Thought Leadership vs. Broetry
There’s a fine line between influence and embarrassment when growing your online executive presence.
The trend of professionals baring their souls on LinkedIn — delivering overly polished life lessons from a delayed flight or posting a photo of their dog that somehow segues into their latest SaaS launch — has reached a tipping point.
This breed of executive content, dubbed “broetry,” screams, “Look at me!” rather than, “Here’s something valuable.” The captions are emotional. The emojis are abundant. The lessons are always learned the hard way. And somehow, every post ends with a link to their latest podcast, product, or funding round.
It’s tiresome. And now, every time you hover over the “post” button on Linkedin, it makes you hesitate for fear of being cringe.
The “Raw and Unfiltered” Complex
While it’s true that founders and C-suite leaders are now expected to show up publicly and speak to the company’s values and vision, there is a misconception that that means you have to act like an influencer. This style of content is being fueled by a culture where visibility equals value, especially in the eyes of VCs and private equity, who don’t just invest in companies, but in founders with a compelling personal brand.
Sharing your “raw and unfiltered journey” is not a marketing funnel. And you don’t have to spill your guts to create thought leadership content.
How to Create Thought Leadership That Earns Respect
The best executive thought leadership doesn’t try to go viral. It doesn’t rely on pity or performative vulnerability. It offers perspective earned from years of doing the work.
Great thought leaders don’t force relatability; they offer clarity. They aren’t trying to be everyone’s friend, they’re guiding conversations that matter in their industries. Their content doesn’t beg for everyone’s attention. It holds their specific audience’s attention.
Here’s what real executive presence looks like online:
Sharing insight without oversharing your personal life
Breaking down timely industry news and helping your audience navigate complex problems
Speaking in your natural voice, not mimicking the influencer tone
Publishing content that challenges the status quo and introduces new concepts, not just promotes products
Consistent messaging that doesn’t morph with every trend
Strategically targeting key publications and platforms to reach your target audience rather than casting a broad net
It’s not that being personal is bad; it’s that it doesn’t always feel real. Or, it feels too real for the professional world. Users can tell when you’re genuinely trying to connect versus when you’re just trying to stay relevant.
So, let your ideas and experience do the talking. You don’t need a viral moment. You need to be the voice of reason in a sea of hot takes, clickbait, and manufactured authenticity.
