Transcript: When I speak with organizations, I often ask a question: “who owns the thought…
Discussing the state and current trends of thought leadership.
A conversation with Peter Winick & Bill Sherman about the current state of thought leadership, developing trends, and the future.
Today, our dueling hosts Peter Winick and Bill Sherman sit down together to give an overview of the thought leadership world.
First, they begin with the topic of Organizational Thought Leadership, which TLL is heavily focused upon. We examine why more and more companies are investing in dedicated thought leaders. Then, they discuss how those companies are struggling to define what thought leadership. It’s difficult to figure out what it means to them and where it falls in the company. Also, they explain how to measure its success.
Peter and Bill chat about how finding the right audience for both organizational and standalone thought leadership can be a challenge. The old method of broadcasting to as many people as possible isn’t as effective anymore. They give us some insights into how narrowcasting small chunks of information can have a greater impact.
Finally, we wrap up our one on one discussing the transformations that have happened over the last year due to COVID-19. With most in-person events canceled, people are missing the community aspect of conferences. How can you build a successful community online and have members become engaged and excited? The lack of travel to events has given many thought leaders far more free time which has caused creative renaissances, but when the world fully re-opens will that come to an end? How will thought leaders protect that time they’ve gained for deep thought and development?
Three Key Takeaways:
- If an organization is going to invest money into thought leadership, they need to have a firm grasp on what that means to them. Also, they need to know how to scale it through the organization and beyond.
- Measuring the success of thought leadership isn’t a simple metric. It has to be measured over a long period of time and the precise ROI often cannot be calculated.
- With so many events being digital, the barrier to entry has dropped. This allows thought leaders to attend more events and still save time and money.
If you need a strategy to bring your thought leadership to market, Thought Leadership Leverage can assist you! Contact us for more information. We can help you implement marketing, research, sales and other aspects so you can devote yourself to what you do best.