Cindy Anderson is the Chief Marketing Officer/Global Lead for Engagement & Eminence at the IBM Institute for Business Value (IBV). Cindy has co-authored research reports, published numerous articles, and delivered presentations on thought leadership, diversity, strategy implementation, project management, and technology to global audiences.
She is a founding board member of the Global Thought Leadership Institute at APQC, a new association that advances the practice of thought leadership, and as you heard in the highlight clip, she is passionate about helping organizations quantify the tangible benefits and critical role of thought leadership. In this episode we dive into her just-published book The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart, which she co-authored with Anthony Marshall. As you know, almost every guest we have on this podcast is a thought-leader in some form and in this episode we get to actually explore the topic of thought-leadership itself.
In this episode we discuss the role of thought leadership, and its interrelation to an organization's various branches through highlights from her book The ROI of Thought Leadership.
In this episode, Cindy shares:
- How thought leadership is in fact, quantifiable, and what her organization’s research reveals are the top metrics that indicate the value delivered
- How organizations can leverage thought leadership to grow their brand’s authority and credibility—and what to avoid in damaging it
- The types of content you can deliver in thought leadership, with pointed markers of what makes good content (as well as what formats are in or out among content consumers)
- The role of GenAI within thought leadership—and why it cannot (and to a degree must not) be taken as thought leadership itself
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Episode Timeline:
00:00—Highlight from today's episode
01:14—Introducing Cindy + the topic of today’s episode
03:55—If you really know me, you know that...
06:05—What is your definition of strategy?
07:20—Quantifying thought leadership
11:30—Three core metrics for evaluating thought leadership
13:40—Thought leadership’s role in reaching ecosystems and partners
15:40—Placement of thought leadership in organizations
19:01—Key aspects of good content
21:18—Independence and trust as critical success levers
24:05—The enduring value of PowerPoint, books, and print for executives
26:55—The role of AI in thought leadership
33:05—Content portfolio for thought leadership
36:45—Individual vs. organizational thought leadership
39:35—Key takeaway on thought leadership’s value
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Additional Resources:
LinkedIn: www.linkedin.com/in/clwanderson48
Link to book: Thought Leadership
Thank you to our guests, thank you to our executive producer, Karina Reyes, our editor, Zach Ness, and the rest of the team. If you like what you heard, please follow, download, and subscribe. I'm your host, Kaihan Krippendorff. Thank you for listening.
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