Leveraging Thought Leadership
Peter Winick and Bill Sherman
Welcome to the Leveraging Thought Leadership podcast, a beacon illuminating the paths and possibilities of thought leadership. With your guides, Peter Winick and Bill Sherman, we will embark on a journey into a captivating world where ideas converge with strategy and insight.
Where will thought leadership take you?
In each episode, we engage with thought leaders from diverse backgrounds. Whether it's professional keynote speaking, writing your own thought leadership book, investigating the niche expertise of specialized consultants, or crossing mental swords with distinguished academics, our guests collectively paint a vivid mosaic of thought leadership's multifaceted potential.
Through nuanced perspectives and rich experience, our talented co-hosts aim to offer you views of the ways independent thought leaders navigate success, elevate talent, and change company culture – while simultaneously examining how organizations harness the power of thought leadership to catalyze innovation and nurture sustainable growth.
Peter Winick is your guide through the realm of independent thought leadership. For the past two decades, he has helped individuals and organizations build and grow revenue streams through designing and growing their thought leadership platforms as well as acting as a guide and advisor for increasing business to business sales of thought leadership products. Peter is the Founder and CEO of Thought Leadership Leverage. His clients come from a diverse set of backgrounds and specialties. They include New York Times bestselling business book authors, members of the Speakers' Hall of Fame, recipients of the Thinkers50 award, CEOs of public and privately held companies, and academics at prestigious institutions such as Yale, Wharton, Dartmouth, and London School of Business.
With a keen eye for detail, he delves into the intricacies of crafting personal brands, fostering genuine engagement with audiences, and expertly monetizing one's expertise. From the artistry of crafting keynote speeches that resonate with audiences to the strategic deployment of bestselling books as conduits for inspiration and insight, Peter's guests offer a treasure trove of strategies for creating value and impact and driving revenue through thought leadership.
Bill Sherman specializes in the exploration of organizational thought leadership. He examines how companies conceive, curate, and deploy thought leadership initiatives, and how those initiatives benefit the orgs and the people who work within them. Bill listens to the stories and advice of industry leaders and their triumphs within the competitive business landscape. Whether through the dissemination of white papers that shape industry discourse, webinars that educate and engage, or insightful executive blogs that offer thought leadership at the highest echelons of corporate governance, Bill's guests provide illuminating perspectives on the evolution of organizational thought leadership and its pivotal role in shaping industry paradigms and perceptions.
Bill concentrates on organizational consulting and business expertise, investigating organizational thought leadership and its effects, from instructional design and learning product development to marketing strategy and execution, to organizational development and transformational consulting. He enjoys working with business leaders, speakers, authors, academics, and other consultants, connecting their ideas organizational platforms and enterprise-ready product development.
As the series unfolds, Peter and Bill will lead us through a nuanced exploration of the latest trends and advancements in thought leadership. From the transformative impact of technology on communication and collaboration to the evolving preferences of consumers in an increasingly digital marketplace, they will dissect the shifting landscape with precision and insight. Moreover, they will shine a spotlight on emerging modalities that are reshaping the contours of thought leadership, from the ascendance of virtual events as a cornerstone of engagement to the growing influence of social media platforms as conduits for thought dissemination and audience interaction. Through their discerning analysis, they will reveal how thought leaders can adeptly harness these trends to amplify their reach, captivate new audiences, and maximize their influence in an ever-evolving business environment.
Whether you find yourself at the height of your career as a seasoned thought leader, or whether you stand at the threshold of possibility as an aspiring entrepreneur, the Leveraging Thought Leadership podcast offers an enriching voyage of discovery.
Join us as we unravel the enigmatic secrets to success in the vibrant realm of thought leadership, where ideas have the power to shape perceptions, drive change, and inspire action. Together, let us explore how you, too, can engineer value, evoke impact, and cultivate revenue through the sheer power of your ideas and expertise.
Welcome aboard.
Where will thought leadership take you?
In each episode, we engage with thought leaders from diverse backgrounds. Whether it's professional keynote speaking, writing your own thought leadership book, investigating the niche expertise of specialized consultants, or crossing mental swords with distinguished academics, our guests collectively paint a vivid mosaic of thought leadership's multifaceted potential.
Through nuanced perspectives and rich experience, our talented co-hosts aim to offer you views of the ways independent thought leaders navigate success, elevate talent, and change company culture – while simultaneously examining how organizations harness the power of thought leadership to catalyze innovation and nurture sustainable growth.
Peter Winick is your guide through the realm of independent thought leadership. For the past two decades, he has helped individuals and organizations build and grow revenue streams through designing and growing their thought leadership platforms as well as acting as a guide and advisor for increasing business to business sales of thought leadership products. Peter is the Founder and CEO of Thought Leadership Leverage. His clients come from a diverse set of backgrounds and specialties. They include New York Times bestselling business book authors, members of the Speakers' Hall of Fame, recipients of the Thinkers50 award, CEOs of public and privately held companies, and academics at prestigious institutions such as Yale, Wharton, Dartmouth, and London School of Business.
With a keen eye for detail, he delves into the intricacies of crafting personal brands, fostering genuine engagement with audiences, and expertly monetizing one's expertise. From the artistry of crafting keynote speeches that resonate with audiences to the strategic deployment of bestselling books as conduits for inspiration and insight, Peter's guests offer a treasure trove of strategies for creating value and impact and driving revenue through thought leadership.
Bill Sherman specializes in the exploration of organizational thought leadership. He examines how companies conceive, curate, and deploy thought leadership initiatives, and how those initiatives benefit the orgs and the people who work within them. Bill listens to the stories and advice of industry leaders and their triumphs within the competitive business landscape. Whether through the dissemination of white papers that shape industry discourse, webinars that educate and engage, or insightful executive blogs that offer thought leadership at the highest echelons of corporate governance, Bill's guests provide illuminating perspectives on the evolution of organizational thought leadership and its pivotal role in shaping industry paradigms and perceptions.
Bill concentrates on organizational consulting and business expertise, investigating organizational thought leadership and its effects, from instructional design and learning product development to marketing strategy and execution, to organizational development and transformational consulting. He enjoys working with business leaders, speakers, authors, academics, and other consultants, connecting their ideas organizational platforms and enterprise-ready product development.
As the series unfolds, Peter and Bill will lead us through a nuanced exploration of the latest trends and advancements in thought leadership. From the transformative impact of technology on communication and collaboration to the evolving preferences of consumers in an increasingly digital marketplace, they will dissect the shifting landscape with precision and insight. Moreover, they will shine a spotlight on emerging modalities that are reshaping the contours of thought leadership, from the ascendance of virtual events as a cornerstone of engagement to the growing influence of social media platforms as conduits for thought dissemination and audience interaction. Through their discerning analysis, they will reveal how thought leaders can adeptly harness these trends to amplify their reach, captivate new audiences, and maximize their influence in an ever-evolving business environment.
Whether you find yourself at the height of your career as a seasoned thought leader, or whether you stand at the threshold of possibility as an aspiring entrepreneur, the Leveraging Thought Leadership podcast offers an enriching voyage of discovery.
Join us as we unravel the enigmatic secrets to success in the vibrant realm of thought leadership, where ideas have the power to shape perceptions, drive change, and inspire action. Together, let us explore how you, too, can engineer value, evoke impact, and cultivate revenue through the sheer power of your ideas and expertise.
Welcome aboard.
Episodes
Mentioned books
Aug 18, 2022 • 24min
Purpose Driven Thought Leadership | Gene Rice | 420
Did you know that more than 50% of executives struggle to feel satisfied with their work? It's important to have a sense of purpose around your job; the feeling that you've contributed, that you're respected, and that your work matters. Today, I'm speaking with Gene Rice, the Founder and CEO of Rice Cohen International, which provides executive search and consulting services to a premier list of global clients across the Learning & Development, Ed Tech, and Management Consulting fields. Gene has personally helped place more than 1000 executives, and has a deep understanding of what companies are looking for in senior management. Over his thirty years of experience in the search industry, Gene discovered several important trends. While corporations are seeking people that meet "standard metrics," those that excel have a proven track record of building growth. Gene explains that the most valuable executives are those who found a sense of purpose that drives their success - and their job satisfaction. For years, Gene had been recording life lessons that he would share with interns at his firm. These lessons led to questions which showed how ill equipped many young adults are to start their personal and professional lives. This realization was the driving reason for Gene to collaborate with his daughter, Courtney Bejgrowicz, and write 68 Tips to Excel in Your Personal and Professional Life. This book gives Gene's experienced tips for life, job search, career, and personal finances, while adding Courtney's comments to give her perspective as a teacher and mother, and the understanding of the younger generation. The passion to help others with the book extends beyond the hope that people can learn a thing or two from it. Gene and his wife created The Plant a Seed Inspire a Dream Foundation which provides annual scholarships for children ages 10 to 18, to pursue passions and interests outside of school. With this foundation, they work to inspire young people from low-income households with life-altering athletic, artistic, musical and creative activities led by positive role models. Three Key Takeaways: * Those seeking a role as a senior executive will need a proven track record of building growth, to get ahead of their competition. * It's important for an executive to have a sense of personal purpose, and to share that passion and drive with others. * A good match between an executive and company means feeling like you can make a real contribution, and drive your personal as well as professional goals.
Aug 14, 2022 • 27min
Evolution Through Forced Innovation | Mitch Joel | 419
How does a public speaker deliver a message without a stage? Speaking events screeched to a halt when the pandemic put an indefinite stop to in person events. To find out how speakers moved forward, we've invited Mitch Joel , the Co-Founder of ThinkersOne to chat with us about the future of the speaking industry. Mitch is a visionary, digital expert, community leader, and author of Six Pixels of Separation. Mitch shares how a speaker must split their attention when doing a virtual event, and how they must control music, slides, and other technological aspects as opposed to having a crew to handle those needs. That can put a distance between speaker and audience, making presentations feel slapdash or hesitant. It's hard to do all that, and still be "in the moment" with the content and audience. While the pandemic has had many effects on our global culture, Mitch adds another term to the discussion: The Great Compression, which happened among many trade associations and even organizations. He explains that an amplification happened where many began to realize the need to be more diverse becoming a content provider and not just a conference. Second, everyone learned to become more digital. Mitch explains how this was not a revelation — we already had the technology in place, we just hadn't been forced to adapt to use it. Another consequence of the pandemic was forced innovation. That pushed many to discover new business models in order to stay relevant, and connect with their clients. Now that the world is slowly returning to normal, many are forgoing those new ventures. We discuss finding the will to scale business to include both the old ways that worked for years, and the new methods that were developed for the pandemic and continue to be relevant today. Finally, we discuss the hard task of developing community and relationship online. While in-person conferences have started to return they are not back to normal and might never be. Mitch shares his thoughts on the fundamental need to gather in person and how that need is forcing speakers to elevate the quality, relevance, and actionability of the content or they might find the audience wishing they were elsewhere. Three Key Takeaways: Speaking in person allows you to "feel the room." Speaking into a webcam gives nothing back, so you have to ensure your content and stories resonate in a virtual format. If you developed new business models due to the pandemic, don't discard them now! Discover ways to scale your business to incorporate both the old and the new. As in-person events return, speakers have to deliver high-quality content to justify the expense and travel time of on-location keynotes.
Aug 11, 2022 • 19min
Creating Happiness with Thought Leadership | Monique Rhodes | 418
Is happiness something that comes naturally to some people? Can it be measured and taught? In order to answer these questions I've invited the Happiness Strategies Monique Rhodes to join me. Monique is the CEO of One People Productions and her mission in life is to lead you toward a lifetime of happiness. To accomplish that, she combines teachings with powerful, habit-changing exercises. Monique wasn't always a happiness expert. Growing up in New Zealand, she was the victim of abuse as a child. That lead to depression in her teens and ultimately a suicide attempt. While in the hospital recovering, she chose to make it her mission to find happiness - and to understand why some people seem naturally happy, while others struggle. This mission took her all over the world. In India, she began teaching mediation to a group of young girls who persistently asked for lessons. While Monique was not a natural teacher, she learned her passion about meditation - and her search for happiness - could be a driving force for others. Before long she was teaching 50 people a day. These early teaching sessions evolved into a program. Monique trialed her thought leadership to a class of 20 people at University College in London, and watched as that class swelled to more than 100. By the end of the trial, more than 2500 people were involved! Monique began marketing the program to various universities and colleges, along with word of mouth, and due to positive feedback she was able to build a business around the program. Monique has created The Happiness Baseline, 8 week program that not only guarantees results for those who finish, but has provable metrics, using Penn State University's Authentic Happiness quiz. This episode shows how thought leaders can tackle a personal problem and take their lessons to market, making the lives of thousands of others better! It's a winner, and we're thrilled to share it with you. Three Key Takeaways: * Many are not natural teachers, but if you have a passion for your thought leadership you can develop the skills needed to help others. * Positive word of mouth about the effectiveness of your thought leadership can be better than a marketing budget. * If you want to prove your thought leadership, ensure there are hard metrics to back it up.
Aug 7, 2022 • 32min
Demonstrating Expertise in Thought Leadership | Louis Montgomery | 417
How do you best showcase your organization's depth of expertise? Have you ever thought about the way thought leadership intersects with the executive search? Many organizations encourage broad diversity, and during executive search periods, they want to showcase and bolster that practice. But how do you demonstrate it to your target audience? Today, I've invited Louis Montgomery Jr., Partner, Practice Leader Human Resources and Diversity Officers at JM Search, a firm that (through rigorous assessment) provides the right candidates for open positions to private equity firms, venture capital firms, and select corporate clients. Louis understands what it takes to be successful in demanding fields. He discusses his path as an HR leader and Diversity Officer, and how he assists candidates seeking opportunity and growth. When he changed course during his career, he quickly realized, as many others do, that his reputation as an expert in HR didn't follow him to his new position. He discusses his experiences with networking and creating thought leadership, and explains how he established himself as an expert in the new field — and how others can do the same. Having worked with both large and small firms, Louis understands what it takes to get thought leadership into the world. He's built an established thought leadership engine that carries his name and reputation forward. In our discussion, he shares tips for building your firm's reputation (and your own!) by leveraging established thought leadership or marketing roles. Developing smart thought leadership content is about providing answers to your audience's questions, and as Louis says, a listening ear is the best tool. Learn how to tune into what others are saying, and to notice the questions that come up time and time again. These are prime topics for thought leadership! If you are considering starting a journey into thought leadership, start now! The sooner you delve into the field, the more rapidly you will master it. Three Key Takeaways: * Networking provides an advantage in the job search, when the time comes to seek a new role. * Thought Leadership allows you to share your expertise and establish credibility, and differentiate yourself from others in the market. * Being a thought leader and active practitioner of your field of expertise can give you a greater credibility with clients. That makes you stand out!
Aug 4, 2022 • 18min
Accelerating Marketing Strategy with Thought Leadership | Denise Broady | 416
How do you help a client integrate research into their thought leadership, and what are the benefits? Enterprise software can be a complicated story to tell. To explore ways to humanize a complex brand or product, I've invited Denise Broady to share her expertise in research, thought leadership, and consulting. Denise is the Chief Marketing Officer at Appian Corporation, helping clients build apps and workflows with a low-code automation platform; combining people, technologies, and data in a single workflow to maximize resources and improve business results. Our conversation begins with an active discussion of thought leadership's ability to help tell a complex, enterprise story in a way that humanizes your brand. Denise shares how the lens of a business user can be used to create greater impact, preferring a personal touch and layman's terms rather than complex, high-level terms that might not be understood by an audience. Often, marketers feel the need to go it alone and control all aspects of their content's delivery, but thought leadership doesn't have to be a solo project. Denise shares how her co-sponsored research with The Economist is helping reach a global market, and how surveys on IT and business issues give her the information she needs to create thought leadership rooted in data - and bring solutions to the problems her audiences face. Toward the end of our conversation, we examine ways to build a thought leadership team. Denise recounts a tale of starting with a task-force that grew as it brought on e dedicated people and found dedicated funding. Nobody approaches accounting as a part-time hobby, and thought leadership is no different. Without a dedicated team and reliable resources, thought leaders can't be expected to develop the reach and cadence needed to effect significant change. Three Key Takeaways: * Choose your words carefully when explaining complex thought leadership; it's critical that your audience understand, so speak in terms they will grasp easily. * Creating co-sponsored thought leadership can create content with wider reach and a deeper, more informed perspective. * Thought leaders coming from a marketing background can be tempted to use a marketing playbook – but think before you jump! Understand where your content fits in the cycle, and how to deploy it.
Jul 31, 2022 • 26min
Using Thought Leadership to Earn Your Way Into Sales Consideration | Steve Watt | 415
When it comes to thought leadership, every corporation needs people that are building new ideas, sharing new insights - in essence, creating new maps to move things forward! But it's not just about the "map makers." It's also about the "expedition leaders," people who can share those ideas and insights, and bring others onboard - even if they didn't create the maps themselves. To discuss "map makers" and "expedition leaders," and really delve into the most effective ways to invite your whole organization to do thought leadership, I've invited Steve Watt to join me on the podcast. Steve is the Director of Market Insights at Seismic, the world's largest enablement platform. In both social selling and thought leadership people need to show up, speak up, and publicly demonstrate both subject matter expertise and org-centric passion. Not every sales person can or should be a thought leader, but they can always be a spokesman for the org's thought leadership content. We discuss the need to empower not just sales people, but everyone within a company, by showing them the benefits that being associated with an org's thought leadership can have on their careers and reputation. Steve shares why it is important to start with the right mindset, which may mean tearing down and overcoming staid beliefs and old perceptions about "how sales are done." We discuss the way social media is constantly misused by sales people seeking to use it as a hunting ground full of traps rather than a fertile field for relationship-building. Steve is changing the mindset towards meaningful conversations and interactions, and teaching insights that will magnetically draw clients in. Many sales people agonize over the deals they lost out on, while remaining blind to just how many deals never even gave them consideration. Steve explains the importance of conversation, interactions that build relationships, and how to stay top-of-mind when a client enters a buying cycle. Three Key Takeaways: * Many smart and capable people in your org are sitting by, silently, because they aren't "map makers." Speak up early, and build your reputation as a subject matter expert. * In order to build thought leaders in your organization, you have to empower people and help them see the benefits - not just to your organization, but for their careers and reputations. * If your thought leadership boils down to "and that is why you need me," that's not thought leadership. That is just selling - and in today's market, you need more than a pitch to make your organization stand out.
Jul 28, 2022 • 31min
Building Connections and Communities Online | James Kerr and Nadia Bilchik | 414
How many new skills did you learn during the pandemic? The lack of face-to-face meetings required everyone to adapt, and for many, that included the ability to build connections and community online. To discuss the skills and adaptations we all needed to update our lives to fit the new modality, I've invited two good friends to join me in a chat. Nadia Bilchik is the President of Greater Impact Communications. She's a speaker, trainer, and author of Own Your Network: Expert Networking In Person & Online. James Kerr is the founder of Indispensable Consulting. He's also a speaker, as well as a leadership coach and the author of Indispensable: Build and Lead A Company Customers Can't Live Without. First, we look at the way presentations and communication skills training have changed in the wake of the first Covid outbreak. Nadia explains ways that our language has become more intentional due to the lack of ability to read body language in the virtual world. She gives advice on connecting with your audience on camera, and describes changes that will make you stand out and make your message clear. James discusses time constraints, and how we (and our audience) have begun to think about and value time differently. We no longer spend days traveling in order to accomplish a two-hour task. The ability to give a presentation in various time zones within a single day is a dramatic shift in itself, but it has also changed our understanding of real human interaction. We examine how to use online chit-chat and build toward deep "getting to know you moments" that build strong and memorable relationships. We wrap up our conversation by looking at the concept of "Zoom Fatigue." Nadia shares tips for placement of your camera, while James discusses how to interact with clients who prefer to leave their cameras off. The world has changed irrevocably, and the best thought leaders know how to keep up, adapt, and even excel in our new, digital-focused age. Three Key Takeaways: * When delivering thought leadership online ensure your camera is parallel to your eyes and you look directly into it while speaking. This gives the same effect as looking into someone's eyes while speaking in person. * While we have had to reengineer the way we do things - the what is still the same. * It is important to get to know your clients on a deep personal level when you are only able to connect with them online. Ask personal questions about family and hobbies to help develop that relationship.
Jul 24, 2022 • 32min
The Link Between Thought Leadership and Entrepreneurs | Mary Cronin | 413
What is the relationship between thought leadership and entrepreneurship? Both are forward-thinking problem solvers who know that passion and vision can take you far! To dig deeper into the ways these two paths intersect, we sit down with Mary Cronin, a research professor at Boston College. She's also the Founder and President of 4Q Catalyst LLC, a business advisory firm that provides strategy consulting, market analysis, and leadership development services. We start our conversation by discussing the similarities between thought leadership and entrepreneurship. In addition to passion and vision, both roles require a fine understanding of storytelling; a key component to success. Mary describes the impact of storytelling, and why it's often an overlooked function for start-ups as they focus on bootstrapping their business to achieve success. In May of 2021, Mary published Starting Up Smarter: Why Founders Over 50 Build Better Companies, which provides a keen look at entrepreneurs starting companies, and how their success rates were often impacted by the founder's age and experience. The book's research investigates 7 million US start-up companies over the last decade, and provides a keen look into the how's and why's of their success. Mary explains the research showing that most successful founders are in their 50s, which is also the age of many established and successful thought leaders. We further explore the traits of successful founders, and how they cross-over into successful thought leadership. Mary tells us that starting a business in your 50s means having a great sense of purpose, a willingness to partner with the younger generation, and the persistence to keep pushing forward and rethinking problems in order to achieve success. While the most successful founders are in their 50s this conversation will give you great advice to find success as a thought leader or entrepreneur at any age. Three Key Takeaways: * Good storytelling is a useful tool to ensure clients, employees, and investors fully understand your vision - whether you're building a company or creating thought leadership. * Partnering with team members or co-founders of different generations will give your work a broader reach and greater perspective. * Having an overwhelming passion for your mission, whether thought leadership or business, will go a long way to overcoming difficult challenges in your path.
Jul 21, 2022 • 19min
The Innovator's Journey to Thought Leadership | Karen Hold | 412
What does it take to become a game-changer in your industry? We are constantly bombarded with products and brands seeking our attention and money. How can thought leadership help your brand stand out? Today, we are joined by Karen Hold, the founder of Experience Labs and co-author of Experiencing Design: The Innovator's Journey. Karen's mission is to build creative capacity in individuals, organizations, and cities, using the language of design thinking. The trick is to turn abstract thought into concrete ideas, and to visualize those ideas in a way that captures your audience's attention. Karen takes us back to the early days of her career, at Procter & Gamble, where her focus was on the Folgers Coffee brand. At the time, as Starbucks was starting to emerge, and Folgers needed a way to stand out in order to keep its share of the market. Karen shares how Folgers studied the Starbucks experience, and - due to flawed assessment - decided that the newcomer wasn't a threat to Folgers' market dominance. Fast-forward to 2022, and Starbucks has a major market share - a share that could have belonged to Folgers', if they'd determined the market need and used it to their own advantage. Determined not to miss the next big opportunity, Karen explains how she changed her thinking. As media changed and people's needs evolved, Karen realized that brands needed better tools to assess market needs - and step forward, staying ahead of the curve by visualizing the future and being ready for the next change. By preparing content with the right approach, you make sure that your thought leadership is there when the audience is ready to receive it. Karen shares even more insights in her book, and discusses the amazing experience she had working with Jeanne Liedtka and Jessica Eldridge to complete and publish her thought leadership. In addition, we learn about the digital tool for creating personal development plans that was recently launched as an add-on, giving even more value to the text and its content. Three Key Takeaways: * Don't blindly follow data. Use your instinct, experiment, and create thought leadership that sees around corners and tries new things. * Ensure that your thought leadership is available in a variety of modalities. This allows you to connect with an audience, regardless of their preferred method of communication. * Adding development tools to a thought leadership book is a method to continue the research you've begun, and expand your insights.
Jul 17, 2022 • 36min
Bridging the Gap between Subject Matter Expert and Non-Technical Audience | Amelia Ross | 411
Your org's thought leadership illuminates a highly technical field. So how do you make it accessible to a broad audience? In technical fields like A.I., it can be hard to clearly communicate your organizational insights in a manner that your audience can grasp. In order to make technical insights accessible, you have to get out of your bubble and into the mindset of your audience! Our guest today is Amelia Ross, Director of Content Strategy at Primer AI, a company dedicated to helping organizations make the best use of their investment in data. They do this by using best-in-class machine learning and natural language processing technologies, to help their customers scale and optimize intelligence workflows. We discuss how an organizational thought leader determines the right target audience for their insights. Amelia tells us that it isn't just about reaching the economic buyer, but also spreading your content to the influencers that surround such a buyer. It's important to create content that shows your company as empathetic, leading edge, and knowledgeable — and to take an informed stand on emerging technology, trends, and social issues. The modern world is moving fast, and thought leadership must be timely and relevant in order to have impact. Ameila shares how timely events shaped the course of Primer AI's thought leadership. The Russian invasion of Ukraine sparked Primer AI to use their product, Command, to create content that illuminated events in real time. That thought leadership gave decision-makers under time constraints a complete and accurate view of the information faster than ever before. In addition to reaching your audience in a timely manner, you also have to ensure that your content is presented in a way your clients will easily understand. Amelia explains the need for educational content in thought leadership, and the challenges of creating content at various levels in order to connect with everyone — from the average audience member to industry experts. This conversation is an enlightening look at creating thought leadership that illuminates complex ideas, and doing it in a way that connects with a broad audience. Three Key Takeaways: * When creating Thought Leadership content for complex topics, consider other influences that might support your insights with your economic buyer. * Thought Leadership that connects to trends and social issues needs an immediacy that keeps pace with the news cycle. * Don't assume your audience understands the jargon, terms, and acronyms of your thought leadership. Create content that reaches and enlightens consumers at all levels.
