The Voices Behind the Executives

Meet Sophia, Editorial Manager at Qnary.

If you’re a customer, it’s possible you’ve read her work. As part of our writing team, her work shows up daily on executive profiles across nearly every industry.

From the Fortune 500 to early-stage founders, Sophia helps turn a person’s voice into a credible and authentic presence.

She took a break from writing to share how she thinks about style, voice, and long-term strategy. We pulled out the most useful points from our conversation for you below.

We hope you enjoy the conversation as much as we did.

1. Find Where Passion and Knowledge Meet

When Sophia starts with a new executive, her number one question is:

The reason is simple: people listen to passion.

A quick tangent to illustrate. Sophia and I share an admiration for the late Jane Goodall. In fact, it was Sophia’s Substack on Goodall’s legacy that pushed me to finally read My Life With The Chimpanzees. 

What I learned is this: Goodall could have been a scientist, and she was, one of the greatest our planet has ever known. But she wasn’t only a scientist. She became an icon.

How? 

Her message spread because it mattered to her. In her own words, Goodall believed she was “sent to this world to try to give people hope in dark times.” You can hear that conviction whenever she speaks or writes. Its power is impossible to ignore.

Her peers recognized her for her scientific discovery. The world listened because she cared.

As a senior executive, there are going to be plenty of industry topics you know about. The question is, which topic do you care about? 

Find where passion and knowledge meet. That’s your platform. 

2. Consistency Wins

In our conversation, we talked about the Qnary equation for long-term consistency:

Executives bring subject matter expertise. They share what they care about, what’s happening in their world, and what they want their voice to stand for.

Qnary makes sharing that expertise easy and sustainable at scale. Writers like Sophia track the news, do the research, build content proactively, and map it back to a long-term strategy.

The model works like this: Qnary Customer Success Managers (CSMs) pull insights, stories, and perspective from executives; Qnary writers shape it into voice; and executives stay consistently visible to the people who can shape their career and company.

If you leave it to “I’ll post when I have time,” the best intentions don’t win. The calendar wins.

3. Three Pillars to Balance Content  

Consistency breaks down when executives default to one type of post. A system solves that by balancing their presence across a few clear pillars.

An intentional mix gives you more to say, and it reflects the full person.

1) Amplify your organization
Highlight team wins. Shout-out employees. Reshare and comment on what leaders inside the company are saying. This builds bridges with the stakeholders who matter most.

2) Share industry-specific insight
React to what’s happening in the news. Translate trends into what they mean for the business. Add your perspective to the conversation your customers and peers already follow.

3) Be human: people connect with people
Tell the story of the mentor who shaped you, the early-career lesson you still use, the quote that guides your thinking, and the values you live by, at home and at work.

4. Ghostwriter vs. LLM

When asked the big question, “why use a human writer at all?” Sophia’s answer was direct:

What makes a post human is your personal stories: the anecdotes you share with your Qnary CSM on your monthly call, the “I” statements that give your POV on an article, the ideas you share with us in the Qnary app, the “data” that LLMs don’t have access to because it’s stored in your mind.

5. Voice Shows Up in Style

Sophia made a point that gets overlooked: voice isn’t only word choice. It’s style.

She pays attention to how someone’s voice will read on the page:

• paragraphs vs. line breaks
  

• polished grammar vs. more relaxed language
  

• em dashes and periods vs. commas and emojis 🐤

Those choices are how you keep someone’s tone consistently true to them, especially when the topics change.

The Point

If you want to post once or twice, motivation can get you there.

If you want to show up consistently for years, building your reputation in a way that still sounds like you, it takes a strategy, a system, and support.

That’s where writers like Sophia make the difference: helping executives stay visible to the people who shape careers and companies, earning trust, social capital, and opportunity over time.

Know an executive that could benefit from having a stronger presence on LinkedIn and other social channels?
Forward them this email, and we’ll get to work. 🐤