According to a 2024 Edelman-LinkedIn B2B Trust Report, 63% of decision-makers say they no longer trust generic thought leadership content because it “feels algorithm-driven.”
That’s the danger of chasing every viral idea: you become forgettable.
True thought leadership isn’t about being the first to talk about something, it’s about being the clearest voice in a noisy room.
When Satya Nadella took over Microsoft, he didn’t jump into every tech hype. He did one thing exceptionally well: he repositioned Microsoft around empathy and learning. That shift transformed not just the company’s culture — but its global reputation.
Founders have something no influencer has: experience.
And that’s the ultimate source of authority.
Take Ben Francis, founder of Gymshark. He doesn’t post daily hacks - he documents the actual challenges of scaling, leadership struggles, and team dynamics.
Result? Over 2 million followers, and a brand loved for its transparency and consistency.
Or consider Whitney Wolfe Herd, founder of Bumble. Her brand’s power didn’t come from trendy campaigns, it came from sticking to one message: empowering women to make the first move.
That simple, consistent message grew Bumble to a $7B IPO.
Focus builds influence. Trends dilute it.
A McKinsey study on digital reputation (2024) found that CEOs with consistent long-term messaging earn 40% higher trust scores than those who frequently shift narratives.
That means:
If you’re constantly pivoting from one buzzword to another, people might notice you but they won’t believe you.
If you double down on a single philosophy, your audience starts quoting you, not the other way around.
As the saying goes: “Trends make noise. Principles build legacies.”
1️⃣ Start with your “one-line truth.”
Ask yourself: If people remembered only one idea from me - what should it be?
That becomes your anchor message.
Example:
Simon Sinek → “Start With Why.”
Naval Ravikant → “Leverage through code and media.”
Your goal is to find your version of that.
2️⃣ Publish around themes, not trends.
Instead of posting about the latest AI tool, talk about how AI is reshaping decision-making for mid-size CEOs.
That’s evergreen.
Trends fade. Themes compound.
3️⃣ Teach from experience, not opinion.
The internet is full of “opinions.” What’s scarce is wisdom.
When you share what actually happened inside your company: mistakes, experiments, lessons, that’s what builds connection and trust.
Example:
Reid Hoffman’s Masters of Scale isn’t popular because it’s trendy, it’s popular because it reveals the thinking process behind real decisions.
In 2025 and beyond, the CEOs who’ll win are not the ones who speak the most, but the ones who speak with meaning.
Because the market is saturated with “experts.” But there’s still infinite space for leaders who tell the truth.
Trends can give you reach.
But only authenticity gives you relevance.
So the next time a new buzzword takes over LinkedIn, remember:
You don’t need to chase it, you just need to lead from a place that’s timeless.
If you’re a founder or CEO ready to build your own authentic leadership narrative, not another recycled trend.