Building Public Profile and Influence through Engagement

Key Insight

Developing a distinctive personal 'look' is an often-overlooked yet powerful component of branding, designed to convey specific attributes and stand out. For instance, a venture capital partner, whose parents immigrated from Vietnam, intentionally wears high heels that make her 6 feet, 1 inch tall and dresses stylishly. This deliberate presentation helps her stand out and counter stereotypes, making her distinctive. Historical examples reinforce this: Elizabeth Holmes of Theranos famously wore the same black outfit to signal focus, a strategy possibly emulating Steve Jobs' iconic uniform, while Mark Zuckerberg's hoodies and Jack Dorsey's evolving appearance also served as public branding statements. Similarly, a former San Francisco mayor from a poor background in Texas cultivated a powerful image by wearing expensive Brioni suits and driving fancy cars, using style to convey seriousness, resources, and to shrewdly differentiate himself from peers.

To broaden influence, it is essential to disseminate one's narrative widely through diverse channels, aligning the outlets with the brand being promoted. Podcasts offer a robust platform, as demonstrated by an author and investor whose 'This Week in Startups' podcast, produced twice weekly for over a decade, grew an audience of over 400000 through consistency and a focused theme. Writing a book, such as 'Angel: How to Invest in Technology Startups,' can significantly enhance credibility and visibility, completed by this same individual in just over a month. Even if a ghostwriter is used, books effectively shape narratives and burnish images. Briefer formats like blogs and magazine articles are also impactful; a Brazilian professional, writing articles in his early twenties, gained national recognition as a 'CEO of the future' in a leading business magazine. Furthermore, speaking at or organizing conferences, meticulously curated with engaging content and speakers, helps build brand and network within a specific ecosystem.

Cultivating media relationships and being appropriately controversial are vital for public profile building. Media coverage, especially flattering accounts from third parties, effectively bypasses the 'self-promotion dilemma.' Providing journalists easy and ready access, being available for interviews, and accommodating their deadlines (as exemplified by a professor on work-family conciliation who opened her events to media and took calls 'every hour') activates reciprocity and ensures favorable coverage. Salesforce CEO Marc Benioff actively cultivates media by writing personal notes to journalists and taking calls himself, often receiving more favorable coverage than peers. Additionally, generating newsworthy content, even through calculated controversy, commands attention. This was demonstrated by an entrepreneur who intentionally ranked an unexpected entity as number one in his 'Silicon Alley 100' list to spark debate and engagement, echoing a similar strategy used by 'BusinessWeek' in its first business school ranking in 1988 to draw significant attention. Finally, leveraging prestigious affiliations, such as a strategy head at a major airline who utilized his company's World Economic Forum membership to join the Young Global Leaders community and Global Future Council for Travel, can create a powerful brand 'flywheel' of connections and recognition, leading to opportunities like giving a TED talk that garnered 135000 views and being named a '40 under 40 executive' by 'Capital' magazine.