How decision-makers build their public reputation

Opportunity can't find you if you can't be found. I tell my clients this constantly. Yet most executives are still playing hide-and-seek with their careers—working brilliantly behind closed doors while remaining invisible to the opportunities that could transform their trajectory. In today's market, being excellent isn't enough. You have to be findable. After 25+ years in financial services, I've watched too many talented executives wait for opportunity to somehow discover them. It doesn't work that way, especially today. 𝗧𝗵𝗲 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗧𝗵𝗮𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗪𝗼𝗿𝗸𝘀: 𝟭. 𝗢𝘄𝗻 𝗬𝗼𝘂𝗿 𝗠𝗶𝗰𝗿𝗼-𝗡𝗶𝗰𝗵𝗲 Stop trying to be known for "leadership" or "strategy." The MD who became the go-to expert on cross-border M&A integration? She gets called for every major deal. Pick your lane: AI in risk management, ESG in private credit, post-merger talent retention. Then dominate it. 𝟮. 𝗧𝘂𝗿𝗻 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗪𝗶𝗻𝘀 𝗜𝗻𝘁𝗼 𝗘𝘅𝘁𝗲𝗿𝗻𝗮𝗹 𝗖𝘂𝗿𝗿𝗲𝗻𝗰𝘆 That transformation that saved $20M? Package it into a case study. Share the framework (not the confidential details) at one industry conference. Write one LinkedIn article about the approach. Now you're not just someone who did something—you're the expert others call. 𝟯. 𝗕𝗲 𝗙𝗶𝗻𝗱𝗮𝗯𝗹𝗲 𝗪𝗵𝗲𝗿𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗲𝗿𝘀 𝗟𝗼𝗼𝗸 Update your LinkedIn weekly—not with motivational quotes but with insights only someone at your level would know. When headhunters search "TMT restructuring expert NYC," do you appear? When board members ask "who's the best person for this challenge?"—is your name in the mix? 𝟰. 𝗦𝗵𝗮𝗿𝗲 𝗪𝗵𝗮𝘁 𝗢𝗻𝗹𝘆 𝗬𝗼𝘂 𝗞𝗻𝗼𝘄 Skip the generic thought leadership. Share the counterintuitive insight from your last board meeting. The framework that made your CEO pause. The trend you're seeing that others are missing. Make people think "I need to talk to this person." 𝟱. 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗮𝗰𝗸 One speaking engagement → One published article → One podcast appearance → One board appointment. Each builds on the last. You're not everywhere—you're strategic about where you show up and what you're known for. 𝟲. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗢𝘄𝗻 𝗦𝗲𝗮𝗿𝗰𝗵 𝗧𝗲𝗿𝗺𝘀 When someone needs exactly what you do, what words do they use? Make sure those words are associated with your name. Not through SEO tricks—through consistent, valuable contributions in your domain. The market is full of brilliant executives nobody knows about. Don't be one of them. Because opportunity can't find you if you can't be found. And in today's market, being unfindable is career malpractice. 💭 What's one specific expertise you have that the market doesn't know about yet? ------------ ♻️ Share with that brilliant executive who's been flying under the radar too long ➕ Follow Courtney Intersimone for more strategies on strategic visibility and executive advancement

𝘙𝘦𝘱𝘶𝘵𝘢𝘵𝘪𝘰𝘯 (𝘯𝘰𝘶𝘯): your opinion about someone or something, or how much respect or admiration someone or something receives, based on past behaviour or character. I recently interviewed someone who shared an example of overcoming a significant early career setback. Their mistake in their twenties damaged their reputation and became a handbrake on their career. I was impressed by their honesty in owning this error of judgement, yet more so by the efforts they had undertaken in the two decades since to address the issue and lead differently. The mistake itself isn't all that important. But it did get me thinking about reputation. I've often said reputations are hard-earned and yet so easily lost. For many of us, it's the most essential professional currency we own and can positively or negatively influence. So, do we spend enough time managing our reputations? Reputations are built over time. It is a gradual process that requires consistent effort, thought and focus. So, how do you set about building or improving your reputation? Here are nine ways you can enhance your reputation. 1. Assess your current reputation: Understand how others perceive you. Seek feedback from trusted friends, colleagues, or mentors. 2. Define your values: Determine the principles guiding your behaviour and decisions. This will allow you to project a consistent and authentic image. 3. Build effective relationships: Invest in building positive relationships. Be genuine, supportive, and dependable. Networking and maintaining connections with diverse individuals is a proven way to enhance your reputation. 4. Develop your expertise: Improve your skills and knowledge in your area of expertise. Become a reliable resource by staying current with industry trends and sharing valuable insights. 5. Deliver quality work: Strive for excellence in everything you do. Delivering results will add to your reputation. 6. Seek feedback and learn from it: Listen, accept constructive criticism, and use it to grow. Demonstrating a willingness to learn and adapt shows humility and a commitment to self-improvement. 7. Engage in positive communication: Communicate respectfully and diplomatically. Avoid gossip, rumours, and negative discussions. Ensure you are known for your discretion. Rise above negativity. 8. Pay it forward: Contributing, paying it forward, and giving back will enhance your reputation, and you will also feel good for doing it. 9. Act with integrity: Demonstrate honesty, transparency, and ethical behaviour in your personal and professional life. Keep your promises, admit mistakes, and treat others with respect. And lastly, you cannot cultivate a reputation for being trustworthy and reliable if you are neither. Accept that mistakes will happen, but that does not need to define you as a person. Be patient, consistent, and genuine in your actions. Over time, your efforts will contribute to a stronger and more favourable reputation.

"Why do I need a personal brand? I'm not an influencer." I hear this from CEOs all the time. Ok fine, your personal brand isn't about becoming TikTok famous. It's about closing deals faster. Today, trust is the new currency. When a CEO has a visible, authentic presence online, they're not just a faceless entity – they're a real person with real thoughts and experiences. This visibility creates a connection. Potential clients and partners feel like they know you before they even meet you. They've seen your posts, read your insights, and connected with your story. Result? The sales process becomes smoother and faster. Here's how it plays out: ✅ Less time needed for introductions. Your reputation precedes you. ✅ Increased credibility. Your thought leadership establishes expertise. ✅ Faster trust-building. People buy from those they know, like, and trust. ✅ Reduced resistance. Prospects are pre-sold on your value. ✅ Higher-level conversations. You're seen as a peer, not just another vendor. ✅ Shortened sales cycles. Decision-makers are more likely to prioritize meetings with recognized leaders. ✅ Premium pricing power. A strong personal brand justifies higher rates. Personal branding isn't about vanity metrics. It’s a strategic advantage that directly impacts your bottom line. So, CEOs, it’s time to step into the spotlight. Share your insights. Tell your story. Build those connections. Because in a world where everyone’s selling something, being a trusted voice is your greatest competitive advantage.

The reputation you build in calm determines how you survive the storm. After 30+ years advising executives through crises—both from the inside and as a consultant—I've learned that companies who weather storms best aren't the ones with the slickest crisis response. They're the ones who built trust long before they needed it. I call it "reputation insurance." Just like you wouldn't wait until your house is on fire to buy coverage, you can't wait until a crisis hits to start building credibility. The executives I've seen navigate crises most successfully had already: → Acknowledged their vulnerabilities publicly (yes, before being forced to) → Built genuine relationships with stakeholders when nothing was at stake → Demonstrated their values through actions, not just mission statements Here's what I tell every leadership team: Your reputation isn't what you say about yourself—it's what others believe about you when the pressure is on. The time to make those "deposits" of trust? Today. While things are steady. While you have the luxury of being proactive instead of reactive. Delighted to be included in this week's Forbes Agency Council round up on this topic with Alexa West, Chintan Shah, Yousif Yalda Ayelet Noff, Scott Powell Uri Samet Paula Chiocchi Tony Pec Ajay Prasad Kyle Arteaga Bernard May Anthony Chiaravallo Mike Maynard Starr Million Baker Sarah Tourville Nataliya Andreychuk Boris Dzhingarov Oksana Matviichuk and Vaibhav Kakkar. What's one way your organization is building reputation insurance right now?

Every senior woman leader in law has a reputation. It is the sum of your wins, your integrity, and the way others describe you. But reputation alone is not enough in today’s legal marketplace. Your personal brand is different. It is intentional, future-focused, and fully within your control. For managing partners and general counsel leading at the highest levels, understanding the distinction between the two is no longer optional. It is essential. Reputation is earned over years through performance, integrity, and results. It is shaped by what clients whisper after a deal closes, by how colleagues describe your leadership in your absence, or by the perception created through one high-profile matter. Reputation is the result of past actions. As one managing partner once confided to me, “I know I have a strong reputation, but I don't know how to define or leverage it." Do you feel that way about your reputation too? Personal brand, by contrast, is intentional. It is the clear, strategic articulation of who you are, what you stand for, and the value you bring. It extends beyond your firm or company into the broader legal marketplace. Unlike reputation, personal brand allows you to frame the narrative rather than leaving it to others. Think of reputation as the verdict others deliver, while brand is the case you build. Clients are choosing differently. A recent Thomson Reuters survey found that 50% of corporate counsel retain outside counsel based on the lawyer’s individual brand and thought leadership, not just the firm name. Talent is watching. Emerging lawyers want to work for leaders who are visible, authentic, and aligned with values that matter to them. Reputation alone may inspire respect, but brand inspires followership. Without a well-defined brand, you risk being known only for the matters you have handled, rather than the leader you are becoming. Build Your Brand Beyond Your Reputation 1. Clarify Your Narrative. Identify the strengths you want to be known for, such as trusted dealmaker, visionary leader, or culture-builder. Articulate them consistently in how you speak, write, and lead. 2. Amplify Your Voice. Share insights on industry trends, client challenges, and leadership lessons. A published article, a LinkedIn post, or a keynote presentation can magnify your influence beyond your immediate circle. 3. Align Brand With Business Goals. Your brand should accelerate, not compete with, your firm or company’s strategy. Ensure that your visibility reinforces client retention, talent development, and long-term growth. As you reflect on your next chapter of leadership, remember that your reputation will always follow you, but your personal brand is what will carry you forward. Choosing to shape it with clarity and intention is not about self-promotion, it is about alignment, influence, and impact. How do you want to be known in this next season of your leadership?

Why Every Great CEO Masters Public Perception (The Billionaire Strategy)... After spending more than 15 years behind the scenes on the sets of CNBC, Fox News, Bloomberg, etc advising high-profile CEOs and public figures on their public perception, it's clear that the most successful leaders think about their personal brand differently. They don’t just run companies—they shape narratives. Those who control the story, control the market. 💡 Most CEOs think their product, revenue, or team define their success. But at the highest levels, public perception is the real power play. A few examples: 🚀 Elon Musk doesn’t just run companies—he controls narratives. 📺 Warren Buffett is perceived as the most trusted investor alive. 🛍️ Jeff Bezos transformed from an “online bookseller” to a tech visionary. None of this happened by accident. They engineered their personal brands to dominate their industries. The result? Investors, customers, and media follow their every move. Yet, 99% of CEOs ignore this advantage—until they hit a wall. Here’s What the Billionaire CEOs Know (That Most Founders Don’t): 1️⃣ Attention = Leverage. You don’t need to be famous—you need strategic visibility in front of investors, clients, and decision-makers. 2️⃣ Media creates credibility. People trust what they see. The moment your name is in Forbes, WSJ, or Bloomberg, your perceived value changes overnight. 3️⃣ The CEO Brand is the Company’s Brand. Investors don’t just buy stocks—they buy leaders. The best CEOs aren’t just operators; they’re public figures who shape their industries. The bottom line? You can be the best in your field, but if nobody knows it—you don’t exist. So, How Do You Start Building CEO Authority? ✔ Own your narrative (control the message before others do). ✔ Become the face of your industry (instead of just another founder). ✔ Use media & content to position yourself as the go-to expert. The CEOs who master this game don’t just build businesses. They build movements. Watching Steve Forbes work his magic on set at the NYSE at nearly 80 years old is a masterclass in the importance of your personal brand. What’s your take—should CEOs prioritize personal branding, or is it just hype? Drop your thoughts in the comments. 👇

Last week, I met a potential client who used to manage a business with $10M in EBITDA/year. Now, he's launching a startup and wants to build his personal brand. Here’s what I told him: 1) Be transparent: Share your journey, both the highs and the lows. People love authenticity. 2) Engage your audience: Ask for feedback and involve them in your decision-making process. This builds a loyal community. 3) Show progress: Update on your milestones and setbacks. Make your audience feel part of your story. 4) Share your learnings: Your experiences can help others establish you as an expert in your field. 5) Stay consistent: Post and engage regularly, it keeps your audience interested and invested in your journey. Building in public is challenging but rewarding. It builds trust, fosters a community, and attracts opportunities. If you're starting something new, you should share your journey with the world. It might just be the game-changer you need. PS: What's your take on building in public? Have you tried it? Share your thoughts!