How to drive performance by
commercialising the Thought Leadership
in your business
Developing the
Thought Leadership in
your organisation is a
super smart
commercial strategy
Learn why – and how to
get sta...
Becoming a
recognized thinker in
your field is one of
the most effective
business strategies
going
Traditional sales & marketing
approaches are failing
Crafting a strong thought
leadership position for your
business is a ...
It’s about evolving from ‘push’ to ‘pull’ strategies as
clients become attracted to what you know and your
reputation for ...
3 Mega Trends are
driving this change
1. Marketing has
changed forever
‘Push’ sales and broadcast advertising
are increasingly ineffective
The Economist Intelligence Unit found
that leading bus...
Top ranking activities such as:
•presentations at a conference
•articles in business press
•invitations to webinars/worksh...
2. Warp speed Change
is the new normal
Over 3,000 new books are
published every day!
We live in a time of
exponential change. What
we know is often out of
date w...
Thought leadership
is the process of
taking information
and giving it
meaning and
relevance
Clients’ value the people and
businesses that can make
sense from the chaos
Establishing your thought
leadership ensures t...
3. Innovation
and mega-
productivity
is driving
competition
Today’s successful
organisations must
create a production
line of adaptable
thinkers who thrive in
this new business
envir...
Thought leaders must be change-
makers. Leaders who help us
understand what’s really going on
and what we need to do
They ...
The Thought Leadership
Blueprint -
5. things to get started
1. Step out of broad
categories
You need to ‘own’ a niche
Don’t write about general
industry issues (boring!)
Get specific, be innovative
Invest in your key people so that
you establish a position of
thought leadership across each of
your go-to-market channels...
2. Develop a
fitness for
broadcasting
regularly
Thought leadership needs to be
actively created and
communicated frequently
Aim to deliver a weekly
newsletter, daily micr...
3. Get Ready for
Criticism
Thought leadership is about
moving the conversation on,
challenging sacred cows and
proposing new solutions
It should ruff...
4. Extend the
thinking in your
field
It’s easy to be overwhelmed when
starting out
BELIEVE! You’ll have your own
‘unique take’ – based on your
expertise, exper...
Start with a literary review!
Buy the 5 best selling books in your
field. Think how you can either add to
the thinking (‘y...
5. Think in full spectrum
The key to creating great messages
is to structure them so that they
dance across the full spectrum of
preferences and lea...
full spectrum thinking
A snapshot of the five components of
an idea is outlined below
Integrating this understanding into
your thought leadership...
Want more?
To find out how you can develop the
commercial power of thought leadership
in your business, contact Mark Hodgs...
About Thought Leaders
At its heart, Thought Leaders is a leadership development business for experts.
We help companies, l...
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How to drive performance by commercialising the Thought Leadership in your business.

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  1. 1. How to drive performance by commercialising the Thought Leadership in your business
  2. 2. Developing the Thought Leadership in your organisation is a super smart commercial strategy Learn why – and how to get started
  3. 3. Becoming a recognized thinker in your field is one of the most effective business strategies going
  4. 4. Traditional sales & marketing approaches are failing Crafting a strong thought leadership position for your business is a great way to: •Boost sales •Create closer customer connections •Get the best from your people
  5. 5. It’s about evolving from ‘push’ to ‘pull’ strategies as clients become attracted to what you know and your reputation for creating solutions to their challenges Text
  6. 6. 3 Mega Trends are driving this change
  7. 7. 1. Marketing has changed forever
  8. 8. ‘Push’ sales and broadcast advertising are increasingly ineffective The Economist Intelligence Unit found that leading businesses are turning to ‘thought leadership marketing’ as the most effective B2B activity
  9. 9. Top ranking activities such as: •presentations at a conference •articles in business press •invitations to webinars/workshops •white paper publishing offer more (and cost less)
  10. 10. 2. Warp speed Change is the new normal
  11. 11. Over 3,000 new books are published every day! We live in a time of exponential change. What we know is often out of date within months or weeks!
  12. 12. Thought leadership is the process of taking information and giving it meaning and relevance
  13. 13. Clients’ value the people and businesses that can make sense from the chaos Establishing your thought leadership ensures that’s YOU (and not your competitor!)
  14. 14. 3. Innovation and mega- productivity is driving competition
  15. 15. Today’s successful organisations must create a production line of adaptable thinkers who thrive in this new business environment
  16. 16. Thought leaders must be change- makers. Leaders who help us understand what’s really going on and what we need to do They need to express their thinking through original content across multiple channels – blogs, briefings, speeches, webinars, white papers, panels & workshops
  17. 17. The Thought Leadership Blueprint - 5. things to get started
  18. 18. 1. Step out of broad categories
  19. 19. You need to ‘own’ a niche Don’t write about general industry issues (boring!) Get specific, be innovative
  20. 20. Invest in your key people so that you establish a position of thought leadership across each of your go-to-market channels It’s a great way to build sector- specific advantage whilst simultaneously enhancing your over-arching brand reputation
  21. 21. 2. Develop a fitness for broadcasting regularly
  22. 22. Thought leadership needs to be actively created and communicated frequently Aim to deliver a weekly newsletter, daily micro-blogs (e.g. tweets), a quarterly white paper and a book every year – all reinforcing and building on your message!
  23. 23. 3. Get Ready for Criticism
  24. 24. Thought leadership is about moving the conversation on, challenging sacred cows and proposing new solutions It should ruffle feathers (in a good way!) Have some fun throwing rocks (and be prepared to take a few hits!)
  25. 25. 4. Extend the thinking in your field
  26. 26. It’s easy to be overwhelmed when starting out BELIEVE! You’ll have your own ‘unique take’ – based on your expertise, experience and enthusiasm With some thinking, tools (and hard work), you can work this up into a unique commercial angle that your clients will value and buy
  27. 27. Start with a literary review! Buy the 5 best selling books in your field. Think how you can either add to the thinking (‘yes, and’) or, where you disagree, contradict (‘yes, but’) This simple approach positions you as a well-read expert and creates the perfect platform for you to develop your own original thought leadership
  28. 28. 5. Think in full spectrum
  29. 29. The key to creating great messages is to structure them so that they dance across the full spectrum of preferences and learning styles This means covering left brain logic through to right brain creativity and moving from specific examples up to high order contextual ideas
  30. 30. full spectrum thinking
  31. 31. A snapshot of the five components of an idea is outlined below Integrating this understanding into your thought leadership is TRANSFORMATIONAL.
  32. 32. Want more? To find out how you can develop the commercial power of thought leadership in your business, contact Mark Hodgson, Thought Leaders Global Partner markhodgson@thoughtleadersglobal.com
  33. 33. About Thought Leaders At its heart, Thought Leaders is a leadership development business for experts. We help companies, large and small, to enhance their performance through the effective positioning of their people and their organisation as thought leaders. Our Partners and Mentors have been involved in all aspects of training and development with numerous organisations throughout Australia, New Zealand, Asia, the United States, Europe and the United Kingdom. We are a recognised authority in helping organisations to grow by adopting a thought leadership strategy and have created a global first in developing a curriculum to deliver on this. Our collaborative framework means we have access to an extraordinary breadth and depth of talent - united by a common methodology and values system. We are experts in the design, delivery and project management of national and international learning & development programs and collectively have successfully delivered over 2,400 different workshop/coaching days in over 400 locations

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