If you can go five minutes on LinkedIn without some “influencer” telling you need to “create your IP” or “build your platform,” you’ve got a better algorithm than I do. Every leader who has been in the workforce for more than 10 years knows something that other people need to know. So then why do we freeze up at the idea of writing a new post or email? Or why do we feel like “going viral” would solve all our business problems if we could just get over the gag reflex that arises when we think about doing TikTok dances? Macy Robison has the answer. Her Thought Leadership Archetypes framework is the first one I’ve ever found that makes sense. Macy used to be a middle school music teacher, which means she not only has the patience of a saint, she’s used to explaining things to people who are . . . distracted. Drawing on the principle of “resonance” from the world of music, Macy explains why some approaches (like creating a digital course, writing a book, or, yes, doing a TikTok dance) fit some people and feel awful to others. Spoiler alert: It’s because we don’t all resonate with the same things or in the same way. If you’re a smart leader who wants to show your expertise to the world without shaking your work ethic on the social medias, this interview with the brilliant Macy Robison is for you.