While thought leadership works for many reasons, one simple reason is the most fundamental.
Thought leadership works because people trust people.
Given a choice between anonymous, stilted, overly managed communications and an informed, insightful, individual voice, people naturally gravitate to the individual.
Thought leadership showcases that individual voice.
Authenticity begets trust. Trust instills affinity.
The intellectual content of thought leadership adds richness and depth to product messaging.
But at a deeper level, thought leadership is grounded in credibility. That credibility anchors any messaging at a deeply human level—trust.
That’s its superpower.