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
Mar 17, 2022 • 23min
Evolving from Thought Leadership Executive to Independent Advisor | Dan Pontefract | 380
What if you could change fields - without losing the relationships you'd made at your current organization? Many thought leaders start their careers working for an organization or company. Some begin by writing about culture, leadership, and developing content for the organization, or, thought leadership may be a passion that they follow on their own time. But what do you do when you're ready to take on thought leadership as a full-time practice? Do you have to abandon the relationships you've made in your career? Our guest in today's episode is Dan Pontefract. Dan is a TedX speaker, and author of two really special books; Lead Care Win: How to Become a Leader Who Matters, and Open to Think: Slow Down, Think Creatively, and Make Better Decisions. He is also the Founder and CEO of the Pontefract Group, a firm that aims to improve the state of leadership and organizational culture. Dan talks about what it was like to start his thought leadership career as the Chief Learning Officer at Telus, while writing a personal blog on culture, leadership and learning. From there, he began writing for the leadership channel at Forbes, and sharing his ideas through keynote speaking. When Dan felt his role as CLO had reached its natural peak, he proposed a partnership with Telus. He created an external consulting business, focusing on sharing the same culture changes he'd achieved with Telus - and his thought leadership took off! Dan shares how he navigated being a public thought leader while working at an organization; how he navigated that relationship; and how he worked with Telus when he was ready to expand beyond their interests. He kept the relationships he made at Telus, and expanded beyond them - while not losing the connections he'd already made. If you're a thought leader who wants to move from working in an organization to developing your own firm, Dan's insights will prove invaluable. Be sure to listen in! Three Key Takeaways: It is possible for a thought leader of a company to have a public profile. However, you should ensure that the public persona does not develop at the expense of your internal work. If you have a good working relationship with a company, there is no need to separate as your career advances. Find ways to keep the relationship mutually beneficial. Writing thought leadership for a personal blog can be a gateway to writing for larger publications, or even getting a publishing deal.
Mar 10, 2022 • 24min
Raising the Consciousness of Thought Leadership. | Sean M Doyle | 379
When you try to please everyone, you end up pleasing nobody! It can be a hard pill to swallow, but 99.9% of the world isn't interested in your thought leadership. Focusing on a vast, wide audience only ends up wasting your time - and might cause you to miss the people who really need your content. When you figure out what the 0.1% needs from you, and how you can serve them, that's when the magic happens. Today's guest is Sean M Doyle, Sean is a speaker and advisor helping small-business owners improve their marketing so that they can increase sales and work with more profitable customers. He is also the author of Shift: 19 Practical, Business-Driven Ideas for an Executive in Charge of Marketing but Not Trained for the Task We talk with Sean about what a thought leadership practitioner can do when great ideas just don't get traction, and what to do to boost them. He also discusses how thought leaders are their own harshest critics, and why content needs to be bespoke if it is really going to reach and connect with a target audience. Over the last two years, we've seen massive changes in the speaking industry. Sean shares insights into the changes speakers have had to make in order to thrive in this new environment. No longer are generic speeches acceptable, nor can speakers rely on choreographed music, lights, or entrance to create energy. To succeed, speakers must have strong content, clear talking points, and shining authenticity. If you want insight into ways that thought leadership practitioners can raise consciousness, uplift ideas that haven't reached their pinnacle, and make a difference to clients, you'll want to listen to this episode. Three Key Takeaways: Thought leaders are often the worst judge of their own content, due to stubbornness or ego. Thought leadership should be bespoke and feel personal to your audience. Once you recognize and understand patterns in people, you can use thought leadership to reach them and create long-lasting culture change.
Mar 6, 2022 • 28min
Thought Leadership Allies and Ambassadors | Morag Barrett | 378
How can you identify allies and ambassadors for your thought leadership, and what can you do to cultivate a relationship with them? When trying to expand the reach of your thought leadership, having allies and ambassadors is essential. You need people who can amplify your ideas when you are not in the room, and who will help to take them to heights you could not have reached on your own. Morag Barrett is the Founder and CEO of Skye Team, an international leadership development firm. She is also the author of The Future Proof Workplace: Six Strategies to Accelerate Talent Development, Reshape Your Culture, and Succeed with Purpose. In this episode, we discuss allies and ambassadors – people who evangelize and help grow your thought leadership reach. What makes a person an ally or an ambassador? What are the differences between the two? Morag not only helps us define their traits, but also helps us understand how to identify these amazing resources. Next, we talk about building relationships. Morag shares her insights about the conversations that are critical to creating allies and ambassadors, and how sharing the spotlight can get you further. She cautions against engaging in "transactional relationships," preferring to look at the long game – be generous with your time and energy, and buy in to the relationship at first, in order to get the returns you hope to achieve. Three Key Takeaways: A thought leadership ally can be a sparring partner as well as a spokesperson for your ideas. When seeking allies, don't just look at your current circle. Reach out to past circles and reconnect. When starting to build a relationship with an ally, avoid asking favors. Concentrate on getting to know them, and find out how you can help each other.
Mar 3, 2022 • 19min
Advice for Marketing, Messaging, and Publishing Your Thought Leadership Book | Aurora Winter |377
Most authors spend, on average, three and a half years from the time they decide they want to write a book until the time the book hits store shelves. That is a massive investment of time that thought leaders and executives could be using to increase other revenue streams. What if you could speed the process up, without sacrificing quality? Today's guest, Aurora Winter, has a method for doing exactly that. Aurora is the Founder of Same Page Publishing and creator of the Spoke Author Method. Both help authors get their ideas on the page faster and on track to having a final product they can be proud of that will impact the lives of others and the author's business. Aurora is also the best-selling author of Turn Words Into Wealth: Blueprint for Your Business, Brand, and Book to Create Multiple Streams of Income & Impact (Turn Your Words Into Wealth). Having started as a television writer and producer, she grew frustrated with the financial restraints and turned to books. As a first-time author, Aurora faced many problems. However, in solving those problems, she found a passion for helping other authors, too. Today, Aurora shares some of the common hardships authors face, and gives suggestions to help those problems be overcome. Many authors forget they will have to promote the book themselves. While the publisher is a partner, they will publish the book and then quickly move on to the next book in their lineup. We discuss with Aurora the pros and cons of traditional vs self-publishing, why you need a clear business goal for your book, and how you should be looking at your book as a long term legacy piece. As we wrap up, Aurora gives us the perfect example of how a solid business plan can create more revenue than book sales. She gave her book Marketing Fastrack: The Little Book That Launched A New Business: $250,000 in 90 Days (which you can download for free) away to interested readers for just the price of shipping. She followed that book with a video series, and offered "business breakthrough" sessions. After 90 days, Aurora had generated $250,000 in sales from a book she was literally giving away. If you want to better understand how your book can amortize over the years and gain a huge ROI, you'll want to listen to this episode! Three Key Takeaways: Thought Leaders don't have to be constantly at the keyboard. Many successful books are dictated to a team who can shape those ideas into magic. Once your thought leadership book is done, the real work starts. You have to put in a lot of effort to promote your book, as the publisher will only do so for a relatively short period of time. A book is a mass-market product, but you must have a solid strategy if you want to use that book to increase your thought leadership business.
Feb 27, 2022 • 38min
Transforming interactions in sales and marketing. | Kelly Wright | 376
Is it possible to transform the world of sales through thought leadership? And if we could, how would we change and improve sales culture? While many industries and positions change and evolve at high speed, the world of sales is often seen as foundational. Companies educate their salespeople about their product or service, and send them to sell as many units as possible. That's the way the game is played, right? But what if things could be different? Our guest today is Kelly Wright, Founder of Culture Driven Sales, an organization on a mission to help companies create exceptional cultures. Kelly helps orgs drive sales by bringing all levels of the company together around a unified purpose, creating a healthier, more aligned culture. She is also the President and COO of Gong, a company that analyses customer-facing interactions to deliver the insights needed to close more deals. We start our conversation by discussing how thought leadership and sales connect. Kelly shares her experiences, noting that many salespeople don't realize how powerful thought leadership can be in selling and what a game-changer it can be! The competitive market no longer wants vendors who are just "going through the motions." They want a partner that will challenge them, help them keep up with modernization, and work with them to create a better environment for sales. Kelly is on a mission to transform the sales world. When companies spend more time educating salespeople on the why as well as the what (knowing the product, but also how it helps their clients), they can create a true partnership between sales and customer. Through storytelling, salespeople can connect with their customers, creating a unified mission and vision that can spur success and create growth for both sides. If you want to transform the sales culture in your company this is the episode for you! Three Key Takeaways: Thought Leadership creates, persuades, and "sells" a vision of the future. Many thought leaders have a gut feeling about how things work, but choices need to be based on research and data. Your thought leadership is not for everyone. Don't spend time on people who aren't interested in learning more about your core insights.
Feb 20, 2022 • 45min
Giving Voice to Your Ideas | Nick Morgan | 375
What's the best way for a speaker to help their audience connect with their ideas? Many organizations have brilliant employees with a great depth of knowledge, but when it comes time for them to share that knowledge, they have trouble finding their voice. How does a speaker connect with their audience? How do you evoke emotion, and gain the investment of your listeners? Our guest today is Dr. Nick Morgan, one of America's top communication theorists and coaches. He is also the President of Public Words, coaching speakers and business leaders in methods of connection, helping them develop their ideas, and bringing their insights to life with powerful language that will move people to action. We discuss why it's best for thought leaders to focus on their insights, narrowing their area of expertise and making their ideas accessible to learners. Nick explains that speakers should share stories that are relevant to their audience, otherwise it won't hold interest. In addition, your story should identify a specific problem that the audience understands, and illustrate concrete solutions. That's how a speaker connects emotionally with their listeners. One method of establishing an emotional connection is by telling stories of conflict or failure. While many have difficulty sharing such personal stories, Nick describes why these are exactly the stories your audience most needs to hear. They want to understand the stumbling blocks you faced, and how to overcome those challenges and reach success.As a coach of some of the world's top speakers, Nick shares great advice for breaking through the primal fear of public speaking. He discusses why speakers should establish a clear narrative, and how to gain confidence through repetition of those stories. If over the last two years you've felt disconnected or misunderstood during virtual conversations please check out Nick's book Can You Hear Me?: How to Connect with People in a Virtual World. If you are planning to add speaking to your repertoire, or even if you're an experienced speaker, this episode is a trove of wisdom. Listen in! Three Key Takeaways: To make an emotional connection with your audience, you need to find the intersection between thought leadership and listener relevance. Share your thought leadership expertise in a narrow band, and seek out an audience that needs your insights. Be passionate about your thought leadership. The audience can only be excited if you're excited, too!
Feb 17, 2022 • 21min
Debunking myths for thought leadership practitioners interested in publishing | Lucinda Halpern | 374
There are a lot of myths that first-time authors have about publishing: Having a literary agent guarantees you a book deal; book contracts are too complicated for a normal person to understand;authors need huge social media numbers to get published. Getting published can be a complicated process, but it doesn't have to be a confusing one! To help us debunk these myths, we invited Lucinda Halpern to join us for a conversation. Linda is the president of Lucinda Literary LLC, a literary management firm that champions leading thinkers and emerging voices. As President of the organization, Lucinda relies on her deep knowledge of the industry, and decades of experience guiding authors to break-out success and long-lasting careers. We start our myth-busting by talking about book agents, and what happens during the lead time before a book hits the shelf. Lucinda explains that engaging a literary agent can help understand publishers' needs, and add an additional level of polish to your manuscript - but it doesn't guarantee you'll find a publishing deal. While thought leaders often want their book published immediately, Lucinda explains that it can take 12 to 18 months for the publishing process, even after your manuscript is written. Next, we shine a light on the myths of platform and marketing. While publishers still require fantastic content, Lucinda shares the importance of creating a visible author presence. We get a brief overview of ways that publishers review a potential author's platform and reach, and where an aspiring author might focus in order to improve their chances of becoming published. In addition to publishing their manuscript, authors need to think about the long-term business plan for their book. Lucinda gives us insights into the long-view of business books, why lower than expected sales do not equate to failure, and how lead generation is the place to make real profit. We wrap up our conversation by discussing the frustrations that can arise when dealing with publicists. Lucinda helps us understand the steps an author should take to screen a potential PR company, the questions that need to be asked, and the routes you can take - depending on your budget. This conversation is a deep dive into what authors need to know and understand - from the moment they seek an agent, to the years following the publication of their book. Three Key Takeaways: * Thought Leaders should work with a literary agent, to polish their manuscript and shop it to publishers. * Authors need to look at publishing a book as a long-term investment in their thought leadership; books are best thought of as lead generation tools for speaking and workshops. * If you are not interested in being part of marketing your thought leadership book, you are putting yourself at a disadvantage. Find a platform that allows you to shine.
Feb 10, 2022 • 19min
The ROI of Kindness | Linda Cohen | 373
Is kindness a mindset, culture, or capability? What is the cost of empowering your employees to be kind to their co-workers, customers, and themselves? To get a deeper understanding of where kindness fits into the workplace, we've turned to The Kindness Catalyst, Linda Cohen. Linda is a nationally recognized kindness expert and keynote speaker with over a decade of experience. Her new book, The Economy of Kindness: How Kindness Transforms Your Bottom Line, provides real-life examples of companies that have employed kindness as a secret weapon to build and maintain their organizations. We start our conversation by discussing how Linda started her kindness movement by writing her first book, 1,000 Mitzvahs: How Small Acts of Kindness Can Heal, Inspire, and Change Your Life, as a project to honor her father. As she began to deliver keynotes on the topic, she truly realized her passion for the subject. Linda discusses the concept of an "economy of kindness," and how kindness is a soft skill that businesses rarely emphasize. Yet, the ROI of kindness in your business is undeniable. Linda has had to use her agility and willingness to learn in the last two years, overcoming massive changes to the keynote speaking industry caused by our current workplace situation. Linda shares tips on transitioning to virtual events, including the skills she had to learn and the changes she made to her delivery in order to ensure she still connects with her audience on an emotional level. Kindness is essential in today's business world. Times are changing, and thought leadership delivery methods have to change with them. Discover ways to effectively connect and deliver your message, no matter the circumstances.. Three Key Takeaways: * Growth is possible when kindness is part of your DNA. Does your thought leadership encourage people to be kind? * Delivering a thought leadership keynote virtually requires additional means of interactivity to avoid the risk of losing the audience. * After delivering a virtual keynote it is important to seek feedback to ensure your thought leadership was delivered in the way you intended.
Feb 6, 2022 • 38min
Making an Impact on Lives | Amanda Morin | 372
How do you help people see new truths, change their behaviors, and rekindle the spark of insight in their everyday life? Through thought leadership! At its best, thought leadership is incredibly empowering. By sharing our experiences, great thought leadership practitioners can help their audiences elevate their lives - day by day. Our guest on today's podcast understands that process better than anyone. Amanda Morin is the Director of Thought Leadership and Expertise at Understood, a nonprofit organization that is a leader in the fields of education and disability inclusion. Amanda helps those who learn and think differently discover their potential, take control of their education, and find community. Amanda explains Understood's mission, and explains how she leads the org's efforts to build knowledge about learning and thinking differences. Amanda walks us through Understood's humble beginnings in 2014, focusing on empowering school-age children and their teachers. Through the years, the strategy shifted to include helping individuals take charge of their lives and find strength in their differences. We discuss the various modalities used to reach a broad audience. Amanda discusses the need for a diverse team, and adapting her thought leadership to be used with websites, the mobile app Wunder, and the podcast she co-hosts, In It, where Amanda gives advice for parents, teachers, and even kids who are "in it" with those who learn and think differently. We also discuss other social media platforms she's used for her thought leadership, and the types of content that work best on each (and why!). Amanda draws from a full team of researchers, experts, and content creators, to create the perfect team for any task. By maintaining a pool of talented people, she's sure to have the right skills for any project. She explains why her job isn't simply to lead the team, but also to help team members find their distinct voices, lift them up so their ideas are heard, and know when to help them change direction when a project isn't hitting the mark. This is a wonderful conversation about deploying thought leadership to help those who might otherwise never be given the chance to unlock their full potential. Three Key Takeaways: * When deploying thought leadership, you need to find your audience - and put your insights where they already spend their time. * Not everyone will have the same entry point (or end goal) for thought leadership. It is important for your audience to have different points of entry, and to consider their disparate objectives. * When leading a thought leadership team, ensure you are giving a platform to each distinct voice. By raising them up, you elevate the whole team.
Feb 3, 2022 • 19min
Crafting Bespoke Thought Leadership | Howard Brown | 371
With a seemingly endless supply of options for any service or product, how do you make sure that yours rises above the noise? Better yet, as a buyer, how can you know which product or service is right for you? Today we are joined by Howard Brown, the Founder and CEO of ringDNA (now known as Revenue.io), an AI-powered platform that helps clients unlock revenue growth. Howard has also been listed as one of the 100 Most Intriguing Entrepreneurs by Goldman Sachs, and a top CEO according to Comparably. With a strong background in clinical psychology, Howard's position on thought leadership comes from a deep understanding of the way people work and think. Howard shares his insights on thought leadership, how using TL internally can help your employees find strength, realize opportunities, and improve, so that they can deliver their best performance. As a CEO, Howard shares great advice for those who are just starting on the leadership journey. He delves into the how's and why's of using thought leadership internally and externally at your company, and what it means to be a CEO who understands thought leadership's purpose. In addition, we discuss "finding your superpower," and why being hyper-personalized with your message will better connect with a specific audience. Make sure they know you are speaking directly to them, and taking into account their individual needs! If you want to use thought leadership to tell a story and deliver value for your entire organization, this is a great episode for you. Three Key Takeaways: * As digital conversations replace more and more face-to-face ones, we need Thought Leadership to build those connections. Listen to your audience, pay attention to their needs, and create a sense of insight and vision. * When starting down the path of thought leadership, start by doing your research! It's important to truly understand what thought leadership is… and what it is not. * It can be tempting to create thought leadership for "everyone" because it's easy. Narrowcasting is much harder, but the ROI is greater - especially if you crack the code and reach the right audience for your insights.
