Thought Leadership

The phrase is overused, but the idea behind it is simple. A thought leader is someone others turn to for a point of view on a subject, because that point of view has proved useful before. The title cannot be claimed. It is conferred by the people who quote, invite, publish and recommend.

What Makes It Credible

• An original position: a view on the field that is specific, defensible and not already said by everyone else.
• Evidence: experience, data, client work or research that shows the view is grounded.
• Consistency: the same core ideas, developed over time, rather than a new theme every month.
• Independent platforms: bylines, op-eds, stages and podcasts chosen by an editor or organizer, not only the person's own channels.
• Generosity: insight that helps the reader even if they never buy anything.

Why a Sales Pitch Undermines It

People learn to recognize persuasion. A 1994 paper in the Journal of Consumer Research, which set out the persuasion knowledge model, described how audiences come to understand the goals and tactics of those trying to persuade them, and use that understanding to cope with advertising and selling. Content dressed as insight but built to sell is easy to spot, and it spends the trust that real thought leadership builds. A useful test is whether a piece would still be worth reading with the call to action removed.

Questions to Ask

• Ask what specific point of view the work will build on, and whether it is genuinely yours.
• Ask where the ideas will appear beyond your own channels, and how those placements will be earned.
• Ask who writes the material, and how you approve it.
• Ask how progress will be judged, given that recognition is decided by other people.

Sources

Each source was read at its publisher, its DOI record or an official index such as PubMed. Findings are summarized in plain words; see how sources are chosen.

1. Friestad, M., and Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (opens in a new tab). Journal of Consumer Research, 21(1), 1-31.

Frequently Asked Questions

What is thought leadership?

Becoming a recognized, trusted source of ideas in a field by sharing original and useful insight, so that editors, organizers and peers seek out your view.

Is thought leadership the same as content marketing?

Not quite. Content marketing aims to attract customers to a business. Thought leadership aims to advance a point of view and earn recognition for it. The two can overlap, but thought leadership has to stand on the strength of the idea.

How long does it take to become a thought leader?

There is no fixed timeline, and no one can promise the result, because recognition is decided by others. It usually takes months or years of consistent publishing and speaking on the same themes.

Can someone else write my thought leadership?

Many people work with a ghostwriter or editor. The ideas and positions must be your own, and you should approve everything published in your name.

Related: Positioning, Byline, Op-Ed, Ghostwriting, Content Pillars · In the Wiki: Personal Branding for Founders: Choosing an Agency, Personal Branding for Authors: Choosing an Agency, Personal Branding for Executives: Hiring the Right Help