Thought leadership – some are more sophisticated than others


Thought leader Craig Badings, author of Brand Stand, writes:

It stands to reason that those organisations steeped in thought leadership for over 10 years, and in a sector where you live or die by your ideas and insights, should be very good at it. Thought leadership originated within the ranks of the management consultancies. In fact the person who is credited with inventing the name in the 1990s, Joel Kurtzman, was then editing Booz-Allen & Hamilton’s Strategy & Business publication.

But first my definition of thought leadership: Delivering new ideas and content to your target publics based on deep insightsinto the business issues and challenges they face. The value you deliver should go well beyond merely selling your product or service.

Your 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.

When you compete for clients based on showcasing your insights and ideas year in and year out it is inevitable that you start leading the way in the thought leadership stakes and become increasingly sophisticated in what and how you take your ideas to market. This is precisely what has happened to many of the large consulting firms.

It’s clear that producing good thought leadership is, in many decision makers’ minds, a fundamental characteristic of an established, high-class consultant.” Get the rest here: Thought leadership – some are more sophisticated than others – Savvy B2B Marketing.

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