Episode 149: “The Thought Leadership Handbook” with Bill Sherman

Source: Episode 149: “The Thought Leadership Handbook” with Bill Sherman

Bill Sherman joins Tony Gray on The BD Podcast to give business developers three tactics from The Thought Leadership Handbook. First, earn the right to be heard: lead with a core idea that is provocative, generous, distinctive, and short enough to make someone say “tell me more.” Second, build a content library of stories, data, and examples organized by audience, so persuasion is never improvised. Third, platform identity: test whether other people can explain your idea when you are not in the room, because an idea travels only as far as others can carry it. He also traces his own route into thought leadership through a Yahoo business-development executive who had just written a book.

Show / outlet: The BD Podcast

Host: Tony Gray

Date: 2026-09-02