Not all CEOs are thought leaders. Even CEOs who are excellent strategists, top-notch supervisors, and skilled managers of processes aren’t necessarily visionaries and industry authorities. Leading a business and predicting where markets are headed or will move in the future are completely different abilities.
Fortunately, thought leadership can be developed. Sharing industry observations and insights through bylined articles and social media content can help position a senior executive as a thought leader over time. Similarly, a well-written book can be a shortcut to thought leader status.
However, thought leadership isn’t guaranteed. A steady stream of posts and articles does not necessarily equate to an enhanced reputation or boosted credibility. In fact, many CEOs end up shooting themselves in the foot and damaging their credibility by making avoidable mistakes.
To build industry authority and earn the respect of colleagues and senior leaders, avoid these common pitfalls.
Mistake #1: Generic, Surface-Level Insights
The fastest way to damage your credibility and confirm you’re just like every other leader in your industry is to create content that regurgitates what others have already said. If you aren’t adding to the conversation or deepening readers’ understanding of issues relevant to your company or market, you may want to hold back from posting. Otherwise, you may confirm that you don’t have original ideas.
Likewise, sharing information stuffed with jargon and business buzzwords can damage any chance of being seen as a visionary or leader. If you’re truly a pioneer with groundbreaking ideas, you don’t need to share messages with phrases like “paradigm shifts,” “disruptive innovation,” or “synergistic solutions.” Rather than spouting popular phrases and acronyms, drill down and explain why your approach or observations are new using plain language. Then weave in real-life examples from your personal experience to confirm your first-hand connection to the ideas.
Mistake #2: All Self-Promotion, No Value
True thought leadership is created to educate and inform other people. That’s it. Sure, smart thought leadership also supports your desired position as a leading thinker, but the primary purpose should be service, not sales. Astute readers can immediately spot when something you’ve shared is marketing-speak, and that damages your credibility and authority. Your true intentions may be questioned. Don’t pat yourself on the back or try to sell your company’s products or services. That’s not thought leadership.
A more effective approach is to address industry challenges and reveal how you’ve seen companies solve them, without mentioning your organization. If you give others credit, so much the better. Share frameworks you’ve developed, potential solutions you’ve been researching or hearing about, or new ideas that you believe have potential to make a difference.
Mistake #3: Inconsistent Voice and Messaging
CEOs who try to demonstrate expertise across multiple topics or areas of interest risk being seen as scattered. It’s harder to convince people you’re an expert when you claim to know about a lot of different subjects; the assumption then becomes that you’re more of a generalist who knows a little bit about a lot of things. Positioning yourself as someone with broad knowledge actually detracts from your desired position as an expert and thought leader.
When you talk or write about a wide variety of topics, say, from AI to supply chain to cryptocurrency, it’s hard for others to know what you’re really an expert in. They don’t know how to think of you. Are you an expert in logistics? Finance? Large language models? Or something else entirely? This confusion damages your attempts to be seen as a thought leader. Instead, find a swim lane and stay there. Choose one core area where you can provide unique insights and build from that; everything you share should then tie back to that core competency. That’s how you’ll build authority.
Mistake #4: Failing to Back Up Claims with Evidence
Although contrarian viewpoints and new ideas are key to thought leader positioning, being able to back statements up with proof is important. Making bold claims without any type of evidence will call into question your credibility and authority. Your claims will be seen as personal opinion rather than proven expertise.
Given that CEOs typically have access to robust research reports and studies conducted internally, making statements that you can’t prove with research data or published reports can be damaging. Instead, whenever you share an observation, insight, or prediction, immediately offer concrete examples and proof. That will help others view your ideas as visionary rather than just commentary.
Mistake #5: Poor Execution and Presentation
Even the most insightful or exciting ideas can fall flat if poorly expressed. Thought leaders also need to be expert communicators or to have partnered with writing professionals who can support them. If you can’t structure and present your ideas clearly, your audience may question your ability to actually execute.
Yes, everyone recognizes and understands that CEOs are overscheduled and frequently struggle to find time to think. Which is why hiring a writing collaborator is a smart solution. Working alongside a communications professional helps ensure that your insights are clearly conveyed and enhance your reputation. Your audience can feel confident in your ability to act on recommendations and strategies, based on your professional-level communication.
CEOs who emerge as thought leaders do so through consistent communication and value delivery, not promotional messages and unsupported claims. Working to be of service to others is also essential.
Work to avoid these credibility-killing stumbles and mistakes to speed up your rise to thought leader status.