It is in every strategic annual plan, and every off-site session ends with heads nodding in agreement: "We need to do more with thought leadership. We need to be more active in sharing our vision." The budgets are allocated, and the intention is there.
But then comes the moment of execution. And then... it goes silent.
This is the Thought Leadership Paradox: we know that visibility is crucial for the organization's reputation, but the moment the spotlights turn on, many entrepreneurs, CEOs, and executives hit the brakes. We hear arguments like: "Let’s just stay humble; the company should be the focus, not me personally."
Let’s be honest: that isn't modesty. That is choosing the path of least resistance
International trade media, such as PR Week, have long been signaling the "end of the perfectly scripted CEO." Stakeholders—from consumers to politicians—see right through rehearsed marketing talk. The new standard is the 'Unpolished Executive'. These are leaders who understand that relatability is the foundation of trust.
It is no longer about projecting perfection; it’s about showing humanity. Take, for example, Pieter Zwart (CEO of Coolblue) and his LinkedIn post about a serious cycling accident where he fell hard and damaged his front teeth. Most of us would have quietly let a dentist repair the damage in private, but Zwart showed his vulnerability and transformed it into a powerful message advocating for the use of bicycle helmets.
The difference is simple. The executive who is just "minding the store" delivers a factual, flawless story that everyone forgets instantly. The true leader dares to connect. They take off the corporate mask and share not just successes, but dilemmas as well. Because people don't connect with a logo or a strategy; they connect with a person of flesh and blood. By showing that humanity and vulnerability, you actually project more authority.
At Numen, we peel back the corporate layers and help you communicate from your personal style. The choice is yours. Will you stay safely in the shadow of the brand, risking becoming interchangeable? Or will you break the paradox and dare to be a leader who doesn't just broadcast, but resonates?
Adding value starts with the courage to be visible and vulnerable