Let’s face it, most so-called “thought leadership” is actually nothing of the sort. Much of it turns out to be a crude rehashing of already widely quoted statistics and crudely disguised product promotion.
All-too-often, it does little or nothing to actually stimulate the reader to think differently or to reconsider their existing beliefs.
Nor - typically - does it cause the reader to want to learn more, or to be prepared to talk to someone who can continue their education.
There are, of course, some notable exceptions. But because every marketing department is seemingly being chartered to throw more and more resources at creating “thought leadership”, its quality and impact - its capacity to shock and surprise - is frequently compromised.
And in complex B2B sales the above problems are merely scratching the surface - because I believe that even if the marketing message is expertly crafted, there’s still a critical missing ingredient…