Thought leadership is all the rage these days among communicators.
It’s popular because it’s pretty much impossible to buy your way in front of audiences anymore. The generation that consumed slack-jawed the ads that interrupted episodes of Gilligan’s Island on TV are now listening to customized Spotify playlists, and letting people they don’t know curate their information on Pinterest.
Younger consumers are consuming snippets of news that flash across Twitter, and swapping information that is purposefully configured to disappear almost instantly.
There’s no “there” where communicators can repeat their claims and promises; the burning prod of branding has been replaced by a sometimes hazy process of incessant invitation. Ideas are the new currency for buying attention.
No wonder so many of them want to get themselves some of that thought leadership.
It’s a lot harder than that, because doing so requires challenging, if not wholly rejecting, much of the traditional approach to corporate messaging. Here are three things you could consider when you next talk about thought leadership…
Read the entire essay at Linkedin