How do you go from being invisible in your industry to becoming the person everyone knows, trusts and wants to work with? In this episode of Brand to Scale, Jess Morgan sits down with Jack Dyer, founder of Storytold, to explore how founders, CEOs and business leaders can build authority, increase their visibility and turn their reputation into a driver of business growth. Jack’s own journey is a great example. After starting with around 740 LinkedIn followers, he spent six months posting consistently before reaching 1,000. Then things began to accelerate. Around 18 months later, his audience had grown to almost 60,000, creating clients, podcast appearances, teaching opportunities and ultimately helping him build Storytold. But this isn’t an episode about chasing followers. It’s about becoming known for what you do. As Jack puts it: “Best visible is better than best.” You can be brilliant at what you do, but if nobody sees you doing it, someone more visible can become the person your potential customers know, trust and remember. Jess and Jack explore the difference between simply building a personal brand and becoming a genuine authority in your industry. They discuss how storytelling creates human connection, why vulnerability can strengthen rather than damage your credibility, and why founders need to stop treating LinkedIn like an advertising feed. Jack also shares his approach to creating LinkedIn content that serves the audience first, including his 95% value, 5% ask principle, and why authentic stories can lead to commercial opportunities without forcing a sales message into every post. They also look at where founder-led marketing is heading as AI makes it easier than ever to create polished content. For Jack, that could make genuine personality, imperfection and human storytelling even more valuable. In this episode: • How Jack grew from 740 to almost 60,000 LinkedIn followers• Why “best visible is better than best”• Building authority rather than simply building a personal brand• How your reputation can become a driver of business growth• Why storytelling creates stronger human connections• Using vulnerability without damaging your credibility• Why founders shouldn’t constantly sell on LinkedIn• Jack’s 95% value, 5% ask approach• How to stand out and show personality on LinkedIn• Why building authority takes time• Founder-led marketing and the rise of AI-generated content• Why authenticity could become an even bigger competitive advantage• The reality of leaving employment to build your own business• Jack’s personal formula for success Whether you’re a founder, CEO or business leader looking to build your authority, improve your LinkedIn strategy, strengthen your personal brand or become the go-to name in your industry, this episode is packed with practical ideas on turning visibility and reputation into business growth. ABOUT JACK DYER Jack Dyer is the founder of Storytold, helping CEOs and business leaders build authority through authentic visual storytelling and LinkedIn. Connect with Jack on LinkedIn:https://www.linkedin.com/in/jackjddyer/ Visit Storytold:https://www.storytold.co.uk/ ABOUT BRAND TO SCALE Brand to Scale is the podcast from Alchemy, where Jess Morgan sits down with founders and business leaders to uncover the real stories behind building and growing a business. From branding and business growth to leadership, entrepreneurship and marketing, each conversation gets behind the polished success story to explore the decisions, challenges and lessons that shaped the journey. FOLLOW US Alchemy:https://alchemybranding.studio/ Jess Morgan on LinkedIn:https://www.linkedin.com/in/jessmmorgan/ Subscribe to Brand to Scale for more conversations with founders, CEOs and business leaders about branding, business growth, leadership and building businesses that last. #BrandToScale #BuildingAuthority #LinkedInMarketing #PersonalBranding #FounderLedMarketing #BusinessGrowth #LinkedInStrategy #Storytelling
