# Build the authority behind your name.
> Executive reputation and AI reputation management for founders, CEOs, investors and public figures: narrative, entity, evidence and how AI describes you.
- Page: https://mohammedteto.com/leaders/
- Language: en — French version: https://mohammedteto.com/fr/dirigeants/
- Author: Mohammed Teto (https://mohammedteto.com/#person)
- Published: 2026-10-07
- Updated: 2026-10-04
For founders, executives, investors, experts and public figures, reputation is now assembled across search results, media coverage, professional profiles, public records and AI-generated answers. The strongest profile is not the loudest. It is the clearest, best evidenced and most consistently understood.
This engagement works on the sources that search engines and AI assistants such as ChatGPT, Gemini, Perplexity and Claude draw on, so that a leader can be described accurately, from sources that can be verified. Mohammed Teto builds that foundation for founders, executives, investors and public figures: a precise narrative, a consistent entity, documented evidence and credible third-party sources. The discipline itself is explained in [the guide to executive reputation](https://mohammedteto.com/executive-reputation/).
## Who this is for
This work is for people whose name carries decisions: an investment, a hire, a partnership, a board seat, a public mandate.
- **Founders and CEOs** whose credibility is examined before a round, a sale or a senior hire.
- **Executives and board members** whose record is spread across several companies, countries and languages.
- **Investors and partners** who are searched by the founders and co-investors they want to work with.
- **Experts and advisors** whose authority exists in practice but not yet in the sources that machines read.
- **Public, institutional and cultural figures** who need an accurate record, not more exposure.
It is not built for audience growth, follower counts or fame. If the goal is to be louder, this is the wrong service. Four of these profiles have a page of their own, on what is specific to each record and where the approach does not fit: [founders and CEOs](https://mohammedteto.com/audiences/founders-ceos/), [executives and board members](https://mohammedteto.com/audiences/executives-board-members/), [investors and family offices](https://mohammedteto.com/audiences/investors-family-offices/) and [experts and advisors](https://mohammedteto.com/audiences/experts-advisors/).
## How AI systems decide what to say about a person
An AI assistant does not hold an opinion about you. It assembles an answer from what it learned in training and, when it searches the web, from the sources it retrieves at that moment. Three observations explain the result.
**It reads entities, not only pages.** The system tries to resolve who you are: your name, roles, organizations, dates and the relationships between them. When those signals disagree from one source to the next, the answer becomes vague, outdated or attached to someone else with the same name.
**It draws on a narrow set of sources, which differs by engine.** An analysis of 680 million AI citations reported in Status Labs' 2026 white paper found that Wikipedia accounts for 47.9% of the citations going to ChatGPT's ten most-cited domains. The same white paper reports research in which only 11% of domains appear in both ChatGPT and Perplexity answers to similar queries ([Status Labs, 2026](https://statuslabs.com/whitepapers/ai-and-the-future-of-reputation-management-2026)). Your own website matters, but it is rarely enough alone, and each engine trusts a different mix of sources.
**It rewrites the question before answering it.** In its analysis of five million query fan-outs in April 2026, Peec AI found that ChatGPT ran 2.1 web searches per question on average and added words the user never typed: "reviews" is among the words it adds most often, and it added the current year in 5.44% of prompts ([Peec AI, 2026](https://peec.ai/blog/patterns-we-see-in-chatgpt-query-fanouts)). A question about you can become a comparison with your peers. These figures come from commercial providers and describe their own samples: they indicate a direction, not a universal measurement.
The practical consequence: a leader can rank first on Google for their own name and still be described poorly, or left out, when someone asks an AI assistant who the credible people in their field are.
## What I build with you
Eight workstreams, scoped to what your situation requires. This is the full range of the work; what the starting fee covers is set out under Investment below. The discipline itself is explained in [what AI reputation is, and how it is managed](https://mohammedteto.com/ai-reputation/).
- **Executive narrative and positioning** The role, the field and the point of view you can credibly own, in vocabulary others will repeat.
- **Entity and knowledge footprint** One unambiguous identity across the web: names, titles, organizations, dates and structured data such as [schema.org Person](https://schema.org/Person) markup and, where the notability criteria are met, a [Wikidata](https://www.wikidata.org/wiki/Wikidata:Introduction) entry.
- **Biography and profile architecture** A reference biography in several lengths, then alignment of every profile that carries your name.
- **Owned and third-party source strategy** Which sources should exist, which need correcting, and which independent publications can legitimately speak about your work.
- **Thought-leadership system** A small number of substantial pieces that demonstrate expertise, in place of a publishing calendar.
- **SEO, AEO and GEO specifications** The technical requirements that make accurate information easy to find, extract and cite. Implementation beyond the starting scope is quoted separately. See [how the disciplines of AI visibility fit together](https://mohammedteto.com/ai-visibility/).
- **AI representation baseline** A recorded baseline of what each assistant says about you. Tracking accuracy, citations and comparisons over time is the optional monthly engagement, AI Reputation Intelligence.
- **Reputational governance and issue correction** A process for outdated, incomplete or wrong information: who notices, what gets corrected at the source, and in what order.
Each workstream maps to a layer of [The Authority Architecture System](https://mohammedteto.com/method/), the six-layer method behind every engagement.
## Executive reputation and personal branding compared
These two services are often confused. They answer different questions.
| Criterion | Personal branding | Executive reputation and authority |
|---|---|---|
| Core question | How do I become more visible? | Is what the world and AI understand about me accurate and well evidenced? |
| Main output | Content and audience | Narrative, entity, evidence and sources |
| Measured by | Reach and followers | Accuracy, citations and how you are compared |
The two can coexist. The full comparison, including what changes with AI assistants and which one to start with, is in [executive reputation and personal branding](https://mohammedteto.com/compare/executive-reputation-vs-personal-branding/). A crisis or a harmful item calls for specialist repair and legal counsel first: that case is set out in [reputation repair and authority building](https://mohammedteto.com/compare/reputation-repair-vs-authority-building/). Authority work then contributes to a clearer, verifiable public record.
## How to choose an executive reputation advisor
Whoever you work with, these questions separate serious practice from promises.
1. **Do they start with a baseline?** You should see what search engines and AI assistants say about you today, with dates and the exact prompts used, before any work is proposed.
2. **Do they work on sources or only on content?** Publishing more on your own channels rarely changes how an assistant describes you. The work has to reach the sources it trusts.
3. **Do they refuse to guarantee outcomes?** Nobody controls a model's output. An advisor who guarantees a ChatGPT recommendation or a first position is selling something they do not own.
4. **Can they do the technical work?** Entity signals, structured data and search architecture are implementation work, not advice.
5. **Who does the work?** Ask who will lead it and who will have access to sensitive information about you.
6. **How is discretion handled?** A reputation engagement should not become a case study without your written approval.
## What can and cannot be controlled
**Within your control:** what you publish, how consistent your profiles are, the structured data that describes you, the quality of the evidence behind your claims, and the corrections you request from sources that are wrong.
**Open to influence:** which independent sources write about your work, how search engines rank those sources, and which of them AI assistants retrieve.
**Outside anyone's control:** the exact wording of an AI-generated answer, the moment a model is retrained, and whether a given assistant names you for a given question.
I do not sell the third category. The engagement is designed around the first two, and measured against a baseline so that change is observable. How a wrong statement is corrected at its source is set out in [how inaccurate information is corrected](https://mohammedteto.com/executive-reputation/#corrections).
## Investment
**Executive Authority Build** — **Starting at $18,000 USD**
- **Billing** One-off fixed-fee engagement.
- **Indicative duration** 10 to 12 weeks.
- **Scope at the starting price** One leader, founder, expert or public figure; one language and one market; narrative, entity file, biography, canonical page, up to four reference assets, profile alignment and SEO, AEO and GEO specifications.
- **What is not included** Press relations, media placements, video production, native translation, legal advice, data purchases, third-party tools, out-of-scope development and travel are not included unless agreed in writing. A second market, a second language, several leaders, an active crisis, a large volume of content or a multi-entity architecture are quoted separately.
All amounts are in US dollars (USD), excluding taxes and third-party costs. These fees do not include any guarantee of ranking, citation, recommendation by an AI system, removal of legitimate content or media outcome.
[See every engagement, fee and term](https://mohammedteto.com/investment/)
A Build above $15,000 USD can be paid in three installments: 50% at launch, 30% at interim validation and 20% on delivery. If a Build is commissioned within 30 days of the presentation of the assessment findings, the validated assessment work is deducted from the Build fee, up to $4,500 USD.
## How an engagement works
1. **Private Authority Assessment.** A confidential review of your current visibility, entity consistency, sources and narrative risk, with a prioritized map of what to address. [Request a private assessment](https://mohammedteto.com/private-assessment/).
2. **Executive Authority Build.** Positioning, biography and profile system, entity foundation, evidence and source strategy, and technical specifications. It is a project paid once, not a subscription.
3. **AI Reputation Intelligence.** Optional. Ongoing monitoring of how you are represented and cited, with prioritized actions as the picture changes. The two monthly options are described on the [AI Reputation Intelligence page](https://mohammedteto.com/ai-reputation-intelligence/).
I lead each engagement directly, with outside specialists where a matter requires it. More on that in [the background and standards behind this practice](https://mohammedteto.com/about/). If the authority in question belongs to a company as much as to a person, the parallel path is [reputation and authority for organizations](https://mohammedteto.com/organizations/).
## Frequently asked questions
### How do AI assistants decide what to say about a person?
They combine what the model learned during training with sources retrieved by web search at the time of the question. They look for a consistent identity, corroborated facts and sources they consider reliable. Where the signals are thin or contradictory, the answer is generic, outdated or absent.
### How long does it take for AI answers to change?
There is no fixed timeline. Assistants that search the web can reflect corrected or new sources once those are indexed and retrieved. Without live web access, an answer may rely on information captured earlier; timing and coverage vary by provider and model. This is why the work starts with sources and is tracked against a dated baseline.
### Can you guarantee that ChatGPT or Gemini will recommend me?
No, and no one can. AI answers vary with the question, the user, the engine and the day. What the work changes is the quality and consistency of the evidence these systems draw on, which is the part that can be built and measured.
### Who carries out the work?
Mohammed Teto leads each engagement and remains the accountable expert throughout. Outside specialists are brought in where a matter requires it, for example in public relations or legal matters.
---
Understand how search and AI currently interpret your authority. Request a confidential assessment of your visibility, entity signals, narrative consistency and source authority.
[Request a Private Assessment](https://mohammedteto.com/private-assessment/)