Executive Presence builds executive thought leadership for B2B companies. One recorded conversation a month with your executive becomes the writing that gets published in their name. These are the questions leaders ask before they start.
Do I need content ideas ready?
No. The ideas come out of the monthly interview. You are not asked to arrive with a list, a draft or a theme. Your interviewer brings angles from your market to push on, and the conversation produces more material than a month of publishing needs.
Most executives have far more to say than they think. The problem is almost never a shortage of ideas. It is that the ideas stay inside the meetings where they happened.
What does the interviewer actually do?
Your interviewer is a former McKinsey, BCG or Bain consultant, and their job is to disagree with you. They know your market well enough to hear which part of an answer mattered, push past the rehearsed version, and get you further on an idea than you would have gone alone.
This is the part most firms get wrong. The usual model puts a junior copywriter in a room with a senior leader, and someone two years out of school cannot push back on someone who has run a company for fifteen. They write something plausible instead, and you recognize nothing in it.
Who actually writes it?
Human writers on a dedicated team. We use AI to remove friction around the writing, not to replace it. Every draft is written and edited by people who know your account.
Will it sound like me?
We calibrate your voice before the first draft, then measure how well we are holding it. Three things make that work:
- A writing quiz. About twelve side-by-side choices at your first login: short or long, serious or funny, emoji or none.
- Live calibration. After your first interview, your writer joins the next call and walks through the draft with you line by line.
- A draft fidelity score. We track every edit you make. The share of each draft that survives your editing should rise every month.
The standard we hold ourselves to is simple: once you make an edit, you should never have to make it twice.
Does anything publish without my approval?
No. Nothing publishes until you approve it. Drafts land in your dashboard, and you or someone on your team approves or edits each one. A chief of staff or communications lead can sit at the center of that and see every draft.
Will this grow my followers?
Probably, but that is not the goal and it is not what we report on. Follower count tells you how many people are nearby. It does not tell you whether the people who can buy from you, invest in you or join you have read anything.
How do you measure whether it is working?
We score every post and every person reached against your target buyer profile, not against impressions. On one live client account over ninety days that produced 88,363 ideal buyers reached, with 58% of total reach matching the target profile and 26% of people reached holding a target job title.
You get a live view your team can work from: your network scored against your buyer profile, content ranked by ideal buyers reached, and reach broken out by title, seniority, industry and company size.
How much of my time does this take?
Three to five hours in month one, then about an hour a month. Month one covers the strategy session, your voice interview, the writing quiz and live calibration on the first drafts. After that it is one recorded conversation a month, plus whatever time you choose to spend approving drafts.
We are deliberately not the lightest option on time. Most firms in this category promise twenty to forty-five minutes a month. The work here is extracted from the executive rather than written at them, so month one has to be a real investment or there is nothing to extract.
What happens in the first six months?
A clear read at ninety days, and a decision at six months.
| When | What happens |
|---|---|
| Month 1 | Onboard and calibrate. Strategy session, voice interview and writing quiz. Your baseline is set. |
| Months 2 and 3 | Publish and test, on the themes your strategy set. We measure what lands. |
| Month 3 | The 90-day read. Results against your baseline: which topics, formats and audiences respond. |
| Months 4 to 6 | Amplify what works. Thought leader ads behind posts that already earned attention, aimed at the audiences that matter. |
| Month 6 | Decide. Clear data on which themes and audiences to scale. |
You leave month one with a written content strategy and a three-month plan.
Is this only LinkedIn?
LinkedIn is where we start. It is not the whole portfolio. A LinkedIn newsletter, Substack and X run alongside it, and a quarterly data review decides what comes next.
The mix is weighted by evidence rather than by what we sell. X in particular is aimed at AI retrieval rather than at X’s own audience, because indexed and attributable writing is what gets quoted back later. More on how the channel mix moves.
Why does any of this matter if my buyers already know us?
Because buyers increasingly ask an AI who to trust before they contact anyone, and those answers draw on where expertise is published. If your leaders do not publish their own thinking, the answer gets assembled from whatever other people have said about you.
Research from Edelman and LinkedIn, across 3,500 B2B decision-makers, found that 73% treat a leader’s published thinking as a more trustworthy basis for judging a company than its marketing materials, and 86% would consider inviting a company whose leaders publish consistently into an RFP.
Who is Executive Presence for?
B2B companies past $20M in revenue where leadership credibility shapes how the market values the business: PE-backed, recently acquired, pre-IPO or fast-growing.
It is a fit if your executives have real expertise and a point of view, if credibility with clients, investors or acquirers is a priority, if someone owns the day to day even when that someone is the CEO, and if you want a partner who will push back.
It is not a fit if the goal is lead generation, if success would be measured in followers, if you want to start with a posting schedule, or if the executive cannot invest time in the work. We run a short review first and sometimes conclude there is not enough to amplify.
What results have clients actually seen?
Named clients, published numbers. Keziah Wonstolen, CEO of Vannin Chief of Staff, traces 15% of annual revenue to LinkedIn leads. Jamey Cummings, Partner at JM Search, tied more than $400K in search contracts to his LinkedIn presence in about eighteen months. Paul Argenti, Professor at Tuck at Dartmouth, reached 1.6 million views in a year with 200% follower growth.
Ryan Hogan, CEO of Hunt A Killer, took a $2M investment from an investor who found him on LinkedIn. Cadran Cowansage, CEO of Elpha, went from a single post to a booking on ABC News in a week. Full case studies.
Is what I share confidential?
Yes. Every engagement includes a confidentiality clause, and we never share a client’s content without permission. The interview is a working conversation, and plenty of what is said in it never gets published.
Who is behind Executive Presence?
Executive Presence was founded by Justin Nassiri, a former nuclear submarine officer, McKinsey consultant, Stanford GSB graduate and three-time founder. The team has worked inside high-growth B2B companies, and we never ask a leader to say something they do not believe.
More than 450 executives interviewed over four years, including five public company CEOs. Executive Presence was named to the 2026 Inc. 5000 at No. 1451. We also publish original research on 6,035 executive LinkedIn posts and 33.2 million impressions, free to cite.
How do I start?
With a short conversation about whether there is enough to amplify. If there is, we analyze what your executive has already published and bring you a proposal built on it. It is useful whether or not you hire us.