Latest news with #MissionNorth
Fast Company
17-06-2025
- Business
- Fast Company
Silence isn't golden
The era of the invisible CEO is over. In 2025, silence equals irrelevance. Today's audiences in the attention economy don't wait for press releases. They're actively engaged on LinkedIn, exploring niche podcasts, diving into Substacks, and sizing up leaders not just on what they sell, but what they stand for. The crucial question then becomes: In a landscape filled with tech skepticism, debates over 'hero leaders,' the influence of cancel culture, dwindling newsrooms, and widespread misinformation, is a public voice essential for CEOs? According to recent data, yes. You can't afford for them not to have a public voice. The days of direct influence Forget billboards and banner ads; direct communication is more effective than almost every other source of information in terms of trust and influence. According to Mission North's Brand Expectations Index: 84% of knowledge workers and 81% of the general public trust direct communications from companies, including podcasts, long-form articles, and videos, more than national news, social media, or even academic journals. Among knowledge workers, technical articles (72%), practical explainers (69%), and human-interest stories (66%) are especially effective in building credibility and deepening knowledge. 75% of IT decision makers report increased trust when they encounter real-world stories of people using or innovating with AI. These aren't just content preferences. They're strategic cues for how—and where—audiences want to engage. Thought leadership is the new due diligence The 2024 LinkedIn-Edelman B2B Thought Leadership Impact Report adds more urgency: 73% of decision makers say thought leadership is more trustworthy than product sheets or traditional marketing. 70% of C-suite executives say high-quality thought leadership has made them question whether to stick with a current vendor. 90% say they're more receptive to outreach from companies that publish insightful content regularly. In short: If your brand wants a seat at the table, it needs to consistently say something smart—and human. Your content is your strategy. And your CEO is your sharpest edge, or your most prominent blind spot. The CEO effect: Reputation as a trust multiplier A company's brand is increasingly a reflection of its leadership. From vision and values to risk tolerance and resilience, executives are expected to show up and show their work. According to the Brand Expectations Index, 67% of knowledge workers and 57% of the public believe the CEO's reputation directly influences their trust in a company. That number climbs in innovation-forward sectors like AI, healthtech, and climate. And the message can't be all features and forecasts. Today's audiences, especially in tech, seek techno-optimism: forward-looking, hopeful stories that focus on human possibility. It's a mindset: 'Don't just tell me what the technology does. Show me who it helps, and how.' When CEO visibility is a must In B2B industries, credibility is paramount: Buyers want to know who's behind the product—reputation and reliability matter. Emerging industries demand clear leadership: In industries like AI, climate tech, or biotech, trust is still being built, making it a prime opportunity for CEOs to shape the narrative. Investors invest in people, not just products: Pre-IPO or high-growth phases magnify the equation where visibility equals credibility, which in turn equals valuation. Values-led brands require visible leadership: A silent CEO can signal apathy at best, evasion at worst. Attracting top talent depends on engaging leadership: The next generation wants to work with leaders, not just for them. If you're in one of these categories and your CEO is nowhere to be found, that silence speaks volumes, not in your favor. The limits of CEO visibility There are real limits to putting the CEO front and center: Authenticity gap: Not every CEO is a natural communicator, and audiences can smell a ghostwriter. Brand-led companies: In some B2C or community-led brands, the product or movement is the hero, not the leader. Crisis optics: When a company is under fire, CEO visibility can sometimes inflame rather than reassure. If the CEO can't lead out front, who can? When the CEO isn't the right messenger, companies still have impactful options: Other executives: Elevate functional leads, from CTOs to CHROs, who can speak credibly to their domains. Structured editorial formats: Launch a company podcast, Substack, or LinkedIn series that features a range of internal voices and customer stories. Narrative clarity: Shape a strategic story arc that anchors all content, from founder essays to customer case studies, even if it doesn't come from the CEO directly. Owned platforms: Use LinkedIn, Medium, YouTube, and even internal newsletters to showcase expertise in ways that feel transparent and consistent. The key? Tell real stories. Lead with humans. Don't just spotlight innovation—show how it solves problems that matter. The bottom line Today's business landscape favors the bold. Not the brash, but the brave. That doesn't always mean having the loudest voice, but it does mean having a meaningful one. Whether through the CEO or a broader bench of leaders, companies must find a way to lead in public: to show values, expertise, and vision in a way that feels honest and human. Done right, executive thought leadership isn't vanity PR — it's strategic infrastructure for brand trust, market leadership, and business growth. And in the age of AI, authenticity, and algorithmic noise, your CEO's voice isn't just a nice-to-have; it can be your most significant differentiator.
Axios
06-03-2025
- Business
- Axios
AI terms skyrocket in company earnings calls
Today's CEOs will be the last to "manage a workforce of only human beings," Salesforce CEO Marc Benioff told Axios' Ina Fried in Davos, Switzerland, earlier this year. Why it matters: Anything that affects American jobs is likely to become a wedge issue, but communications can help. The big picture: To say workers are skeptical of AI is putting it mildly. More than half of Americans are worried about the future impact of AI use in the workplace, according to a recent Pew Research Center survey, and 32% think it will lead to fewer job opportunities. A recent Gallup survey found that 3 in 4 Americans view AI negatively, and an Ipsos poll concludes that 44% of global workers have concerns about AI's effect on their job security. Between the lines: This broad misunderstanding and skepticism about AI increases the potential for messaging land mines, especially as new AI-related terms quickly become part of the corporate language. State of play: The mention of terms like "agentic AI," "AI workforce," "digital labor" and "AI agents" during earnings calls increased 779% in the past year, according to AlphaSense data. What they're saying: "It's a confusing landscape and we are introducing new vocabulary, which is common in tech comms, but oftentimes requires more background and context," says Mission North co-CEO Tyler Perry. Now is not the time to communicate with shorthand, says Outcast CEO Becky Porter. "If a company is having to navigate a reduction in workforce because they are remodeling the way that their company needs to work, they're oftentimes saying, 'We're going to reduce our workforce by X percent, and it's being replaced by AI.' And I think that's leaving a lot of room for misinterpretation," Porter said. "AI and automation offer incredible opportunities for efficiency but often are perceived by human employees as job replacers, rather than job enhancers. And so I think as communicators, there is a real opportunity to balance the reality with the excitement around AI and its potential." Reality check: While AI will disrupt the workforce, it is not expected to completely replace humans. Instead, it will augment the work most are already doing. This is what communicators from all industries will have to explain to investors, lawmakers and especially employees. "I think that the internal communications is just as important as the external communication, because otherwise, employees may become disinterested in being a part of what their company is doing and where they're headed," Porter said. The intrigue: While a majority of Americans are still suspicious of AI tools, more established tech companies have a leg up with consumers, according to a new Brand Expectations survey by Mission North. When it comes to the AI race, Google, Amazon and Microsoft are the most trusted, while Meta, OpenAI and Anthropic are among the least trust, per the survey. Zoom in: "The narrative was that AI will replace jobs, but it should be about how it will improve life," says Perry. "And to do that, communicators must keep humans at the center of AI storytelling." What to watch: Corporations previously used jargon-y acronyms (ESG, DEI) when describing sustainability pledges or commitments to inclusion. These terms were misunderstood by the masses and quickly redefined by the opposition. AI-related terminology could be next, if not communicated in a consistent and clear way to all audiences. The bottom line: All communicators — not just those at OpenAI, Google and Microsoft — must figure out the best way to message AI's effect on the workforce. More at Axios: Nearly all Americans use AI, though most dislike it, poll shows Salesforce chief predicts today's CEOs will be the last with all-human workforces
