To build sustainable business value, you start with the goal, then earn the reputation that makes it possible.

At Reputation Sherpa, we guide CEOs and leadership teams to work backwards from their growth targets to define the reputation they need to achieve them. Then we help make it real.

Clients have attributed nearly half a billion dollars in added business value to this process.
Because when your reputation is clear, every path to growth gets easier:

--> Clients choose you faster
--> Employees stay longer
--> Investors see greater value

Using our CARAT framework (Credibility, Attention, Relatability, Authority, and Trust) we help turn your invisible wins into visible credibility.

Our frameworks are built on more than 15 years of research, psychology, and results across sectors from professional services to tech and infrastructure.

The outcome is a stronger reputation, inside and out, that amplifies your brand, builds stakeholder confidence, and increases the future value of your business.

If you’re ready to start with the goal and build the reputation that gets you there, let’s talk.

For insights on proactive reputation building, or to start a conversation, let's connect.

Jo Kinner

Excellent article, Craig Badings and a must-read for leaders serious about their organisation's reputation. Several points stood out as essential to know yet not well understood. One of them:

"Many boards think they are governing reputation when they are only monitoring sentiment after the fact.

"True reputation intelligence links behavior, culture, incentives and decision-making, not just perception. If reputational data does not change board discussions or influence executive decisions, it is not intelligence, it is hindsight."

Love your work!

Take your business further with a higher reputation | We guide you | Founding Partner at Reputation Sherpa

Partner at SenateSHJ, PRovoke Innovator Asia Pacific 2024. Reputation doesn’t fail in the headlines. It fails in governance. I help leaders measure and fix that.

In this piece in The CEO Magazine, using the findings of SenateSHJ's Future of Reputation 2030 report, I provide insights into how reputation must become a performance system embedded into company's governance, risk and compliance programs.

I highlight why reputation is no longer a soft asset but instead, a cumulative outcome of systems that leaders design every day: how trade-offs are made, how culture is reinforced, how risk is governed and how decisions align – or fail to align – with stated values.

Read the full article online here:

Open article: Why reputation has become a CEO-level performance system by digitalmag.theceomagazine.com

Why reputation has become a CEO-level performance system

Universal Fuel Industries

- Led a project that cut down paperwork by 75% and made our work processes smoother.
- Used smart networking and follow-ups to create 55 new sales leads, turning 40% of them into actual sales within three weeks.
- Added 15 high-ticket clients from the FMCG and Pharma sectors, growing our sales numbers by over 50%.
- Worked with local farmers to double our daily goods delivery to 600 tons, while keeping everything running safely during the pandemic.
- Initiated new business areas like boiler operations and maintenance projects, increasing our income by 20% in just half a year.
- Developed and executed a targeted marketing strategy, leveraging social media and email campaigns, resulting in a 30% increase in brand engagement and a significant boost in customer acquisition.

Marketing & Sales Assistant

BMW Group

- Gathered and analyzed customer data from existing business clients to assess fleet size and identify cross and upselling opportunities, utilizing BI tools for precise insights.
- Developed comprehensive country-wise interest rate reports and presentations, consolidated tender-related documents, and actively participated in international tenders using SAP Ariba; also conducted reviews of country-specific quotations.
- Coordinated with 13 Alphabet regional offices and partners across Europe, ensuring timely information for upcoming tenders and contract renewals.
- Enhanced customer relationship management by initiating feedback loops and satisfaction surveys, leading to a 25% improvement in customer retention and service quality.

International Sales

Lemon Tree Hotels

- Enhanced the hotel's online presence by updating website content, applying SEO techniques, and using Google Analytics to boost site performance. This strategy increased conversion rates by 12% and decreased bounce rates by 15%, effectively highlighting the hotel's unique offerings.
- Improved event management for over 15 events with Eventbrite, cutting check-in times by 40% and reducing errors through flexible guest options.
- Forged partnerships with TripAdvisor, MakeMyTrip, and local travel agents, focusing on customer satisfaction, joint marketing efforts, and revamping the LT newsletter with various teams.
- Contributed to the design of eye-catching promotional materials including brochures, flyers, and banners, enhancing brand visibility and appeal.

Marketing Intern

Penguin Publishing Group

- Built a network of over 200 celebrities, politicians, and notable figures for book pitch collaborations with Penguin Books, demonstrating strong partnership skills.
- Orchestrated marketing events, press releases, and promotional campaigns, working alongside agencies for media exposure and conducting thorough market research.
- Optimized logistics and processes for more than 10 author events with Eventbrite and Basware, cutting down administrative tasks by 25% for each event.
- Analyzed Nielsen Book Scan data for intricate projects, contributing to a 25% boost in book sales in the first quarter.
- Executed digital innovation and marketing strategies, reducing website downtime by 30% and increasing user engagement by 25%.

I help you build your Personal Brand | Ghostwriter for Thought Leaders & Founders | Sharing Insights on Ghostwriting and Marketing | 2x Author.



Hey! I'm Aditi, the ghostwriter for CEOs and industry leaders and I write books. 

9 years in, and I’ve got the ghostwriting game down: 

🖋️ 4 books
🖋️ 200+ SEO blogs
🖋️ 9 web copies 

And everything that makes an impact…

Currently, I'm deep into demystifying finance in my latest book (ghostwriting) project.

Here’s what I have for you:
🍀 LinkedIn Ghostwriting that speaks in your voice, not just echoes it.
🍀 Brand audits that sharpen your image until it cuts through the noise.
🍀 Dedicated book ghostwriting services to transform your experiences, insights and stories into a published reality.

If you’re leading the charge in your field, I’m here to back you up with the power of a well-told story.

Fancy a chat without the fluff? 

Drop me a line at adi@writeaway.info
shoot me a DM here on LinkedIn
or book a call. 

Let’s make words work for you.

Talk to you soon! 

Aditi K.

Some consulting firms are the best-kept secret in their market. Outside of referrals, no one knows they exist.

LinkedIn fixes that. Here’s the framework I’d use:

1. Building the foundation.

• Start with partners’ personal brands, not the brand page…one engaged partner outperforms a 50K follower company page every time.
• Ghostwrite for executives: extract their thinking, publish in their voice, on schedule.
• Voice alignment is everything: specific opinions and client tensions.


2. Making it discoverable.

• Optimise for SEO/AI search: well-structured articles pull qualified traffic for months w/o paid spend.
• Localise properly for each market: tone, vocab swap, framing, cultural context.
• Editorial calendar + approval workflow from day 1.
• The content lead needs to be as strong operationally as they are creatively.


The compounding return: 

partners who show up consistently become the names clients remember, recommend, and DM when they’re ready.


Full breakdown in the carousel 👇

——

Hi, I’m Aditi and at ProIvy Digital UG, I build LinkedIn personal branding systems for consulting firm partners and founders.

Aditi Kathuria

Founder, ProIvy Digital | LinkedIn Ghostwriter for Founder-Led Brands

Personal Branding – Consulting firms

If I were a B2B SaaS founder, here’s how I’d build my LinkedIn audience as a customer acquisition channel instead of just a vanity play.

Your audience on LinkedIn is either a business asset or it’s for vanity.

Right now you probably have 2 choices: post content that gets engagement but attracts the wrong people, or post insights that resonate with your prospects but barely get seen.

There’s a third way.

-----

STEP 1, Know what you’re really good at:

You don’t need to be interesting to everyone.

You need to be the person people think of when they’re sitting with a specific problem.

Spend a day writing down:

• What do customers ask you about before they buy?
• What problem in your industry is nobody talking about directly?
• What do you see differently than your competitors?

That intersection is your positioning. That’s what your content lives on.

When it comes from there, it attracts people who need exactly what you have.

-----

STEP 2, Run 2 content tracks at the same time:

This is where people get confused.

Track 1: Relationship content. This is the thinking that builds trust. It’s opinionated and hyper-specific. It solves a burning problem your customer wakes up thinking about. These posts build followers who actually care.

Track 2: Signal content. This is proof/Case studies/ Results. How you actually solved the thing you talk about. This is what moves someone from “I like what this person says” to “I want to work with them.” This converts.

The trap: trying to do both in one post. You end up with something nobody cares about.

Do them separately. Post relationship content 70% of the time. Signal content 30%.

-----

STEP 3, Take a position:

Your content either stands for something or it stands for nothing.

The B2B founders growing customer base aren’t hedging. They don’t say “in my opinion” or “I could be wrong.” They say what they see. What works. What doesn’t. What they believe is broken in the market.

Your audience doesn’t need another founder playing it safe.

They want someone willing to actually say something.

-----

RECAP:

1/ Your positioning is the intersection of what you know, what your customer needs, and what nobody’s saying out loud.

2/ Separate your content into relationship building (70%) and signal/proof (30%). Don’t try to do both at once.

3/ Take a real position. Your audience will self-select. Smaller following, real customers.

-----

This is the framework I work through with founders and execs I partner with. We audit where your actual advantage sits, build a content strategy that brings customers in, and turn your thinking into a repeatable system.

DM me or book a call if you want to talk through what this looks like for your business.

The Audience That Scales With You

I know I should be optimising for impressions but in some cases, optimising for 5 inbound leads is the way.

There’s a founder I worked with who posts maybe 10 times a month. His posts average 40 likes. By LinkedIn metrics, he’s failing.

By business metrics, he’s crushing.

Last quarter, his LinkedIn content led to 3 consulting projects, that’s a combined value of over €50K. All from people who’d been following his sparse but specific content for months.

He owns one thing: operational efficiency in manufacturing. Every post is a specific example of waste he eliminated or a system he built.
When a procurement head at a manufacturing unit thinks “we’re bleeding money in operations” they think of him.

Meanwhile, execs posting daily about entrepreneurship, productivity, “10 ways to..” and motivation are getting 100s of likes from other founders who will never really work with them.

Here’s what I tell some of my clients: Instead of focusing on numbers, ask yourself: “Would the 10 companies I want to work with most recognize what I do from reading my last 5 posts?”

If the answer is no, posting more won’t fix it. Better positioning will.

Consistency amplifies your positioning. It is not a replacement for it.

I’ve noticed something with experts who’ve built their personal brand over years. 

They find what works and people respond. They keep doing it and at some point, they can’t see what they are repeating anymore. It becomes harder to evolve. 

They are too close to it. They know their voice too well. They’ve convinced themselves this is how they communicate, so this is how they should keep communicating.

The problem is their audience is already past it. They’ve seen the framework a hundred times from a hundred other experts. 

But they can’t feel that shift from inside it.

This is why delegation works. When someone outside their thinking writes their content, they’re not defending what they’ve always done. 

They’re not attached to their old patterns. 
They can see the repetition they can’t.

Bringing in a ghostwriter breaks the competence trap. It forces one to articulate what they actually believe instead of recycle what worked last year.

Because they know that the best ideas are the ones that aren’t protected yet.

The Competence Trap

You’ve got a hand in multiple things. 

Maybe you’re in sales but you love writing. Perhaps it’s operations and people management. Or marketing mixed with product thinking.

The immediate thought: pick one.

But here’s what I’ve seen work much better...
The people who build solid recognition across their interests don’t pick and choose, they certainly don’t confine themselves to the one thing.

They find the intersection that only they can occupy.

- A salesperson who writes becomes the person companies call when they need to train their team on communication. 

- A marketer with product instincts shapes how companies talk about what they build.

The niche ≠ singular skill. It’s the unique lens you bring because of what you’ve collected along the way.

This requires something specific: visibility around how those interests connect instead of stressing over output.

People need to see the pattern before they know to call you for it. So the work looks like:

Share the thinking behind your moves. Let people understand how your sales background shaped the way you approach communication. 

Show how your product thinking influences your marketing strategy.
Create around the intersection consistently. Not jumping between topics, but exploring them as they relate. 

You document your journey through multiple lenses, and people begin to see a cohesive point of view forming.

Your multiplicity isn’t a limitation to solve or run away from. It’s a competitive advantage waiting for visibility.

People hire a ghostwriter because they don’t have time to write.

That’s one assumption I’m realising is baseless. (Based on all my sales calls this month).

I’ve worked with execs who could easily find 20 minutes a day to post…who genuinely enjoy writing…who have plenty to say AND the time to say it.

They all hired me anyway.

It’s the cognitive load of figuring out what to say, how to say it, and whether it actually matters.

It’s the decision fatigue of wondering if this idea is interesting or if you’re just talking to yourself.

For them, producing great ideas while running everything else in the business…now that’s hard.

A good ghostwriter saves you from all the internal negotiation of whether this topic is worth exploring, whether this story makes you look too vulnerable, whether anyone actually cares about the thing you’ve been thinking about all week.

They turn the idea you mentioned in passing during a 15-minute call into something that sounds like you on your best day.

The people I work with don’t lack things to say. 

They just don’t have the bandwidth to sift through everything they could say and consistently choose what’s worth saying.

If you’ve been putting off building a presence on LinkedIn because writing feels like one more thing on an already impossible list, you’re solving the wrong problem.

You need someone who makes sure your voice doesn’t get buried under everything else you’re managing.

That’s what I help with. Feel free to reach out if that resonates.

A business begins when something holds up under friction.

An idea, on its own, has never been one.

I see some smart ones mistake interest for traction. They love with the elegance of the concept…the energy it gives them (could be shiny object syndrome in some cases). None of that tells you whether it survives outside your own mind.

Here’s what friction looks like:

People look for it without being nudged. 

They complain about adjacent problems in public. 

Alternatives exist but still leave gaps. 

Money changes hands without you having to sell hard.

Working with founders on their messaging, I see this constantly. They want to enhance language around an idea that hasn’t been tested yet. But the messaging gets better once the idea’s been through the wringer…not when it’s still in your head.

All this makes me believe: words amplify what’s already there. They don’t create traction from nothing.

The ideas worth building on are less precious or even less glamorous, but more battle-tested. They’ve survived disinterest, comparison, hesitation, outright refusal.

If something only feels compelling when you explain it carefully…it’s probably still forming.

Business starts where explanation gives way to evidence.

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The Battle

Jo Kinner

Aditi K.

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