Ideas-Led Growth Newsletter

Conventional wisdom often hides brutal lies that distort marketing’s true purpose—such as prioritizing demand generation over trust-building or dismissing long-form content in B2B decision-making. These myths justify shortcuts and self-serving practices, undermining genuine thought leadership. Breaking free from these lies allows marketers to create deeper connections, foster meaningful engagement, and drive real innovation.

Effective thought leadership requires more than just standard interview techniques—it demands a collaborative, conversational approach. Acting as a thinking partner, not just an interviewer, allows deeper ideas to emerge, leading to more insightful and engaging content. By fostering epiphanies and guiding thought leaders through meaningful conversations, writers can craft compelling narratives that resonate with both the leaders and their audiences.

Crafting impactful messaging requires more than just perfecting words—it’s about shaping perceptions, inspiring action, and fostering genuine connections. To ensure success, focus on solving real problems, avoid the trap of internal consensus, and stress-test your messages against tough critics. By embracing critical thinking and pushing beyond power dynamics, your strategic messaging will resonate far beyond the boardroom.

Generative AI is disrupting communication by relying on formulaic writing, but human insight will still be valued in high-stakes industries. In the long term, AI-driven decisions could make traditional marketing content obsolete.

While overall marketing planning and budgeting usually happen towards the end of November, marketing leaders should begin gaining traction on thoughtful leadership plans as early as September.

Resisting the “content-industrial complex” can lead to more genuine thought leadership that builds trust and fosters deeper connections. By prioritizing meaningful exchange and human dignity over exploitative tactics, marketers can support high-stakes decisions and drive true influence in their industries. Embracing resistance offers a path to more authentic and impactful communication.