#Thought Leadership Tweet – what space has already been claimed?

Thought leadership is not merely an opinion, opinions are everywhere and everybody has one, instead, thought leadership should be based on evidence/data/research.  I cannot stress enough how important research is for a thought leadership campaign to succeed.  And critically it should be across a number of areas.

First research the space you want to own, who else is covering this and are they doing it well – you don’t want to compete in an already overcrowded space unless you have something really different or a unique angle to share.  Then most importantly research the key issues affecting your clients’/consumer’s lives – Tweet #67 in the book asks: “What key trends are impacting your clients? Can these inform your thought leadership or is someone else already providing insights on these?”

The tweet prompts under this section in the book will help you in your discussions on where your focus should lie.  For example would you take on Dove on real beauty or IBM on a smarter planet?  Probably not as you would face an up-hill battle.

Thought leadership and content curation

The chapter also covers off our views of content curation and where it fits in the thought leadership mix.  If you are curating other peoples content and you want to use it to help drive a thought leadership position, you’d better be sure that you are adding something new or something of value to your clients if that is the case.  After all since when was merely collating other people’s content thought leadership?!

Our view is that content curation does two things:  It adds value to a conversation about a topic by assimilating a range of information on that topic, and; it can help you discover, inform and articulate your thought leadership point of view.

#Thought Leadership Tweet 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign covers the seven essential elements of a thought leadership campaign. I have covered off on some of these in previous posts and in the new year I will conclude with the final two.

Already covered in this series:

1. Your guide to winning the content war and what is thought leadership? Covered in past post.
2. What does it take to become a thought leader? Covered in past post.
3. What impact do you want to achieve? Covered in past post.
4. How will you know you’ve succeeded? Covered in past post.
5. What space has already been claimed? Covered in this post.

Still to come:

1. What will be your unique point of view? Still to come…
2. What’s your communication strategy? Still to come…

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

#Thought Leadership Tweet – how will you know you’ve succeeded?

One of the classic errors of a thought leadership campaign is a) not having campaign objectives clearly defined up front and b) not continually measuring and making informed adjustments to your campaign along the way.

The tweet prompts under this section in the book help you in your discussions around how best measure, evaluate and recalibrate your campaign.

The following tweets will give you an example:

Tweet number 54: “How do you plan to measure the internal (not just external) effects of your thought leadership campaign?”

Tweet number 56: “Have you created and communicated a detailed briefing document for all the parties involved, outlining expectations and deliverables?”

Finally be wary of measuring only the normal stuff like media coverage, speaking engagements and the like.  What you want to be measuring is the impact your campaign is having in steering clients and customers towards territory that will have major benefits for them and for you.

#Thought Leadership Tweet covers the seven essential elements of a thought leadership campaign.  I have covered off on some of these in previous posts but over the course of the next few weeks I will be adding to these in more detail.

1. Your guide to winning the content war and what is thought leadership? Covered in past post.
2. What does it take to become a thought leader? Covered in past post.
3. What impact do you want to achieve? Covered in past post.
4. How will you know you’ve succeeded? Covered in this post.
5. What space has already been claimed? Still to come…
6. What will be your unique point of view? Still to come…
7. What’s your communication strategy? Still to come…

Look out in the next few days for the next blog piece in this series covering #Thought Leadership Tweet which will touch on how to identify what space has been claimed.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

#Thought Leadership Tweet – what impact to you want to achieve?

Tweet number 41 in #Thought Leadership Tweet probably best captures the essence of what you should be trying to achieve with your thought leadership: “Do you clearly understand your client’s issues and what keeps them awake at night?  Will your thought leadership address some or all of them?”

While most companies think about themselves when it comes to thought leadership they should be turning it around and focusing on what’s in it for their clients.  As the late Dr Stephen Covey said: “Begin with the end in mind.” And that end should be what matters to your clients.

Being a thought leader is not something you claim, it is something bestowed upon you by an audience.  To achieve this you need to be sure that you have done your homework, followed a rigorous process and ensured that the point of view you are developing has relevance to your most important market.

A great starting point for a thought leader is START IP

I first covered START IP in my book Brand Stand: seven steps to thought leadership published in 2009.

Essentially there are seven steps which will help you in your journey to creating maximum impact for your campaign.  They are:

1. Scan the online environment and the market in which your clients operate to help identify their issues and challenges. Scan the competitors to ascertain what their thought leadership or content position is.  Remember it is far more difficult to compete in an already crowded space.
2. Track your competitors to ascertain their thought leadership and content positions.  Remember it is far more difficult to compete in an already crowded space.
3. Analyse your ‘true north’ i.e. your vision and values and let them help guide your choice of a thought leadership position.
4. Research new points of view or review your intellectual property and see whether you can drive a thought leadership position around this or whether you can repackage and reinvigorate this IP to deliver great thought leadership content to your market.
5. Trends – understand the trends impacting your clients or target market and drive your thought leadership position around addressing these and thereby adding value to your market that goes beyond your product or service.
6. Identify a thought leadership champion.  You need someone to own and take your point of view to market but ensure they are involved from the beginning, that they are coached in how to deliver the story.  The second part of this is to include other members of the team across all disciplines so they can become word of mouth advocates and ambassadors for the thought leadership point of view.  This done well can have a remarkable impact on the morale of the business and pride of employees in their brand.
7. Panel – identify an independent panel outside of the organisation who  can add that much needed third party, objective advice and act as a sounding board for your campaign.

#Thought Leadership Tweet covers the seven essential elements of a thought leadership campaign.  Over the course of the next few weeks I will go into each one in more detail.

1. Your guide to winning the content war and what is thought leadership? Covered in past post.
2. What does it take to become a thought leader? Covered in past post.
3. What impact do you want to achieve? Covered in this post.
4. How will you know you’ve succeeded? Still to come…
5. What space has already been claimed? Still to come…
6. What will be your unique point of view? Still to come…
7. What’s your communication strategy? Still to come…

Look out in the next few days for the next blog piece in this series covering #Thought Leadership Tweet which will touch on how to know you’ve succeeded with your thought leadership campaign.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

#Thought Leadership Tweet – what does it take to become a thought leader?

The best way to introduce this topic which is covered in section one of #Thought Leadership Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign, is to quote Eric Wittlake, senior director of media at Babcock & Jenkins: “Everyone wants to be a thought leader today, but can they?”

Those under the illusion that thought leadership is a white paper, a bit of random content there or some curated content over here need to think again.  This random approach to content will never cut it and in the process time, money and valuable resources are wasted for little effect.

Becoming a thought leader requires a planned and disciplined approach.  To start there some preliminary questions anyone person or organisation embarking on this journey should ask.  In #Thought Leadership Tweet we make it easy by posing these questions for you.  For example #Thought Leadership Tweet no 2 asks: “Have you defined clearly what thought leadership means to your organization and what you want to achieve from it?”

This is a key question as it:

1. Helps you deliver a strategic framework from which to work
2. Aligns the campaign with your business objectives
3. Gives you a benchmark from which you can measure and evaluate your campaign

A successful thought leadership approach needs three things

When you are ready to embark on your first steps towards a thought leadership approach there are three areas on which to focus your discussions:

1. What type of environment do you need in order to foster a culture of thought leadership?
2. How does this campaign align with your overall vision and mission?
3. Do you have the right people involved at the most senior level and across disciplines?

#Thought Leadership Tweet no 21 illustrates just one of these questions: “Which members of your team will challenge your organization’s assumptions in order to engage in truly breakthrough thinking?”

I leave you with this thought: If you find people courageous enough to take your organization and clients into previously unexplored territory, trust them and back them with the right resources.

#Thought Leadership Tweet covers the seven essential elements of a thought leadership campaign.  Over the course of the next few weeks I will go into each one in more detail.

1. Your guide to winning the content war and what is thought leadership? Covered in past post.
2. What does it take to become a thought leader? Covered in this post.
3. What impact do you want to achieve? Still to come…
4. How will you know you’ve succeeded? Still to come…
5. What space has already been claimed? Still to come…
6. What will be your unique point of view? Still to come…
7. What’s your communication strategy? Still to come…

Look out in the next few days for the next blog piece in this series covering #Thought Leadership Tweet which will touch on what impact you want to achieve.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

#Thought Leadership Tweet – your guide to winning the content war

On reading ‘#Thought Leadership Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign’, David Meerman Scott best-selling author of The New Rules of Marketing and PR had this to say: “This book echoes my view that people don’t care about products! Thought Leadership engages buyers about what matters to them, not your ego.”

And therein lies the clue to this book. Many organisations are squandering time, money and effort on thought leadership initiatives that do not move the needle in terms of establishing a differentiated brand identity, trust and a loyal following.

To win the content war requires smart thinking and content that critically goes to the very heart of your target audiences or customers’/clients’ issues.

Gaining an understanding first of what thought leadership is, is critical to the success of your campaign.

The first section of #Thought Leadership Tweet outlines what thought leadership is.

What is thought leadership?

There are many definitions out there.  In fact click on definitions of thought leadership to the right of this post and you will find a number of them.  However, co-author Liz Alexander and I have said this in the book: “Thought leaders advance the marketplace of ideas by positing actionable, commercially relevant, research-backed, new points of view. They engage in ‘blue ocean strategy’ thinking on behalf of themselves and their clients, as opposed to simply churning out product-focused, brand-centric white papers or curated content that shares or mimics others’ ideas.”

Why do some organisations struggle with thought leadership?

Individual thought leaders are in plentiful supply so why do organisations struggle with the concept?

My experience tells me it is for three reasons:

1. Organisations generally are not great listeners and many are not truly engaging with their  customers/clients around the genuine business, social, economic, environmental and political issues they face face
2. Many leave their thought leadership to the marketing department and it is not owned by senior management i.e. there is no culture of thought leadership
3. Most companies are too product or service focused and sharing content or intellectual  property is a big ask for them

As we point out in this book, we all need to listen more, understand better, and re-energise our relationships with increasingly discerning, demanding and sceptical customers and clients.  Our believe and experience shows that the way around this is to differentiate with compelling points of view that are intriguing, innovative, inspiring and wholly relevant to your audience.

Thought leadership is a discipline requiring a process

Adapting to the content war currently raging for share of consumers’ and clients minds requires a disciplined approach and focus.  #Thought Leadership Tweet makes this easy.  It takes the reader on a journey and in process delivers a complete methodology for a thought leadership campaign.

These are the seven essential elements of a thought leadership campaign covered in the book.  Over the course of the next few weeks I will go into each one in more detail.

1. Your guide to winning the content war and what is thought leadership? Covered in this post.
2. What does it take to become a thought leader? Next post.
3. What impact do you want to achieve?
4. How will you know you’ve succeeded?
5. What space has already been claimed?
6. What will be your unique point of view?
7. What’s your communication strategy?

# Thought Leadership Tweet no 8: “A hallmark of true thought leadership is the confidence to take the route that 99.9 per cent of the industry experts don’t even see.  Will you?”

Look out in the next few days for the next blog piece in this series covering #Thought Leadership Tweet which will touch on what it takes to become a thought leader.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

#Thought Leadership Tweet – book delivers fresh insights for thought leaders

On reading ‘#Thought Leadership Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign’, Dale Bryce, Group Manager Marketing , Sinclair Knight Merz had this to say: “If Confucius was a marketer, he would be tweeting proverbs like Alexander & Badings do on thought leadership.”

Thanks Dale very kind words indeed.

Co-author Dr Liz Alexander and I wrote this book because we wanted to deliver to companies and individuals a question-led methodology on how to identify, plan, market and measure an effective thought leadership campaign.  That’s probably what prompted Matt Church the founder of Thought Leaders Global to say: “This book is thought haiku. It asks penetrating questions about the how, why and what of leveraging the biggest B2B marketing idea around.”

Whether you are an existing thought leader or an aspiring thought leader, an individual, a large multinational or company, #Thought Leadership Tweet will empower you to act on and achieve a thought leadership platform that will truly differentiate yourself and your brand from your competitors.

Eric Wittlake, senior director of media at Babcock and Jenkins got it spot on when he said: “#Thought Leadership Tweet delivers a concise overview of what it really takes.”

What does thought leadership really take?

To answer this question, our approach is very different to normal books on the topic.  First, it is a quick, easy read – 50-90 minutes. Second, there are 140 tweets designed to lead to a thought leadership position and beyond.  The tweets will have you going back to them time and again as your thought leadership campaign unfolds. They are there to keep your campaign ‘honest’ and on track.

Here’s an example of one tweet: Tweet no 9: “Does your organisation have a culture of listening and what mechanisms have you put in place to truly listen to your market’s needs?”

The relevance of this tweet is that the most effective thought leadership campaigns are the ones that focus on and deliver insights to the heart of the issues facing your market or prospects.  If the premise of your thought leadership point of view is not underpinned by this approach your campaign will fail or at best limp along.

The essential elements of a thought leadership campaign

The other thing #Thought Leadership Tweet delivers is a practical, step-by-step approach across seven distinct sections enabling you to truly plan your campaign from start to finish.

Thought leadership is a discipline.  As such the good campaigns require careful planning, research, application, resources, a marketing strategy, evaluation and recalibration.

Below is a brief mention of each of the seven essential elements of a thought leadership campaign.  Over the course of the next few weeks I will go into each one in more detail.

1. What is thought leadership?
2. What does it take to become a thought leader?
3. What impact do you want to achieve?
4. How will you know you’ve succeeded?
5. What space has already been claimed?
6. What will be your unique point of view?
7. What’s your communication strategy?

The following quote sums up the reason anyone vaguely interested in this topic should read this book.  It is from the Forrester Research Report authored by principal analyst Jeff Ernst and titled:  Thought Leadership: The Next Wave of Differentiation InB2B Marketing: “Companies that lack a process or framework find themselves practicing random acts of thought leadership.  They react to industry and customer issues in an ad hoc manner rather than proactively planning a cohesive thought leadership platform.”

I’ll end off with our final tweet – tweet number 140:

# Thought Leadership Tweet no 140: “Thought leaders are brave; explore areas others don’t, raise questions others won’t, and provide insights others can’t.”

Look out in the next few days for the next blog piece in this series covering #Thought Leadership Tweet which will touch on your guide to winning the content war.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of  #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

Glenn Llopis definition of thought leadership

Glenn Llopis is the founder of the Center for Hispanic Leadership.  He is a recognized thought-leader and author who develops talent and leadership that can create sustainable business outcomes through his Immigrant Perspective Framework.

Last year he wrote an excellent article for Forbes titled ’10 Steps to Successful Thought Leadership to Elevate Your Career and Your Organisation’.  Besides the 10 steps he outlines in the article he also puts forward his own definition of thought leadership.

“A thought leader is a person who identifies trends, common themes and patterns within a particular industry or functional area of expertise to help others identify new opportunities or solutions for growth.”

Great article Glenn and thanks for the definition.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the co-author of the recently launched book #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.  He published his first book in 2009: “Brand Stand: seven steps to thought leadership”

Join him on twitter @thoughtstrategy and on LinkedIn.

Another thought leadership definition

Readers of this blog will know that over the years I have provided many definitions of thought leadership from those that have a view on thought leadership or my own.

Beth Monaghan is principal and co-founder of InkHouse Media + Marketing, and independent PR and social media agency in the US headquartered in Waltham, MA.  Her definition appeared in an article in PRWeek.   I recommend you read the full article as she has some pretty sound ideas on thought leadership.

Here is her definition:

“At InkHouse, we define thought leadership as a platform that transcends the corporate position and brings in market trends and issues to elevate the company out of a “features and functions” conversation. It provides the opportunity for a company to set the industry agenda and showcase its depth of knowledge. Done properly, thought leadership stimulates demand for companies’ products and services by teaching the industry about what is needed and what the future will require.”

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the author of “Brand Stand: seven steps to thought leadership” and the recently launched book #THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.

Join him on twitter @thoughtstrategy and on LinkedIn.

B2B sales makeover – thought leadership the new way of selling

Content and preferably thought leading content is the new Trojan Horse of B2B sales and is rapidly being taken up as the best way to equip sales teams with the game-changing insights to have the conversations with their clients that differentiate them from their competition, set them up as trusted advisors and underpin the sale.

The concept of using content as digital sales bait first appeared in WPPs Atticus volume 17 as a summary of The Future of Selling white paper produced by OgilvyOne Worldwide (NY) and Ogilvy & Mather (NY).  The paper delivers a telling insight into how the world of selling has changed – brands of choice are now those brands that show, through providing useful, insightful content, they understand their consumers’ issues.

Ogilvy researched over 1,000 selling professionals in the UK, US, Brazil and China.  A key finding was that 73% of those surveyed said that selling will be radically different in the next five years and the key to this is information asymmetry – in other words the number of online and information channels brands own in order to gain a head start on their competition.

The paper said: “The new skillset required by salespeople involves creating content as digital bait, deploying social media and partnering with marketing.

“Your customers and prospects are throwing off billions of digital buying indications every day.  They signal their intentions through the search key words they use, the blogs they read, the white papers they download and the shopping baskets they fill.”

From consumer to ‘contsumer’

The game of selling game has changed irreversibly because the sheer weight of information available to buyers these days means they are in control.  They are less reliant on sales people and they build trust in the brand long before they come into physical contact with it.

I call them ‘contsumers’.   ‘Contsumers’ are hungry for information, they seek out online as much information as possible to help inform their decision making process. And given the information available on the company website, competitors’s websites, consumer and consumer group reviews, media reviews and the like they have as much control over the flow of information as salespeople.  They have conversations with their brands via twitter, the web, FaceBook, LinkedIn and blogs let alone other consumers thus creating their own path to purchase.

Importantly the content you supply fulfills, to a large extent, the four stages of buying – awareness, research, evaluation and commitment before you even get to speak about your product.

The result is that salespeople are no longer in control, their role has changed.  They need to identify where their customer is on their own journey of discovery about finding a product to help solve their issue or problem or to satisfy a need.

It is the brands that best understand their customer, the issues and challenges they face and then provides them with useful, insightful content where and how they consume it, who will rapidly becoming the brands of choice.

Content vs thought leading content

By delivering relevant content to your audience you start taking on an important role in their lives but there is a clear distinction though between useful content and thought leading content.  Useful content includes things like hints and tips about health and wellbeing, insurance, savings, retirement, you name it, opinion pieces, curated content, and the like.

Thought leading content on the other hand provides new perspectives, preferably based on empirical evidence, that delivers value well beyond the product or service you sell.  It is this type of content that every B2B company should aspire to deliver to its clients and prospects.

For some examples take a look at the Motorola  virtual city page which is aimed at government and public safety decision makers about how people can best leverage technology to get their jobs done, or Bendtec with its wonderfully whacky Will it Blend You Tube videos – thought leadership no but entertaining content yes.  Other great examples include Mintec.com, hubspot.com, American Express and I know of a great local Sydney example in the form of a specialised recruitment company, Firebrand.  But undoubtedly DuPont has to be one of the bravest yet.  Last year they took their entire advertising budget and put it into content marketing. Time will tell how that works for them but to date the signs are good.

Thought leadership and sales working together

For brands to lift their content from useful to thought leading content, the sales, marketing and communication departments need to work together.

The better the marketing team understands the day-to-day challenges facing the sales team, the questions their customers are asking them and what their key issues and challenges are, the more customised the thought leadership piece will be.

As the Future of Selling whitepaper states:  “Selling may have once been an individual event, but now it is a team sport.”

Successful selling has always been about the customer and that should never change but tomorrow’s successful salesperson is the one who anticipates their customers’ changing behavior, analyzes their needs and finds ways to solve their problems through providing useful, insightful content.  This is all done with a minimal focus on the product or service offering.

It is those brands who are not driving new content or exploring thought leadership as an option to own a position and generate insightful content that will come second.

This piece was first drafted for campaignasia where it appeared in their opinions column. 

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the author of “Brand Stand: seven steps to thought leadership” and the forthcoming co-authored book#THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.

Join him on twitter @thoughtstrategy and on LinkedIn.

Definition of thought leadership

I’m always on the lookout for good thought leadership definitions.  In fact if you click on the right of this on the Definitions of Thought Leadership you will see a host of definitions including my own.

Here is one which appeared in “Thought Leadership:  The Next Wave of Differentiation In B2B Marketing” Jeff Ernst, Forrester:

“The process of formulating big ideas and insightful points of view on the issues your buyers face, capturing those ideas in multiple content vehicles and sharing the ideas with prospects and customers to enlighten them, engage them in dialogue, and position your company as a trusted resource.”

If you have any others please e mail me as cbadings@cannings.net.au or put them up in the comments section of this page.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the author of “Brand Stand: seven steps to thought leadership” and the forthcoming co-authored book#THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.

Join him on twitter @thoughtstrategy and on LinkedIn.