Thought leadership is a common approach for companies wanting to establish credibility within their industry and stand apart from the crowd — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and because of this, have more influence over their audience. The problem is that people throw the term “Thought Leader” around without any foundational evidence of what it truly takes to deserve the distinction.Publishing content, in and of itself, does not make a person or a company a thought leader.
Thought leadership happens when brands move from talking about their product (1.0) to transitioning into solving customer problems (2.0) and then become trusted advisors (3.0). People trust thought leaders and turn to them for advice. When you’ve made this shift, you’ve moved your company from a commoditized buy to a consultative relationship. Price becomes less important. Marketers, pay attention — you want this to happen…
How To Create A Thought Leadership Strategy That Supports True Innovation
