executive content in 2025: Authenticity is the price of admission. If your leader’s voice sounds sanitized, scripted, or committee-approved, it doesn’t matter how smart the insights are. No one’s listening.
We spell this out in our book, The Media Mindset, and we get into this important topic in detail right here. Read on for the plan.
The Corporate Communications Curse
Most executive content fails before it’s even published because it’s optimized for the wrong audience: internal stakeholders instead of external readers.
The typical executive content creation process:
- CEO has an interesting observation or strong opinion
- Marketing team translates it into “professional” language
- Legal reviews for risk
- Communications team adds corporate messaging
- The CEO reviews a draft that no longer sounds like them
- Post gets published and dies with 12 likes from employees
What gets lost in translation:
- The original passion or conviction that sparked the idea
- Specific, memorable language that only comes from lived experience
- The willingness to take a stance that might be controversial
- Personal anecdotes that make abstract concepts concrete
- The executive’s actual voice, personality, and perspective
By the time the post goes live, it reads like every other executive’s LinkedIn content: safe, generic, and forgettable.
Why Authentic Executive Voices Matter More Than Ever
In a world where AI can generate endless streams of professional-sounding content, the brands that break through are the ones with distinctly human voices. And in B2B, that voice often needs to come from the top.
Buyers want to know:
- What does this company’s leadership actually believe?
- How do they think about problems differently than their competitors?
- What experiences shaped their approach to the business?
- Are they the kind of people we want to work with?
These questions can’t be answered by corporate messaging or marketing copy. They require a leader willing to show up as themselves—with opinions, experiences, and a point of view that’s recognizably theirs.
The trust equation is simple: Authentic voice + Useful insight + Consistent presence = Executive authority
Remove any element and the formula breaks down.
The Authenticity Audit: Does Your Executive Content Pass?
Before we talk about how to fix executive content, let’s diagnose the problem. Run your CEO’s last 10 LinkedIn posts through this authenticity audit:
The Voice Test
Red flags:
- Could this post have been written by any executive in your industry?
- Does it sound like your CEO talks in person?
- Are there any phrases your CEO would never actually use?
- Is it free of corporate jargon and buzzwords?
Green flags:
- You can “hear” your CEO’s actual speaking voice while reading
- It includes language, metaphors, or examples only they would use
- It reflects their actual personality (direct, thoughtful, contrarian, etc.)
- Other people comment saying “This sounds just like you”
The Opinion Test
Red flags:
- Could both your CEO and your biggest competitor’s CEO post the same thing?
- Does it take a stance on anything controversial or debatable?
- Are there any statements someone might disagree with?
- Does it challenge conventional wisdom in your industry?
Green flags:
- It presents a point of view that’s clearly your CEO’s
- Some people might disagree with the position taken
- It challenges assumptions or offers a contrarian perspective
- It’s based on specific experience rather than general observations
The Story Test
Red flags:
- Is it all abstract concepts with no concrete examples?
- Are any personal experiences or anecdotes included?
- Could someone else verify the stories being told?
- Does it feel like a real person wrote it based on real experiences?
Green flags:
- It includes specific stories, examples, or observations
- Personal experiences are used to illustrate broader points
- Details are specific enough to be credible and memorable
- The reader learns something about the CEO as a person
The Four Pillars of Authentic Executive Content
1. Personal Point of View
Authentic executive content starts with having something to say—not something the industry expects to hear, but something the CEO actually believes based on their experience.
Instead of: “Digital transformation is essential for modern businesses.” Try this: “I used to think digital transformation was about technology. After three failed implementations, I realized it’s actually about getting people to change how they work. Most transformation projects fail because they focus on the software, not the workflow.”
The difference: The second version reveals experience, admits mistakes, and offers a perspective shaped by actual events.
How to find your CEO’s POV:
- What conventional wisdom do they disagree with?
- What have they learned the hard way that others could benefit from?
- What trends do they see that others are missing?
- What advice do they give in private that they haven’t shared publicly?
2. Specific Stories and Examples
Generic insights are forgettable. Specific stories stick.
Instead of: “Customer feedback is crucial for product development.” Try this: “A customer called me last Tuesday, furious about a feature we’d spent six months building. Turns out we solved a problem they didn’t have and ignored the one keeping them awake at night. Sometimes the most valuable feedback comes wrapped in frustration.”
Why stories work:
- They prove the CEO has real experience, not just theoretical knowledge
- They’re memorable in a way that abstract advice isn’t
- They show vulnerability and learning, which builds trust
- They give readers concrete examples they can relate to their own situations
Story sources for executives:
- Customer interactions (anonymized appropriately)
- Internal team challenges and breakthroughs
- Industry observations from conferences or conversations
- Personal experiences learning new skills or facing setbacks
- Behind-the-scenes moments from company growth
3. Conversational Language
Executive content fails when it sounds like a press release instead of a conversation.
Corporate speak: “Our organization remains committed to delivering innovative solutions that drive meaningful outcomes for our valued stakeholders.” Human speak: “We’re trying to build something our customers actually want to use, not just something they have to use.”
Language shifts that humanize executive content:
- Use contractions (don’t, can’t, won’t instead of do not, cannot, will not)
- Include conversational phrases (“Here’s the thing…”, “What I’ve learned is…”)
- Admit uncertainty (“I’m not sure about X, but here’s what I’m seeing…”)
- Use everyday metaphors instead of business jargon
- Ask questions that invite response rather than making declarations
4. Consistent Presence
Authenticity isn’t about one great post. It’s about showing up consistently as the same person, building recognition and trust over time.
What consistent presence looks like:
- Regular posting cadence (weekly or bi-weekly minimum)
- Consistent voice and style across all content
- Ongoing themes that reflect the CEO’s core interests and expertise
- Engagement with others’ content that reflects their genuine interests
- Evolution of thinking over time rather than static position statements
Practical Framework: The Executive Voice Development Process
Here’s a systematic approach to developing authentic executive content:
Step 1: Voice Discovery Session (2 hours)
Sit down with your CEO for an extended conversation—not about content strategy, but about their actual thoughts on the industry. Record it.
Discovery questions:
- What’s broken in our industry that nobody talks about?
- What advice do you give to other CEOs in private?
- What’s the biggest mistake you see companies making?
- What have you learned in the last year that surprised you?
- What do you wish someone had told you when you started?
- What trends are you watching that others might be missing?
Extract from this session:
- Key themes and topics they’re passionate about
- Specific language and phrases they naturally use
- Stories and examples they reference
- Strong opinions or contrarian viewpoints
- Personal experiences that shaped their thinking
Step 2: Create the Executive Voice Guide
Document your CEO’s authentic voice so it can be maintained across different content creators.
Voice characteristics to capture:
- Tone: Direct, thoughtful, optimistic, pragmatic, etc.
- Language preferences: Technical vs. accessible, formal vs. conversational
- Typical sentence structure: Short and punchy vs. longer and complex
- Common phrases: Words and expressions they use frequently
- Topics they care about: Core areas of expertise and interest
- Perspective: What makes their point of view unique
Example voice guide excerpt: “Sarah tends to be direct and practical in her communication. She often uses construction metaphors (‘building,’ ‘foundation,’ ‘blueprint’) and prefers simple language over jargon. She’s comfortable admitting mistakes and often shares specific examples from our client work. Her posts typically start with a strong statement or question and include at least one concrete example.”
Step 3: Content Creation Workflow
Option A: CEO-Led Creation
- CEO writes first draft in their own voice
- Editor reviews for clarity and structure (not voice)
- Light fact-checking and proofreading
- CEO approves final version
Option B: Collaborative Creation
- Marketing team creates rough outline based on CEO input
- CEO adds stories, examples, and personal perspective
- Content team shapes structure while preserving voice
- CEO reviews and revises to ensure authenticity
Option C: Ghostwriting with Authenticity
- Ghostwriter works from voice guide and recorded conversations
- Content incorporates CEO’s actual stories and language
- CEO reviews and revises heavily to match their voice
- Multiple iterations until it sounds genuinely theirs
Step 4: The Authenticity Check
Before publishing, every piece should pass this test:
- Would the CEO say this in a one-on-one conversation?
- Does it include something only they could write?
- Is there a clear point of view that some might disagree with?
- Does it sound like their actual voice and personality?
If any answer is no, revise before publishing.
Common Executive Content Mistakes and How to Fix Them
Mistake 1: The Generic Industry Take
What it looks like: “The future of our industry depends on innovation and customer focus.” Why it fails: Every executive could post this exact sentiment. How to fix: Add specific experience or contrarian perspective: “Everyone talks about customer focus, but most companies still design products in conference rooms instead of customer sites. We learned this the expensive way last year…”
Mistake 2: The Humble Brag
What it looks like: “Honored to be recognized as Thought Leader of the Year…” Why it fails: It’s about the CEO, not about value for the reader. How to fix: Share lessons from the experience: “The question I got most at this conference was about scaling culture. Here’s what I’ve learned after hiring 200 people in 18 months…”
Mistake 3: The Corporate Announcement
What it looks like: “Excited to announce our new partnership with Company X, which will deliver innovative solutions…” Why it fails: Sounds like a press release, not personal insight. How to fix: Share the human story behind the business decision: “Three months ago, I realized we were trying to build something that Company X had already perfected. Sometimes the smartest strategy is admitting what you can’t do alone.”
Mistake 4: The Motivational Poster
What it looks like: “Success comes to those who never give up. Keep pushing forward!” Why it fails: Generic motivation without specific application. How to fix: Connect inspiration to specific business context: “I wanted to shut down our R&D project in month eight. Our lead engineer convinced me to give it two more months. That ‘failed’ project became our biggest revenue driver. Sometimes persistence looks like stupidity until it works.”
Building Executive Thought Leadership That Actually Leads
The goal of authentic executive content isn’t just engagement—it’s establishing your CEO as a genuine thought leader who influences how your industry thinks about key issues.
Thought leadership indicators:
- Other industry leaders reference or cite your CEO’s content
- Journalists quote them in articles about industry trends
- Conference organizers invite them to speak on relevant topics
- Customers mention their content in sales conversations
- Competitors respond to or build upon their ideas
How to build toward thought leadership:
- Pick 2-3 core themes and consistently offer fresh perspectives on them
- Take controversial stances backed by experience and data
- Engage meaningfully with other leaders’ content, adding valuable perspective
- Share original insights from customer interactions, market observations, or operational experience
- Admit when you’re wrong and show how your thinking evolves
Measuring Success Beyond Vanity Metrics
Executive content success can’t be measured just by likes and comments. Look for deeper indicators:
Engagement quality:
- Comments that show readers are thinking more deeply about the topic
- Shares with additional commentary rather than simple reposts
- Direct messages from industry peers wanting to continue conversations
- Speaking invitations or interview requests resulting from posts
Business impact:
- Sales team reports prospects mentioning the CEO’s content
- Inbound leads that reference specific posts or ideas
- Customer testimonials that mention executive thought leadership
- Partnership opportunities that emerge from content visibility
Industry influence:
- Other executives building on or responding to your CEO’s ideas
- Media coverage that quotes or references their perspectives
- Conference speaking invitations on relevant topics
- Board positions or advisory roles offered based on demonstrated expertise
The Long-Term Payoff of Authentic Executive Voices
When executives show up authentically and consistently, something powerful happens over time. They stop being “just another CEO” and start being recognized as the leader who consistently has something interesting to say about the industry.
This recognition compounds:
- For the individual: Personal brand growth, speaking opportunities, industry influence
- For the company: Association with thoughtful leadership, increased trust, competitive differentiation
- For the team: Pride in working for a leader others respect, easier recruitment of top talent
- For sales: Warm introductions, shortened sales cycles, premium positioning
But it only works if the voice is genuinely theirs.
Implementation: Getting Started This Week
Day 1: Conduct the authenticity audit on your CEO’s last 10 posts
Day 2: Schedule a voice discovery session with your CEO
Day 3: Create a simple voice guide based on the conversation
Day 4: Identify 2-3 topics your CEO has strong, specific opinions about
Day 5: Draft one post using their actual voice and perspective
Week 2: Test the new approach and refine based on both engagement and CEO comfort
Month 1: Establish consistent cadence with authentic voice as the foundation
The hardest part isn’t the writing—it’s convincing everyone involved that authenticity is more valuable than perfection, that personality is more important than polish, and that being human is the most professional thing an executive can do.
Your CEO’s voice is their competitive advantage. Stop letting committees water it down.
Start publishing like a human being who happens to run a company, not a company that happens to employ human beings.
The difference is everything.