Why Most Executives Fail at Thought Leadership and How the Smart Ones Are Winning

In a business landscape defined by trust gaps, algorithmic noise, and an ever-shortening attention span, executive thought leadership isn’t a nice-to-have—it’s non-negotiable. Consumers, investors, and employees no longer just care about what a company does. They want to know who’s behind it, why they do it, and what they stand for.

According to Cometrics, there were over 2,000 c-suite executive thought leadership posts on LinkedIn in the past 30 days with dominant themes of collaboration, leadership, and business impact. Standing out through all of this requires distinctive and authentic thought leadership content.

To explore what makes executive thought leadership stand out today, CommPRO spoke with four industry experts shaping the space: Amore Philip of Apples & Oranges PR, Deborah Keltner, Lindsey Bradshaw of Lindsey Bradshaw Communications, and Laura Emanuel of Red Thread PR. Together, they laid out a masterclass in strategy, storytelling, and substance.

Start with Substance, Not Soundbites

Laura Emanuel, managing director at Red Thread PR, stressed the importance of building a personal platform that aligns with corporate values. “It’s critical to adopt a comprehensive strategy that combines authenticity, relevance, alignment with brand goals, and intentional selection of the right channels,” she said. The foundation, she noted, starts with alignment: an executive’s voice should reflect their own values and the mission of the business. “This ensures that the message resonates both internally and externally.”

Emanuel also believes storytelling is where connection happens. “Executives must be authentic and vulnerable,” she said. “Consumers and industry leaders alike seek out CEOs and executives who not only share insights but also personal experiences that humanize them.” She encourages leaders to anchor their content in anecdotes, not just strategy decks. Her framework includes distilling complex issues into three parts: Issue, Impact, and Solution. In today’s attention economy, “short, impactful soundbites are essential,” she emphasized.

Be Consistent, Be Real

Amore Philip’s approach to building influence is equally clear-eyed. “Thought leadership content must be rooted in authenticity,” said the founder of Apples & Oranges PR. She works with executives to discover what makes them irreplaceable—whether that’s an unconventional insight or a bold stance on a pressing issue. “Every piece of content aligns with three pillars: brand mission, industry trends, and audience needs.”

Her success formula includes a three-channel amplification strategy: earned media for credibility, owned content for consistency, and social media for reach. “Thought leadership success isn’t just about placements—it’s about influence,” Philip explained, citing metrics like engagement quality, audience growth, and real-world outcomes such as speaking invites and partnerships.

Thought Leadership Is Not Corporate Karaoke

Deborah Keltner brings a refreshing dose of reality to the conversation. “Many leaders want the benefits of being seen as a thought leader, but they haven’t put in the work to develop a unique or differentiated perspective,” she said. “It’s not about talking about your company or your products. It’s about offering something of value—insights and ideas that help others solve the same challenges you’re passionate about.”

Her litmus test is simple: “Do you have a leading thought?” If not, back up and find one. Her take on channel strategy echoes the rest: go where your audience already is, and do what feels natural. “Don’t force yourself into a format you hate… you’ll get better results doing what feels natural.” And for Keltner, the impact isn’t about likes—it’s about resonance. “Are others sharing your content and coming to you for insights? That’s the real measure of success.”

Visibility Builds Velocity

Lindsey Bradshaw doesn’t mince words: “If your exec isn’t showing up online, don’t expect the media or your audience to care.” The founder of Lindsey Bradshaw Communications says that real, unscripted content on platforms like LinkedIn is the secret weapon. “Not paid. Not ghostwritten. Not sanitized. Real content, real opinions, shared consistently on the right platforms.”

She builds custom content calendars that tie executive insights to brand goals, media moments, and pain points. “If there’s no original POV, it’s not thought leadership,” she said. And when it comes to impact? She’s looking beyond headlines: “Follower growth, inbound speaker invites, award wins, brand mentions… and people saying, ‘I keep seeing them everywhere.’ That’s the goal.”

Executive thought leadership only works when it’s authentic, consistent, and truly differentiated. The most powerful messages don’t come from polished press releases—they come from bold perspectives, shared with intention. Whether it’s a fintech innovator talking about inclusion or a CEO sharing a personal turning point, what cuts through is what’s real.

And the best part? The tools are already in your hands. Tell your story. Back it up with substance. Then amplify it everywhere your audience is already listening. The executives who show up consistently and say something meaningful are the ones who define not just their brand—but their industry.