Social Media for B2B Growth: LinkedIn Strategies and Tips Why Founder-Led Brands Fail at Thought Leadership
May 20, 2025
Ashley Faus, an expert from Atlassian and author of Human-Centered Marketing, delves into why founder-led brands often stumble in thought leadership. She challenges the notion that executives are always the best thought leaders, urging a more nuanced understanding of expertise. The conversation covers the importance of genuine engagement over high-profile postings, the role of employee advocacy on LinkedIn, and the vital link between trust and effective marketing strategies. Faus emphasizes identifying diverse thought leaders within organizations for impactful content creation.
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Executives Aren't Always Thought Leaders
- Executives and founders are not automatically the best thought leaders just because of their titles.
- Their roles often require stability, discouraging them from sharing radical or controversial ideas.
Earnings Updates Are Not Thought Leadership
- Posting content like quarterly earnings updates from executives is not thought leadership; it's just news.
- Thought leadership requires innovative ideas, audience engagement, and adding value beyond typical business updates.
Thought Leadership Demands Time and Research
- Executives lack time to research, test, and codify thoughts needed for effective thought leadership.
- Thought leadership requires rigorous iterative processes that most senior leaders can't prioritize, which is appropriate and expected.