5 Thoughts on Thought Leadership

It is About Positioning

In this article, Rod Burkert reflects on the value and limits of thought leadership, how to position oneself or the firm, and ways that AI can help bolster the positioning effort.

Ok. First, I am not a fan of the term “thought leadership” … or its predecessor, “content marketing” (so 2010s) … or the latest I’ve heard, “being a sage.” But let’s proceed with “thought leadership,” and if you know what I’m talking about, we are good to go!

1. Pick a Niche, Build a Thought Leadership Platform Around It, and Own It

One of the most overlooked opportunities in BVFLS thought leadership is picking, building, and owning a practice area or industry niche.

That means investing time and effort in real insight creation; not just reporting on something but telling actual and potential clients what it means for/to them.

If you’re a firm runner or practice leader, here’s a question for you: What would happen if your firm became the definitive source of insight for your clients’ industry? Not just another voice, but the voice “your” people trust, turn to, and talk about with others.

That’s the goal of great thought leadership: not just broadcasting … positioning.

2. Marketing and Positioning Go Hand-in-Hand

Marketing is nothing more than creating awareness of who you are and what you do. And what better way to do that is by being very specific about who you are and what you do.

No one is an expert at everything, and if your marketing comes off that way, no one will believe that you can do all that you say you can do.

Positioning is your most effective marketing strategy. And one of the best ways to be effective is to do that with consistent, client-centered thought leadership for the work that you are really good at and want more of … because it builds trust.

Here are two great resources to learn more about positioning:

• “The Business of Expertise” (a book) by David C. Baker
• “The Waterfall of Differentiation” (a 2Bobs podcast) with David Baker and Blair Enns

3. Marketing and Selling are not the Same Thing

I already defined marketing. Selling is converting interested prospects into paying clients.

Marketing is 1: many (within your positioning); selling is 1:1. And thought leadership marketing can scale your voice by bringing new people into your sphere of influence, but it’s not a replacement for relationship-building.

So, identify your top high-potential prospects. Focus your relationship-building energy on them. Use the kind of marketing you’re comfortable doing—as a way to nurture those relationships. And it’s good to remember that prospects will often pick the appraiser they heard from last.

4. Thought Leadership is Progressing, but Distribution is Lacking

If you are writing and speaking, but only on your website or for other BVFLS professionals, you’re broadcasting in a small room to a small audience.

Put your content to work! Make sure it’s seen or heard by the right people … people who need what you do and/or who can and will send that work your way.

5. AI is a Blessing, Not a Curse

Most BVFLS credential holders are hesitant to embrace AI. Hey, we’re conservative … I get it. But the handwringing I see is all about what AI can’t do yet instead of focusing on what AI can do now.

When it comes to marketing and selling, AI is perfect for generating ideas, accelerating research, and polishing the first draft of that article or speech … all without worrying about client data privacy.

Practitioners who learn to use these tools sooner will have a massive advantage over the ones who are waiting for it to be perfect later.

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I help BVFLS professionals turn the practices they have into the practices they want—by focusing on strategies and tactics to help them better market, sell, and deliver their services—with an assist from AI. If you want some help with that, e-mail me at rod@rodburkert.com.