The Idea Sled – Welcome Aboard!

As Southern California faces devastating fires, my annual theme of stewardship feels more relevant than ever. Stewardship isn’t just about long-term growth—it’s about helping each other in times of need. Today, I invite you to join me in supporting those affected by the fires through organizations like the Red Cross, World Central Kitchen, the LAFD Foundation, and the Pasadena Humane Society. Let’s come together to care for our community.

In 2025, the rise of generative AI poses a challenge: as companies adopt AI for marketing content, voices risk converging into indistinguishable sameness. To stand out, brands must rigorously define their voice, systematize their unique insights, and keep humans at the helm of thought leadership creation. This approach ensures differentiation, builds a competitive edge, and prepares brands for an AI-driven future without losing their distinct identity.

Panel appearances are a chance to share expertise while engaging the audience effectively. Focus on preparing three key messages, using memorable and relatable examples, and maintaining audience connection through eye contact and vocal modulation. End with one clear takeaway to ensure your insights leave a lasting impression.

Effective thought leadership demands both flawless production and strategic distribution. Success hinges on leveraging owned channels beyond the basics, aligning thought leadership with internal practices, and prioritizing targeted, one-to-one outreach over mass engagement. By focusing on what truly influences decision-makers, you transform thought leadership into a tool that drives meaningful change and delivers tangible results.

Marketing often lacks a true “theory of mind,” failing to consider the complex mental states of decision-makers. Effective thought leadership, by contrast, is driven by deep empathy, anticipating the unspoken questions, fears, and desires of its audience. This approach builds trust and shapes decision-making by addressing the rational and emotional dimensions of high-stakes choices, proving that meaningful influence depends on a sophisticated understanding of the audience’s mindset.

B2B companies often misplace their focus on brand “stories” that lack the narrative depth needed to influence decision-makers. True thought leadership isn’t about fabricating a brand narrative but about making a compelling case for change, empowering clients to envision their own stories of transformation. Refusing empty “pseudonarrativity” helps companies escape the content trap and foster genuine, impactful engagement.