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471 - Personal Builds Trust. Business Builds Revenue. Mix Them Up, Lose Both
In the world of personal branding, especially for B2B or enterprise-level businesses, the difference between progress and plateau often comes down to who you’re speaking to. This episode explains why the best branding strategies skip over PR teams and go straight to the top, to the CEOs themselves.
1. Why CEOs Are the True Accelerators
When you pitch to a CEO, you’re not going through layers of bureaucracy. You’re talking directly to the person with the power to make decisions, fund initiatives, and act on insight immediately. CEOs aren’t evaluating through a corporate filter. They’re looking for clarity, value, and execution. If you can deliver that, you move forward fast.
2. PR Isn’t the Problem, but It’s Not the Priority
PR teams play an important role. They manage risk, maintain control, and shape narratives, all necessary functions for any large organization. But they’re not built to innovate, shift direction, or say yes to new approaches without running it up the chain. That makes them the wrong audience when your goal is to drive change quickly.
3. A Real-World Example of the Disconnect
In this episode’s story, a PR manager flat-out dismissed the idea that their CEO would ever embrace personal branding on LinkedIn. The same CEO texted back the next day, on a Sunday, to thank me and confirm that he’d already implemented the suggestions. The contrast couldn’t be clearer: PR said “never.” The CEO said, “Done.”
4. The Business Case for Targeting Upstream
This isn’t about ego. It’s about efficiency. If you want your work to have an impact, it needs to reach the person with the authority to make a change. That’s where trust is built, decisions are made, and results happen. It’s a strategic move, not just a shortcut, but a smarter route to value.
Final Perspective
If your message is high-leverage, send it where leverage lives.
This episode breaks down how targeting CEOs directly builds momentum faster and why cutting through the noise starts by avoiding those trained to maintain it.
Get the strategy that speaks up, not around. Listen now.
Highlights:
00:00 Introduction: Targeting CEOs
00:24 Business Decision: Why CEOs?
00:40 Case Study: Truck Company
01:06 Direct Communication with CEOs
01:26 Conclusion: Decision Power Matters
Links:
===========================
Equipment and Software that I use for my Videos and Podcasts!
Jens Equipment and Software overview: https://www.jensheitland.com/equipment
===========================
Books that I read and recommend.
My Book Recommendations: https://www.jensheitland.com/books
===========================
Here are the ways to work with me:
Speaking: https://www.jensheitland.com/speaking
Leadership Skills Assessment: https://www.wearesucceed.com/
===========================
Connect with me!
LinkedIn: https://www.linkedin.com/in/jensheitland/
Facebook: https://www.facebook.com/JensHeitlandofficial/
Instagram: https://www.instagram.com/jensheitland/
TikTok: https://www.tiktok.com/@jensheitland
X/Twitter: https://twitter.com/jensheitland
Newsletter: https://www.jensheitland.com/newsletter
===========================
Subscribe and Listen to The Jens Heitland Show Podcast HERE:
YT: https://www.youtube.com/channel/UCjuSGi1feauCNSER3IKuGWg
Web: https://www.jensheitland.com/podcasthome
Apple: https://podcasts.apple.com/us/podcast/the-jens-heitland-show-human-innovation/id1545043872?uo=4
Spotify: https://open.spotify.com/show/7H0GWMGVALyXnnmstYA1NL
===========================
Subscribe and Listen to The Daily Hint with Jens Heitland Podcast HERE:
YT: https://www.youtube.com/channel/UC2tLdutVh6b6nCBgWQ817eQ
Web: https://www.jensheitland.com/the-daily-hint
Apple: https://podcasts.apple.com/us/podcast/the-daily-hint-with-jens-heitland/id1722930497
Spotify: https://open.spotify.com/show/4T02uYPvcOrajPC6FgH64r?si=8aab1e7683204160&nd=1&dlsi=0f69c72af017454a
View all episodes
In the world of personal branding, especially for B2B or enterprise-level businesses, the difference between progress and plateau often comes down to who you’re speaking to. This episode explains why the best branding strategies skip over PR teams and go straight to the top, to the CEOs themselves.
1. Why CEOs Are the True Accelerators
When you pitch to a CEO, you’re not going through layers of bureaucracy. You’re talking directly to the person with the power to make decisions, fund initiatives, and act on insight immediately. CEOs aren’t evaluating through a corporate filter. They’re looking for clarity, value, and execution. If you can deliver that, you move forward fast.
2. PR Isn’t the Problem, but It’s Not the Priority
PR teams play an important role. They manage risk, maintain control, and shape narratives, all necessary functions for any large organization. But they’re not built to innovate, shift direction, or say yes to new approaches without running it up the chain. That makes them the wrong audience when your goal is to drive change quickly.
3. A Real-World Example of the Disconnect
In this episode’s story, a PR manager flat-out dismissed the idea that their CEO would ever embrace personal branding on LinkedIn. The same CEO texted back the next day, on a Sunday, to thank me and confirm that he’d already implemented the suggestions. The contrast couldn’t be clearer: PR said “never.” The CEO said, “Done.”
4. The Business Case for Targeting Upstream
This isn’t about ego. It’s about efficiency. If you want your work to have an impact, it needs to reach the person with the authority to make a change. That’s where trust is built, decisions are made, and results happen. It’s a strategic move, not just a shortcut, but a smarter route to value.
Final Perspective
If your message is high-leverage, send it where leverage lives.
This episode breaks down how targeting CEOs directly builds momentum faster and why cutting through the noise starts by avoiding those trained to maintain it.
Get the strategy that speaks up, not around. Listen now.
Highlights:
00:00 Introduction: Targeting CEOs
00:24 Business Decision: Why CEOs?
00:40 Case Study: Truck Company
01:06 Direct Communication with CEOs
01:26 Conclusion: Decision Power Matters
Links:
===========================
Equipment and Software that I use for my Videos and Podcasts!
Jens Equipment and Software overview: https://www.jensheitland.com/equipment
===========================
Books that I read and recommend.
My Book Recommendations: https://www.jensheitland.com/books
===========================
Here are the ways to work with me:
Speaking: https://www.jensheitland.com/speaking
Leadership Skills Assessment: https://www.wearesucceed.com/
===========================
Connect with me!
LinkedIn: https://www.linkedin.com/in/jensheitland/
Facebook: https://www.facebook.com/JensHeitlandofficial/
Instagram: https://www.instagram.com/jensheitland/
TikTok: https://www.tiktok.com/@jensheitland
X/Twitter: https://twitter.com/jensheitland
Newsletter: https://www.jensheitland.com/newsletter
===========================
Subscribe and Listen to The Jens Heitland Show Podcast HERE:
YT: https://www.youtube.com/channel/UCjuSGi1feauCNSER3IKuGWg
Web: https://www.jensheitland.com/podcasthome
Apple: https://podcasts.apple.com/us/podcast/the-jens-heitland-show-human-innovation/id1545043872?uo=4
Spotify: https://open.spotify.com/show/7H0GWMGVALyXnnmstYA1NL
===========================
Subscribe and Listen to The Daily Hint with Jens Heitland Podcast HERE:
YT: https://www.youtube.com/channel/UC2tLdutVh6b6nCBgWQ817eQ
Web: https://www.jensheitland.com/the-daily-hint
Apple: https://podcasts.apple.com/us/podcast/the-daily-hint-with-jens-heitland/id1722930497
Spotify: https://open.spotify.com/show/4T02uYPvcOrajPC6FgH64r?si=8aab1e7683204160&nd=1&dlsi=0f69c72af017454a