Aug 29, 2025 · 50 min · 12 segments
Executives today can’t afford to hide behind their company logo. Customers want to buy from people — leaders with a point of view, a vision of the future, and the courage to show up authentically…
Melissa RosenthalGuest
Anthony KennadaHost
Well, um, you know, one of the things that, as I think about your career from the outside here, it's, you, you've really been focused on building brands and building it with, with authority and building kind of, um, kind of a people first kind of, uh, approach to how we show up as brands online.
Um, I'm curious how what as you look at kind of LinkedIn, particularly as a network or even, I guess, more broadly, just social.
How how are you seeing these platforms change and evolve as we're all focused on trying to create content around them?
Yeah, I mean, obviously, you know, LinkedIn in the capacity of like what works and what doesn't is kind of a black box.
But the interesting thing is that, and I made a post on this the other day, that there are so many sub-communities out there of people talking about hyper-niche things like cybersecurity, healthcare, and AI facilities, and all these little pocket communities.
And what I've been realizing over the past probably year is the fact that like, we're all in our own lane and what works for us as like B2B, like kind of doesn't work for other communities because they're maybe more tight knit or they're talking about very specific things.
It's a, like, how do I show up and like, how do I like, you know, build growth and see what other people are doing, but then like, how do I pay attention to everything else around me? Because that impacts my own business.
It makes my understanding of like what works, what doesn't work even stronger.
So, you know, it's been really interesting to just see, like, there are a lot of people that, like, want a thought lead, let's just say that, even more so than ever before across every single type of company, series, stage.
You know, major corporations are now, like, allowing their own executives to speak on LinkedIn freely without PR, without comms approval.
The interesting thing about that is, to me, that's a huge moment in time where we've broken down a lot of barriers.
If a public S&P listed company is able to speak freely without having to run their post through approval or allowing themselves to speak to other people, there's... there's something happening there so i think like it's only growing um i think there's not enough enablement i'll say that like you know some people don't know how to do it everyone is like i don't know the linkedin expert but like there's just a lot of people trying to find their way within kind of like what that executive thought leadership looks like
It's so funny, I remember not too many jobs ago talking about like having a speaker bench and these are people that were media trained and they were on message and they were allowed to comment publicly.
I think like, I think you believe this too, but like, I think people understand that that brand page, right.
And like what that symbolized is like kind of just a relic and now like just optics versus the actual people as the channels for the messages and what an impact that can have on, you know, overall business growth, overall brand recognition.
Well, um, you know, one of the things that, as I think about your career from the outside here, it's, you, you've really been focused on building brands and building it with, with authority and building kind of, um, kind of a people first kind of, uh, approach to how we show up as brands online.
Um, I'm curious how what as you look at kind of LinkedIn, particularly as a network or even, I guess, more broadly, just social.
How how are you seeing these platforms change and evolve as we're all focused on trying to create content around them?
Yeah, I mean, obviously, you know, LinkedIn in the capacity of like what works and what doesn't is kind of a black box.
But the interesting thing is that, and I made a post on this the other day, that there are so many sub-communities out there of people talking about hyper-niche things like cybersecurity, healthcare, and AI facilities, and all these little pocket communities.
And what I've been realizing over the past probably year is the fact that like, we're all in our own lane and what works for us as like B2B, like kind of doesn't work for other communities because they're maybe more tight knit or they're talking about very specific things.
It's a, like, how do I show up and like, how do I like, you know, build growth and see what other people are doing, but then like, how do I pay attention to everything else around me? Because that impacts my own business.
It makes my understanding of like what works, what doesn't work even stronger.
So, you know, it's been really interesting to just see, like, there are a lot of people that, like, want a thought lead, let's just say that, even more so than ever before across every single type of company, series, stage.
You know, major corporations are now, like, allowing their own executives to speak on LinkedIn freely without PR, without comms approval.
The interesting thing about that is, to me, that's a huge moment in time where we've broken down a lot of barriers.
If a public S&P listed company is able to speak freely without having to run their post through approval or allowing themselves to speak to other people, there's... there's something happening there so i think like it's only growing um i think there's not enough enablement i'll say that like you know some people don't know how to do it everyone is like i don't know the linkedin expert but like there's just a lot of people trying to find their way within kind of like what that executive thought leadership looks like
It's so funny, I remember not too many jobs ago talking about like having a speaker bench and these are people that were media trained and they were on message and they were allowed to comment publicly.
I think like, I think you believe this too, but like, I think people understand that that brand page, right.
And like what that symbolized is like kind of just a relic and now like just optics versus the actual people as the channels for the messages and what an impact that can have on, you know, overall business growth, overall brand recognition.
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