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

Are you looking for a digital marketing expert who can help you achieve your business goals? Look no further. As a skilled marketer with expertise in social media, Facebook and Google Ads, and video editing, I have a proven track record of delivering results for my clients.

With my social media campaigns, I have increased engagement, followers, and website traffic for numerous clients. My Facebook and Google Ads campaigns have also generated impressive results.

Additionally, my video editing skills have enabled me to create engaging and effective content that resonates with audiences and drives conversions. 

Now, let's talk about how I can help you achieve your digital marketing goals. Whether you're looking to increase brand awareness, drive conversions, or improve your overall digital presence, I am here to help. Let's connect and discuss how we can work together to take your brand to the next level.

Don't miss out on this opportunity to grow your business. Contact me today to schedule a consultation and let's get started.

Sheza Yazdani

Helping CEOs and Founders Grow and Monetize Their Personal Brands on LinkedIn | $100K+ Results from intentional LinkedIn Growth Strategies | Personal Branding Strategist | CEO Focus Solutions

You don’t have a weak business.

You have a positioning failure.

Your work delivers.
Clients get results.
Revenue exists.

But online, your expertise isn’t recognised and that’s costing you authority, leverage, and inbound demand.

That gap between how good you are and how clearly the market understands it is a positioning problem. And closing that gap is exactly what I do.

I have generated $1M+ in organic reach, built a 13K+ following, and helped over 200 leaders position themselves for influence. That’s what strategic authority building looks like and that’s the work I build every day.

I I help proven experts, coaches, consultants, and B2B founders build LinkedIn personal brands that attract high-quality leads and establish authority.

As a LinkedIn branding strategist and personal brand expert, I specialize in:
• LinkedIn Profile Optimization & Personal Branding
• LinkedIn Ghostwriting & Content Strategy
• Authority Building & Positioning
• Lead Generation Systems
• B2B Brand Strategy

My Approach:
Instead of content volume, I focus on clarity. I help you position your expertise so the market instantly understands your value, then structure content that converts credibility into conversations and conversations into inbound demand.

As CEO of Focus Solutions, I build authority systems that clarify your strategic narrative, position your thinking so it can’t be confused or compared, and structure content that attracts clients, media, and real opportunities. 

No hacks. 
No theatrics. 
Just a repeatable system designed to make your name the one people remember.

I have taken a coach from overlooked to a $100K closed deal after a single high-authority post with over 1M views. 

I grew my own LinkedIn presence to 10K+ followers in under 12 months organically. 

And I have helped founders and experts build positioning systems that attract, convert, and compound without cold outreach or algorithm chasing.

If you know your work is strong but your online presence doesn’t reflect it yet, your next move isn’t more content. It’s clarity.

Book a strategy call via my Featured section, and let’s make LinkedIn the proof of the authority you already have.

DM me or book a call

https://calendly.com/sheza-yazdani/new-meeting

A well-built product can still be misunderstood on LinkedIn.

In this case study, the founder was building a thoughtful AI system for deep thinkers.

But her profile focused on what the product did.

Not what she believed.

That difference shaped how she was perceived.

LinkedIn is not a pitch deck.
It is a positioning environment.

People are not reading every word.
They are deciding what category you belong in.

If your language is feature-led, you are grouped with other tools.

If your language reflects a clear point of view, you are grouped with thinkers.

We shifted the profile from describing software…

To defining how thoughtful professionals should interact with AI.

Fewer explanations.
Stronger stance.
Clearer audience.

Positioning is rarely about adding more.

It is about removing what weakens the signal.

Comment “PROFILE” if you want to know what I would adjust first on yours.

#PersonalBranding #LinkedInStrategy #FounderBrand #ThoughtLeadership #Positioning

Brand Strategist for Founders & B2B Leaders | I turn invisible experts into their industry’s first name | CEO, Focus Solutions

WHEN A STRONG PRODUCT SOUNDS AVERAGE ON LINKED

Stop writing for "likes." Start writing for revenue.

Most founders are stuck in the "Engagement Trap." 

They post every day, get 50 likes, and then wonder why their calendar is empty.

If your content makes people say "Great post!" but it doesn't make them say "Can we talk?", you aren't building authority. 

You’re just providing free entertainment.

In today’s Personal Branding OS, I’m sharing the "Mental Slots" framework. 

This is how I help my clients move from "just another creator" to the "only logical choice" in their industry.

The shift from 'Interesting' to 'Essential' starts below:

#PersonalBranding #AuthorityBuilding #LinkedInStrategy #FounderMarketing #B2BMarketing

View newsletter: Personal Branding in 2026

Hi, I’m Sheza. Last week, we talked about the "Ghost-Proof" follow-up. But wouldn't it be better if you didn't have to follow up at all? In 2026, the 

Open article: The Authority System: How to Post So Clients Ask You for a Meeting by Sheza Yazdani • 3 min read

The Authority System: How to Post So Clients Ask You for a Meeting

Stop being the "free consultant" in your own DMs.

If you’re a B2B founder, you know the feeling: 

You spend an hour on a Zoom call giving away your best ideas, only to have the prospect say,

"This is amazing, send me a proposal!"...and then never hear from them again.

The truth is, you didn't lose the deal because of your price. 

You lost it because you gave away the Map for free.

Once a client has the map, they think they can walk the miles themselves (or hire a cheaper freelancer to do it for them).

In today’s newsletter, I’m breaking down the Diagnostic Framework I use to stop the "brain picking" and start winning contracts before the call even ends.

Inside, I’m covering:
- The X-Ray Rule: Why you should never give a prescription on a first call.

- The "Gap" Metric: How to make your fee look like a profit, not an expense.

- The 1-Page Proposal: Why your 10-page "philosophy" deck is actually killing your sales.

Stop being the help. Start being the authority.

Read the full breakdown here:

#B2BMarketing #ConsultingBusiness #PremiumPricing #SalesStrategy
#BusinessGrowth

View newsletter: The Positioning Playbook

If you run a B2B service firm, you’ve probably had this happen to you at some point: You spend an hour on a Zoom call with a prospect. You give them b

Open article: Why Your Proposals are Getting Ghosted by Sheza Yazdani • 2 min read

Most founders don’t lose deals because they are bad at what they do.

They lose deals because the market can’t read them.

Their profile looks fine.

Their content sounds smart.

Their results are real.

But nothing says:

“This is the obvious choice.”

So buyers hesitate.

Compare.

Scroll.

And book someone louder.

Here’s the part no one tells you:

When your expertise isn’t legible, the market assumes it’s replaceable.

Not intentionally.

Automatically.

Because confusion = risk.

And buyers don’t bet on what they can’t quickly understand.

Authority isn’t built by:
posting more
performing harder
or chasing whatever LinkedIn rewards this month

Authority is built when:
your headline frames outcomes, not titles
your About section builds belief, not biography
your content reinforces ONE clear perspective

That’s when people stop asking:

“What do you do?”

And start asking:
“How do I work with you?”

If you’re a founder who delivers real results but still feels:

• overlooked
• misread
• or quietly underestimated

You don’t need motivation.

You need clarity that converts.

If you want, DM me “PROFILE” and I’ll tell you exactly where your positioning is breaking down.

#PersonalBranding #LinkedInStrategy #FounderBrand #AuthorityBuilding
#ThoughtLeadership

Most founders struggle with positioning not capability. Clear authority comes when your profile makes your expertise obvious and easy to trust.

If you’re the smartest person in your company, you don’t have a business. 

You have a high-paying cage.

Most B2B founders are stuck being the "Chief Everything Officer." 

You’re the only one who can close the big deals. 

The only one the clients want to talk to. 

The only one who can solve the high-level fires.

But if you have to be in every meeting for the client to feel "safe," you aren't an authority.

You’re just a babysitter.

The Reality: "Heroes" don't scale. Systems do.

In today’s newsletter, I’m breaking down how to move from being the Engine to being the Engineer.

Inside, I’m covering:

- The Expert Ego: Why being the "smartest in the room" is killing your profit.

- The Clockwork Test: A simple way to see if your business can survive a 30-day vacation.

- The Silent Salesman: How to make your content do the "explaining" so you can stop repeating yourself on Zoom.

Stop being the help. Start building the machine.

Read the full breakdown below:

#B2BLeadership #BusinessSystems #FounderMindset #AuthorityBuilding
#B2BGrowth

If you run a B2B service firm, you are likely the smartest person in your company. That is your biggest problem. You are the only one who can close th

Open article: Why Your Business Stops When You Stop by Sheza Yazdani • 3 min read

The Alex Hormozi webinar framework everyone copies but nobody understands…

Most creators spend weeks obsessing over the "Stack," the countdown timers, and the high-energy delivery. 

They think the magic is in the presentation.

They’re wrong.

Hormozi uses Russell Brunson’s "Perfect Webinar" structure, sure. 

But the real power (the reason he can fill a stadium and move millions in a single afternoon) isn't the slides or his energy.

It’s the POSITIONING.

Most gurus position themselves as the "Hero." 

Hormozi positions the Mechanism.

He doesn't say, "Look at how smart I am." 

He says, "Look at how effective 'Money Models' are."

By shifting the spotlight from himself to his methodology, he creates something far more scalable than a personal brand: 

He creates a New Opportunity.

How to apply the "Hormozi Pivot" to your brand:

If you want to move from "commodity" to "category of one," you need to stop selling your time and start selling your system. 

Here is the breakdown:

Step 1: Name the Mechanism. 

Don't just offer "marketing services." 

Offer the [Your Name] Growth Engine. 

Give it an identity that exists outside of you.

Step 2: Vilify the Old Way. 

Hormozi doesn't just promote his way; he explains why the "standard" way (low-ticket, high-churn) is a death trap.

Step 3: Make the Outcome Inevitable. 

If the system is the hero, then anyone who uses the system can win. 

It removes "you" as the bottleneck for your client's success.

The Lesson:

People will eventually get tired of a personality. 

They never get tired of a mechanism that solves their biggest problem.

So…

Stop trying to be the most interesting person in the room, and…

Start building the most effective "Money Model" in your niche.

Are you positioning yourself or your methodology? Which do you think is more valuable in the long run?

Let’s talk in the comments. 👇

#PersonalBranding #BusinessStrategy #EntrepreneurMindset #OfferCreation #AuthorityBuilding

Illustration of the Alex Hormozi webinar concept showing the shift from selling a personality to positioning a clear business mechanism that drives results.

Visual explanation of how naming and promoting a system or method creates a scalable opportunity beyond personal branding.

Them: "You’re the CEO. You should hire someone for that."

Me: Sitting at my desk at 1:00 AM, building a client’s system myself because I’m convinced no one else will care as much as I do.

The truth about scaling is that everyone talks about the "freedom," but nobody talks about the fear.

When I started Focus Solutions, I didn't want a team. 

I wanted control. 

I was terrified that if I let go of even one piece of the process, the whole thing would fall apart.

The "Standard" Version: I realized my time was valuable, I wrote some SOPs, and I hired a rockstar team to scale to the moon.

The Real Version: I held on until I was physically exhausted. My first hire wasn't a strategic "growth move,” it was a desperate survival move.

And honestly? 

I messed it up at first. 

I hired the wrong person because I didn't even know what I was looking for. 

I just wanted the noise to stop.

What I learned is that delegation has a massive emotional cost before it ever pays off operationally:

- The Identity Crisis: Who am I if I’m not the one doing the "work"?

- The Trust Gap: Accepting that a B+ from a team member is better than an A+ from a burnt-out founder.

- The Letting Go: Realizing that my "control" was actually the bottleneck holding my clients back.

If you’re still at your desk at midnight doing tasks that a $25/hour assistant could do, you aren't "dedicated." You're just expensive.

You have to decide if you want to be the best worker in your company, or the person who actually builds it. 

You can't be both.
Are you currently stuck doing everything yourself?

Reply "YES" below, let’s talk about what that’s actually costing your business (and your sanity).

#Leadership #ScalingUp #Delegation #EntrepreneurMindset #FounderLife

A founder sitting at a desk late at night, surrounded by notes and a laptop, working on a client’s system.
Struggling with delegation, exhaustion, and the fear of letting go while trying to scale their business.

"Your price is too high."

When a prospect says this, most founders try to justify their hours. 

They talk about their "experience." They offer a discount.

All of those are losing moves.

If you are being compared on price, it’s because you haven't claimed a Mental Slot. 

You are being seen as a "commodity" rather than a "cure."

In today’s Personal Branding OS, I’m sharing the exact framework I use to move my clients from "Expensive Option" to "The Only Logical Choice."

#PersonalBranding #PricingStrategy #ConsultingBusiness #HighTicketClients #Entrepreneurship

Hi, I’m Sheza. Last week, we talked about moving from "Background Noise" to a "Specialist." Once you find your specific angle, something scary happens

Open article: How to Charge 5x Your Competitors (and Get a 'Yes')
 by Sheza Yazdani • 3 min read

How to Charge 5x Your Competitors (and Get a 'Yes')

The most successful founders on LinkedIn right now are posting things that would make a traditional marketing department have a heart attack.

In 2026, "perfect" is actually a liability.

Here is what most people are missing:

Accounts that share specific failures, messy mistakes, and "unpopular" opinions are growing 3–4x faster than "highlight reel" accounts.

The "Polished CEO" era is dead.

If your feed is just award wins, generic advice, and "humbled" announcements, you aren't building a brand. 

You're building a wall.

High-level clients aren't looking for a statue of success.
 
They are looking for a partner who has been in the trenches and knows where the landmines are hidden.

They don't want to know why your process is perfect. 

They want to know about the time it broke, what it cost you, and how you fixed it so they don't have to.

The "Industry Standard" is usually just a fancy word for "boring."
Stop trying to look the part. 

Start showing the parts that actually matter.

What’s one thing you’ve never posted because it felt "too honest" for LinkedIn?

Let’s be real in the comments.

#PersonalBranding #ThoughtLeadership #FounderBrand #AuthenticMarketing #BuildInPublic

Founder sharing a bold LinkedIn insight about why messy honesty now outperforms polished personal branding.
Post argues that real failures and unpopular opinions build trust faster than curated success ever will.

Positioning isn't a creative exercise. It’s a surgical one.

Most founders treat their brand positioning like a coat of paint, something they "add" at the end to make their offer look pretty.

That is a high-stakes mistake. 

If you position yourself as a "commodity," you will always be compared on price. 

You will always be a "nice to have." 

You will always be one budget cut away from being fired.

Real positioning isn't about being "the best." 

It’s about being the only.

Using April Dunford’s Competitive Alternatives framework, I help founders move from generic categories to "Category of One" status. 

Here is the exact mental shift required:

The "Surgical" Framework
To fix your positioning, you don’t need a thesaurus. 
You need to answer four brutal questions:
1. What is the "Alternative"? If you didn't exist, what would your customer do?
 (Usually, it’s a messy spreadsheet or a "do-it-all" agency).

2. What is your "Unique Attribute"? What do you have that the alternative cannot provide?

3. What is the "Value"? Not the feature, the specific outcome that unique attribute enables.

4. Who cares the most? This is your "Best-Fit" customer.

"If you fail to position yourself, your customers will do it for you

And they will almost always put you in the 'too expensive' or 'generic' bucket."

When you shift your positioning, you aren't just changing your LinkedIn tagline. 

You are changing:

- Your price floor.
- Your sales cycle (shorter).
- Your client quality (higher).

Stop trying to be "better" than the competition. 

Start being the only logical choice for a very specific person with a very specific problem.

#Positioning #PersonalBranding #CategoryDesign #FounderStrategy
#BrandStrategy

Positioning defines how the market understands your value and what problem you uniquely solve.

When you clarify the alternative the unique attribute the value and the best fit customer you stop competing on price and start becoming the only logical choice.

taplio

The Battle

Jo Kinner

Sheza Yazdani

Followers

Posts

Engagements

Likes

Performance ScoreJo Kinner's LinkedIn Performance

Performance ScoreSheza Yazdani's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jo Kinner

Sheza Yazdani

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jo Kinner's LinkedIn Performance

Performance ScoreSheza Yazdani's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJo Kinner's LinkedIn Performance