You’re leading the company, talking to customers, fundraising, building product, putting out fires... and also supposed to be posting on LinkedIn?

Yes. And not just for the likes.

In B2B, people trust people. Especially the ones behind the brand. That’s why showing up as a founder isn’t just a nice-to-have, it’s a growth lever.

Thought leadership isn’t about being famous.

It’s about being relevant, clear, and consistent. So when someone in your market thinks about a challenge, your name pops up as part of the solution.

Here’s how to start building that kind of presence without burning out or turning into a content machine.

1. Say one thing. Say it often.

You don’t need 12 content pillars. You need one clear message your audience can associate with you.

Think of it like a song hook: the more people hear it, the more they remember it.

Choose the core idea you want to be known for, and repeat it with different angles, formats, and stories. Repetition isn’t boring, it builds trust.

2. Don’t write for everyone. Write for someone.

The biggest trap? Trying to sound “professional” and ending up generic.

Your goal isn’t to impress everyone. It’s to resonate with your people, the ones you want to work with, sell to, learn from.

That means calling out real pains. Using their language. Sharing perspectives they actually care about.

The sharper your audience focus, the stronger your positioning.

3. Speak like yourself, not a LinkedIn bot

Tone matters. And your tone is part of your positioning.

Whether you’re dry and witty, curious and reflective, or sharp and bold, lean into it.

People don’t connect with perfectly polished takes. They connect with personalities that feel human.

If you wouldn’t say it out loud in a conversation, don’t write it in a post.

4. Strategy beats spontaneity

Showing up consistently doesn’t mean posting daily. It means posting with purpose.

Start with a simple plan:

• What do I want to be known for?

• What are the key topics I can talk about naturally?

• How often can I realistically show up?

Then block the time. Treat it like any other part of your role, because it is.

This isn’t about being everywhere. It’s about being present in the right conversations.

Thought leadership is a habit.

It’s not built on viral posts or perfect carrousels: it’s built on clarity, consistency, and perspective.

And the good news? You don’t have to become someone else to do it.

You just have to show up, with a point of view and a plan.

Start small. Stay real. Be useful.

That’s how people start to listen and remember.