Thought Leadership: A Simple Formula

In research for my upcoming book on thought leadership, I recognized just how personal the issue has become.

While companies now want to be recognized for their insights and perspectives, the term "thought leadership" is perhaps most commonly used in press releases announcing the arrival of some new executive. In other words, your career elevation depends on being perceived as a thought leader. 

In a recent article, Keith Ferrazzi, author of Never Eat Alone, offers a simple formula: 1) build expertise and 2) get people to recognize it. He says he is living proof that the formula works.

At Deloitte Consulting, my rise from post-MBA consultant to chief marketing officer was accelerated by my "getting slightly famous" in the fields of re-engineering and customer relationship management. Then it was sharing my marketing acumen that helped me land jobs as CMO of Starwood Hotels and CEO of a computer games startup, as well as founding my own sales and marketing consultancy, Ferrazzi Greenlight.

He offers five simple steps (which he attributes to former Deloitte colleague Bo Manning) for becoming a thought leader:

1. Talk about your expertise with everyone you meet.
2. Prepare a formal, one-hour talk with a deck of slides.
3. Write an article.
4. Write more articles.
5. Write a book.

As Ferrazzi acknowledges, this is tough work. By doing the last four of those behind the scenes to help my clients become thought leaders, I have made it significantly less arduous on them. But it's still a tremendous commitment. One has to have the ambition, energy and courage to assume a role of leadership in the first place.

Of course, one of the best ways to elevate ourselves is by elevating others. Many of the people I work with are focused on turning the senior executives in their firms into thought leaders.

All that said, I share Ferrazzi's view that this is the best way to rise above the market noise and become a respected authority in one's field or industry. The rewards come in powerful new roles and promotions, escalating compensation, and the high esteem of one's colleagues and customers.

Comments

[nettie hartsock]

Britton,

I think the best statement you made in this piece is "Of course, one of the best ways to elevate ourselves is by elevating others."

I've found in my own career that truly the most engaging part whether I'm on the journalist side or the PR side is to really be encouraging to the folks I have the great pleasure to work with, interview or meet.

It sounds hokey, but it's operating from a level of abundance, not scarcity. The more I elevate others, the more likely I will be elevated, because I know there's more than enough out there for everyone to succeed. It's also about being authentic in your interactions and THOUGHTFUL! All of us at the end of the day, really just want to be blessed with work that facilitates us being more energetic and thoughtful people.

It's also about picking a specialization and totally focusing on that. Being an apprentice to that focus all your life, always learning more, writing more and pushing the envelope more!

People tend to think folks just make it overnight but it takes years of work. Years of hanging in there making your way.

[Britton Manasco]

Thank you for a very *thoughtful* post. I think you are addressing an underappreciated aspect of success or leadership in general. You win by thinking in terms of abundance -- building other people up. Not puffery or mere flattery. I'm thinking about honest acknowledgement of their accomplishments.

If you want to be a thought leader, then acknowledge other thought leaders. Acknowledge your customers. Acknowledge your colleagues. Don't pretend you did it all by yourself. But it's not just acknowledgement; it's appreciation too.

What do you think the first question Alabama coach Bear Bryant would ask his newly recruited players when they got to football camp? These guys had hit the big time -- they had reached the top of the world in terms of college football. Bryant asked if they had called their parents yet to thank them? As he well knew (and wanted his players to understand), no one gets to that exalted position all by themselves.

[nettie hartsock]

Great response Britton! I think you're absolutely right.

[Jeffery Lynch]

My first realization that thought leadership would be the ultimate source of competitive advantage in professional services came from reading "Developing Knowledge-Based Client Relationships", now in its second edition, by Ross Dawson. This book is a gem!

[Britton Manasco]

Thanks Jeffery. It's been a few years since I spoke with Ross. You reminded me that I need to catch up with him. He is a true thought leader! Like him, I believe that a central aspect of thought leadership is to know your clients (and prospects). This takes research -- disciplined case research. Too many companies forget this factor. They end up recycling the same stale air.

My advice: Listen to your clients. Learn their vernacular. But distinguish your lighthouse clients from your laggard clients. The former are the voice of the future.