Thought leadership is perhaps, ironically, becoming devalued by repetition and by firms not fully working through what it means and what it can do for them.

We’re working with a client who will be using our research to support thought leadership and to more assertively build its position in a new market.

The two main causes I see of firms not gaining potential results from thought leadership are:

• Not thinking through what will really add distinctive value both to them and their businesses
• Not effectively exploiting the value of the thought leadership and content they generate

The second can definitely be an issue for firms where the marketing function is stretched and can find it difficult to take a step back and identify all the strategic and tactical opportunities it can provide. If you’re one of those, contact me to get a simple graphic of some of the ways to exploit the thought leadership content you have.