RTR EP09 - It's all about connections

The Revenue Through Reputation Show

In this episode of Revenue Through Reputation, Brandon Lee dives deep into why most content strategies fail CEOs and founders—and how the simple act of connection is the secret sauce to lasting growth.

Brandon shares his own experience about the challenges of digital content creation and why many executives still prefer live events and face-to-face networking over “content hustle.” But, as he explains, content done right isn’t about promotion or sales—it’s about connection.

This episode explores how the best leaders use content to build trust and emotional resonance, turning strangers into known and trusted peers before a single sales conversation begins. Brandon reframes content creation as an extension of real-world networking, reminding us that the initial goal isn’t to sell—but to be liked and trusted.

He also busts common myths about social media being too promotional or impersonal, showing how blending personal stories and professional insights creates authentic, memorable content that truly sticks.

You’ll learn why the familiar phrases “It’s not what you know, it’s who you know” and “People don’t care what you know until they know that you care” still hold more power than ever—and how CEO-led content can help you build that crucial network.

🔹 Content for Connection, Not Promotion

Leaders must shift their mindset from pushing messages to creating meaningful relationships through content that resonates emotionally.

🔹 Lead With Human Stories

Sharing your lived experiences, challenges, and lessons creates trust and memorable connections—more than just business pitches ever will.

🔹 Consistency Builds Trust

Just like showing up regularly at networking events, showing up consistently online fosters familiarity and credibility.

🔹 Emotional Decisions Drive Business

Buyers make emotional choices first, then justify them logically. Content that triggers emotional resonance wins attention and trust.

🔹 CEO Reputation Opens Doors

When CEOs lead content creation, their reputation accelerates sales, recruiting, and partnership opportunities—because people buy from people they know and trust.

🔹 Be Comfortable with Imperfection

Authenticity doesn’t mean sharing everything or being perfect. It means sharing enough to be relatable and memorable without oversharing or risking your brand.

At its core, reputation isn’t built on the loudest voice or flashiest marketing—it’s built on genuine connections that build trust over time. This episode reminds us all, especially seasoned leaders, that embracing a content strategy rooted in real human connection can accelerate growth, amplify influence, and open doors that cold outreach never will.

If you’re ready to stop shouting into the void and start building meaningful relationships that move the needle, this episode will give you the mindset and motivation to do it.

The Revenue Through Reputation Show
Hosted by Brandon Lee
New episodes every Tuesday at 11 AM ET | LinkedIn & YouTube
Empowering CEOs, founders, and sales leaders to build high-impact digital reputations that drive business growth.

Chapters

1. Introduction & Show Context (00:00:00)

2. Content Fears and the Networking Analogy (00:02:43)

3. The Power of Connection Over Promotion (00:04:43)

4. It’s Not What You Know, It’s Who Knows You (00:07:43)

5. The Importance of Caring to Build Trust (00:09:43)

6. Why Interruptive Selling Doesn’t Work (00:11:43)

7. Finding Your Core Content Topics (00:13:43)

8. Sharing Human Stories That Resonate (00:15:43)

9. Emotional Resonance Wins Deals (00:17:43)

10. Building Your CEO Reputation Online (00:20:13)

11. Final Thoughts & Call to Action (00:22:43)