The Importance of Being Your Own Media Company

Not too long ago, being a media company meant owning a printing press or a satellite feed. You needed infrastructure, capital, and distribution. Now? You need a phone or laptop, a good idea, and maybe a little nerve.

This shift changes everything. For individuals, for brands, for companies of every size. Because today, whether you're running a one-person business or climbing the ranks of a multinational corporation, the rules are the same: if you're not telling your story, someone else is—or worse, no one is. And in a world where perception shapes opportunity, silence isn't humility. It's missed potential.

Your Brand Is Your Leverage

We used to treat personal branding like a side hustle. Something for the influencers and the freelancers. But today, your brand is your leverage. It's how you share your ideas, showcase your thinking, and build credibility in a world drowning in noise.

Even inside large companies, the professionals who stand out often have something to say and aren't afraid to say it publicly. They aren't just good at what they do. They're good at showing it.

And here's the secret: companies want this. They benefit when their people become known for good ideas. It builds trust, attracts talent, and positions the organization as a thought leader without relying entirely on the corporate brand.

AI Is Shifting the Game

Now enter AI. It's not just changing the rules of content creation. It's changing the value of creation itself.

Think about it: AI tools are getting better at writing, designing, coding, and even creating video. What used to take hours now takes minutes. Execution is no longer the bottleneck. This means the value moves upstream. The real currency is ideas, strategy, perspective, and the why behind the what.

Using AI is like standing in front of a canvas with a brush and infinite colors. Or like being a chef with every ingredient arranged mise en place. But the AI isn’t the artist. You are. The tools are just that—tools. What matters is what you do with them. And what you choose to say.

Build a Body of Work That Speaks for You

If you never publish your thoughts, how will anyone know what you think?

One of the most powerful things we can do is build a collection of work that reflects who we are. A portfolio of perspective. A track record of insight. Not for vanity, but for clarity—for showing people what we stand for and what we're capable of.

The good news is, the barriers are gone. You can launch a Substack, post on LinkedIn, start a podcast, make a reel, write a blog. And if you do it consistently—if you treat yourself like a media company—something remarkable happens: people start to listen.

More importantly, they start to remember you. And in a world that moves this fast, being remembered is everything.

The Individual Inside the Brand

So, where does this leave companies?

Organizations that empower their people to build personal brands are playing the long game. They're future-proofing. As AI continues to flatten the playing field, the edge won't come from who can execute faster. It will come from who can generate better ideas. The people inside your company who publish, share, and create aren't a risk. They're an asset. They're your distributed media network, your brand ambassadors, and your collective brain.

And for those of us inside those companies, the call is clear:

Don’t just do the work.

Show the work.

Share the thinking.

Be your own media company.

Looking to leverage AI in your life? Start with our 5-part AI email academy.