Someone who delivers

business results by 1. Cultivate the Press

agitating for and leading
2. Write
1. change
Mike Figliuolo 3. Spread the Word
2. Vision & Insight
thoughtLEADERS, LLC Elise Bauer 4. Speak
3. Eloquence & Influence
Be A Thought Leader!
5. Use Your Website
4. Courage & Endurance
6. Unlock Your White Papers
5. The Drive for Results
Make thought leadership a strategic
7. imperative for your company
1. Scan the media
A thought leader is a recognized leader in one’s field. What
differentiates a thought leader from any other
2. Track your competitors
knowledgeable company, is the recognition from the
outside world that the company deeply understands its
Analyze and understand
business, the needs of its customers, and the broader
3. your ‘true north’ Craig Badings marketplace in which it operates.
Author of Brand Stand
Review your current
4. intellectual property "START IP" Thought Leadership
Process
5. Trend spot
1. Value First, Brand Second
6. Identify a TL champion
Experience Value Prior
7. Panel of thought leaders 2. to Purchase
Paul DiModica Give Away 5% to get
Value Forward Marketing 3. Prospects to Pay 95%
1. Relevancy
Multi-sensory and
2. Application Multi-dimensional
Laurie Dillon-Schalk 4. Marketing
3. Resources Defining thought leadership
and what makes it so Value Forward Marketing involves
4. Action investing in your own value by giving
some of your value away for free in the
5. Impact form of education to targeted prospects
so they are induced to pay for the rest of
your value based on their experience and
evaluation of your offering.
Thought leaders contribute to
their industry's body of
1. knowledge
Unique Insights in the
Thought leadership marketing is 1. Problem at Hand
on issues not on products or
2. companies Experience in Solving
The Bloom Group the Problem With Other
Thought leaders take a credible Hallmarks of Thought 2. Clients
and intellectual approach with Leadership
3. NO HYPE Results from Those
3. Experiences
You must have 'message allies'
4. and use WOM Larry Genkin 4. Approach to Doing the Work

Thought leadership content

Thought Leadership
5. cannot be generic Marketing
Novelty of Problem
Content must be 1. Diagnosis & Solution
6. syndicated
2. Topic Focus
Thought leadership works
best in complex and dynamic 3. Relevancy of Problem
7. markets
The Bloom Group 4. Validity of Solution
TL must be conveyed by others, Seven Hallmarks of a
5. Practicality of Solution
8. not self anointed Market-Ready Point of View
Rigor of Core Argument
TL dynamically evolves in relation
(problem/solution
9. to others and markets
6. statement)

Clarity of Core
1. Work with the media 7. Argument

2. Publish a case study

3. Speak at events Maria LoScerbo 1. Marketing

How to Become a Thought
4. Sponsor an event 2. Qualifications
Leader
5. Quality website content 3. Body of Work

6. Industry involvement Carl Friesen 4. Body of Knowledge

Eight Mandatory Attributes Continuous
Thought of "Guruship" 5. Improvement
All thought leadership we develop at
Accenture must have a marketing
Leadership 6. The Network
message and value to the business … [Marketing]
[It has] to connect firmly to our core 7. Physical Plant
brand value—High Performance
Frameworks
Delivered. If something is not aligned 8. Self-Management
to that, we don't do it."
A guru is, of necessity, an individual. A firm
Is the company developing a sufficient amount of can't be a guru, although it can contain them.
A guru may train "disciples" to teach her or
deep content on topics that matter to the market?
his methodology, but success ultimately
Content depends on the individual behind the
methodology.
Are the channels Accenture is using to reach
Terry Corby - Accenture
connoisseurs of its thought leadership the right ones?
Channels "Three C's"
Be Generous with your
Do Accenture employees know what thought 1. Knowledge
leadership is available and in development? RainToday Be Consistent &
Connectivity
Five Rules for Successful Continually Connect
Thought Leadership 2. with your Market

3. Deliver Value
‘Thought leadership' means: ‘A research-based
publication or campaign on a subject of current 4. Take a Stand (risk)
business interest, commissioned with the aim of
attracting media coverage, building the brand and 5. Focus on Long-Term Benefits
engaging with clients, prospects and colleagues.'

1. Get the Right Theme

Across the diversity of their fields,
2. Take a Position personalities and motivations,
thought leaders tend to share the
3. Well-timed Research following seven characteristics.
Ben Kent - Lighthouse
4. Shape a "House View"
Putting 'Thought' into 1. The Love What They Do
Impart the Firm's Own Thought Leadership 2. They Feel Driven to Teach
Advice - Share Personal
5. Wisdom They Reach Out and
3. Communication
High Impact + Succinct
6. Solid Analysis They Take Risks with
4. Their Messages
RainToday
The Thought Leader's They Balance
1. Take a Stand Confidence with
Mindset - 7 Characteristics
5. Curiosity & Learning
Tell Me Something I
2. Don't Already Know They Risk Today's Time
3. Be Vertically Famous for Tomorrow's
6. Potential Gain
What Does Your
They Keep Working,
4. Competition Miss?
Connecting,
5. Develop Your "Voice" 7. Communicating

The Power of Public

6. Speaking Larry Chase
1. Transparency
7. Get Published
13 Essentials for Thought
Leadership Marketing 2. Talent
Start a Newsletter, RSS Jeff Gahnz - Nicolet Bank
8. and/or Blog 3. Third-party Credibility

9. Get a Greek Chorus 4. (Trust)

10. Talk Less, Listen More

11. Press the Flesh 1. Vision

12. Practice Out-of-the-Box PR Britton Manasco 2. Visibility

Be Focused, but Don't 3. Credibility

13. Develop Tunnel Vision

1. Research the need

In such a crowded market how do
you tell the good from the bad? Determine the readiness
Good thought leadership exhibits 2. of the organization
four characteristics:
Build a thought
Chris Koch 3. leadership network
ITSMA - Five components of
1. It is Relevant and Practical Create a publishing process and calendar
a successful thought
Create a content
2. It is Backed Up by Thorough Research leadership program Align thought leadership vehicles to the buying process
4. development process

3. It Says Something Different or New Fiona Czerniawska

White Space 2007 Install a lead tracking and nurturing system
Install systems and
It Does Not Try too Hard to Sell the metrics for supporting Get agreement with sales on a sales-ready lead
Services of the [Organization] that 5. thought leadership
4. Produced it

Thought Leadership Marketing Elements.mmap - 9/8/2009 - Mindjet