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YOUR LEADERS ARE
THE FUTURE OF YOUR
BRAND.
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Steven Bartlett
● 2nd biggest podcast in the world.
● Youngest ever on Dragon’s Den.
● Over 10 million followers.
● A book that has sold over a million
copies.
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Steve
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WHY?
THERE WAS NO
BUSINESS PURPOSE.
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PEOPLE BUY FROM
PEOPLE.
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Ash Jones
Personal Brand
Manager
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Steven Bartlett
● 2nd biggest podcast in the world.
● Youngest ever on Dragon’s Den.
● Over 10 million followers.
● A book that has sold over a million
copies.
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MY ONE KPI:
MAKE SOCIAL
CHAIN FAMOUS.
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The biggest
companies in the
world are investing
in their leaders.
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Why In Good Company
exists taps into the way the
world is shifting.
People are the future of
brands.
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Why?
Trust in brands and corporations is declining.
71% say they trust brands less than a year ago.
The problem? Execs believe people do, but the
people disagree.
Only 30% of consumers trust the companies
they buy from - despite 90% of execs believing
they do.
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SO WHO DO
PEOPLE TRUST?
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Your Brand
The People Flywheel
People trust
people.
People
stay for
people.
People follow
people.
People
work for
people.
People learn
from people.
People buy
from people.
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THIS ISN’T NEW INFORMATION.
WE ALL BELIEVE IT.
WE ALL BUY INTO IT.
WE ARE ALL TRYING TO EXECUTE ON THIS IN
OUR COMPANIES.
THE PROBLEM…
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THE CONTENT GENERATION GAP
ASH - 37 CLAUDIA - 30 KEIRA - 23
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WHAT PEOPLE ACTUALLY WANT FROM
LEADERS:
1. THEM TO BE THEMSELVES.
2. THEM TO CREATE SOMETHING PEOPLE CARE
ABOUT.
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HOW DO YOU GET
THEM TO BE
THEMSELVES?
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HOW DO YOU MAKE
SOMETHING PEOPLE
CARE ABOUT?
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My 4 Great Content Principles:
1. Does the world near to hear this from me today?
2. Am I repeating the news or adding another lens?
3. Should I be saying this?
4. What does great content look, feel and sound like on
the platform I’m playing on?
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Key Takeaways:
1. Help your leaders to be themselves - give them
guardrails.
2. Create something with them that people will care
about.
3. Understand the platform you’re playing on.
4. Make it a collaboration between you and them.
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It has never been more evident that
your leaders are your brand.
And with the right support (guardrails).
And the right execution (principles).
Your leaders can become your
greatest asset.