Why being a “thought leader” sets your business apart — and how to become one

Many public relations professionals wrongly position any content that showcases the expertise of a client as “thought leadership.” As a result, opportunities to create more compelling content that appeals to a larger audience are missed.

Let’s dig into a far better definition of thought leadership — one that I developed after years of producing this kind of content for executives at some of the biggest companies in the world — and why getting it right is so important.

First, understand that being seen as one of many experts isn’t enough. Most experts don’t break through noisy traditional and social media environments because their communication touches on expertise and quickly pivots to a sales pitch. Content obviously focused on closing deals is ever-present and easy to dismiss. A true thought leader, on the other hand, focuses on his or her audience’s needs. They advocate for change on behalf of their audience. That is the true definition of “thought leadership.”

Does that mean a thought leader never speaks about his or her products or services? No, a sales pitch should absolutely be in the mix. But a true thought leader’s recipe includes more: free advice and advocacy for individual, industry, and/or governmental change. A thought leader’s goal is broader than sales: they want you to think differently. They want you to act differently. They want to be a voice for fundamental change within an industry.

Advocacy and change are the pillars of thought leadership

Through this tighter definition — advocacy for change on behalf of your audience — let’s say you’re selling accounting services. The first step in transitioning to a thought leadership approach is to think about the outcomes you want to drive for your customers that go beyond financial success metrics such as higher revenue and margins.

Most entrepreneurs take risks to achieve dreams that are more personal than a balance sheet. They may want to make money by doing something they love, like owning a restaurant or art store, or running an organization that benefits their community. Now ask yourself: given what I know about the audience, what changes should I advocate for on behalf of them?

In this case, an accountant might focus on helping businesses change the way they approach not just accounting, but their overall business. They might recommend a focus on gaining a better understanding of the financial drivers of success and preparing for peak and slow periods. But they would also emphasize why: not just to increase profits but to help entrepreneurs protect and grow the dreams they set out to accomplish. This subtle shift broadens the list of topics they can cover and positions them as an advocate for the holistic needs of customers — not just another seller trying to close deals.

Start thinking of this approach as developing a platform, just as a politician maps out his or her prescription for change and an associated stump speech. Yours can encompass anything within the realm of helping your audience accomplish their business goals. Just ensure there is at least a marginal connection to the services you provide. This positions you less like a salesperson and more of an advocate for your customers. This, in turn, forms a much stronger bond with your audience.

Three steps to start driving thought leadership

To get started developing a thought leadership approach for your business, begin with these three steps:

1)    Revisit your business mission, or write your first one, with an emphasis on goals that go beyond just helping your customers make money. Inform this work by studying the personal reasons your customers get into a certain industry sector and speak to those motivations. This revision will guide the rest of your thought leadership approach.

2)    Write out your opinions about what your audience should do, along with any industry or broader changes you support to help them achieve the kind of changes you want to see. This forcing function of “putting pen to paper” will trigger your creativity. Don’t be limited only to the changes that you can personally drive for your customers. Think more broadly. Your platform should be a mix of direct services and connected recommendations that involve other parties.

3)    Determine where your products or services should show up within the opinions above. A best practice: they should not be the primary focus of every point you make. As Mary Poppins said, a spoonful of sugar makes the medicine go down. Your pitch is the medicine. Try to limit it to about a third of your platform.

Once you’ve accomplished the above, you will have what you need to start writing blogs, social posts, and more that empower you to drive real thought leadership. As a result, you will develop a stronger bond with your audience over time.

And if you need help getting started, I offer a free consultation. At Thought Leader Digital, we help B2B consultants and small businesses create thought leadership approaches and content, and we help them leverage LinkedIn to directly engage potential customers.