Business Decision-makers Want to Talk to People (not robots)

Tim Horan
1 min readJul 7, 2021


Pic of Tim Horan’s podcast microphone ‘wearing’ sunglasses and saying: “Hello Human. I am a Thought Leader. Prepare to be led by my thoughts.”
I see a lot of LinkedIn posts like this.

Who is better placed to make an emotional connection with a human being — a logo or a person?

My vote is for person. Therefore, Thought Leadership — placing a human face on your business — makes sense to me. People want to connect with people!

Perhaps it’s best to retire the term Thought Leadership. I much prefer Executive Social. It sounds warm and organic, not cold and sterile.

Regardless of what we call it, most Thought Leadership in business-to-business (B2B) marketing sounds like it comes from pushy robots. In my latest podcast episode, I share the ingredients of effective B2B Thought Leadership (and help you avoid the robot curse!)*

Download the episode here. Alternatively, listen on Spotify or YouTube below.


The importance of emotion in B2B marketing (includes acknowledgement of research from Les Binet and Peter Field)

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study

About the Author

Tim Horan is a writer, editor, and photographer from Sydney, Australia. Start a conversation with him here, LinkedIn, Twitter, Instagram, or Facebook.



Tim Horan

Writer and Photographer. I talk about work, play, and everything in between.