I get a steady stream of messages these days from people telling me how to perfect my videos. They tell me I need to add this specific music. They tell me I shouldn’t post one thing because I should only post another. They want me to spend hours grooming the aesthetic and tweezing the details. They want me to begin at the end.
In management and strategy, we often confuse the tie with the speech. Focusing on the edit instead of the insight is a failure of resource allocation. It is as much of a dead end as picking out the perfect silk tie before you have even figured out what you are going to say to the board.
The reality is that social media is a symptom, not a tactic.
When your work is truly remarkable, your ideas spread because they have built a social ratchet. The market talks about you in the way they like to talk. This happens not because you found the perfect trending audio, but because the core of the message has intrinsic value. From a management perspective, if the work is the ratchet, it creates its own momentum.
The simple proof is found in the icons. The Mona Lisa has a massive social media presence. Her picture is everywhere. But she doesn’t tweet. She is an icon because the work is remarkable, not because she has a team of social media specialists grooming her image.
If you spend all your time trying to appease the algorithm or following the latest posting rules, nothing much is going to happen. You are just creating noise. In the world of risk management and high trust advice, the goal is to be remarkable, not just visible.
The narrative of social media grooming is seductive, but it is a strategic distraction. My time is better spent refining the excellence of the service I provide and the depth of the clinical knowledge I bring to my clients. If the work is powerful enough, the social presence becomes an inevitable side effect.
Stop focusing on the music and start focusing on the message. If the work is worth talking about, the world will find its own way to share it.
Are you building a brand that is an icon, or are you just a specialist in the symptom?
I am a Canadian insurance and investment professional and the President and Chief Executive Officer of Chazz Financial Inc. and Chazz Capital Assets. I write about leadership, markets, insurance, investing, and decision making, with a focus on how structure and incentives shape outcomes.
I hold a business degree and I am a Fellow of the Canadian Securities Institute (FCSI®), a Chartered Life Underwriter (CLU®), a Chartered Financial Planner®, a Certified Health Specialist and a Mutual Fund Investment Representative.
Leave a Reply