8 Jan 2013
Thought leadership is about two key things: First, making sure your platform is client centric and goes to the heart of their issues or challenges and second, delivering new insights that anticipate, solve or lessen the effects of these challenges.
If you are able to achieve this you will be sought after by your clients and prospects.
Tweet #80 in the book #Thought Leadership Tweet sums this up: “What keeps your clients or prospects awake at night? Why? How can you use this to inform your thought leadership point of view?”
Critically to identify you unique point of view you need to be asking a lot of the right sort of questions. As tweet #85 says: “Thought leaders ask “why?” a lot more than what?” or “how?” Are you asking the questions from the start?”
First do the research
From experience, you should do your homework before embarking on your thought leadership journey. First identify what you are really good at, what great intellectual property do you have. Second does this or can this be adapted to answer/address your clients or your prospects issues/challenges.
Next identify whether anyone else already occupies this space. If so you may be two steps behind already. Thought leaders are always two steps ahead. Then research your market to gain an in depth understanding of their issues and possible solutions.
Thought leaders don’t play it safe
Look at some of the great thought leadership material out there: BMW’s Activate the Future, IBM’s Smarter Planet, McKinsey’s focus on the art and science of Management. It’s all new and ground-breaking stuff.
Being faint-hearted is not for thought leaders.
#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 some of these in previous posts.
Already covered in this series:
- Your guide to winning the content war and what is thought leadership? Covered in past post.
- What does it take to become a thought leader? Covered in past post.
- What impact do you want to achieve? Covered in past post.
- How will you know you’ve succeeded? Covered in past post.
- What space has already been claimed? Covered in past post.
- What will be your unique point of view? Covered in this post.
Still to come:
7. 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”
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