Radical Vulnerability: How Tina Müller saved Douglas

How much should you share on LinkedIn? For Tina Müller, ‘almost everything’ seems to be the winning formula. Tina Müller, CEO of the perfumery chain Douglas, has successfully turned around a company that was struggling to adapt to the challenges of e-commerce. In less than two years, her messaging and active social media presence on both Twitter and LinkedIn have changed the face of the failing company. The effect of this on the business is clear. In 2014, Douglas saw a huge fall in revenue to €2,093.3m. Tina joined Douglas as CEO in 2017, and in a single year the …

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Interview with Mathias Klenk, CEO of Passbase

Reputation Management has never been more important for CEOs across the world. We recently sat down with Mathias to record an episode of Speak Like a CEO and chat about how he manages his reputation.  At Passbase, Mathias is working to give people ownership over their own data. After facing their own identity verification problems, Mathias and his co-founders developed their engine, Passbase, from a few friends in a tiny San Francisco apartment to a company that straddles two continents. He talked to us about communicating across time zones, creating an environment that encourages feedback and of course reputation management: Why is …

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How to present with confidence

Public speaking can come in many different forms – speeches, panel discussions or town hall meetings. Nevertheless, the formula for crafting a memorable speech remains the same and once mastered it can be adapted to suit any context. When drafting your speech, keep these three principles in mind: Provide value to your audience. They trust you with their time and attention. They rightly expect something from you in return, be it an idea, an insight, or a solution to a problem they face.  Focus on one idea. What is the one idea or point you want to make? A speech may last five minutes or fifty, but ultimately …

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How to stand out with podcasting

The rapid pace of change in today’s world means that communications strategies need to be constantly reviewed and updated. One effective way to boost your existing strategy is by starting a podcast.  Podcasting is a modern way of building a community, of reaching an audience and communicating your message. Furthermore, the medium has experienced a substantial rise in recent years. It is estimated that one out of every five Germans listens to a podcast regularly. The visibility benefits of podcasting are similar to those offered by social media channels, but with the advantage of tapping into a less crowded market. Whilst there are approximately …

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How to generate great media coverage

According to recent studies, social media is about half as trusted as traditional media sources. Despite accusations of bias and disinformation, traditional media and journalists remain trusted and influential sources of news. It is therefore in your best interest to prioritise positive coverage. If you open a newspaper, you will probably notice that most articles about organisations or companies are negative. However, journalists are not hell-bent on writing a negative story. Negative stories are the end-product of companies handling media relations poorly and fundamentally misunderstanding how journalists work. Journalists are incredibly busy and under substantial pressure to publish quality content while simultaneously promoting their organisation’s brand. It is unrealistic …

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What are the fundamentals of SEO?

The aim of a search engine is to help you find the most relevant and accurate information as quickly as possible. To rank at the top, you need to establish yourself as the most trusted source of that information. In an increasingly digital world, search engine optimisation (SEO) is one of the most effective ways to enhance your reputation and personal brand. Given the increasing public prominence of businesses, more and more people are looking for information about the people behind the brand name. Familiarity with the fundamentals of SEO can help you direct people to the specific information you …

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How to become a digital thought leader

What is the difference between influencers and digital thought-leaders? Influencers are individuals who promote a brand or product. Digital thought-leaders seek to influence how others think and act via a range of online channels. Digital thought-leadership is about starting and driving a conversation in the wider world. What does a digital thought-leader say? First and foremost, you need to have a point of view. There is already enough “vanilla” online, so don’t add to it. Secondly, your content must bring value. It can offer inspiration, insight, practical advice, or emotional benefit. Valuable content is closely linked to your personal experiences, …

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How to become an effective storyteller

Telling stories is hardwired into humans. We have been telling the same stories or variations of them for thousands of years. Storytelling allows us to communicate our values, passions and other components of our personality. Whether you are a politician or executive, a compelling narrative is required to build trust with customers, voters or employees. When it comes to storytelling, there are a few rules to adhere by. First, refrain from using jargon. The “curse of knowledge” means that we often assume that others already know what we know, and we end up using terms that lay people cannot understand. Equally important to a great …

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How to design an effective communications strategy

A communications strategy is a masterplan for how to get from the place you are now to the place you want to be in the fastest and most effective way. Without a clear strategy, you risk ending up with a series of unconnected and confused actions that will have little impact on your goals. But how do you develop an effective strategy? When designing Tony Blair’s historic campaign, Alastair Campbell, Blair’s former director of communications, adopted the O-S-T or Objective-Strategy-Tactics approach to lead Blair to a landslide victory. The benefit of outlining a strategy following the O-S-T format is that there’s laser focus on how to achieve …

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How to discover your authentic voice

Personal branding can help you propel your career forward.  For 20 years, I have been the trusted advisor of CEOs and executives of some of the world’s biggest companies. I am passionate about helping people to share their unique voice with the world.  As well as my business, I also run a successful podcast on CEO communications and have written two books on the same subject, so I know just how important it is to define your personal brand to ultimately be success.  For me, personal branding has never been an exercise in becoming Instagram famous. As a professional, your …

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