When done well, thought leadership begets more thought leadership.
One of my favorite moments last week was working with a new team in a client’s business. They previously resisted doing thought leadership because coming up with a crisp point of view and compelling content seemed like it would take too much time and effort.
But then they saw the results that other lines of business were getting. They wanted in on the action and agreed to try it.
After two thirty-minute meetings, they had an article ready to go. It took about 10 minutes of level-setting to make sure the piece expressed their best thinking.
They only had two questions:
- how it could be so easy and
- when they could do more.
That’s the difference between working with a “writer” and a thought leadership partner who can think alongside you.