Let’s be honest—when someone says “growth strategy,” most CEOs jump to the usual suspects: product/service innovation, market expansion, operational efficiency. But there’s a high-leverage growth strategy hiding in plain sight, often overlooked because it doesn’t sit neatly on the P&L or fit directly into a sales funnel.
That strategy? Building visible, authentic trust.
Trust is the Ultimate Differentiator
In today’s climate of algorithm fatigue and media skepticism, flashy marketing is background noise unless it’s grounded in trust. According to Edelman’s 2024 Trust Barometer, 74% of people say they trust “people like me” more than traditional authority figures. Translation: your audience isn’t looking for the most polished pitch—they’re looking for someone they believe.
And as a leader, that someone needs to be you.
Think about it: people don’t buy from faceless logos anymore. They buy from people they trust. The fastest-growing companies aren’t just selling a product—they’re selling a relationship with the person who stands behind the brand. Sara Blakely. Whitney Wolfe Herd. Their stories drive sales, loyalty, and talent acquisition—because people trust them.
If you’re leading a business—especially a small to mid-sized one—your face, your story, and your values are your most underutilized assets. You might be sitting on a gold mine of influence but treating it like a liability because it feels “self-promotional.”
Let me clear that up: this is not about ego. This is not about recording TikToks 24/7 or racking up followers for vanity. This is about accelerating trust at scale, and using that trust to drive growth, revenue, and impact.
In my book The Strategic Business Influencer, I call this approach the “Influence ID.” It’s about showing up intentionally and authentically as a leader so your audience can connect with you—and by extension, your company—on a deeper level.
CEOs Must Lead the Trust-Building Charge
If you’re still hiding behind your company’s logo, it’s time to rethink your role. You are your company’s most powerful marketing and recruiting tool. In fact, one of the eight core CEO responsibilities (as defined by global hiring platforms and confirmed by Harvard Business Review) is representing the company. That means you’re not just allowed to be visible—you’re expected to be.
And let’s be real: talent acquisition is a trust game now, too. Top-tier candidates want to work for leaders they believe in. If they Google you and find crickets or worse—a disconnected presence—they’re out.
Your online presence is your first impression. It’s no longer optional. As HBR’s Rachel Greenwald puts it:
“The ‘first’ impression of you isn’t when you actually make contact. It’s when someone pulls up your internet profiles and makes snap judgments from their screen.”
So what’s showing up on that screen?
Here’s How to Start Building Visible Trust:
You don’t need a content calendar the size of a phone book or a TikTok dance routine to start building visible trust. What you do need is to get intentional about how you show up—digitally and in real life.
Start small. Start strategic.
Look at what people see when they Google your name. That’s your real first impression. Is it aligned with your mission? Does it build trust in under five seconds?
Next, ask yourself: Are you creating moments for your audience to connect with you, not just your company? That could be a podcast conversation, a blog post sharing your perspective, or a LinkedIn post about a lesson learned—not just wins, but real-world insights that showcase how you lead.
The goal isn’t to be everywhere. It’s to show up in the right places, in the right way, with the right message.
Because in a world overloaded with noise, authenticity cuts through—and trust wins.
Let’s be practical. You want to grow revenue. You want to attract A-players. You want investors, customers, and partners to say “yes” faster. Strategic visibility shortens the sales cycle, builds high-conversion pipelines, and draws in talent aligned with your values.
And yes, it’s cost-effective. Visibility doesn’t require a Super Bowl ad budget—it requires you. Showing up consistently and credibly builds the kind of trust that turns into revenue.
Many leaders we’ve worked with have seen tangible growth not by outspending their competitors, but by building stronger trust than them.
The Bottom Line
The most overlooked growth strategy in business today is trust—but not just any trust—visible, intentional, scalable trust.
If you’re still thinking “I don’t want to make it about me,” let me challenge you with this: It’s not about making it about you. It’s about making your leadership a bridge between your audience and your company. That’s not ego. That’s impact and strategy.
So ask yourself: Where am I missing the opportunity to earn trust at scale?
Because in today’s environment, trust isn’t just nice to have. It’s the whole game.