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IDG Contributor Network: 5 things to consider before launching a thought leadership team

The idea is this: get a group of experts on a team, then offer their knowledge to customers and prospects as a value-added service. It’s influencer marketing writ large and it can burnish your brand.  What could possibly go wrong?

Plenty, as it turns out. Having managed several such teams, I am now helping two clients—a software startup and a consulting firm—formalize their thought leadership functions. Both will admit it’s harder than it looks.

What is thought leadership, anyway?

Thought leadership is more than a bunch of clever individuals with big ideas. A thought leader should offer fresh perspectives on a field or topic—yet a fresh perspective by itself doesn’t make one a thought leader. Academic achievements, books and journal publications, or regular conference keynotes likewise don’t define someone’s thought leadership bona fides. Thought leadership combines forward-thinking points of view, on-the-ground experience, and enough situational awareness to help customers work better.

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Read More from This Article: IDG Contributor Network: 5 things to consider before launching a thought leadership team
Source: IT Strategy

Category: NewsApril 11, 2019
Tags: art

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