The Modern Executive’s Communications Playbook

Ted Merz spent 32 years at Bloomberg. He started as reporter #15 and ended as Global Head of News Product.In this episode, Ted breaks down how storytelling became his next career. He shares the turning point after getting fired, the content habits he developed, and how that turned into Principals Media, a company helping executives build real audiences through honest stories.We talk about founder content, comms vs. brand, what most ghostwriters get wrong, and the difference between vulnerability and clarity.Topics we cover in this episode:- The truth about getting laid off at 57 (and what came next)- How LinkedIn became a proving ground for executive content- Why most founder content sounds like it was written by ChatGPT- What Bloomberg taught Ted about voice, clarity, and leadership- The difference between being vulnerable and being honest- Why memorability is more important than engagement as metric- How ghostwriters can help execs find their POV (not just polish)- The real ROI of storytelling is reputation, not reachPerfect for:- Founders and execs trying to grow on LinkedIn- Comms teams turning leadership into creators- Ghostwriters building long-term client relationships- Anyone starting over and using content to get back in the gameConnect with Ted:- Ted’s LinkedIn: https://www.linkedin.com/in/ted-merz-cfa-b711257/- Principals Media: https://www.principalsmedia.com/Connect with me:Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 From Bloomberg to LinkedIn: how storytelling became the next chapter02:30 Getting laid off at 57 with no plan05:00 Going viral with real stories (and no strategy)07:45 Why so much founder content feels generic09:30 What ghostwriters should be doing for execs12:15 The Bloomberg comms lessons that stuck14:45 The danger of over-polished “vulnerability”17:10 What metrics Ted cares about (and what he ignores)20:20 Starting Principals Media: from DMs to clients23:00 Helping execs write without dumbing it down25:30 Why founder content is just good leadership in public27:40 How writing helped Ted clarify what came next30:00 If you want to start posting this is what you should start with#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org