The Lies of Conventional Wisdom
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.
Transcending the Interview
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.
Messaging, Meaning, and Impact
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 Past, Present, and Future
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.
2025 Planning: Start Early or Struggle Later
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.
Resistance Is Fertile: How Ethical Resistance Fuels Thought Leadership in Marketing
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.
Finding a Thinking Partner
You need a writer who can also play the role of thinking partner. But that’s tough to find. It’s hard to know what qualifications you want or what questions to ask. Here’s how.
Radical Ideas, Powerful Sentences
Explore how radical thinking and powerful sentences can elevate your thought leadership. Inspired by Hao Jingfang’s Jumpnauts and the sharp prose of Rachel Cusk, we delve into the power of collaboration and the art of compression, offering fresh perspectives to make your ideas resonate more deeply.
Dogs, Cattle, Hedgehogs, and Foxes
Generalists add immense value by bridging gaps and ensuring that different parts of an organization work in harmony. But when generalists try to pose as specialists, they risk creating unnecessary complexity, diluting their true strengths, and eroding trust.
When Disciplines Collide
Many people train for specialization within specific disciplines. Journalism degrees lead to journalism careers, marketing degrees lead to marketing careers, etc. Even when people go to school for something else, career paths tend to create tracks. But collaboration is inherently interdisciplinary. People have to come together to get things done.