In this episode of Marketing In The Now, host David Reske sits down with Krista Patterson, CEO and co-founder of Positioning Collective, to unpack what it really means for a leader to have an “authoritative voice.” Krista explains that this voice lives at the crossroads of professional experience and personal learning — which means leaders have to get comfortable with a little vulnerability, something many are afraid to do. She and David dig into why perfection is the wrong goal, how an authoritative voice for a leader is distinct from brand positioning for a company, and why clarity (not narrowness) is the real key to standing out. Krista also walks through the 10-week process her team uses in the Founders Positioning Lab to help executives close the gap between what they think they’re communicating and what their audience actually hears, and shares her take on where AI fits (and doesn’t fit) into building that kind of authentic, confident leadership presence.