
It’s a bit like trying to describe an elephant. We all know what it looks like, but it’s not easy to define succinctly.
Wikipedia defines a thought leader as “an individual or firm that is recognized as an authority in a specialised field and whose expertise is sought and often rewarded.” A recent article in Forbes magazine described it as “an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.” I’m not sure that either definition entirely sums up the complexity of thought leadership because it’s also about cultivating brand and corporate values that, of themselves, are hugely important but which may be largely intangible. What is central, however, is that thought leaders are not shy to come forward. Whether as companies or individuals, thought leaders engage with their markets, to educate, start discussions, or offer insight – but always with compelling content that everyone in their markets, including competitors, will want to read.It goes back to have a joined-up content management strategy and an integrated marketing/PR plan: with all the usual other push and pull strategies to sell product or services. Thought leadership should sit above that, demonstrating an intellectual mastery of the market: a company to be trusted because it understands and is willing to share that understanding. It’s about positioning and corporate value; becoming known for what you say as well as what you do: a win-win strategy, but only if you get it right. Charlie Laidlaw is a director of David Gray PR and a partner in Laidlaw Westmacott. Image source
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