Strong storylines never go out of fashion
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Seventeen firms could have topped our quality rankings
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Moving your readers to get in touch
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Facing up to the challenge of measuring ROI on thought leadership
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Have you seen Deloitte’s DataUSA?
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Who else is fighting for your target reader’s attention?
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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.
But everyone else is doing that…
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My eleven-year-old, in his desire to influence his parents, has been known to utter the phrase “But everyone else is going…” I credit my firm interrogation techniques for him not using this argument any longer: they force him to admit that “everyone else” is actually three people and to accept that other people going doesn’t mean he should, too.
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.
Can you have thought leadership without a thought leader?
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Think back to the last time you read something that caused you to reassess some aspect of your approach to your work or personal life. Got it? Next question: did you have a strong sense of the individual behind the message, or was it written by a faceless organisation? My guess is, based on my own experience and that of my informal focus group (causing disruption in the office yet again!), that you felt you were being spoken to by an individual.