Thought Leadership - its role in building competitive advantage

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What thought leadership is, what it isn't,

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Thought Leadership - its role in building competitive advantage

  1. 1. Thought Leadership builds competitive advantageTuesday, 27 November 2012
  2. 2. Competitive Strategy How and where to compete?Tuesday, 27 November 2012
  3. 3. The Elements of Competitive StrategyTuesday, 27 November 2012
  4. 4. The Elements of Competitive Strategy Target MarketTuesday, 27 November 2012
  5. 5. The Elements of Competitive Strategy Differentiation Target MarketTuesday, 27 November 2012
  6. 6. The Elements of Competitive Strategy Differentiation Strategic Assets Target MarketTuesday, 27 November 2012
  7. 7. Work in your “sweet spot” Market on expertise, not priceTuesday, 27 November 2012
  8. 8. The Masterchef ChallengeTuesday, 27 November 2012
  9. 9. The Masterchef Challenge Utilize your unique ingredientsTuesday, 27 November 2012
  10. 10. Strategic AssetsTuesday, 27 November 2012
  11. 11. Strategic Assets • Unique to your firmTuesday, 27 November 2012
  12. 12. Strategic Assets • Unique to your firm • “Path-dependent”Tuesday, 27 November 2012
  13. 13. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangibleTuesday, 27 November 2012
  14. 14. Strategic Assets • Unique to your firm • “Path-dependent” • Usually intangible • Superior to those of competitorsTuesday, 27 November 2012
  15. 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. 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. 17. 1.“Firm-specific” assetsTuesday, 27 November 2012
  18. 18. 1.“Firm-specific” assets • Competencies, firm-wide skillsTuesday, 27 November 2012
  19. 19. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational cultureTuesday, 27 November 2012
  20. 20. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licencesTuesday, 27 November 2012
  21. 21. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licences • SystemsTuesday, 27 November 2012
  22. 22. 1.“Firm-specific” assets • Competencies, firm-wide skills • Organizational culture • IP, e.g. patents, licences • Systems • Lines of capitalTuesday, 27 November 2012
  23. 23. 2.“Market-based” assetsTuesday, 27 November 2012
  24. 24. 2.“Market-based” assets • ReputationTuesday, 27 November 2012
  25. 25. 2.“Market-based” assets • Reputation • Brand awarenessTuesday, 27 November 2012
  26. 26. 2.“Market-based” assets • Reputation • Brand awareness • Brand imageTuesday, 27 November 2012
  27. 27. 2.“Market-based” assets • Reputation • Brand awareness • Brand image • Relationships with customers, suppliers, distributors, referrersTuesday, 27 November 2012
  28. 28. What’s special and and how can you enhance it? different about you?Tuesday, 27 November 2012
  29. 29. Here’s my proposition: Your “thought leadership” capability can become a strategic assetTuesday, 27 November 2012
  30. 30. Thought Leadership defined:Tuesday, 27 November 2012
  31. 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. 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. 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. 34. In professional servicesTuesday, 27 November 2012
  35. 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. 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. 37. Thought leadership is not...Tuesday, 27 November 2012
  38. 38. Thought leadership is not... • Pure informationTuesday, 27 November 2012
  39. 39. Thought leadership is not... • Pure information • Pure opinionTuesday, 27 November 2012
  40. 40. Thought leadership is not... • Pure information • Pure opinion • Pure criticismTuesday, 27 November 2012
  41. 41. Thought leadership is not... • Pure information • Pure opinion • Pure criticism • Just getting quotedTuesday, 27 November 2012
  42. 42. Thought leadership is not... • Pure information • Pure opinion • Pure criticism • Just getting quoted • Just thinkingTuesday, 27 November 2012
  43. 43. Text Thought leadership A sophisticated blendTuesday, 27 November 2012
  44. 44. 4 types of promotion (thought leadership could be a 5th) • Advertising • Public Relations • Word of mouth • Personal sellingTuesday, 27 November 2012
  45. 45. An important distinctionTuesday, 27 November 2012
  46. 46. An important distinctionTuesday, 27 November 2012
  47. 47. An important distinction • Advertising asserts your expertiseTuesday, 27 November 2012
  48. 48. An important distinction • Advertising asserts your expertise • Thought leadership demonstrates your expertiseTuesday, 27 November 2012
  49. 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. 50. The window of Get on the client’s “short list” opportunityTuesday, 27 November 2012
  51. 51. 4 steps to thought leadershipTuesday, 27 November 2012
  52. 52. 4 steps to thought leadership • Have a strategyTuesday, 27 November 2012
  53. 53. 4 steps to thought leadership • Have a strategy • Find something interesting to sayTuesday, 27 November 2012
  54. 54. 4 steps to thought leadership • Have a strategy • Find something interesting to say • Say it in an interesting wayTuesday, 27 November 2012
  55. 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. 56. 1. Have a strategyTuesday, 27 November 2012
  57. 57. 2. Find something interesting to sayTuesday, 27 November 2012
  58. 58. 3. Say it in an interesting wayTuesday, 27 November 2012
  59. 59. 4. Leverage your efforts Get a bigger audienceTuesday, 27 November 2012
  60. 60. Leverage your contentTuesday, 27 November 2012
  61. 61. Leverage your content • Break it into bitsTuesday, 27 November 2012
  62. 62. Leverage your content • Break it into bits • Expand itTuesday, 27 November 2012
  63. 63. Leverage your content • Break it into bits • Expand it • Deliver it in different waysTuesday, 27 November 2012
  64. 64. Leverage your content • Break it into bits • Expand it • Deliver it in different ways • Use different mediaTuesday, 27 November 2012
  65. 65. Leverage your time • Internet provides potentially huge audience • Publish via Blog, Twitter, LinkedIn, relevant web sitesTuesday, 27 November 2012
  66. 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. 67. How does thought leadership build competitive advantage?Tuesday, 27 November 2012
  68. 68. Thought Leadership Positions you as the expertTuesday, 27 November 2012
  69. 69. Thought leadership builds reputation and relationships (and these are strategic assets)Tuesday, 27 November 2012
  70. 70. Attract clients instead of chasing themTuesday, 27 November 2012

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