Writing
Long-form, answer-first essays on how leaders get found and cited in the AI era.
GEO for Executives: The Complete Guide to Getting Found by AI
Generative Engine Optimization (GEO) for executives is the practice of making a leader discoverable, accurately described, and recommended by AI assistants like ChatGPT, Perplexity, Gemini, and Claude. Here is the complete playbook — the five levers, how to measure it, and where to start.
GEO for Executives: How Leaders Get Found and Cited by AI
A practical guide to Generative Engine Optimization for executives — how to become the person AI assistants surface, describe accurately, and recommend.
Why LinkedIn Is Largely Invisible to AI — and What to Do Instead
You can post on LinkedIn every day and still be invisible to ChatGPT, Perplexity, and Gemini. Why LinkedIn content is poorly indexed by LLMs, the one exception worth knowing, and where to put your effort if you want to be found by AI.
How to Show Up in ChatGPT, Perplexity, and Google AI Overviews: An Executive's Playbook
A step-by-step playbook for executives who want to be surfaced, cited, and recommended by AI assistants. The exact moves that get you named in ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews — in priority order.
Discoverability vs. Credibility: The Two Things That Matter for Executive Reputation in the AI Era
Executive reputation now splits into two distinct jobs: AI discoverability (being found and recommended by LLMs) and human credibility (being respected by people). They use different content, different quality bars, and different budgets. Here's how to think about both.
How to Measure Whether AI Knows You: The Executive Presence AI Index
You can't manage what you can't measure. The Executive Presence AI Index (EPAI) is a single 0–100 score for how discoverable, accurate, and recommended an executive is across ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews — like a credit score for your AI presence.
The 2026 Executive LinkedIn Report: What 33 Million Impressions Reveal About How Leaders Win
Most LinkedIn reports study influencers. This one studies executives running real companies — 6,035 posts, 33.2 million impressions, and 457,000 engagements from CEOs and C-suite leaders. The ten findings on what actually works.
The Best Company Doesn't Always Win — and Why Visibility Decides
A seasoned CEO with superior expertise watches a newer, less-credentialed competitor take the speaking slot, the enterprise deal, the key hire. Why being the best and being perceived as the best are two different things — and how to close the gap.
Healthcare CEOs Have an Unfair LinkedIn Advantage
Healthcare organizations are built on mission and people — the two things LinkedIn rewards most. Four case studies, from a $2B+ exit to 26% headcount growth in a talent crisis, and why almost no healthcare leader is using the advantage they already have.
The Attribution Problem: How to Know If Your LinkedIn Is Working
Most CEOs measure LinkedIn like a paid-ad campaign and quit right before it starts working. Why attribution is hard but not hopeless, what dark social means, and the four metrics that tell you you're on track before revenue confirms it.
I Hate Social Media — and I Run a Company That Does It for Executives
The honest version: the discomfort most leaders feel about putting themselves out there, I feel too — four years and hundreds of posts in. Why the discomfort doesn't disappear, and why that's not a reason to stay silent.
How Business Leaders Win Deals Before the First Meeting
By the time a serious buyer takes the meeting, they have often already decided. Why consistent, visible thought leadership pre-sells you — and shortens the path from stranger to signed deal.
You're Not Invisible by Accident
Nearly every CEO says the same thing: 'I don't like the spotlight, I don't have an ego.' I believe them — but their invisibility isn't humility, it's a decision. Why 'let the work speak for itself' stops working at scale, and the identity shift growth-stage leaders have to make.
Why Your Best Portfolio Company Is Losing to a Louder Competitor
Most PE and VC firms have playbooks for pricing, GTM, talent, and operations — almost none for CEO visibility. Why that gap quietly drags on pipeline, recruiting, and exit readiness, with four case studies from investor-backed companies.
What Should an Executive Even Talk About on LinkedIn?
Every CEO hits the same wall: 'I know I need to be visible, but I don't know what I'd say.' Three tactics I use with 500+ CEOs a year to find your content sweet spot — and why the problem is almost never that you have nothing to say.
The CEO Visibility Gap: How Four Tech CEOs Closed It
Tech CEOs invest obsessively in product, engineering, and GTM — and almost nothing in visibility. Four case studies (a $2B+ exit, a $6B IPO, triple-digit growth), the four mindset shifts behind them, and the content framework that made it work.
Why LinkedIn Stops Working for CEOs After Series A
Before the raise, founders post scrappy, personal, frequent content — and it works. After Series A, presence quietly dies. Here is the predictable pattern, why it happens, and how to fix it.
Female Founders Don't Flex Enough
After meeting with hundreds of CEOs a year, one pattern stands out among female founders: they consistently outperform what they let on. Why under-claiming is a visibility problem — and a fixable one.
Why Most Startup PR Is Wasted — and What to Do Instead
A founder's case against traditional PR for startups: why a $120,000 PR spend produced one framed magazine article and little else, and why owned, measurable channels are the better investment.
Why Vanity Metrics Are the Wrong Goal for Executive Thought Leadership
Likes and views are a cheesy influencer scoreboard, not a thought-leadership strategy. Why big numbers mean nothing if you sound basic — and what executives should optimize for instead.
What 1,015 CEO LinkedIn Posts Taught Me About What Actually Works
A data analysis of 1,015 executive LinkedIn posts: what drives views and engagement for CEOs — hashtags, photos, reshares, questions, and tagging — and why substance beats virality.
How Often Should a CEO Post on LinkedIn — and What to Post
Most CEOs post on LinkedIn about four times a year, and all of it is about their company. Here is the cadence and content mix that actually builds an audience — and why it matters when you need to hire, raise, or partner.