Over the greater part of a year, I’ve seen thought leaders emerge across the sports and entertainment landscape. They’ve emerged at virtual conferences and panels. They’ve appeared as guests on podcasts. They’ve shared their views on platforms like LinkedIn, Instagram and Twitter. 

They didn’t show up just once or twice. They shared their insights consistently, with courage and conviction. And that’s not an easy thing to do.

Many thought leaders in the sports business reside in the C-suite at teams, properties, media outlets or brands, which is not surprising. These individuals have earned their place in the spotlight—and in many cases, they tend to have a communications team keeping them visible. 

Industry leaders like Scott O’Neil of Harris Blitzer Sports & Entertainment have kept a steady beat of content pouring off of their personal branding channels during the pandemic. Elisa Padilla, an award-winning CMO who has overseen the evolution of iconic brands like the Brooklyn Nets, Barclays Center and Miami Marlins, launched a live interview series on Instagram when she found herself furloughed in March. 

Other prominent thought leaders fit a different mold—one I refer to as the founder archetype. Many of these ‘founders on the fringes’ have built businesses on the power of their own personal networks, and during the pandemic, they let their leadership mentality shine as the world ailed. 

Molly Arbogast, President and CEO of POV Sports Marketing, boldly shared her viewpoint with the media throughout the pandemic, carving out a niche for herself as an expert in the sponsorship make-good marketplace. I believe she refers to it as ‘make-good madness.’ Michael Rasile, founder of Our Athletes, launched a podcast serving sports business leaders that has seen over 200 episodes.

You see, there is a stark distinction between a leader who leads with content and a leader who does not. The leaders who are writing, speaking and sharing their views— COVID or not—are being seen and heard. And this is a difference maker when it comes to not only building and maintaining a solid reputation, but also driving business growth. Because when you are consistently being seen, you are by no accident building a following. And your following will be the constant that holds you, your business and your people up through good times and bad. 

In this realtime game of thought leadership jump ball, it is the individuals who continue to innovate through adversity and change that are thriving in spite of things. Their businesses tend to remain in growth mode, because these leaders know no other gear. To them, growth is a mindset, and leadership is a lifestyle.

Amie Sheridan is the founder of WINS.media, a strategic PR and communications firm built by women to elevate the visibility of leaders in sports and entertainment. To learn more about the WINS Media Membership for women visit wins.media/membership.

This article originally appeared in Street & Smith’s Sports Business Journal Unpacks Newsletter. Click to view the original version.