Posts Tagged ‘define thought leadership’

A different perspective on thought leadership

I saw this defnition this morning on reading this blog, which by the way is one of the most refreshingly different views on thought leadership I have ever read.  Read the blog here: http://futureofcio.blogspot.com.au/2012/04/five-nature-views-of-thought-leadership.html

This is the definition:

“Thought Leadership is the art of visionary leadership, more authentic than charismatic;  more influential than controlling,  more thinking than talking; perceiving, not just seeing.”

Does content curation have a place at the thought leadership table?

Can content curation lead to thought leadership?

I don’t think so and I will give you my reasoning.  But first I would like to share with you a comment on a thought leadership definition from Jessie at Hivefire.  Jessie sent this in response to another definition I shared on this blog from Jeff Ernst at Forrester.  

This is what Jessie had to say:

Thanks for sharing! We’ve got one we like to use as well from a content curation perspective,

“Thought Leadership – a primary benefit of content curation. Thought leadership status is gained when your brand is recognized, and cited, as an expert on critical industry issues. Creating a consistent stream of industry-relevant content is a key tactic supporting a thought leadership objective.”

Jessie also gives a site where they share a heap of useful definitions across a wide range of content and marketing related topics: http://www.getcurata.com/glossary

This was my response to Jessie:

Thanks Jessie, I have a particular view on content curation and thought leadership which is well known to some of the guys at Hivefire – I don’t believe the one (content curation) leads to the other (thought leadership).

I think you put your finger on it when you say that creating a stream of industry relevant content “…is a key tactic supporting a thought leadership objective.”

I do think that content curation done properly can be a very powerful tool for a content strategy but by its very nature of taking other people’s thoughts, insights and content and repurposing it, means that the person, brand or company curating the content cannot be a thought leader merely off the back of other people’s ideas. That’s not to say that content creation doesn’t work – it does and it can be a great magnet for reaching an audience. It’s just not thought leadership.

I look forward to reading some of your other definitions and thanks for sharing this with me.

Over to you guys – I’d be interested in any other views on content curation and thought leadership you may want to share…

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The 9 fundamentals of thought leadership

The nine fundamentals to thought leadership

Here are the nine fundamentals to being a thought leader:

1.)    Research your target audience – identify the challenges and issues they face in their daily lives/businesses. This is the most important clue and driver of your thought leadership direction.

2.)    What do you want to be famous for? – Identify what area you want to own in your sector or industry. Focus on where your areas of expertise lie and analyse how you can you build an even deeper understanding backed by empirical data and always remember to focus it on your clients’ needs.

3.)    Scan your competitors – are they doing anything in that space? If they are, don’t bother competing rather find a new space you can own.

4.)    Deep dive – once you’ve identified the space you want to own it is important to go really deep into that area with evidence based research – opinions and using other people’s content certainly won’t cut it if you truly want to position yourself as a thought leader.

5.)    Set objectives and kpis for your campaign – it needs to support and underpin some solid business objectives and it needs to be measured so that improvements can b made and it can be recalibrated along the way.

6.)    Say something new – if you don’t your so-called thought leadership point of view will realistically only amount to another piece of content and there is a lot of content out there. This is about differentiating yourself from your competitors and positioning yourselves as the trusted advisors or ‘go to’ experts in your field.

7.)    Thought leadership champions – Identify and involve your thought leadership champions from the beginning – someone has to own this and act as your spokesperson and preferably someone senior so that you gain the business traction and senior backing you need in order for it to be a success.

8.)    Leverage and packaging – cleverly package your content across every touch point of your target audience and prospects.   There is a lot written about content management, content marketing, content curation.  Call it what you will, the point is read the material it will give you some good ideas on how to leverage your content and take it to market.

9.)    Make it part of your culture – there are many well known brands out there such as McKinsey, Deloitte, Booz & Company who have thought leadership ingrained in their culture.  They manage it as an important part of their business and the ROI on their thought leadership campaigns have been fantastic as a result.

Let me know if you have any other fundamental steps you think I should add.

New, revised definition of thought leadership

On this blog you will find a few definitions of thought leadership including my own – click on the Definitions of thought leadership to right of this piece under Categories to see the others.  However, like anything, as I learn more about the topic my definition changes slightly.

So here is my latest definition:

 “Thought leadership is about delivering new ideas and content to your target publics based on deep insights into the business issues and challenges they face.  In the process, the value you deliver should go well beyond merely selling your product or service.  Your thought leadership point of view should differentiate you from your competitors, establish you as the ‘go to’ expert in that field and position you as a trusted advisor – all with the intent of underpinning the sale.”  Craig Badings   

Two more definitions of thought leadership

I am constantly reading what others have to say about thought leadership and am always interested in how other people define thought leadership.  I would like to put up two definitions that I have recently come across.

The first is from Dana vandenHeuvel, from Marketing Savant:

“Thought leadership marketing capitalizes on your intellectual capital and unique point of view to actively position you or your organisation as an authority, a resource and a trusted advisor on industry issues.  Thought leadership marketing allows you to earn trust and build credibility and recognition differentiating yourself as one who clearly understands the business needs of your audience.  And most importantly, it mobilizes your audience to think and act – engaging with you over the long term.”

The second is from Eric Gruber:

“Thought leaders are experts who are recognized among their peers as an authority on innovative ideas within a particular industry. Thought leaders confidently promote their ideas. Most importantly, thought leaders have earned respect from the outside world for their deep understanding of their business, the needs of their clients and the broader marketplace in which they operate.”

There are three key words that stand out in both definitions:

• respect
• trust
• authority

To me these are the key ingredients of your positioning as a thought leader.  In particular, gaining the trust of your target audience is the nirvana of any brand positioning.  And therein lies the power of true thought leadership .

If you have your own definition please send it through, I’d love to hear from you.

Another definition of thought leadership

On reading a very useful paper on thought leadership by the Content Factor, ‘Is anybody following your thought leadership?  Five best practices that can help establish your company as a thought leader’, I came across a definition on thought leadership from Brian Carroll which I have not seen before.

“Thought leaders genuinely influence others by creating, advancing and sharing ideas.  Their objective is to help others.  In business, thought leaders revolutionise the way others (both inside and outside their companies do business.  That’s thought leadership.” 

For other definitions of thought leadership please click on my other blog posts under the category “Definitions of thought leadership” in the column directly on your right.

Does one quick campaign = true thought leadership?

The Dove Real Beauty campaign classic long-term thought leadership - no quick fixes here

There are two types of thought leadership and I’m not sure that the one even deserves the description.

The first is what I term quick-fix or short-term thought leadership and is often confused with true thought leadership. This is the great creative idea or innovation that is relevant only to one campaign or product and it here today gone tomorrow.

It is an idea that has no longevity beyond that particular campaign and while it may set your brand apart from the others for a moment in time it doesn’t necessarily make you a thought leader.

Advertising and short-term PR campaigns are good at achieving this and you see these campaigns all the time.  Some are good and some…well let’s just say that thought leadership is probably way too generous a term to apply to these campaigns.

I stand to be corrected but my view is that true thought leadership should be a far broader, longer-term positioning for a company or its brands.

True thought leadership is about attaching an authentic value to your brand or company which validates the image, preference, influence, reputation or brand-purchasing decision because it links in some way to the issues which are important to your consumers’ everyday lives. These could be as wide ranging as education, social issues, philanthropy, social responsibility, environment, health and infrastructure.

It is about delivering to these customers a value, information or point of view which says to them: “These guys get me, they get the environment and they get the social factors important to my life. I feel good in making this purchase, I feel good about this brand.  I trust this brand.”

If a customer inherently feels these attributes in a brand it not only develops brand loyalty but it also generates excellent word-of-mouth.

To do this I believe takes time. 

Quick fix rules

Unfortunately we live in a corporate world dominated by what I term ‘quarterlyitis’. 

This is a world dominated by quick turnaround projects, quick fix solutions and immediate results.  Not only are listed companies afflicted by this in terms of their reporting and the scrutiny of analysts but marketing teams and PR teams suffer the same pressure.

This often results in what many may claim to be thought leadership campaigns but which in reality are merely one-off, innovative PR tactics that may or may not fall under a broader communications strategy.

I’m sorry but I think thought leadership is a whole heap more.  It’s strategic in its nature and builds the reputation of your organization or your brand as a thought leader over time.

A reader’s definition of thought leadership

An ex colleague of mine and respected South African PR practitioner, Merle O’Brien has sent me this definition of thought leadership:

I have a definition on thoughtleadership to toss in the ring – the strategic practice of cultivating market insight and building foresight using business management tools (media scans, market research, statistics, trend analysis, scenario planning, forecasting etc.) that INFLUENCES organisational change, sustainability and brand integrity. For me – leadership comes down to influence – a leader influences change – managers implement the change – but lack the skill to change direction – leaders who can influence a change in direction based on their intellect (not money, status, charisma, power etc)- are the ones who are ruling the meetings these days.      

Wisdom is the highest level to which we can mature ‘data’ – first into knowledge – then we develop intelligence – and using a time-series we can then build insights on which to develop strategies – the process deepens our understanding of the dynamics influencing the driving forces of our market / business. Only then, do we reach a point of being able to take a sound / wise business decision. Many problems were created in 20th century by management not maturing the data – and their decisions are now tripping them up because it lacked depth, creativity and a systematic approach. I think a thoughtleader must also be a good systems thinker – able to respond to situations analytically and creatively (to join the dots into intelligent patterns and also not react to situations according to prescribed patterns). It is also interesting that social scientists now promote the view that there are 3 stages ‘beyond Maslow’s hierachy of needs’ – when after we self actualise (stage 5), we become more fulfilled by helping others grow (stage 6), then we evolve our awareness of our eco-impact on the world (stage 7) and then we come into unity consciousness (stage at which level wisdom is acquired and for these individuals – fulfilment is found in daily solitary reflection on how s/he makes a positive influence in the world each day. I imagine that a thoughtleader of the 21st century would need to be at stage 8 in order to navigate an organisation to a sustainable better place thro the 21st century’s complexity, chaos and paradigm shifts.

 I love Merle’s thinking on though leadership, particularly the way she has linked to the three stages beyond Maslow’s hierarchy of needs. For it is here that the true thought leaders of the next few decades will emerge.

There are many different levels of thought leadership but the great thought leaders are the ones who take their stakeholders to a place they didn’t know existed or enlighten/expose an audience to new thinking in a way that adds unexpected value to their lives whether that be in a professional or personal capacity.