WHAT IS THOUGHT LEADERSHIP, AND WHY DOES IT MATTER?

Which came first, the thought or the leadership?

As with all the best either-or questions, the answer lies somewhere between the two.

“Thought leadership” has become a bit of a buzz phrase in recent months.

One reason for that is that it is an area of content marketing in particular, and business in general, where it’s essential to have an authentic voice.

If you are trying to stand out from the crowd and influence people with the quality of your insight, you are less likely to do it with the sort of Robocopy that is churned out by an AI-driven engine.

As the pool in which copywriters fish shrinks rapidly under the onslaught of the machines, I know I’m not the only wordsmith looking for niches where the words still matter.

Thought leadership is one such area.

Why I’m now a “thought leadership writer”

Let’s be clear about this, I’m not “anti-AI”. I’m not a Luddite. I’d like to think I’ve always been agile enough to respond to changing market circumstances and adjust my business focus when required.

And I’ve done that without shouting at clouds and railing at the perceived injustice of some outside agency coming along to sweep up all my potential customers. Life’s too short for that.

One recent switch in direction is that I have stopped referring to myself in networking meetings as a copywriter. Once you say that c-word word, people instantly ask how the business has been impacted by the advent of ChatGPT, Claude and the rest.

If you meet me at an event now, I’ll tell you I’m a thought leadership writer. I’ll go on to say that I work with business leaders who want to share their expertise in a way that elevates their brand and themselves.

Encouragingly, the reaction so far has been positive. Nobody has instinctively reacted with the suggestion that there’s an app for that.  

So… what is thought leadership?

For me, the main intention of thought leadership is authority. The aim is to demonstrate your valuable knowledge in the particular field where you excel.

We all have a story to tell. If you have spent time in senior positions in business, you will undoubtedly have picked up some ideas about how it is done well – ideas that others in your wake can use to their benefit.

By sharing the insight that your experience has granted you, you can demonstrate that your thoughts make you someone worth listening to – and, yes, following.

In an era when we are constantly bombarded by messages, statements, suggestions and pronouncements in a host of contexts, both online and in person, the need to stand out has never been more acute.

Thought leadership content, delivered eloquently, impactfully and – most crucially of all – in your authentic voice can grant you that precious authority.

That can in turn give you a competitive and commercial edge, which is why it matters.

And which is why a writer who can interpret your thoughts and turn them into compelling content is a key ally.

That’s where I come in. As I’m fond of saying in networking pitches, if you want to sound like you… talk to me.