In this Daily Hint, Jens Heitland explains why CEO thought leadership positioning linked to a commercial engine works very differently from a traditional marketing campaign, and why communication and marketing teams in large organizations often hesitate to believe in its value until they see it in practice. Drawing on nearly thirty years inside large European organizations, Jens describes how a focused three-month period of CEO positioning allows organizations to observe the commercial leverage of a well-positioned CEO voice in an external-facing environment, see a measurable return on investment, and decide on the basis of evidence whether to continue the work internally or with outside support.