By: Travis Hutton

The loudest person in the room isn’t always the most respected. Research suggests that today’s most trusted business voices are often the quiet ones. The experts. The operators. The founders who speak when they have something to say, not just something to promote.

Substance Is Gaining Ground Over Style

Audiences appear to be tuning out the noise. Flashy branding, big personalities, and constant self-promotion may have reached their limit. What people seem to want now is clarity, consistency, and proof.

A recent survey found that journalists are more likely to respond to pitches that offer clear data, credentials, or expert insights, rather than those relying on catchphrases or personality. It’s all about delivering value.

This shift seems to be giving rise to a new kind of media voice—thoughtful professionals who know their subject and share it in ways that help others make smarter decisions.

More Real Experts Are Stepping Forward

For years, many skilled professionals avoided the media. They were too busy building. Too focused on the work. Now, many are stepping into the spotlight—not to chase fame, but to shape the narrative around their expertise.

For example, a manufacturing consultant in Detroit never considered herself a public figure. But after sharing a LinkedIn post about how a factory saved a significant amount in supply chain costs, she was featured in a logistics trade magazine. That article opened doors to several contracts worth a substantial amount.

Quiet doesn’t mean invisible. It means selective. And that’s increasingly what business media wants.

Authority Stems From Action

Quiet professionals often have the one thing the media craves—results. They can talk about what they’ve done, not just what they plan to do. That kind of authority often translates into earned coverage, especially in industries like healthcare, finance, construction, and logistics.

It also resonates with readers. People appear tired of unsubstantiated claims. When someone with a demonstrated track record explains how they’ve solved a problem, it earns attention that lasts longer than any hype cycle.

That’s why many of these professionals are using Hermes Wire to share their voice. Hermes Wire, founded in 2023, helps professionals and founders distribute their story, insights, or company updates in trusted media outlets. For quiet experts who don’t want to pitch journalists or chase clicks, Hermes Wire provides a way to get visibility without changing who they are.

Less Performance, More Evidence

Quiet professionals aren’t trying to become influencers. They’re becoming trusted sources. And media outlets are increasingly seeking that. Whether it’s breaking down a technical process, offering market insights, or showing how they helped a client, these stories build long-term credibility.

For example, a cybersecurity lead in Toronto published a straightforward explainer on email spoofing, without any branding or flashy videos—just helpful content. The piece was picked up by several outlets and even cited by universities in course material. As a result, his name is now prominently associated with that topic in online searches.

That’s the power of showing your work.

What This Could Mean for Business Media

This shift appears to be changing the tone of business coverage. There’s growing interest in useful, practical stories from people who actually do the work rather than hype-driven profiles. It’s a return to substance—and it’s proving effective.

Business Insider, Inc., and Fast Company have all expanded their expert contributor and commentary programs over the past year. They’re not looking for celebrities. They’re looking for credibility.

Quiet professionals are gaining recognition—and it’s about time. They’re the ones building, solving, and leading behind the scenes. Now, business media seems to be catching up. Not everyone wants to be loud. But everyone can be heard, especially when what they’re saying actually matters.

Published by Joseph T.