Because when employees, investors, and the outside world ask, “Where is this company going?” the answer shouldn’t be buried in a press release or quarterly report.
It should come from you.
McKinsey puts it bluntly: “Roughly six in ten people say a CEO’s actions affect their opinion of a company.”
In other words, you’re not just setting the strategy. You’re shaping how people understand it.
Key Takeaways:
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McKinsey says that CEOs must take ownership of the company’s story, both internally and externally.
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Your LinkedIn presence should answer the 4Ws: who, why, what, and when.
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Posting once a month is sufficient to demonstrate leadership and influence how others perceive your strategy.
CEOs Define the 4 Ws
McKinsey says the CEO should be the one defining the “four Ws”:
- Who are we?
- Why do we exist?
- What do we want to achieve?
- When and how are we making it happen?
I’m sure you are telling that story internally. But are you sharing it where everyone can see?
LinkedIn is the one place where you can reach all the people who need to hear from you: customers, partners, investors, future employees, and the media.
You are reaching the people you already know.
But what about the people you haven’t met yet? The ones who are quietly watching, deciding if they want to buy into your vision and help you. LinkedIn lets you reach them too.
How to Start Storytelling
If you’re ready to step into the role of storyteller, here’s where to start:
- Clarify your message. What’s your LinkedIn headline right now? Can you distill your strategy or culture into a couple sentences? Start there.
- Post once a month. Don’t only share wins and launches. Share conversations you are having, what people are asking. You don’t have to be vulnerable. Just keep it real. If your post sounds like it went through three rounds of comms review, people will scroll right past.
- Talk about what matters to your people. That might be your purpose. It might be performance. It might be momentum.
- Don’t overthink the format. You can do a simple text post (with or without a few photos) or a short video captured on your phone.
McKinsey says the best CEOs “speak up in moments that matter.”
You don’t need to post daily. But you do need to be present, clear, and consistent.
LinkedIn is the best place to do that.
What’s one message your audience needs to hear from you this month?