By Reim El Houni
We are living in the attention economy. I strongly believe that if you’re not visible, you’re invisible. In today’s world, people don’t just buy from brands; they buy from people. A study has found that 82 percent of customers trust a company more when senior management is active on social media.
Look at some of the most successful businesses, and you will notice a trend: the CEOs are in the spotlight. Steve Jobs was one of the earliest to understand this. His keynotes didn’t just launch products; they told stories that made Apple magnetic.
Globally, we’re already used to this shift. Most of us follow Richard Branson, not Virgin. Steven Bartlett, not Flight Story. These leaders have become the face of their companies, driving brand loyalty and engagement. The good news is, we are now starting to see some compelling examples closer to home.
Toufic Kreidieh, CEO of Brands for Less, has become a recognizable personality in his own right. That visibility is likely to have a direct impact on how customers connect with the brand. Mohamed Al Hashemi, CEO of Union Coop, who was named one of LinkedIn’s Top 50 Creators, said during a panel I moderated, “If you’re not on the table, you’re on the menu.” He mentioned that his active presence on social media has helped him stay relevant and responsive to his stakeholders, as well as his customers.
Despite this, many executives remain hesitant to show up online. There is fear of being judged, saying the wrong thing, or facing criticism. After over 25 years in video and television, even I can tell you that the content brands used to produce would not cut it today. The audience has changed, and we are living in a world where authenticity and connection now matter more than polish and perfection.
Through the Mission Visible community I lead, I often meet CEOs and executives who are open to the idea of showing up online but simply don’t know where to start. They have spent their careers behind brand guidelines and scripts. But today, that’s not enough, and this is exactly where content creators have the edge. They have learned to operate with a different mindset and have learned to document, not produce. They have an openness to share their lives and authentically connect with their audience, thereby communicating the human touch that can often be missing from brands. They are always ready to experiment, to listen, and to adapt to their audience feedback. They understand that not everyone will resonate with them, and that’s okay.
Content creators also have patience. They are content-creating machines! They are not expecting an ROI on each video that goes out; they understand what it takes to build an audience and know that conversion takes time. When it comes to conversion, I learned early in my entrepreneurial journey: the VCP model. First, you need Visibility; people must know you exist. Then comes Credibility, demonstrating your expertise and building trust. Only then do you unlock Profitability, the point at which people are ready to buy, collaborate, or refer. And it can take time to move from one level to the next. Content creators understand this in a way that brands often don’t.
We are entering an AI-powered world where it is easier than ever to mass-generate videos and automate communication. In that world, the one thing that can’t be faked is your personality. Your human presence is your most powerful asset and what will build trust with audiences.
This is not the time to play it safe. Every executive must become their brand’s most powerful storyteller.
Because being visible is not about vanity. It’s about strategy.
