Is Thought Leadership over?
There is a moment when I'm talking to an expert about a topic that is meaningful to them and their eyes light up with an excitement that I feel too. This experience is intangible and unpredictable. It probably has something to do with mirror neurons. But all I know is that when they light up, I light up. I can see their passion, expertise and credibility channelled through this topic, and all I want is to hear more.
This is the work I'm doing with my customers - asking a lot of questions until they answer one with genuine gleaming enthusiasm that makes my heart beat faster. And that's the place from which we build their thought leadership.
It happened recently with a senior conservationist. She was talking about intersectionality in terms of feminism, and then in the next sentence about biodiversity of species. Then she said, 'I don't think we've given enough thought to intersectionality of species.' My synapses started firing. That's the conservation content I want to hear more of!
I went through the same exercise with a film-maker with decades of experience. She wants to help a generation of film-makers from disadvantaged communities find customers. As we talked about her different kinds of expertise, it became clear that not only could she help with matching, she could also empower them with the entrepreneurial skills of running a business that she's learned on the hoof. Pragmatism meets creativity! That's how you help create generational financial security. I want to read what she's got to say.
Is there a future for thought leadership?
Bridging gaps in corporate communications
Final thoughts on thought leadership
Charlotte believes that in the attention economy, strategy and story need to be symbiotic.