Your product is the least interesting thing about you

“Why are you asking about my hobbies?”

I’ve heard this countless times while working with executives on communications strategy. Usually, it’s followed by, “We need to talk about our product.”

The speeds and feeds are important, but they aren't the story. They aren't your story.

Many people view high-level executives as existing on a different playing field, shielded by fancy titles and disconnected from the real world. When you refuse to share your personal experiences, you allow people to fill that vacuum with their own assumptions.

Personal stories are the great equalizer. The CEO who also coaches little league baseball. The CMO who is an accomplished chef. The CFO who races motorcycles on the weekend. The COO who plays guitar in a successful band. 

Personal experiences shape how we think, feel and act. Our hobbies give us an outlet outside the office that keeps us grounded. They don't just make you likable, they make you human.

What you build or create is a result of your leadership, but it is not the story of your leadership.

As consumers, we connect with brands we believe in and values we share. The same applies to thought leadership. We don’t want to follow a suit, we want to follow a person with a soul.

Stop hiding behind products, features and solutions.

Your team and your customers don't just want to know what you do, they want to know who you are. Transparency isn't a weakness. It’s a bridge to trust.

Show us who you are. The business results will follow.