What’s evergreen and what’s most relevant?

Transcript

Hi there, it’s Peter Winick. I’m the founder and CEO at Thought Leadership Leverage, and here’s the idea that I’d like to share with you today, and that’s this: Everybody’s body of thought leadership has sort of two dimensions to it, if you will.

One: these things will be true regardless of what’s going on. These are the evergreen principles that are embedded into your work, that hold true regardless of what’s going on in the political landscape, in the stock market, in the economy—whatever the case may be. And that’s where we tend to gravitate towards, right?

However, there’s another element of your work—or another potential element of your work—and that is: what is going on today in the marketplace, in the global economy, that would make your work more or sometimes less relevant?

Right now, for example, we’re living in an age of chaos and uncertainty. It just is what it is. And this too shall pass.

So one of the things to think about is: how do you make the connection to your potential clients, to your prospects, that your principles are as relevant—or more relevant—today in an age of uncertainty, in an age of chaos?

And sometimes you need to be explicit about it. “Hey, my work is on leadership,” for example. “How do we create a program on leadership in the age of uncertainty?” Just as an example.

So anyway, my thought for you today is this: what do you have that’s evergreen, and what do you have that you could amplify to make connections to what’s going on in the marketplace at a moment in time?

Love to hear your thoughts.