Thought leadership helps people see around corners and take next steps towards a possible future. And those next steps are what I want to talk about today.
Our thought leadership will not create impact until our target audiences share our vision of the future and agreed to join us on the journey.
And that’s why thought leadership practitioners need a strong bias for action. Not just for ourselves, but also for our target audiences. Here’s what I mean.
First, identify each of your target audiences. Segment them out. Don’t treat them all alike.
Second, take time to see the world as your target audiences see it today. Talk to them. What are they focused on? Where do they think they’re heading?
And then, finally, you need to present your “next steps” in their language. Not yours. Make sure that these next steps are clear, actionable, and compelling.
In thought leadership, we often ask our target audiences to change course significantly. And sometimes that can feel overwhelming. So when you talk to your target, audiences, focus on immediate next steps that they can take.