00:00You've probably seen this guy on your LinkedIn feed.
00:03And it also reminds me of investing.
00:06John Gray is the president and COO at Blackstone.
00:09He's also the heir apparent to the top job at the world's largest alternative asset manager.
00:14But instead of polished suit and tie posts, his LinkedIn feed is full of running gear and selfie videos.
00:19Gray will share behind-the-scenes recaps, investing advice, and travel tips for his more than 300,000 followers.
00:26He's a case study in what the modern corner office now demands,
00:29a chief executive who doubles as a creator-in-chief.
00:32But Gray describes himself as an accidental influencer and told me he originally started sharing these updates in his family's
00:39group chat.
00:39So they'd remember I exist.
00:42But now they've evolved into a low-budget but effective strategy for Blackstone's brand.
00:46He's even been called the Forrest Gump of LinkedIn.
00:49And he helps produce the firm's elaborate holiday video, which is now an annual viral tradition.
00:54Not every executive wants to be a LinkedIn influencer.
00:58But Gray's approach makes one thing very clear.
01:01Building trust now means actually showing up in people's feeds.
01:04Feel free to set a video at places where they are going to get to see them.
01:04So let's do it in person that will be a future update.
01:04Now here's what's called in person that's called Significance.
01:04Here's what I'm doing.
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