A few days ago, I was chatting with a friend, who is super smart—has-a-PhD-in-Chemistry-type-smart. I mentioned that I’d taken on a new client who had commissioned some thought leadership work. To which she said: “Great! But what is thought leadership?”
The thing about really smart people is that they’re not afraid to speak up when they don’t know something. And, our conversation made me wonder: How many other people out there don’t know what thought leadership is—but smile and nod when it comes up in conversation? My guess is a lot more than I realized. So, the question (apparently) on everyone’s mind is: What exactly is thought leadership?
Thought Leadership In A Nutshell
Thought leadership is a way for a brand to position itself as a leader in a certain field or sector by demonstrating its values or expertise.
The key verb here is “demonstrate.” So, if a business is trying to position itself as being an expert in technology, for example, it’s no good to simply say: “We’re experts in tech.”
You have to actually prove it. One way of doing this is to carry out and publish research.
Here’s how it works in practice:
This article was first published by Forbes. Click here to read on.