© Tweeter Linder 2024 – All rights reserved—photo by iStock. Once you have prioritized the thought leadership themes to pursue, you want to find suitable angles to exploit. Angles aligned with your theme’s market maturity and where you have or can develop meaningful research.  What is new: Search along well-defined types of questions when defining your thought leadership direction.  Why it matters: Topics in a thought leadership structure can be outlined in various ways, and you want to build proven recipes to predict impact in advance.  Finding angles: Even if t ..read more

© Tweeter Linder 2024 – All rights reserved—photo by iStock. Thought leadership must match the broader themes your customers care about and the topics they seek answers to now. These two pillars and tik-tak-toe are great starting points for defining a thought leadership structure.  The thought leadership conundrum: Thought leaders need to balance broader themes where you have brand recognition and topics that are at the forefront of customers’ minds.  Jumping between topics where you lack brand recognition is a waste of time, and not refreshing the topics under your themes ma ..read more

© Tweeter Linder 2024 – All rights reserved—photo by iStock. Thought leadership is a frequently used business term for content creation where you have specific expertise—often applied to forward-looking content matching new business opportunities.  At the core of thought leadership is the objective to earn recognition for your expertise or authority. Before defining which themes to pursue, it is worthwhile to set an ambition for how many you can realistically pursue in parallel. It is a job that starts by asking what the maximum number of areas an external audience would rank you as an e ..read more

© Tweeter Linder 2024 – All rights reserved. Photo by iStock. Thought leadership is both the most rewarding and one of the hardest things a business can aspire to do. The label often appears on the content, yet to reach the required quality. This blog post is the first in a series on practical thought leadership and what it takes to put a solid foundation in place for execution. Thought leadership 101: Thought leadership is used broadly as a label for work at the intersection of marketing and research. Profound definitions build around expertise your customers can rely on to drive ..read more

© Tweeter Linder 2024 – All rights reserved. Photo by iStock. You are pursuing a leadership position for a thought leadership initiative and are preparing for your final interviews. Here are 50 questions you can nail with the proper preparations.  Thought leadership 101 The term thought leadership appears broadly, and the initial questions likely address your interpretation of the term:  What does thought leadership mean to you?  What is the primary purpose of thought leadership?  What is the best organizational home for a thought leadership ..read more

© Tweeter Linder 2023 – All rights reserved—photo by iStock. Large enterprises run Speaker Bureaus to maximize impact at in-person events and in digital channels. Speakers benefit significantly from this support structure, especially for more extensive commitments. The ability to deliver impactful talks at events, interviews with journalists and analysts with good quotes, and ensure investors understand your business all fall under the umbrella of a speakers bureau.  Common starting point: Speakers Bureaus geared towards in-person and virtual events focus on a few essential tasks:&n ..read more

© Tweeter Linder 2023 – All rights reserved—photo by iStock. Alignment of targets is a source of competitive differentiation that few organizations master. A common approach is to set different targets for sales and marketing teams without shared goals between the two collaborating partners.  What is new: Growth leaders put marketing and sales in the revenue camp, with marketing as the artillery supporting the sales infantry.  Why it matters: Business alignment is vital in any organization going through revenue transformations or introducing new business models.  Net ..read more

© Tweeter Linder 2023 – All rights reserved—photo by iStock. You have earned a leadership role in a new organization. Now, you face the task of choosing how to make an impact. Make an effort to make a conscious decision for these five leadership choices, and keep your mind open to pivoting later when the timing is right.   Your initial options are limited!  Five things stand out initially for leaders joining from the outside—areas where you don’t have a choice from the start.  Managing a new team and meeting expectations from the manager and manager’s manager. Articu ..read more

© Tweeter Linder 2023 – All rights reserved—photo by iStock. Middle managers and subject matter experts are valuable as influencers on social media. This employee category often has high internal credibility but is underrepresented as influencers in professional social media. Why it matters: Expanding the influencing roles from internal and face-to-face-centric to external and digital is an essential objective for any business with growth ambitions.  What is new: The motivators, in the form of carrots and sticks, are larger and harder to avoid than in the past for employees and ..read more

© Tweeter Linder 2023 – All rights reserved—photo by iStock. Marketing teams grow their internal reputation and credibility with clear communication with their key stakeholders. All team members benefit from leveraging proven templates when preparing a brief presentation for an executive audience.  Why it matters: All steering groups and business reviews represent opportunities for team members to shine or to goof in short timeframes.  This art affects all team marketing functions and is a golden opportunity for contributors to get visibly towards senior leaders. A high-profile ..read more