The Brand Brief.

Journalists quote the people who are easy to quote: reachable, fast, specific and credible. You do not buy your way in; you make yourself the obvious person to call.

Look past the promises to the proof: how they think about your field, what they will and will not guarantee, who actually does the work, and whether they ever decline a project. The red flags tell you as much as the credentials.

Write it in the first person, lead with what you do and who you do it for, and make the first two lines count, because that is all most people see before they decide to click. The rest has to earn the attention, not assume it.

Both, but your personal brand does work the company brand cannot. A founder's name raises money, recruits and sells in ways a logo never will. The two are not rivals; they reinforce each other.

A realistic rule of thumb: visible change in a few months, genuine authority in a year or more. The honest answer depends on where you start and how consistently you show up.

The line under your name is the most-read sentence on your whole profile. Used well, it tells the right people what you do and why it matters, before they decide to click.

Yes, when it is done properly. The point of ghostwriting is to capture what you already think and say it well, not to invent a view and put your name on it.

Daily posting is the wrong target for a chief executive. What matters is a clear point of view and a rhythm you can keep.

You cannot ask Google for a knowledge panel. It appears when Google is confident you are a notable entity, and only then can you claim it.

A strong LinkedIn is necessary but not sufficient. You rent LinkedIn and own your website, and that difference decides what each can do.