Elevating Investments through Executive Reputation Management - Interview with Maarten Schafer
Insights From Leaders: Maarten, thank you for joining us. Your work at CoolBrands People and your emphasis on storytelling have inspired countless organizations. Can you start by sharing why executive reputation is so critical in today’s business landscape?
Maarten Schafer: Executive reputation has always mattered, but in the digital age, it has become a key differentiator for companies. A strong, visible leader adds credibility and trust, which directly impacts how the market perceives the business. Whether you’re talking about investors, potential partners, or even customers, people are drawn to leaders who are seen as authentic, innovative, and trustworthy.
Insights From Leaders: How does executive reputation affect a company’s valuation or market position?
Maarten Schafer: It’s significant. When leaders are visible and well-regarded, it sends a strong message about the company’s stability and vision. This often translates into better valuations and terms during financial transactions. Beyond the numbers, it’s about strengthening the market position. Leaders with strong reputations act as magnets for opportunities, attracting partnerships, clients, and even top-tier talent.
Insights From Leaders: Your approach to Executive Reputation Management seems very deliberate. Can you walk us through the process?
Maarten Schafer: Of course. The process starts with a Reputation Assessment, where we evaluate the existing online presence of a company’s key leaders. We identify what’s working, where the gaps are, and how we can elevate their profiles strategically.
From there, we move into Content Creation & Distribution. This is where storytelling plays a central role. We create tailored content that highlights the executive’s expertise and accomplishments, aligning it with the company’s goals. This content is distributed across high-impact platforms to ensure maximum visibility.
Insights From Leaders: How does this service directly contribute to investment success?
Maarten Schafer: When executives are seen as thought leaders and innovators, it enhances the appeal of the entire organization. This has a ripple effect — better terms with investors, increased confidence among stakeholders, and a stronger market presence. Ultimately, it’s about creating a leadership narrative that aligns with the company’s vision and strategy, which boosts the overall valuation and appeal of portfolio companies.
Insights From Leaders: Your philosophy is rooted in storytelling. How does that come into play with Executive Reputation Management?
Maarten Schafer: Storytelling is at the heart of everything we do. Data and credentials alone don’t create a lasting impression; it’s the story behind the leader — their vision, challenges, and successes — that resonates with people. We craft narratives that are relatable, engaging, and easy to remember. This approach not only enhances the executive’s reputation but also strengthens the emotional connection between the leader, their company, and their audience.
Insights From Leaders: What advice would you give to investors or companies looking to elevate their leadership profiles?
Maarten Schafer: Start by understanding the importance of perception. What people see online shapes how they view the company and its leadership. Make it a priority to assess the current reputation and identify opportunities for growth. Most importantly, invest in consistent, high-quality content that reflects the values and expertise of your leaders. It’s not a one-time effort — it’s an ongoing process.
Insights From Leaders: Thank you, Maarten. Any final thoughts?
Maarten Schafer: Reputation is an asset, just like any other. When managed thoughtfully, it becomes a powerful tool for driving business success. The beauty of Executive Reputation Management is that it’s not just about individual leaders — it’s about creating a narrative that elevates the entire organization.
Insights From Leaders: Thank you for sharing your insights, Maarten. Your perspective on the intersection of leadership and storytelling is truly inspiring.
