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Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
Thought Leadership - its role in building competitive advantage
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Thought Leadership - its role in building competitive advantage

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What thought leadership is, what it isn't,

What thought leadership is, what it isn't,

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  • 1. Thought Leadership builds competitive advantageTuesday, 27 November 2012
  • 2. Competitive Strategy How and where to compete?Tuesday, 27 November 2012
  • 3. The Elements of Competitive StrategyTuesday, 27 November 2012
  • 4. The Elements of Competitive Strategy Target MarketTuesday, 27 November 2012
  • 5. The Elements of Competitive Strategy Differentiation Target MarketTuesday, 27 November 2012
  • 6. The Elements of Competitive Strategy Differentiation Strategic Assets Target MarketTuesday, 27 November 2012
  • 7. Work in your “sweet spot” Market on expertise, not priceTuesday, 27 November 2012
  • 8. The Masterchef ChallengeTuesday, 27 November 2012
  • 9. The Masterchef Challenge Utilize your unique ingredientsTuesday, 27 November 2012
  • 10. Strategic AssetsTuesday, 27 November 2012
  • 11. Strategic Assets • Unique to your firmTuesday, 27 November 2012
  • 12. Strategic Assets • Unique to your firm • “Path-dependent”Tuesday, 27 November 2012
  • 13. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangibleTuesday, 27 November 2012
  • 14. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangible • Superior to those of competitorsTuesday, 27 November 2012
  • 15. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangible • Superior to those of competitors • Difficult for competitors to copy or acquireTuesday, 27 November 2012
  • 16. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangible • Superior to those of competitors • Difficult for competitors to copy or acquire • Contribute to something that clients wantTuesday, 27 November 2012
  • 17. 1.“Firm-specific” assetsTuesday, 27 November 2012
  • 18. 1.“Firm-specific” assets • Competencies, firm-wide skillsTuesday, 27 November 2012
  • 19. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational cultureTuesday, 27 November 2012
  • 20. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licencesTuesday, 27 November 2012
  • 21. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licences • SystemsTuesday, 27 November 2012
  • 22. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licences • Systems • Lines of capitalTuesday, 27 November 2012
  • 23. 2.“Market-based” assetsTuesday, 27 November 2012
  • 24. 2.“Market-based” assets • ReputationTuesday, 27 November 2012
  • 25. 2.“Market-based” assets • Reputation • Brand awarenessTuesday, 27 November 2012
  • 26. 2.“Market-based” assets • Reputation • Brand awareness • Brand imageTuesday, 27 November 2012
  • 27. 2.“Market-based” assets • Reputation • Brand awareness • Brand image • Relationships with customers, suppliers, distributors, referrersTuesday, 27 November 2012
  • 28. What’s special and and how can you enhance it? different about you?Tuesday, 27 November 2012
  • 29. Here’s my proposition: Your “thought leadership” capability can become a strategic assetTuesday, 27 November 2012
  • 30. Thought Leadership defined:Tuesday, 27 November 2012
  • 31. Thought Leadership defined: • The term was first coined in 1994, by Joel Kurtzman, editor-in- chief of the magazine Strategy+BusinessTuesday, 27 November 2012
  • 32. Thought Leadership defined: • The term was first coined in 1994, by Joel Kurtzman, editor-in- chief of the magazine Strategy+Business • Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operateTuesday, 27 November 2012
  • 33. Thought Leadership defined: • The term was first coined in 1994, by Joel Kurtzman, editor-in- chief of the magazine Strategy+Business • Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operate • Thought leaders have a distinctively original idea, a unique point of view or an insightTuesday, 27 November 2012
  • 34. In professional servicesTuesday, 27 November 2012
  • 35. In professional services • A thought leader is a subject-matter expert who has unique insights or perspectives to share in his or her area of expertise.Tuesday, 27 November 2012
  • 36. In professional services • A thought leader is a subject-matter expert who has unique insights or perspectives to share in his or her area of expertise. • Their ideas are packaged in an accessible and attractive format, and may change the way people think, and sometimes even the future direction of an industry or community.Tuesday, 27 November 2012
  • 37. Thought leadership is not...Tuesday, 27 November 2012
  • 38. Thought leadership is not... • Pure informationTuesday, 27 November 2012
  • 39. Thought leadership is not... • Pure information • Pure opinionTuesday, 27 November 2012
  • 40. Thought leadership is not... • Pure information • Pure opinion • Pure criticismTuesday, 27 November 2012
  • 41. Thought leadership is not... • Pure information • Pure opinion • Pure criticism • Just getting quotedTuesday, 27 November 2012
  • 42. Thought leadership is not... • Pure information • Pure opinion • Pure criticism • Just getting quoted • Just thinkingTuesday, 27 November 2012
  • 43. Text Thought leadership A sophisticated blendTuesday, 27 November 2012
  • 44. 4 types of promotion (thought leadership could be a 5th) • Advertising • Public Relations • Word of mouth • Personal sellingTuesday, 27 November 2012
  • 45. An important distinctionTuesday, 27 November 2012
  • 46. An important distinctionTuesday, 27 November 2012
  • 47. An important distinction • Advertising asserts your expertiseTuesday, 27 November 2012
  • 48. An important distinction • Advertising asserts your expertise • Thought leadership demonstrates your expertiseTuesday, 27 November 2012
  • 49. An important distinction • Advertising asserts your expertise • Thought leadership demonstrates your expertise • If it looks, feels or smells like advertising, it’s not thought leadership!Tuesday, 27 November 2012
  • 50. The window of Get on the client’s “short list” opportunityTuesday, 27 November 2012
  • 51. 4 steps to thought leadershipTuesday, 27 November 2012
  • 52. 4 steps to thought leadership • Have a strategyTuesday, 27 November 2012
  • 53. 4 steps to thought leadership • Have a strategy • Find something interesting to sayTuesday, 27 November 2012
  • 54. 4 steps to thought leadership • Have a strategy • Find something interesting to say • Say it in an interesting wayTuesday, 27 November 2012
  • 55. 4 steps to thought leadership • Have a strategy • Find something interesting to say • Say it in an interesting way • Leverage your workTuesday, 27 November 2012
  • 56. 1. Have a strategyTuesday, 27 November 2012
  • 57. 2. Find something interesting to sayTuesday, 27 November 2012
  • 58. 3. Say it in an interesting wayTuesday, 27 November 2012
  • 59. 4. Leverage your efforts Get a bigger audienceTuesday, 27 November 2012
  • 60. Leverage your contentTuesday, 27 November 2012
  • 61. Leverage your content • Break it into bitsTuesday, 27 November 2012
  • 62. Leverage your content • Break it into bits • Expand itTuesday, 27 November 2012
  • 63. Leverage your content • Break it into bits • Expand it • Deliver it in different waysTuesday, 27 November 2012
  • 64. Leverage your content • Break it into bits • Expand it • Deliver it in different ways • Use different mediaTuesday, 27 November 2012
  • 65. Leverage your time • Internet provides potentially huge audience • Publish via Blog, Twitter, LinkedIn, relevant web sitesTuesday, 27 November 2012
  • 66. Your Thought Leadership Plan Leverage your efforts Get your work in front of more people Say it in an interesting way Expand with models, metaphors and content Find something interesting to say Create your content Have a strategy How do you want to be positioned?Tuesday, 27 November 2012
  • 67. How does thought leadership build competitive advantage?Tuesday, 27 November 2012
  • 68. Thought Leadership Positions you as the expertTuesday, 27 November 2012
  • 69. Thought leadership builds reputation and relationships (and these are strategic assets)Tuesday, 27 November 2012
  • 70. Attract clients instead of chasing themTuesday, 27 November 2012

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