There is one line from one of my all-time favorite movies, Gladiator, that captures a universal truth about influence—and it holds just as much power in the boardroom as it did in the Roman Colosseum.
“Win the crowd, and you’ll win your freedom.”
The line comes from the character Proximo, who explains that for a gladiator to survive, he must become more than a fighter. He must become a performer, as the emperors were reluctant to allow a gladiator to be killed if they were a crowd favorite.
Today’s CEOs and founders face a different kind of arena—the marketplace. And your survival doesn’t depend on your swordsmanship, but on something just as strategic: your ability to build trust, credibility, and loyalty with your audience.
In this battle for attention and influence among your customers, your sword is your content.
Why the CEO must pick up the sword
Research shows that thought leadership content authored by executives dramatically outperforms branded content.
In fact, according to a report by Edelman and LinkedIn, 73% of decision-makers say an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.
Why? Because people are tired of faceless companies. They don’t want to do business with a logo. They want to buy from people.
In a world where your competitors may have bigger budgets or flashier campaigns, your greatest edge is your authentic voice. And creating personal, thought leadership content is the only way for that voice to be heard.
But here’s the million-dollar question: What kind of content should you create to win (and lead) the crowd?
Let’s break it down.
Step 1: Discover your content ikigai
Alex Lieberman, co-founder of Morning Brew and CEO of storyarb, credits 90% of his company’s major growth opportunities to his personal content on LinkedIn.
In an interview with HubSpot, Lieberman outlined a powerful framework for finding your voice as a creator: content ikigai. Borrowing from the Japanese concept of “ikigai”—your reason for being—he suggests that great personal content emerges from the intersection of:
- What you love doing
- What you’re good at
- What the world needs
I always hear executives say they don’t know what to write about, or they don’t think they have enough to say. Then I ask them to tell me about what they do and how they help their customers, and suddenly THEY CAN’T STOP TALKING.
The trick is to transform that torrent of insights and ideas into content. If you want to build a personal brand like Alex Lieberman that produces great results (and allows you to have a lot of fun in the process), finding your ikigai will be a key part of the process.
Ikigai gives you a roadmap. Follow it, and you’ll never run out of ideas that feel both purposeful and personal.
Step 2: Lean into charisma (even if you don’t think you’re charismatic)
Many leaders dismiss charisma as a trait you’re either born with or not. But as historian Molly Worthen writes in The New York Times; “Charisma is not something that leaders have; it’s something they do.”
Worthen describes charisma as “a kind of storytelling,” where leaders “invite followers into a transcendent narrative about what their lives mean.” True charisma pulls back the veil. It reveals hidden truths. It challenges conventional wisdom and reshapes how people see the world.
That’s a powerful idea for content creators—especially CEOs.
Your job isn’t to be a smooth talker or a social butterfly. Your job is to reveal the truth. To tell the story that others aren’t telling, or even are afraid to say. That might mean calling out tired industry practices, or admitting mistakes. You may even have to shine a light on your own customers’ unspoken frustrations.
Now, this can both endear you to some and irritate others. But two things are for certain:
- You will inspire a following.
- You will definitely stand out from the crowd.
Both of those are how you grow your presence—online and offline. So tell that story, and set yourself apart from the rest.
Step 3: Show your humanity
It’s one thing to be insightful and charismatic. It’s another to be relatable.
That’s why executive coach Alisa Cohn urges leaders to show their humanity. In her book From Start-Up to Grown-Up, she writes:
“How can you show up as a human being? By revealing who you are a bit, in terms of your personal life, your quirks, what makes you happy, what makes you sad, by not having all the answers and by being someone they can contribute to.”
Humanity is what transforms thought leadership into connection. It’s what makes people root for you—not just listen to you.
Now, a lot of people bristle at the thought of using LinkedIn to share personal information or things about their life. But you don’t need to get overly personal. My simple rule: If it makes you uncomfortable, don’t share it. You can also ask a friend to read it before you post if you think you’re sharing too much.
Here are a few examples of how to show your humanity, but still keep the really personal stuff to yourself:
- Share a story about a tough moment early in your career—and what it taught you.
- Highlight a team member’s win and what it says about your values.
- Talk about advice a loved one gave you that still shapes how you lead.
I’m a big fan of that last bullet point in particular. I often cite quotes from my parents or influential teachers. I even wrote a blog post about my dad’s ability to see the value in others throughout his career. It can be powerful stuff, and it builds an authentic, emotional bond between you and your readers.
You’re the gladiator. Now win the crowd.
Remember two things, Gladiator.
First, remember the data shows that the crowd—your customers, employees, and industry peers—want to hear from you. And when you share your thoughts and vision, you can win them over and achieve greater brand recognition, more sales, and stronger marketing overall.
Second, remember how well-armed you truly are.
You’re the most visible person at your company. You’re the one with the title and the proven track record. You’re the one respected in the industry.
But until you use that power and brandish your content like a sword, your company’s marketing will either blend in with the competitors, or be missed entirely.
You’re already in the arena. Now fight to lead, with content that commands attention and wins the crowd.
