There’s a common misunderstanding that lingers among some of the loudest voices online, and it’s been on my mind lately.
With more and more C-level executives jumping on LinkedIn, a familiar idea keeps echoing: that thought leadership is just a content play – the practice of publishing content to an audience. But the truth is that genuine thought leadership goes way deeper than that.
It isn’t just about content frequency or visibility. True influence comes from why you show up, and the clarity, care, and consistency you bring when you do.
Real thought leadership involves genuinely sharing what you believe, what you’ve learned, and what you’re still figuring out – with honesty and depth.
It involves sharing with substance, and representing yourself – your values, experiences, and evolving presence – in an open and authentic way.
The best content always starts with insight
You don’t need to be a professional writer to share powerful ideas (that’s where strong collaborators can help). But you do need to bring direction, clarity and lived experience. The substance has to come from you.
It comes from the patterns you notice in your day-to-day life, the moments that shift your perspective, the challenges that linger long after they’re resolved, and the quiet reflections that eventually want to be shared.
What gains traction (and what actually sticks) are genuine stories and meaningful contexts. But most importantly of all, original thinking.
That’s the kind of content that people remember. Not because it’s polished or perfect, but because it’s real and most importantly, uniquely you.
So what makes it work?
In my experience, the most impactful thought leaders:
- Have a strong sense of what they believe in, and aren’t afraid to say it.
- Speak passionately about their work, their industry, the world they operate in – seeing both challenges and opportunities.
- Don’t chase trends or try to sound like everyone else. Instead, they speak from experience and with intention.
And most importantly:
- Stay involved in the thinking, because they see the value in showing up to contribute.
Great thought leadership should represent all the aspects that make you up. Who you are as a leader, who you are as a problem-solver, and who you are as a human with passions, challenges, and a vision for the future. This kind of thought leadership grows trust, and over time, lasting influence. The kind that shapes how people think, feel, and act.
When employees understand what their leadership is thinking, it empowers them and deepens their sense of purpose. It also helps attract high-calibre talent who resonate with your vision.
Customers, and potential customers, get a clearer sense of your values and why you do what you do. Investors, journalists, partners, and other important stakeholders in your ecosystem also feel the pulse of your leadership and organization through what you are sharing. It is a powerful form of influence for stakeholder groups — and it can’t be manufactured.
It grows through presence, substance, and consistency.
It’s not about visibility for its own sake
Something that’s easy to assume through thought leadership and personal branding is that it’s all about vanity metrics – validation, visibility, and recognition. Yet the leaders who leave the strongest impression don’t chase visibility. They earn it by offering something of value, unique to them.
They reflect before the post on what they’ve learned, share what’s shaped them, and speak to challenges with honesty, not because it looks good, but because they know it does good. For their teams, for their industries, for their customers, and for people watching and learning in real time.
Whether you know it or not, if you’re in a position to start investing in a thought leadership program, people already look to you for clarity, for a sense of what matters and for why. As if that’s the case, silence can be costly.
So why not use your voice to do something real?
What does showing up actually look like?
I often hear people say that they can’t be on LinkedIn or social media all the time. And they’re right, and they shouldn’t have to be.
Some of my most powerful posts I’ve shared weren’t long or complex, but came from spontaneous moments of personal clarity. From a shift in perspective, a challenge I was still sitting with, or a story that mattered deeply to me.
One that stands out to me was a post I shared after taking my mum to New York.
On the surface, it had nothing to do with business. But it was about leadership, and more importantly about legacy. It was me showing up as a founder, a daughter, a parent – all at once – and honouring the person who taught me how to hold those identities with care.
It was a moment to acknowledge I couldn’t have achieved what I had without the incredible support of my mum – especially when my kids were little. Taking her to New York was my way of saying thank you, and letting her live out one of her dreams.
That post resonated deeply, and sparked commentary about support networks, gratitude, and the people behind our successes. It wasn’t planned, but it felt connected in a way no product post ever could. Why? Because it was honest, relatable and real.
So when you’re proud of your team, proud of a product, it’s okay to share why. That’s how you earn the right to share your company news or product wins – when it sits within something larger, more human, and more valuable.
The quiet power of thoughtful leadership
The leaders who build lasting influence aren’t always the ones with the loudest voices. And they certainly aren’t the ones who only post company news.
They’re the ones who reflect deeply, stay curious, and offer their perspective; not to dominate the conversation, but to lead and contribute meaningfully. Influence develops when leaders engage in the thinking behind what is going on for their industry, their customers, their teams and the world around them.
When your voice, perspective, and lived experience shine through, not as a performance, but as an invitation to connect – it works.
What I’ve learned leading a team of thought leadership writers
One of the most common challenges leaders find is the belief that they don’t have time. But here’s the truth.
We actually work with quite a few thought leadership clients at Digivizer. When you work with a team of experienced writers and business specialists like ours, we don’t create content in a vacuum.
We help surface what’s already there within you; your thoughts, insights, and stories you might not even realize are valuable yet. We draw on your experiences, research and trends then craft them into something that feels resonant, and unmistakably you.
When we start working with a new client, we have a few evergreen questions to help get the ideas flowing. Here’s a couple of tried-and-true thought starters:
- What’s a lesson you’ve learned recently that others might learn too?
- What do you wish more people understood about leadership, or about this moment in your industry?
- What conversation do you want to start — or shift?
Start there, and let your insight lead. You can always polish it later.
The point here is that if you are busy, remember: your contribution is the thinking. Let others help with the rest.
Final thoughts: Why thought leadership matters
Thought Leadership is not being a brand spokesperson. It happens every time you show up and speak with purpose.
It’s about choosing what you stand for – and standing for it in public. So don’t wait for the “right moment”, and don’t underestimate the quiet power you already hold to shape how people see, feel, and trust what you’re building.
Because in the end, people don’t remember the posts that were perfect. They remember the ones that were real. The ones that helped them think differently, feel seen, or take action. That’s the ultimate definition of leadership: the ability to influence and guide others – in person, and in your online presence.