After working with 100+ executives over nearly 20 years as a communications specialist in North America, I’ve noticed a pattern: the ones who succeed aren’t always the smartest. They’re the most visible.
I’ve met too many brilliant leaders solving harder problems than their competitors, with deeper expertise and more integrity—yet they remain invisible. Competitors with half their expertise get ahead, not because they’re better, but because they know how to show up with authority.
I call this the authority gap.
And in 2026, it’s costing companies market share, valuation, and momentum.
Why Does The Authority Gap Exists
They Don’t Have a Messaging Foundation
Most executives can’t articulate what makes them different. When prospects ask “Why you over competitors?”, they default to feature lists or vague claims about quality.
Data says 41% of buyers say thought leadership is often unoriginal and unstimulating, and 38% say it often lacks direct relevance to their specific needs. Without clear positioning and differentiated messaging, even great content sounds generic.
They Confuse Activity with Impact
Posting on LinkedIn, attending conferences, getting press mentions—most executives think they’re building visibility. But activity ≠ authority.
Another study mentioned that more than 75% of decision-makers said thought leadership prompted them to research a product or service. Among those who researched only 23% ultimately began buying from that organization. That means 77% of thought leadership doesn’t convert because it’s noise, not authority.
They Don’t Understand How Buyers Actually Research
60% of B2B buyers prefer to use software comparison websites when researching business challenges—not your website or marketing materials. 52% rely on business or industry news sites, and 46% use generative AI tools like ChatGPT.
Buyers are researching in places you’re not showing up. If you’re not there, competitors are filling that space.
They Underestimate the Buying Committee
A report by Momentum ABM cited that 81% of decision-makers say thought leadership helps the buying group align on key issues during the confidence stage. On the other hand, 38% agree it helps them evaluate expertise and insight during the interest stage.
Most executives only think about reaching the visible decision-maker. They miss the technical evaluators, financial reviewers, and end users who all consume content to build their internal case.
They Wait Until They “Need” Visibility
Most executives wait until they’re actively fundraising or losing deals before they invest in visibility. But thought leadership is relevant and pivotal at each stage of the buying process, from epiphany through to loyalty.
You can’t build authority in 30 days. It compounds over 6-12 months. By the time you “need” it, you’re already behind.
How to Close the Authority Gap As An Executive?
Build Your Messaging Foundation First
Before creating content, answer three questions: What white space do you own? Why you vs. competitors? What’s your strategic POV? This foundation enables differentiated thought leadership.
Create Content That Actually Helps Buyers
Research reports 72% of B2B buyers expect one-on-one consultations with subject matter experts, and 45% seek thought leadership content. They want frameworks that help them think through challenges, data that helps them build internal business cases, and perspectives that challenge their assumptions. Your thought leadership should function like free consulting.
Show Up Where Buyers Actually Research
Stop assuming buyers are on your website. They’re on software comparison sites (60%), industry news sites (52%), and AI tools like ChatGPT (46%). Your visibility strategy needs to reach buyers in these research channels.
Enable Your Buying Committee
Create content that gives your internal champion ammunition to sell on your behalf to technical teams, finance, leadership, and end users. Your thought leadership needs to help multiple audiences align.
Start Now, Not When You “Need” It
Authority compounds. The executives who start building visibility now will have a 6-12 month advantage over those who wait. Every quarter you delay is another quarter your competitors establish themselves as the recognized authorities.
Ready to Close Your Authority Gap?
The authority gap exists because most executives can’t articulate their differentiation clearly, create activity instead of authority, don’t show up where buyers research, only target visible decision-makers, and wait until they “need” visibility.
But in 2026, this gap determines who gets invited to RFPs, who commands premium pricing, and who closes deals faster.
The Executive Visibility & Authority Program provides strategic infrastructure: messaging foundation & strategic positioning, authority-building content for AI discovery, and multi-channel visibility execution.
Let’s talk if you’re ready to close the gap.
About Verified Communications: Toronto-based strategic communications firm trusted since 2016. We’ve worked with Gap Inc., Amazon, Walmart, and partnered with clients that demand big-brand thinking without the big agency bloat.
Connect with us today.
