Now is the right time to take a fresh approach to thought leadership.

Think about what the people you’re talking to are going through, and share a story. Thought leadership today is about showing empathy to build authority. That’s the message my strategic partner Judy Kalvin and I shared in Marketing Profs, “So Much of What you Know about Thought Leadership Has Changed.” 

The pandemic made us all pivot our approach to telling thought leadership stories. It used to be that it was okay to insert some self-serving messages into your narrative without being overly commercial. But since the purpose of thought leadership is to build trust, why shill?

We’re advising clients to share stories about people instead of stuffing them with tactics that will drill back to a client’s product or service. Think like a storyteller, identify the challenge and share how to overcome it.

Just start by being human.

Share a story about you or someone you know who is overcoming a challenge or a conflict that your advice can solve.

And remember, Your opinion won’t stand out if it sounds like everyone else’s: Your voice needs differentiation.

Let me know how you do.