There’s a risk, for us long term inhabitants of the nation of consulting, that we fail to notice what is going on in the world outside our borders. And yet, when we look at the world of thought leadership from the perspective of our target reader, it’s clear that they have access to – indeed, are being bombarded by – content from multiple nations.
Is it possible to be thinking too far out of the box?
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One of the (hopefully many) interesting findings from our recent survey of senior executives in the US1 is that they are interested in content that applies to issues they are thinking about already – rather than exploring issues they had never even considered. When asked why they had started reading a memorable piece of thought leadership, 83% said that the topic was one they had already been thinking about.
Does your right hand know what your left hand is writing?
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“The Apple what?” asks the sales assistant, blankly. “The Apple Watch” I offer, assuming he misheard me. I am in the Apple store, after all. “Apple doesn’t make any watches as far as I’m aware,” he says, apparently not having misheard. “Oh. But when I was in your store in London they told me…” “Would you be interested in having a look at the new iPhone 4”, he interjects, trying to be helpful. “The iPhone 4?” I ask, confused. “I thought that was old. Aren’t we on the iPhone 6 now?” “I don’t think so” says the sales assistant, looking as though he’s starting to doubt himself.
Our top eight tips for better thought leadership
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In the process of creating our latest White Space quality ratings we reviewed nearly 400 pieces of thought leadership in detail. Reading and interacting with so many pieces of content leads to a range of emotions: from “Oh no, not another piece talking about …”, through “Eighty pages?!?”, to “Wow, this is really interesting!” All of which gives us a pretty good sense of what’s working and what’s not. So, based on that, here are our top eight tips for creating better, more engaging thought leadership:
Annual publications in financial services: how to avoid yours going bad
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“Management is nothing more than motivating other people.”
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…So said Lee Iacocoa, American businessman.
What inspires people to write thought leadership?
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Earlier this year we contacted the authors of the best material we’ve seen over the past twelve months to ask them to complete a survey about why and how thought leadership is created within their firm1.
Our first question to this group (representing ten leading consulting firms) was: Did any of the following influence your decision to create this piece of thought leadership? Here’s what they said:
