CEOs, founders, and executive-level SMEs are some of the most powerful voices your brand has at its disposal. So why don't more marketing teams take advantage of the top-tier minds in their organizations? The most common answer among executives is "I don't have time". The real answer is that they don't make it a priority. People often ask how Refine Labs gets so much traction on LinkedIn or on the State of Demand Podcast. The answer: Senior leadership sets the tone and shows what "good" looks like by creating content in dark social channels regularly. The rest of the team sees that and follows suit. In this episode, Chris talks about how he finds time to be active inside dark social channels while still managing the day-to-day responsibilities of a CEO in a rapid-growth company.