Will personal brands matter more than CVs in the next 5 years?

Everywhere I look, I see founders and operators investing heavily in their personal brand:

• LinkedIn posts every day

• X threads

• Podcasts, YouTube, newsletters and substacks too

Meanwhile, their CV or portfolio gets updated maybe once a year.

I’m wondering if we’re heading into a world where your online signal (what you say, who engages with you, what you ship publicly) will matter more than any formal CV or resume.

At the same time, there’s a risk of confusing “being visible” with actually being good at your craft.

How do you see it? And If you had to choose, would you invest more in your personal brand or in deep skills that nobody sees?

From a revenue perspective, I’m curious if the strongest personal brands will automatically own more deal flow and pipeline, or if there’s still room for quiet experts to win.