Online Courses Turning CEOs into Media Brands

The internet has changed how authority is built. For CEOs and founders, personal branding used to mean being quoted in a trade magazine or speaking at a niche conference. Today, it often means launching an online course, growing a direct audience, and transforming into a media brand with influence beyond the core business.

What started as a tactic for coaches and creators is now shaping the trajectory of company leaders. Business professionals are starting to notice the shift—when a founder releases a course, it no longer looks like a side project. It signals confidence in their knowledge, reach, and ability to communicate at scale. In many ways, it is becoming the modern equivalent of publishing a book—but more direct, engaging, and profitable.

The Rise of CEO-Driven Courses

Online education is now a $350 billion industry, and it is not just universities or e-learning platforms participating. Founders of companies across industries are stepping in to teach what they know—how they scaled, hired, failed, or raised capital. The course becomes a living, branded asset that extends their influence.

Take Codie Sanchez, founder of Contrarian Thinking. Her online courses around small business investing do more than just generate revenue. They drive exposure for her brand, fuel deal flow, and reinforce her authority in a niche where content is often dry or technical. The course becomes the flywheel.

Or consider Shaan Puri, formerly of Twitch and now a prominent podcaster and investor. His online course, “Power Writing,” teaches people how to write with clarity and impact. That offering has grown his mailing list, built community, and created a channel that generates both income and opportunity.

These examples point to a growing shift: the CEO as content engine. What used to be considered a marketing function now sits squarely in the personal domain of the leader.

Building an Audience Outside the Company

One of the most significant advantages of launching a course is audience ownership. Rather than relying solely on LinkedIn impressions or podcast guest spots, CEOs who teach build email lists, community platforms, and digital ecosystems that they control.

This becomes a hedge against algorithms and market noise. More importantly, it becomes a growth vehicle that operates independently of the core business. A well-executed course brings new inbound attention, often from people who would never have otherwise engaged with the founder’s primary product or service.

This is especially relevant for leaders of B2B companies where brand affinity is rarely built through direct consumer channels. Teaching pulls the curtain back. It puts a face to the name, a tone to the leadership, and a perspective to the strategy. That creates emotional connection, which is difficult to build through white papers or sales decks alone.

The Business Model Is Changing

Courses are also reframing how CEOs think about monetization. While many launch free or low-cost offerings to build trust and reach, others position their education as premium content—just like their time.

Dan Martell is a good example. His course and coaching platform, SaaS Academy, reaches founders across the software space. That media component now plays a central role in his ecosystem of influence, which includes investing, advisory work, and a popular YouTube channel.

In this context, the course is not the product—it is the gateway. It filters out tire-kickers and pulls in founders serious enough to invest in their learning. That signal makes the rest of the funnel more efficient, whether the end goal is consulting, recruiting, capital, or M&A opportunities.

Many are now integrating online learning directly into their business development process. The course becomes part of how companies qualify leads, train partners, or onboard customers. It is an educational layer that serves both marketing and operational goals.

Authenticity Over Perfection

One reason courses resonate today is that they feel real. A CEO recording a module on how they pitch investors or handle customer churn is more compelling than a polished keynote. People want to hear the version that feels lived in—not just packaged.

This is where media-style branding separates itself from old-school PR. The leader is not hiding behind the company. They are stepping forward as the product. Their voice, mistakes, humor, and frameworks become part of the appeal.

Many use casual setups—home studios, webcams, whiteboards. What matters is not production value but connection. That sense of “being in the room” turns a simple online course into a relationship-building tool.

Jaclyn Johnson, founder of Create & Cultivate, used this strategy as she built a brand focused on empowering female entrepreneurs. Her online content was not overly polished, but it was direct, personal, and filled with lessons that made her audience feel seen. That trust translated into a multi-million-dollar media company and community.

When the Course Becomes the Brand

In some cases, the course outgrows the original business. What starts as a teaching product evolves into a personal brand empire. Speaking gigs, sponsorships, product collaborations, even book deals follow.

This is not just happening with solo operators. Even corporate leaders are taking the leap. When Scott Galloway started putting out business education videos, they were initially tied to NYU and his academic work. But his direct tone, sharp opinions, and media approach built something bigger—his platform now reaches millions and plays a role in his startup investing and advisory work.

The ability to teach at scale gives business leaders leverage. It also creates opportunities beyond their current role. A course that gets traction can spark the creation of a personal brand that stands independently, which is powerful in today’s volatile markets.

Barriers Are Lower Than Ever

Technology has made it easier to launch a course than most people realize. Platforms like Teachable, Thinkific, and Kajabi allow for fast setup with no coding knowledge. Others use Notion, Loom, or Zoom recordings as minimum viable content.

There is also a rising ecosystem of support—freelancers who help script, design, or market a course without needing a full-time team. The friction is not in the tools—it is in the mindset.

Many CEOs hesitate because they feel the content must be perfect. But the market does not demand perfection. It demands value, delivered in a way that respects the learner’s time. Leaders who commit to just getting started often find that their audience is more forgiving—and more engaged—than they expected.

It Is Not Just About the Money

Of course, courses can be profitable. But what many CEOs are finding is that teaching delivers a different kind of ROI. Clarity of thought. Visibility in new spaces. Feedback loops that shape future business decisions. It becomes a way to organize knowledge and connect in a human way.

It also gives back. Many leaders teach not just to grow their brand, but because they remember what it was like to be in the early stages. Sharing what they know becomes a form of leadership. And unlike social media, courses let them go deeper.

The structured format encourages thoughtfulness. It invites reflection on what has worked, what has not, and what truly matters. In a noisy business world, that clarity is worth a lot.

Closing Remarks

The shift toward CEOs as media brands is not just about visibility—it is about influence. Online courses give business leaders a way to codify what they know, build direct audiences, and unlock new streams of opportunity. Whether used to drive revenue, grow community, or sharpen their own thinking, teaching is becoming a strategic asset. For those willing to step into the spotlight, the payoff goes far beyond clicks or cash. It becomes part of how leadership is defined in a digital-first world.