By Ilse Blank, Founder, CQ Consulting
In today’s competitive business landscape, establishing yourself as a thought leader is not only an advantage but an essential part of your professional journey.
By conducting research and analysing data and trends, thought leaders use their insights to build credibility and influence perceptions, policies or decisions.
For decades, global professional services firms have embraced the “publish or perish” mindset, using thought leadership as both a brand differentiator and a business development tool. There is much we can learn from the rigour of their approach to thought leadership and how they’ve successfully added tangible value to their businesses through thought leadership.
I have 25 years of “Big Four” professional services communication experience, with the benefit of working on global and multi-sector thought leadership programmes, research and reports. As someone who’s worked in both the forefront and the background as a ‘ghost,’ I have enjoyed a backstage pass to the complexities of developing thought leadership that is robust, enjoyable, memorable and meaningful.
When it comes to thought leadership, I’ve done it all: from developing business cases to secure project resources, collaborating with researchers to design measurement tools, managing stakeholders, overseeing projects, developing brand and marketing strategies and tactics, and writing points of view (POV) on behalf of thought leaders.
No matter where you are in your professional journey, becoming a thought leader can be a game changer. Here are my top ten communication secrets for creating compelling thought leadership that will work hard for you and your brand:
- What do you want to communicate? This should be something you are passionate about and have significant expertise in. It could be a trend you have observed, a challenge your industry faces or an innovative solution. Your core message should be clear, compelling, and relevant to your audience.
- Who are you sharing your knowledge with? Understanding your audience is crucial. Tailor your content to address their interests, concerns and pain points. Business leaders typically engage with content that offers practical insights, strategic advice and innovative ideas. In my experience, if your audience includes C-suite executives, keep your key messages top-line but be prepared to dive into details for those who require a deeper analysis.
- What is your POV on the issue? Your POV should challenge conventional thinking and offer fresh insights or solutions. It should capture your audience’s imagination and encourage them to see the issue from a new perspective – even if they disagree. I have seen thought leaders become so entangled in the weeds of an issue that it skews their POV inwardly, rather than focusing on what the audience needs to know.
- What is the Single Source Of Your Truth? Your thought leadership should be well-researched and backed by reliable data, case studies or personal experiences. Think of thought leadership as investigative journalism—where every source is verified, every question is explored, and every conclusion is well-founded.
- Always. A well-structured piece of content enhances readability and engagement. Like any good story, it should start with a Beginning, a Middle and an End. Whether it is a micro-message or a 100-page report, it needs to tell a story and guide your audience along the path you’ve laid out. Start with a compelling introduction, present your arguments with supporting evidence and examples, and close with a call to action that reinforces your POV or invites further reflection.
- You’ve got this. Write with authority. Use clear, concise and authoritative language Words like “should” or “must” inspire action. Your tone should reflect confidence and expertise, making it easy for your audience to follow and understand your arguments.
- Avoid jargon. Every industry has its own “suitcase words” and acronyms, but jargon can be exclusionary and confusing. I call it the Primary Point of Discombobulation (“PPD”). Avoid PPD by keeping your audience’s needs in mind at all times and using language that is accessible to them.
- Food for thought. Good thought leadership should make your audience stop and think. Use it to ask thought-provoking questions, share new ideas and propose solutions or recommendations.
- Operationalise insight creation. Many executives and business owners I meet are insight-rich but time-poor. Organisations that value thought leadership create operational support around their thought leaders. Pair up business leaders with communication specialists (inhouse or outsourced) and data analysts who can assist with the heavy lifting of developing a unique POV. Ensure that it comes to life in the authentic voice of the thought leader.
- Develop a drumbeat. Help your audience easily associate you and your organisation as a potential solution to their problem. Show up regularly and offer perspectives along the same topic to stay top of mind.
Always keep in mind that your thought leadership must serve a purpose, so be clear about what you hope to achieve when you start out. It is an exceptionally powerful engagement tool that creates business value and builds brand resonance. More importantly, it creates the opportunity to create real-world connections and opportunities for meaningful engagement with your audience.