Shruti KaushikWise Mango writes LinkedIn content for CEOs and senior executives, and Shruti Kaushik, who founded the studio in 2015 and has written more than 3,600 LinkedIn posts, leads every engagement herself. Posts are drafted from short interviews, matched to a written voice guide, checked by you and, where needed, your communications or legal team, and published from your own account.
The case for executive presence on LinkedIn
Executives are judged by buyers, candidates, investors and their own staff before any meeting takes place, and LinkedIn is where much of that judging happens. The 2024 Edelman and LinkedIn B2B Thought Leadership Impact Report, based on nearly 3,500 management-level professionals in seven countries, found that 60% of B2B decision-makers and C-suite leaders said strong thought leadership makes them willing to pay a premium to work with an organisation, and 73% said it is a more trustworthy basis for judging a company's capabilities than its marketing materials.
The same research shows the risk of doing it badly. Only 15% of buyers rated the thought leadership they read as very good or excellent, and 25% of buyers who came to question a supplier because of its thought leadership ended or significantly reduced the relationship. An executive account that posts bland, obviously outsourced material can do more harm than an empty one.
Measurement is also weak across the market: only 29% of the organisations in the study could link sales leads or wins to specific thought leadership. That is why Wise Mango agrees measures with you at the start rather than reporting impressions alone.
What changes when the client is a CEO
Executive ghostwriting is not founder ghostwriting with a bigger title. The constraints are different, and the process has to account for them.
| Constraint | Why it matters for executives | How Wise Mango handles it |
|---|---|---|
| Approval chains | Posts may need sign-off from communications, legal or investor relations | Approval steps are written into the proposal, with agreed turnaround |
| Disclosure rules | Listed companies and regulated sectors limit what can be said publicly | Drafts avoid forward-looking claims and are flagged for review where needed |
| Time | Executives give minutes, not hours | Short interviews, plus material from talks, memos and podcasts you already produce |
| Voice | A CEO voice must survive scrutiny from staff who know how you speak | A written voice guide built from two discovery calls and your own recordings |
| Account security | Executive profiles are high-value targets | Wise Mango never asks for logins; you publish yourself |
For listed companies, US public-company communications are shaped by rules such as the SEC's Regulation Fair Disclosure, which restricts selective disclosure of material information. Wise Mango does not give legal advice, but its drafting process assumes your counsel or communications lead will review anything touching results, guidance or deals.
Executives Wise Mango writes for
The studio writes for CEOs and founders first, and for other senior leaders whose expertise buyers want to hear directly. The approach adapts to the role:
- CEOs: market point of view, company direction, hiring and culture, lessons from decisions.
- CMOs and heads of growth: how buyers actually behave, what the team is testing, category narratives (CMO page).
- CTOs and product leaders: architecture choices explained for non-engineers, build-versus-buy reasoning (CTO page).
- CFOs: capital efficiency, pricing and planning, written carefully around disclosure (CFO page).
- Executive teams: coordinated programmes so several leaders do not repeat each other (executive teams page).
How an executive engagement runs
- Two discovery calls of 60 minutes with you, and optionally a short call with your communications lead to agree review rules.
- Voice guide and positioning brief setting out the topics you should own, the ones you should avoid, and how you sound.
- A written proposal with deliverables, review rounds, approval steps, fees and exclusions.
- Monthly cycle: a short interview, drafts within the agreed window, your review and any internal sign-off, then you publish.
- Review: each cycle looks at who engaged and what they asked, then adjusts the brief.
Material you already produce, such as keynote transcripts, board letters stripped of confidential detail, podcast appearances and internal memos you are happy to adapt, often supplies most of the raw ideas and keeps the interview time short.
Who writes your posts
Shruti Kaushik founded Wise Mango in 2015 and has written more than 3,600 LinkedIn posts for founders. Her client work includes Sprinklr, Sony, Zee Entertainment, Array Networks and SugarBox (case studies). On the SugarBox Networks company page, reactions rose 642.1% to 1,499 between 28 December 2023 and 26 March 2024 (case study). She was named one of Forbes Game-Changing Leaders in 2025, and her bylines include The Times of India, Business Insider and YourStory.
Options for executive ghostwriting
| Option | Strengths | Trade-offs |
|---|---|---|
| In-house communications writer | Knows the company deeply; on payroll | Rarely has time for one executive's personal voice |
| PR agency | Media relationships, crisis experience | LinkedIn often treated as a channel for press lines |
| Specialist LinkedIn agency | Platform expertise, defined cadence | Writer may rotate; voice can drift |
| Founder-led studio (Wise Mango) | One senior writer for the whole engagement; documented voice | Limited capacity; scope agreed carefully |
Published market ranges for executive programmes are summarised on how much LinkedIn ghostwriting costs; Wise Mango shares its own pricing on a call.
What executives should post about
Most executive accounts fail for one of two reasons: they repeat the company's press releases, or they drift into motivational content that has nothing to do with the business. Neither builds the trust the Edelman and LinkedIn research describes. The posts that work for senior leaders tend to fall into a small number of categories, and a good programme rotates between them deliberately.
| Post type | What it does | Example angle |
|---|---|---|
| Market point of view | Shows you understand where the category is going | Why a common buying assumption in your market is wrong, with your reasoning |
| Decision stories | Shows judgement, the thing buyers and boards pay executives for | A choice you made, the alternatives you rejected and what you learned |
| Customer problems | Shows you know the buyer's world, without naming confidential accounts | The question customers asked most this quarter and how you answer it |
| Team and hiring | Supports recruiting and retention | What you look for in a senior hire and why |
| Responses to news | Places you in current industry conversations | A considered take on a regulation, funding trend or market shift |
Each type is drafted from interview material, so the opinions are yours. Wise Mango's job is to find the specific detail in what you say, the number, the rejected option, the customer's exact words, and build the post around it. Specificity is what separates executive thought leadership that buyers rate highly from the 85% that, by the study's numbers, they do not.
Cadence
For most executives, two to three strong posts a week is more sustainable than daily posting, and consistency over months matters more than any single post. Cadence is set in the proposal and revisited at each review, based on what is producing relevant conversations rather than on reach alone.
Articles and newsletters
Some executives benefit from longer pieces: a LinkedIn article or newsletter edition each month that sets out a fuller argument, with shorter posts pointing back to it. Longer pieces also give journalists, event organisers and AI answer engines something substantial to quote, which shorter posts rarely do.
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Common questions
What does a LinkedIn ghostwriter for executives do?
They interview the executive, shape a point of view, draft posts and articles in the executive's voice, edit them and route them for approval. At Wise Mango, Shruti Kaushik does this work herself and the executive publishes from their own account.
Can my communications or legal team review posts?
Yes. Review steps and turnaround times are written into the proposal before work starts.
How much of the executive's time does it take?
Two 60-minute discovery calls at the start, then a short monthly interview and a quick review of drafts. Existing talks and podcasts can cut interview time further.
Does Wise Mango need my LinkedIn password?
No. Wise Mango never asks for logins and never automates posting or engagement. You publish yourself.
How much does executive ghostwriting cost?
Published third-party ranges for executive programmes run from a few thousand to well over ten thousand US dollars a month. Wise Mango shares its own pricing on a call after scoping.
Sources and methodology
Survey statistics come from Edelman's published summary of the 2024 Edelman and LinkedIn B2B Thought Leadership Impact Report. Regulation FD is described from the SEC's own guidance. Wise Mango figures come from its own records.