Here’s what this means:
Actively “showing up” via content, maybe video or live, but visibility may feel performative
Shift from commodity content to point-of-view visibility
Introduce content creation formats that require thought leadership (e.g., frameworks, behind-the-scenes of client transformations, founder stories)
Encourage use of owned language and metaphors to distance themselves from trend mimicry
Begin incorporating emotionally resonant stories that tie into their expertise—not for vulnerability’s sake, but to demonstrate mastery