Unfortunately I cannot tell you how Booz has used it internally or how they have leveraged it with customers and prospects.  No doubt there are some examples of how powerful it has been in these instances.  What I can gauge is that since its inception, the study has been mentioned in more than 150 publications in 27 countries, including The New York Times, The Wall Street Journal and the Financial Times. It has also received numerous awards and has no doubt been presented at numerous conferences.

Every year the study has produced quantifiable insights and lessons for companies so that they can make more productive use of their R&D dollars.  How this translates practically is supported by a page of case studies that outline how the company’s innovation insights, advice and solutions have helped clients.

On the face of it Booz is using this thought leadership position to good effect.  They are sharing it online, they are giving it to clients and prospects to help their businesses and they are no doubt leveraging it to great effect internally and with their clients and prospects.  Importantly, they continue to build expertise around the topic for the company and for the team involved.

The innovation experts

For example Barry Jaruzelski, who leads the company’s innovation practice is frequently quoted in publications like The Wall Street Journal, the Economist, the Financial Times, and The New York Times on the technology industry and the challenges of innovation. He often appears as an expert commentator on ABC News, CNBC, NPR and the BBC.

What a great position to be in to be able to share insights and knowledge that will benefit your client or prospect instead of having to try and ‘sell’ to them.  What a great way to build trust and confidence in your brand and your people’s expertise.  What fertile media material to generate coverage and what a superb platform and position - the innovation experts.

This is thought leadership that ticks just about every box.

More importantly, innovation is a wonderful value with which to be aligned as a business and because of the work they have done in this space, Booz & Company has achieved just that.