Each person has a buzzword that they favor.
Buzzwords like synergy, sync, and synthesize, among others starting with “sy,” capture a specific era and are convenient to incorporate into daily discussions. However, their excessive usage can result in a short lifespan.
There was a time when thought leadership was a widely discussed term. Every executive talked about their unique insights, managers shared their moments of productivity breakthrough, and salespeople revealed their strategies for successfully converting leads into sales.
With the entrance of additional experts into the thought leader arena, the term has lost its appeal for certain individuals. Regrettably, this is unfortunate as there has likely never been a more crucial time to be considered a thought leader than the present.
The reason is that individuals desire credibility, value transparency, and have high expectations for those in positions of authority. These expectations are consistently relevant, and thought leadership consistently meets them. Influence & Co. has built its business model on thought leadership for over ten years because while trends and buzzwords may change, true thought leadership remains constant.
Thought Leader
Despite potentially seeming like a cliché used in corporate settings, the term “thought leader” holds significance for both individuals and businesses. Essentially, a thought leader is a recognized authority within a particular field or community who provides valuable guidance and perspective to others. In essence, a thought leader’s reputation is built upon their ability to assist others through their expertise and understanding.
Sifting Through the Noise
The progress of thought leadership was gradual and consistent, but it gained significant momentum in the last couple of years. The pandemic played a crucial role in this rapid transformation, similar to other substantial changes witnessed by entire industries.
The “2021 B2B Thought Leadership Impact Study” by Edelman and LinkedIn revealed that in their industries, two-thirds of decision makers stated that the global outbreak of COVID-19 prompted a rise in thought leadership content.
Why not? It becomes increasingly difficult to distinguish oneself when numerous voices inundate the market with an overwhelming amount of identical content.
Everyone is asking these types of questions and they have been answered numerous times. To distinguish themselves, thought leaders need to find ways to convey the same message with fewer words. This approach allows thought leaders to maintain their own influence, even as the concept of thought leadership has become less prominent.
How to establish yourself as a thought leader
To position yourself as a thought leader, start by learning how to create exceptional thought leadership content that stands out from the norm. This is important because only half of the marketplace’s thought leadership content is considered useful by 71% of respondents in the Edelman-LinkedIn survey.
1. Look at your industry’s moral makeup
Leaders have multiple responsibilities, including monitoring morale, overseeing financial matters, and being involved in various aspects of a company.
In addition to that, individuals also bear a moral responsibility to themselves, their company, and the overall industry.
Having knowledge and experience is beneficial, but true thought leadership requires having strong beliefs and dedication to doing what is morally correct.
Before posting content that is associated with you and your company, it is important to take a thoughtful approach by asking critical questions. Determine if your business model contributes positively or negatively to the public. Assess whether you support marginalized groups and those without a voice, or if you solely focus on catering to the dominant majority.
What makes these considerations important? The answer lies in the aspects of authenticity and credibility. If readers perceive you as merely another opportunistic voice aiming to capture the same market share, what sets you apart from the competition becomes unclear.
Begin by examining the values that you and your company uphold, and strive to be influential leaders who emphasize substance over superficiality. Upholding steadfastness and moral principles will greatly contribute to your success in the long run.
2. Clarify your area of expertise (and stick to it)
Dunlap believes that thought leaders need to have clarity and consistency in their insights in their specific field of expertise. By establishing a business niche or expertise in a particular area, you can enhance your brand and establish yourself as a credible authority in your field.
Dunlap advised against trying to be a thought leader in all areas related to your industry. Instead, he recommended focusing on your expertise and consistently delivering that message. Going deep on a few topics is more effective than covering too many complementary topics.
3. Step back from your business agenda
In order to be recognized as a thought leader, it is essential to have a comprehensive understanding of the matters that affect your audience and provide them with valuable, relevant, and educational guidance.
Participating in events for charitable giving and conducting source interviews may not offer immediate financial gains. However, these activities can bring long-term benefits to you, your business, and your audience. By demonstrating your active presence and being a well-rounded professional, you can gradually enhance your reputation and establish credibility as a thought leader.
4. Keep learning about your industry
In order to remain a thought leader, it is essential to keep up with the ever-changing landscape of various industries, as they evolve at different paces. By being knowledgeable about current happenings, you will be able to actively engage in discussing and providing insights on emerging trends.
Akram advised that it is important to continuously acquire knowledge about one’s industry, as well as understand the larger economic forces in play. To be a thought leader, it is necessary to have both forward-thinking abilities and the discipline to study market dynamics in order to identify trends. By combining acquired knowledge and analyzing these patterns with one’s vision, real-world problems can be effectively resolved.
In order to stay updated on small business trends and predictions, one should analyze disruptions occurring in financial, marketing, tech, human resources, and other fields.
5. Listen to others
Thought leaders are not equipped with all the answers and their learning journey is perpetual. Mark Rogers, Psy.D., the founder and CEO of Insights Without Borders, emphasized the significance of acknowledging one’s limitations and keeping a humble attitude to be receptive to others’ perspectives. Engaging with fellow professionals is an excellent approach to maintain connections and enhance one’s knowledge.
Rogers stated that true thought leaders truly comprehend and give attention to one another’s narratives. He emphasized the value of acknowledging that we are all participating in the human journey and shaping our own life stories.
6. WAIT and see
Being an early adopter or the initial advocator of something is an enjoyable experience. The initial stage is particularly delightful, particularly if you are well-informed. However, if you are not adequately prepared, it becomes challenging.
Instead of quickly sharing your thought leadership without much consideration, consider pausing, taking a deep breath, and evaluating whether engaging in this conversation might exceed your level of expertise. Wait, and then WAIT some more — or question yourself, “What is the purpose behind my speaking?”
Are you actively engaging in the discussion by thoughtfully considering each step and rephrasing the given text without introducing new information or omitting any existing details? Additionally, are you discussing a sensitive topic where you possess vast expertise or are you simply expressing your opinions without any personal knowledge, merely seeking attention or acknowledgment?
If you lack knowledge about a subject but have the urge to write about it, consider giving a voice to someone who is well-informed. Utilize your platform to amplify their perspective and acknowledge their expertise. Additionally, adopt the WAIT method to evaluate your involvement in a discussion: Are your preconceived notions or biases likely to affect your opinions?
These topics are challenging to address, but they become more manageable if you prioritize thinking before typing.
How to boost your industry presence to enhance your credibility
Rogers holds the belief that thought leadership acts as an expansion of an individual’s personal brand. This necessitates the establishment of a genuine online reputation and presence on social media platforms such as LinkedIn and Twitter, which are specifically meant for business purposes.
Consider the following advice in order to enhance your industry presence, as Rogers pointed out, social media platforms like LinkedIn or Twitter serve as the basis for your thought leadership strategy and serve as important channels for your social networking.
- Work with mentors and influencers. Talk to mentors and industry influencers about your passions, big ideas and what’s keeping you up at night. Observe how they started their businesses and now handle operations. Read and reflect on what they say on their blogs, on social media platforms, and during speaking engagements.
- Attend in-person networking events. Seek out speaking opportunities. The more people you have in your network, the more potential you have to become an authority or influencer.
- Get published as often as you can. Even if you start by self-publishing or writing content on your blog, it’s crucial to develop a steady stream of regular readers and followers. Publish guest posts on industry-related blogs, and grow from there to seek publication on broader, more authoritative sources.
