What is Executive Positioning? And How It Impacts Business
There certainly isn’t a lack of opinion. LinkedIn, Meta, X – it’s overwhelming the number of people who position themselves as thought leaders.
This has been accelerated by AI. What we are lacking is quality, credibility and empathy.
As a CEO, your words can build (or break) trust in a single word choice during an employee town hall or meeting with an elected official. As you step into informal spaces to show your more personal self (i.e. TikTok, Instagram, etc.), that risk grows even more.
If you’re a CEO, understanding executive positioning and how it impacts your business objectives is critical.
What is Executive Positioning?
Executive positioning clarifies how you show up as a public figure, including what you say, what you stand for, and how you’re perceived across your industry. It clearly defines where your organization is headed and what your vision is. Done well, it establishes you as a credible, trusted, and influential voice. It can build consensus and alignment for a strategic direction. It establishes your position in the market of thought and opinion.
In a world where CEOs operate alongside policymakers, investors, and stakeholders, executive positioning is no longer optional, it’s a strategic necessity.
What Executive Positioning Tactics Look Like in Practice
Executive positioning or thought leadership can take many forms:
A strategic LinkedIn post
A keynote or fireside chat
An employee town hall
A sit-down with an elected official
An op-ed in a national publication
A podcast interview
A data-backed white paper or research brief
A policy-oriented perspective piece
An email to employees
How to Build an Executive Positioning Platform
Your platform is the collection of messages and proof points encapsulating your vision and position. It is a unique combination of you, your industry and your organization. Ideally, it should capture attention, by saying something that no one else is or in a way that no one else will.
You as a Person
Your background, story, and leadership philosophy. This is where first-person narratives matter – your experiences, lessons, and perspective.
Your Organization
How your leadership reinforces the company’s mission, values, and strategic priorities. Even when CEOs are not explicitly speaking on behalf of the organization, their voice still shapes how others perceive it. You are the public face of your organization, whether that is fair or not.
Your Industry
Your thoughts on trends, policy, emerging challenges, and long-term shifts.
CEOs routinely interact with policymakers, regulators, and industry groups. Your point of view must be informed, differentiated, and grounded in your expertise.
How to Position Yourself as a Thought Leader
1. Fill the Whitespace
Discuss a topic that no one is talking about.
Or, if you are going to focus on a topic that others have posted about, say it in a way that no one else is willing to say it.
This can be controversial, or it can simply be stated in a way that no one else has done before. This might include conducting peer-reviewed research or launching a thought leadership activation.
Plant a flag in the ground on a particular issue and hold strong to your beliefs. If you change your mind along the way, be sure to maintain your credibility by explaining it to your community.
2. Determine the Lanes You Want to Play In (And Stay in That Lane)
You may decide to step into some controversial lanes, and that’s okay. You also might choose to stick with safe topics, and that’s okay too.
Work with your communications team to be intentional about what lanes you want to play in, and which ones you don’t. Don’t let a reporter, employee or other constituent bait you into commenting on something outside of where you want to be. Sometimes the hardest thing to say is nothing at all.
You need permission to lead, and that comes from credibility. If the topic doesn’t relate to your industry, think long and hard before offering your opinion, even if it’s just a one sentence post.
Talk about yourself, your own experiences, and write your content in the first person. Include data, statistics and proof to bring it to life and build credibility.
Remember: everything you say is permanent, even if it’s deleted 60 seconds after posting.
3. Do Something Newsworthy
Publish something new. Start a positive movement. If you want your thought leadership to rise above the noise, lead with something worth paying attention to. Go out on a limb (with the support and counsel of your communications team).
4. Be Prepared to Take Accountability When Necessary
Axios recently highlighted several CEOs who’ve taken “being real” a bit too far.
Going off-script, posting one thoughtless comment, discussing political or social issues, or oversharing market-sensitive information in influencer interviews can all destroy your credibility as a leader.
Know where your voice is most credible. Authenticity without credibility can create chaos. With that in mind, be prepared for when things go awry. No one is perfect, but leaders who recover with honesty and accountability usually come out stronger.
The most effective CEOs are not just leaders – they’re visible, credible, and trusted voices shaping the future of their industries.
Questions To Ask Prior to Posting or Participating in a Discussion
Always ask yourself the following questions:
Is this issue or topic in my area of expertise?
Am I adding value or simply adding noise?
Am I qualified to discuss this?
What data or anecdotes do I have to back this up?
How I Can Help You Position You as a Strong Thought Leader
I am Gail Balascak, founder and CEO of Omnia Strategies. If you need assistance refining your executive positioning or developing a thought leadership plan, I will help you build it.
With nearly 20 years of experience guiding institutions through transformation, crisis response, and growth, I provide communications solutions that are proactive, agile, and AI-accelerated.
To start a conversation: