The Boldest Brand Exposure Strategy—Not for the Faint-Hearted

"We want to grow our reputation in the market; we understand that it will help increase our sales."

I’ve lost count of how many times I’ve heard this over the years. And while it’s a logical objective—enhancing reputation to drive revenue—what most executives fail to realise is that the most powerful strategy to achieve this is not for the faint-hearted. It requires more than just ambition; it demands an unshakable conviction and a willingness to embrace controversy.

When I hear this request, my response is usually the same:

"100%, we can do that. Are you prepared to put your opinion out in the market and accept that 50% of people will love it and 50% will hate it?"

In seconds, I can read whether the client has what it takes. In all my years in reputation management, only four clients have made this strategy work—with every single one of them realising substantial growth within the first 12 months.

Because the truth is, 90% of people prefer to be liked rather than respected. They want visibility, but they fear criticism. They want influence, but they hesitate to take a stand.

Why Opinions Matter in Business

47% of Wall Street analysts consider the reputation of the CEO, Founder, or Senior Leadership Team when evaluating a company’s value. This isn’t just about personal branding—it’s about how executive presence influences corporate worth.

Why? Because opinions position you as a credible authority in your field. It’s human psychology: If you have a strong, well-articulated viewpoint, people assume you’ve done the work to formulate it. If you speak with conviction, clients instinctively trust that you know your subject inside and out. And trust leads to business.

In a sea of safe, generic messaging, the leaders who dare to voice a perspective stand out. They set the agenda rather than follow it. They attract attention, command influence, and—most importantly—drive results.

The Challenge: Do You Have the Guts?

Building an authoritative reputation isn’t about playing it safe. It’s about stepping into the arena, knowing that not everyone will be for you. The question is—are you willing to take that risk? Because the ones who do? They don’t just grow their brand. They dominate their market.