How do you build a personal brand that opens doors without feeling like you’re performing for likes?

In this episode, we speak with Claudia Cardinali, Head of Strategy at Great Influence, the agency behind the personal brands of some of the UK’s most influential entrepreneurs.

Claudia shares how to treat LinkedIn as a career asset instead of a content chore, why sustainable consistency beats viral sprints, and how to use AI as a thinking partner, not a ghostwriter.

We unpack how she built her own career on LinkedIn during the pandemic, what “standing out without selling out” really means in 2025, and how leaders and teams can post with purpose, not pressure.

Key takeaways:

• Treat LinkedIn as leverage for your next opportunity, not a vanity platform.
• Post for the right people, not for reach.
• Systems beat motivation - build a workflow that keeps you visible.
• AI can sharpen your thinking, but it can’t replace your voice.

Best line: “It’s not content, it’s an audience and reputation you carry for a decade.”

📍 Find Claudia on LinkedIn and Instagram @ClaudiaCardinali.