-
-
2021-02-02
- Posted by: Christopher G. Fox
- Category: Branding, Communication, Leadership, Strategy, Thought Leadership
Thought leadership strategy forces you to ask what you can say about yourself that is true, and what you do in the world to make it true. These questions span an entire organization. Answering them and then doing something about them unmistakably requires the input of people empowered to make executive decisions and lead towards change. Including top company leaders in thought leadership strategy discussions takes the best advantage of this transformative opportunity.
-
-
2021-01-31
- Posted by: Christopher G. Fox
- Category: Thought Leadership
There are three questions that a thought leader must answer in order to create high-impact thought leadership. Answering these before you develop a piece of thought leadership helps you address your topic with power and precision.
-
-
2021-01-27
- Posted by: Christopher G. Fox
- Category: Communication, Thought Leadership
Some topics become so central to the conversation in a particular industry that it makes sense to have a point of view even if it does not track directly back to specific products or services. Within financial services, those topics include topics such as digital assets; AI and automation; diversity, equity, and inclusion; COVID-19; and ESG. Failing to have a point of view on these can make you seem out of touch.
-
-
2021-01-26
- Posted by: Christopher G. Fox
- Category: Strategy, Thought Leadership
Although thought leadership is not an appropriate format for marketing product features and benefits directly, there is a way to link thought leadership pieces to a broader product marketing strategy. In other words, thought leadership can accomplish more than brand awareness and help build reputations. Connecting the two strategies can be very effective. You can even design them to reinforce each other.
-
-
2021-01-25
- Posted by: Christopher G. Fox
- Category: Thought Leadership
From time to time, people will poke a bit of fun at me for using the phrase "thought leadership." They will point out that it sounds like yet another buzzword, that it is overused or too vague to mean anything. Most of these criticisms are entirely fair. Regardless, I find "thought leadership" to be the best term to use for various reasons.
Thought leadership strategy forces you to ask what you can say about yourself that is true, and what you do in the world to make it true. These questions span an entire organization. Answering them and then doing something about them unmistakably requires the input of people empowered to make executive decisions and lead towards change. Including top company leaders in thought leadership strategy discussions takes the best advantage of this transformative opportunity.
There are three questions that a thought leader must answer in order to create high-impact thought leadership. Answering these before you develop a piece of thought leadership helps you address your topic with power and precision.
Some topics become so central to the conversation in a particular industry that it makes sense to have a point of view even if it does not track directly back to specific products or services. Within financial services, those topics include topics such as digital assets; AI and automation; diversity, equity, and inclusion; COVID-19; and ESG. Failing to have a point of view on these can make you seem out of touch.
Although thought leadership is not an appropriate format for marketing product features and benefits directly, there is a way to link thought leadership pieces to a broader product marketing strategy. In other words, thought leadership can accomplish more than brand awareness and help build reputations. Connecting the two strategies can be very effective. You can even design them to reinforce each other.
From time to time, people will poke a bit of fun at me for using the phrase "thought leadership." They will point out that it sounds like yet another buzzword, that it is overused or too vague to mean anything. Most of these criticisms are entirely fair. Regardless, I find "thought leadership" to be the best term to use for various reasons.