Think of the name of a major business figure; whatever pops in to mind. In Western Australia, let's says it's Andrew (Twiggy) Forrest or Michael Chaney. You can recite some of what they've done pic out their photo: you feel almost as though you know them, even if you've never actually met.

If they phoned you, you would take the call and you'd listen hard. So would the premier, even the Prime Minister.

That recognition and credibility reflects their success, but that's not all: it also reflects the willingness of these two men to take a position including beyond their immediate business roles, to argue publicly for what they believe in – and the sustained media attention that they have earned.

You might never get to top-of-mind but you can build recognition and credibility for yourself, that will get your calls taken, earn you the respect of trading partners and enable you to move your business up to the next level.

A recognised and respected CEO with a strong public profile can be worth more than millions on advertising spend.

We call it profiling: it's about consciously building an image of expertise, value-positions and thought leadership within your sector.

It's a long-term investment, that depending on your circumstances may include publishing professional articles, speaking at conferences, serving on voluntary committees, supporting a cause, showing sector leadership in proposing new policies, giving evidence to Government inquiries, developing personal relationships with key politicians, advisers and bureaucrats, media relations, even founding your own social investment fund or think tank – and more.

Glide can help you plan and implement an effective strategy, including ghost writing and policy development. You can talk with us in confidence to decide if this is the right path for you.