Put your leaders where buyers already research, so by the time sales calls, the buyer feels like they already know your company. Run in your executive's real voice, never generic LinkedIn-speak; six weekly working sessions and your team owns it at handoff.
The company page posts product photos to four hundred followers. Meanwhile your executives, the people with twenty years of credibility, are silent online. Buyers researching the category find consultants and competitors instead of the leader who could win their trust in three posts.
One or two of your leaders become recognizable category voices, in their own words, on a cadence that survives busy quarters. Built in six weekly working sessions, written into one playbook your executive owns, and run by your team long after the install ends.
Buyers trust people before they trust brands, and LinkedIn is where industrial buyers quietly do their homework. This playbook makes one or two of your leaders visible category voices: a topic system tied to your position, a sustainable weekly cadence, and a review rhythm that survives busy quarters.
of decision-makers say a company's thought leadership is a more trustworthy basis for judging its capabilities than its marketing materials. A visible executive is the most credible surface you can own.
of C-suite executives say strong thought leadership has led them to reconsider a vendor they were already working with. The voice you activate works on other people's customers too.
At any given time roughly 95% of your category's buyers are not in market. A recognized executive is who they remember when their trigger event finally hits.
Executive invisibility has a running cost. Every quarter your leaders stay silent, the same five things happen.
The Proximity Audit puts numbers on all five, then ranks what to fix first. That is the point of starting there.
An install only sticks when it has owners. Here is who this playbook belongs to inside your company, and what each of them walks away with.
The executive who posts, and approves every word that ships under their name.
OutcomeRecognition in the rooms where deals start, and an inbound list with real names on it.
The owner or CEO, sometimes the same person, who protects the fifteen minutes a day and signs off on the rules of engagement.
OutcomePipeline that no longer starts cold.
Your marketing lead, who runs the cadence, the prompt bank, and the monthly review.
OutcomeA repeatable system instead of a ghostwriting treadmill.
Feeds priority account names into the daily routine and confirms which inbound is real.
OutcomeFirst calls that open warm instead of cold.
An illustrative composite drawn from real engagement patterns. Company details invented; the shape of the change is the point.
The topic system, prompts, edits, and coaching calls.
Writing or approving posts and engaging fifteen minutes a day.
Inbound conversations and ICP profile views, quarter over quarter.
Activation fails when posting starts before fear, profile, and argument are handled. Each week removes the failure mode that kills the next, so the sequence is fixed and the scope is too.
Profiles scored, the executive voice chosen, and every fear about posting turned into a written rule.
Why firstFear, not tactics, is what kills executive visibility. The rules retire the fears before any post is asked for.
A headline with a stance, an about section written in first person, three proof assets featured.
Why before postingEvery post sends a checking buyer to the profile. A resume page wastes every click the posts will earn.
Four or five topic lanes drawn from your market position, each owned from experience; one contrarian flag planted.
Why before cadenceA cadence without lanes drifts generic inside three weeks. Lanes keep every post on the argument.
The weekly cadence on the calendar, three post shapes, a 30-prompt bank; the first post ships in session.
Why now, not soonerPosting before the profile and lanes exist burns attention. Now every post lands somewhere built to convert it.
Fifteen minutes a day of comments, replies, and connections aimed at priority accounts and the feeds they read.
Why after postingPosts earn attention; the daily routine turns it into conversations sales can put a name to.
The first monthly review run live; the Executive Voice Playbook assembled and owned.
Why lastA routine survives only if your team can run the review without us. The handoff is the deliverable.
Profile views from target buyers, named inbound, and posting consistency scored against the Week 1 baseline.
Why it mattersVisibility claims are cheap. The baseline-to-day-60 delta makes the change undeniable.
Every week compiles into the Executive Voice Playbook: the named product your team owns, reruns, and defends long after the install ends.
This playbook lives in System 02: Lead, the part of the method that answers one question: Who do buyers trust here? Most companies install it alongside one or two related playbooks in a 90-Day Install.
Share this page with your leadership team. If it names your problem, the Proximity Audit will tell you whether this playbook should be your first install or your third.
Installed on one product line first, then yours to rerun across every line you own. Not sure it's the right first move? Start with the Proximity Audit ($7,500, credited toward an install): all fifteen areas scored and a ranked roadmap.
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