As the business world has embraced technological change, and in particular social media, business leaders have sought to express their ideas through digital means. A well-formulated blog, the right speech, a podcast, or even a tweet can help to establish a given person or brand as an authority on a given subject.
There’s a special term for this kind of content: thought leadership.
What is thought leadership?
If you’re talking about a given subject and bringing your audience around to your point of view, then you’re engaging in thought leadership. Express the right idea in the right way, and you’ll demonstrate your expertise on the subject in question. You’ll become credible in your field and, in some cases, help to shift the direction of your industry.
In many cases, thought leaders have diversified their philosophy from those of their competitors. For example, Steve Jobs noted that his customers were ‘a little different’ from those of his rivals. This went on to become the key selling point for Apple, establishing the brand as a cult one.
When considering these sorts of examples, we needn’t restrict ourselves to the famous names. If a junior writer at an online publication expresses ideas that people find interesting, and the audience grows as a result, then that junior writer might find themselves in high demand.
How thought leadership can drive business growth
Thought leaders are able to think creatively and to spot new ways of doing things. This innovation presents the business with a natural advantage. It will be able to establish different and often more effective processes.
A thought leader will also be able to command the trust of their employees and customers. If we believe that the person in charge knows what they’re talking about, then we’re more likely to follow their advice enthusiastically. This can be especially advantageous for consultancy firms, but businesses of every kind can benefit, too.
How to become a thought leader
If you want to be taken seriously as a thought leader, then you’ll need to offer expertise that your audience is willing to pay attention to. While there’s something to be said for having a shallow expertise in a range of subjects, a thought leader will also need a deep understanding of a particular, relevant topic.
Of course, developing these insights will require constant learning. That means having conversations with a range of people, asking difficult questions, and making the most of social media to put your opinions out there.
When demand is sufficient, you might also consider long-form content, like books and podcasts, toward which you can point anyone who wants an idea of who you are and what you think.
