How three financial services CEOs became publishing powerhouses
When Nicolai Tangen took over as CEO of Norges Bank Investment Management, responsible for managing Norway’s massive ~$1.7 trillion sovereign wealth fund, it's fair to say that few stakeholders expected his strategic playbook to include podcasting.
Yet his podcast, In Good Company with Nicolai Tangen, has attracted top fund managers and global industry leaders, and CEOs, like Bill Gates. The podcast directly enhances the fund’s global visibility and deal flow
Executive thought leadership is no longer about PR and content. Leaders like Nicolai use it as a strategic lever for opening doors, shaping markets, influencing policy, and driving corporate strategy.
To do this effectively, executives are establishing themselves across channels and are becoming multi-platform influencers. Here are three leaders paving the way.
1. Nicolai Tangen – CEO, Norges Bank Investment Management
Tangen’s podcast In Good Company features candid discussions with global fund managers and leaders from finance, government, and academia. Tangen uses YouTube, LinkedIn, and other platforms strategically to share insights, boosting transparency around the fund’s investments and strategy. His strategy is to produce short teaser videos that trigger his LinkedIn audience to visit the full conversation on YouTube.
One of my personal favorite episodes is between Nicolai and Jonathan Gray, President at Blackstone.
In 2023, it was noted that his podcast had over 1 million combined streams/downloads. In various articles, Nicolai notes how the podcast enhances relationships and increased deal flow: Tangen noted in interviews that high-profile guests often became strategic contacts and even led to investment opportunities e.g.
Ray Dalio has built a global reputation not just as the founder of Bridgewater Associates but also as an influential thinker on markets, leadership, and economic principles. I have a bias in that Ray is one of my most respected voices on economic issues. He is what we at trends.ceo have coined a “Creator CEO” - visible on all critical communication channels. Not to mention, a New York Times bestselling author.
His LinkedIn posts routinely garner millions of views, positioning Bridgewater as a thought leader in finance (https://www.linkedin.com/in/raydalio/). His YouTube series on “Principles” has over 20 million views, reinforcing his investment philosophy’s credibility.
Ray is multi-channel and multi-dimensional in the sense that he produces a variety of thought leadership formats: conversational video, direct to camera, and a consistent LinkedIn newsletter.
Adena Friedman was named CEO of Nasdaq in 2017, and is the first woman to lead a global exchange. Since then she has masterfully integrated multi-platform thought leadership to reposition Nasdaq from a financial exchange to a leading technology innovator reshaping global markets.
As you start to follow multi-platform executives, you’ll notice they co-create content. Here is Adena joining In Good Company podcast with Nicolai. These CEOs have understood the cross-promotional benefits of collaborating with leaders with extremely large followings.
Recommendations for aspiring multi-platform creators
Identify your strategic narrative: What do you want to be known for? Understand that and create objectives. Nicolai Tangen used his podcast to reinforce his investment philosophy and forge strategic relationships.
Start with one channel: Don’t spread yourself thin, one channel takes time and investment to grow. When you are ready, video content is the ultimate format to scale to multiple platforms.
Co-create: Join existing podcast and co-create with leaders who have a following. It will accelerate yours.
The way businesses communicate and grow is changing. Today’s communications channels center on individuals. Executives who strategically embrace thought leadership will continue to unlock concrete strategic advantages.