Thought Leadership:

BE A VOICE WITH AUTHORITY

Many companies and organisations have knowledge and expertise which makes them particularly interesting to listen to. They follow developments and trends within their industry, and they can put them into perspective so that they become relevant to a broader audience.

We talk about these companies and organisations exhibiting Thought Leadership. Some of them even achieve spokesperson status – they are invited to give keynotes at conferences, they are contacted by media for expert opinions, etc. The result is increased visibility and credibility - and thus access to new customers, business partners, employees and other relevant stakeholders. 

The concept of Thought Leadership is not new In fact, it was already introduced in the 1990s by Joel Kurtzman, who was the founder of the magazine strategy+business (which can be recommended to anyone with an interest in strategic business communication). But in recent years, Thought Leadership is being used more and more often as one of those buzzwords that flutter around a bit homeless and show up in many different contexts. So what is it actually, Thought Leadership?

In short (when we talk about corporate communication), Thought Leadership is about establishing a company as a voice with authority – perhaps also as a leader and even a role model – both within the company's own industry/field of activity and in relation to the surrounding society in general.

As a company or organization, there can be many advantages to establishing yourself as a voice with authority: It helps to build and maintain credibility in relation to virtually all stakeholders: existing customers, potential customers, business partners, employees, the authorities, the media, the public etc. It goes without saying that credibility is essential if you want to be heard and taken seriously – amid the chorus of many voices.

The authority and credibility can be used in many contexts and be expressed in many ways. For example, in the form of; articles, debate articles, columns, blogs, newspaper interviews, content on the company's website, newsletters, white papers, books, LinkedIn posts, speeches, keynote presentations – or simply in conversations with customers, employees, partners and authorities.

But what should your Thought Leadership be about? What should your company or organisation talk about, think, have opinions about, advocate for? As a starting point, the individual company must be based on its own reality. It is not relevant for, for example, the shoe manufacturer to develop messages about the wind turbine industry.

However, there are overall themes on which both the shoe manufacturer and the wind turbine industry are expected to have opinions about - this applies, for example, in relation to climate, sustainability, equality and the ESG agenda in general, which you can read more about here. These are expectations that come from many sides, for example: employees and potential employees, customers, business partners, the media, and the public in general. 

Also remember that the work with Thought Leadership can act as a prism that helps to focus on the values and the basis that the company is navigating towards – or would like to navigate towards.

If we zoom in a little more, here are some basic Thought Leadership categories or narratives to consider:

  • Put into perspective – drawing a picture of future developments within an area

  • Demonstrate insights and vision - of both specific and general issues

  • Exhibit expert knowledge – explaining complex topics

  • Transparent values - clear talk about the company's values

  • Strong ambitions – demonstration of will and goals

  • Set an agenda – start a debate on a given topic

  • Give good advice/tips – in relation to management, innovation, investments, etc., etc.

  • Warnings – what to be aware of

  • Criticism – of specific developments or groups (to be used with caution)

  • Proposals - show initiative and action through concrete proposals

  • Calls – reach out with constructive messages 

Model for development and execution of Thought Leadership

But how to find the specific topics and themes that are relevant to build a Thought Leadership programme? Here, in very rough outline, is the 5-step model that we use.

Get in touch with us if you are curious, have questions or want an initial dialogue about the possibilities of working structured, targeted and effective with Thought Leadership in your company or organization.

Marie-Louise Arnfast: phone +45. 40 56 34 36‬, mla@kontekstkommunikation.dk - Nana Balle: phone +45. ‭22 95 14 05‬, nab@kontekstkommunikation.dk - Michael Kirkeby: phone +45. 26 72 20 24, mki@kontekstkommunikation.dk