No music, no intro, this is THE MORGAN SNYDER SHOW.
Once upon a time, there was a leader.
Her name was Claire.
She was the CEO of a growing tech company. Ambitious and full of energy, she loved the work, her teams, and the mission.
The product? AuraLens: smart glasses that enhanced natural light and allowed the wearer to see the world in vibrant, augmented reality. It overlayed information like weather, navigation, and social updates onto the wearer's field of vision.
Google glass, but this time, it worked.
(OK, this is a fictional story. Just roll with it.)
Claire rarely complained about anything she had to do, except for one 15 minute block on her schedule where she met with her VP of marketing to discuss content for social media.
I HATE this, Claire thought. Nobody cares about what I have to say. Put whatever you want on the internet. It doesn’t make a difference to me.
Well, one Wednesday morning at 11:45, (right before lunch so it was even worse) she walked down the hallway to talk with Cassie, her VP.
Claire came to Cassie’s office looking annoyed already, a contrast to Cassie’s happy demeanor. She shut the door.
15 minutes and I’m out of here, Claire thought. “Cassidy. How are you?”
“Doing fine! How about you?” Cassidy replied.
“Alright, what are you so happy about?” Claire asked a grinning Cassie.
“Well, Claire, I’ve been thinking a lot about your…interest in posting on social media,” Cassidy said. “I think I may have found a solution.”
“Tell me more,” said Claire. “Not like you haven’t tried to convince me 10 times already...”
Cassidy laughed. “I know it’s not your favorite thing. It’s just the more and more I learn about this part of our marketing, the more I’m convinced how important it is.”
“I’ll listen to you, but like I’ve said in the past. I have a few things I’m worried about.”
“Yeah, I remember.” Cassidy said. “You’re worried about sounding like every other "LinkedIn Guru" CEO. You want to use your brand to hire top talent, reassure investors, and close deals. Most content you see produces sterile, corporate-speak and you can’t risk your reputation on it. AND you don’t love the idea of another vendor relationship. Did I cover it?”
“That’s exactly right.” Claire said. “Plus, there’s the time sink—I don’t want to be stuck in more meetings. Then we have to onboard them and teach them about us, confidentiality, and then there’s the whole dependency issue of moving away from consultants we don’t want to work with anymore, and how that transition happens. It’s not just the writing. There is a cascading list of things before, during and after, Cassie. That’s why I have been hesitant to do anything.”
“You’ve really thought this through, and I hear where you’re coming from. All legitimate reasons,” Cassie said.
“The headache isn’t worth it,” Claire said. “At least, that’s how I’ve thought about it before. But you mentioned you have something you want to share with me? A solution?”
“Yes, I do,” Cassie said. “What if we partnered with someone who analyzed your past emails, talks, and posts? From that, they created a 'CEO Voice Guide' that becomes the blueprint for all of your content.”
“I would say, that’s probably a good thing. Seems standard. Everyone in the content world should be doing that,” Claire said.
“Right. What if they could take short voice memos or a quick call each week where you talk about what's on your mind? They take that raw gold and turn it into polished posts. You just have to tap 'approve' in a shared doc,” Cassie said.
“That would definitely address the time sink. I don’t want another meeting.”
“Totally. And to your fear of having to educate someone, what if they were able to take your genius and knowledge and making it compelling and accessible to the decision-makers you need to influence? It says here that they know the questions to pull the most valuable insights from you.”
“I tell everyone about AuraLens. I don’t need to do it more,” Claire said. She relaxed into her chair, imagined how nice it would be to have content on autopilot, only having to dedicate a few minutes every week. Have someone else’s focus on it. Not being forced to look at a blank Google doc, hoping to generate cool things to say.
Cassidy continued. “Says here they can do a paid pilot for one month if you’re not sure. They create 8-10 posts. If you don't see a measurable increase in engagement and profile views from your audience, you can walk away. No long-term agreements like almost every other marketing agency.”
“That is good…” Claire said. “What’s the name of this group you’re looking at?”
“I’m on their site right now: thoughtleadertoday.com. Run by a guy named Morgan Snyder.”
“What’s he like?”
“Looking around…he likes black t-shirts, that’s for sure. His personal stuff does really well, and he has a few examples of people he’s written for…”
“What are they like?” Claire said.
“Lots of engagement. This one client post has hundreds of reactions. I wonder what the results are from it..how many people actually saw it..”
“Do you think it’s worth it to reach out? What do we do?”
“Just submit our name and email in the form on the website. Simple enough. They’ll get our info, we do a quick consult…”
“Is it free?”
“Yeah, it is. And then from there, we can decide whether or not to do the paid pilot.”
“Probably wouldn’t hurt.”
“I don’t think so.”
“Thoughtleadertoday.com…a little on the nose, huh?”
“Says exactly what they’re going to do if you work with them. That’s a good sign. Our goal is to stop the scroll. Cheesy but it works. You’re not just competing against other leaders on LinkedIn. You’re battling against notifications, deadlines, and cat videos. The only way to capture their interest is to tell great stories through your content. That’s a quote from Morgan on the site.”
“So…you submitted our info?”
“Yes. It’s in there.”
“Maybe this Morgan guy has something good to say. We’ll see. Lunch?”
(pause)
🦗
Ok, the jig is up. You caught me. I took an episode to shamelessly promote my business and tried to get you to visit thoughtleadertoday.com. I’m sorry.
It was probably a mistake. I’m sure a lot of people are going to unsubscribe. Oh well. My kids don’t need to eat anyway.
But there was a point in all this. It actually serves another purpose that’s not so egotistical in nature:
Everyone should be creating content and sharing their story. And it’s not that hard to do.
Do I think I could help you if we worked together? Sure. Having someone who lives on the internet, reads and writes posts all day, every day could help.
But I recognize it’s the not the only way you can do it, and many businesses would greatly benefit from interviewing the founder or the CEO and capturing things on a weekly basis.
When you post, you control the narrative. You are the one leading a movement.
The bar is so low, especially in B2B, Fintech or Healthtech, even AI, with everyone and their mother talking about it.
There is a huge need for original ideas. It doesn’t take much.
The great thing is, you just need a couple of posts per week.
Say something interesting. Drop some comments. Get out of there.
If you set your standard at that level, you’re still doing better than most leaders.
Like I’ve droned on about in the past, what’s better?
Zero views. No movement. Low exposure. Boring content.
OR.
A million views. Growing a following. New opportunities. Exciting brand.
Whether you let me drive the company content car or work with somebody else, you can’t afford to not take action.
Hopefully I’ll see more of you out there.
..
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Want to talk shop on all things writing online? You can find time with me at thoughtleadertoday.com or send me a DM on LinkedIn.
My friends: keep writing, keep publishing, and I’ll see you next time.
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