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Becoming a Thought Leader
 

Becoming a Thought Leader

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    Becoming a Thought Leader Becoming a Thought Leader Presentation Transcript

    • © 2014 IBM Corporation Becoming a Thought Leader David Jarvis – Manager, IBM Center for Applied Insights May 2014
    • © 2014 IBM Corporation IBM Market Development & Insights 2 When you talk… people should listen https://archive.org/details/dmbb31629 When people talk… YOU should listen
    • © 2014 IBM Corporation IBM Market Development & Insights 1.Why did you decide to take this course? 2.Why do you think thought leadership is important? 3.Why is thought leadership important to IBM? To MDI? 3
    • © 2014 IBM Corporation IBM Market Development & Insights A way to breakthrough the noise To differentiate For survival It’s what we should be doing Shows we have a POV Its part of a new sales model To have broader influence A competitive differentiator Helps to uncover new opportunities Shows that we are a leader Provides value to our clients It’s our responsibility 4 Why is thought leadership important? Why is it important to IBM?
    • © 2014 IBM Corporation IBM Market Development & Insights The rise of “thought leadership” 5 SOURCE: Google Books, Ngram Viewer; “Vision Statement: The Words We Use”, Harvard Business Review, April 2014, http://hbr.org/2014/04/the-words-we-use/ar/1
    • © 2014 IBM Corporation IBM Market Development & Insights The rise of “thought leadership” 6
    • © 2014 IBM Corporation IBM Market Development & Insights What’s the difference? guru thought leader influencer visionary expert maven 7
    • © 2014 IBM Corporation IBM Market Development & Insights 8 thought leader?thought leader?
    • © 2014 IBM Corporation IBM Market Development & Insights 9 thoughtthought leader?leader?
    • © 2014 IBM Corporation IBM Market Development & Insights 10 thoughtthought leader?leader?
    • © 2014 IBM Corporation IBM Market Development & Insights 11 thoughtthought leader?leader?
    • © 2014 IBM Corporation IBM Market Development & Insights 12 thoughtthought leader?leader?
    • © 2014 IBM Corporation IBM Market Development & Insights Why thought leadership? – making markets “It isn't so much about telling people what to do, I think it's about getting people to understand why and have a shared passion about it. So, if you're firm on what your beliefs are, you get a great foundation to go make a market.” – Ginni Rometty on making markets 13 SOURCE: “IBM's Ginni Rometty: Growth and comfort do not coexist”, http://management.fortune.cnn.com/2011/10/05/ibms-ginni-rometty-growth-and-comfort-do-not-coexist/
    • © 2014 IBM Corporation IBM Market Development & Insights Why thought leadership? – content marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” 14 SOURCE: Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/
    • © 2014 IBM Corporation IBM Market Development & Insights Why thought leadership? – content marketing  White papers  Infographics  Case studies  Videos, webcasts and podcasts  Magazines, e-books, newsletters, articles  Blogs, websites, online communities, social media  Events 15 SOURCE: Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/
    • © 2014 IBM Corporation IBM Market Development & Insights Why thought leadership? – content marketing 16 SOURCE: Forrester, http://blogs.forrester.com/laura_ramos/13-04-04-b2b_thought_leadership_not_so_much
    • © 2014 IBM Corporation IBM Market Development & Insights Top qualities of a thought leader  Creative  Has a unique point of view, original thinking  A good storyteller and communicator  Can connect with people  Trusted  Has courage  Deep expertise and knowledge  A passion  Provocative, pushes the boundaries  Can build a following 17
    • © 2014 IBM Corporation IBM Market Development & Insights 18 Being a thoughtful leader
    • © 2014 IBM Corporation IBM Market Development & Insights Principles of being a thought leader A thought leader is an individual or group that is recognized as one of the foremost authorities in a selected area, they: 19 Have ideas that are forward looking, innovative and “brilliant” Provoke action internally and externally Can capitalize on the equity attained by being a thought leader SOURCE: “What is a thought leader?”, Forbes, http://www.forbes.com/sites/russprince/2012/03/16/what-is-a-thought-leader/
    • © 2014 IBM Corporation IBM Market Development & Insights What makes a thought leader a thought leader? 20 Content (ideas)  Has unique ideas or point or view  Forward looking  Shapes the dialog and drives conversations Connection (action)  Can synch ideas with the zeitgeist  Public  Has influence – changes people’s point of view or opinion Recognition (equity)  Viewed as an expert or “brilliant”
    • © 2014 IBM Corporation IBM Market Development & Insights The challenge balancing both sides 21 See the strategic picture and promote innovation… …with structure and attention to detail Be passionate about the business… …with academic objectivity Have broad, encyclopaedic outside interests… …with knowledge of how things get done in the company Analyze complex problems… …with the ability to communicate clearly and concisely Be a self starter and comfortable working alone… …with vanity to publicize and communicate Demonstrate a strong base of knowledge and natural gravitas… …with a thirst for new ideas and flexibility to reinvent SOURCE: John Reiners, IBM
    • © 2014 IBM Corporation IBM Market Development & Insights 22 Skills for thought leadership
    • © 2014 IBM Corporation IBM Market Development & Insights Have foresight Take a broad view Be creative Move people Cultivate influence Effectively communicate 23
    • © 2014 IBM Corporation IBM Market Development & Insights Have foresight – get there early Idea Creation Early Awareness Popular Awareness Science fiction, visionary works, fringe publications Scientific and technical literature, industry publications News periodicals, mass media coverage Educational and historical material, legislation Integration 24
    • © 2014 IBM Corporation IBM Market Development & Insights Take a broad view – bring the outside in Organization (Internal Dynamics) Laws & regulations Generational change Emerging technologies Social change Energy & the environment Geopolitical developments Economic developments Competition M&A Industry trends Standards & regulation Customers 25
    • © 2014 IBM Corporation IBM Market Development & Insights Be creative – have the right attitude openness to novelty tolerance for ambiguity acceptance of complexity suspicion disbelief impatience annoyance denial intrigue sense of wonder curiosity interest delight 26 FROM TO
    • © 2014 IBM Corporation IBM Market Development & Insights Move people “…when people are uncertain… they don’t look inside themselves for answers… they look outside for sources of information that can reduce their uncertainty… What do the experts think about this topic?” – Robert Cialdini SOURCE: “The Uses (and Abuses) of Influence”, Harvard Business Review, interview with Robert Cialdini, July-Aug 201327
    • © 2014 IBM Corporation IBM Market Development & Insights Cultivate influence – The six principles of persuasion SOURCE: “The Uses (and Abuses) of Influence”, Harvard Business Review, interview with Robert Cialdini, July-Aug 201328  Liking  Reciprocity  Social proof  Commitment and consistency  Authority  Scarcity
    • © 2014 IBM Corporation IBM Market Development & Insights Effectively communicate  Build trust and people will invest in you  Have a conversation – know how to listen  Contribute more than you receive  Communicate with clarity – be simple and concise  Have an open mind  Display authenticity and transparency  Know when to be quiet – understand what is not said 29 SOURCE: “10 Communication Secrets of Great Leaders”, Forbes, http://www.forbes.com/sites/mikemyatt/2012/04/04/10- communication-secrets-of-great-leaders/
    • © 2014 IBM Corporation IBM Market Development & Insights 30 Examples of thought leadership
    • © 2014 IBM Corporation IBM Market Development & Insights Examples of general thought leadership 31 Conferences Books Articles Consulting firms Think tanks & professional orgs Corporate
    • © 2014 IBM Corporation IBM Market Development & Insights Examples of IBM thought leadership 32 Global Technology Outlook IBM Research 5 in 5 IBM Global C-Suite Study Academy of Technology Global Innovation Outlook Various whitepapers and studies Events Demos
    • © 2014 IBM Corporation IBM Market Development & Insights 33 Developing an action plan
    • © 2014 IBM Corporation IBM Market Development & Insights For consideration… a content marketing framework 34 SOURCE: Content Marketing Institute
    • © 2014 IBM Corporation IBM Market Development & Insights Exercise – building a personal plan of action 35 Evaluate (plan, audience)  In which principles are you strongest?  Which do you need help with?  Who is your audience? Content (story)  What do you want to be known for?  What areas of expertise are you going to focus on? Skills  What skills are you going to focus on and develop (foresight, creativity, communication, ability to influence)?  How are you going to do it? Recognition  Who do you want recognition from?  How will you get it?
    • © 2014 IBM Corporation IBM Market Development & Insights How to get started? 36 Content (ideas)  Pick something to be known for, coordinate with your team  Develop a fact-based point of view on that something (don’t do it alone)  Go beyond our “standard” sources Connection (action)  Leverage all of Bluemine’s capabilities  Post to blogs (e.g., bluemine CONNECT, ThoughtsonCloud, IBM CAI, Mobile Business Insights, Smarter Planet)  Stay active with your internal & external social networks Recognition (equity)  Map your current influence network – build a strategy to broaden it (brands, geographies, internal/external)  Do you have any equity that you can use?
    • © 2014 IBM Corporation IBM Market Development & Insights Listen for need, envision the future Share expertise Treasure wild ducks Dare to create original ideas 37
    • © 2014 IBM Corporation IBM Market Development & Insights For more information Contact David Jarvis Manager, IBM Center for Applied Insights djarvis@us.ibm.com www.ibm.com/ibmcai www.ibmcai.com www.pinterest.com/creativesalve/thought-leadership/ www.linkedin.com/pub/david-jarvis/8/556/156 www.slideshare.com/dajarvis