Now, more than ever before, the world needs leaders to provide some expert common sense before the idiots take over the asylum. The parallel universe we all inhabit online is increasingly occupied by noisy and opinionated people who believe that only their views or their products matter. We urgently need to hear from intelligent people who have something worth saying, based on their experience and their unique expertise  Voices of reason are in danger of being drowned out by shallow opinions from people whose only quality is that they believe themselves to be a celebrity.

Are you a voice of reason?  Can you provide insights to those who are struggling on their journey? If so, you will undoubtedly already be at the top of your game with many years of experience behind you. You will already be used to others tapping into your knowledge by asking you questions. You may well be a public speaker and a writer of articles.

From where you are right now, it is a short step to raising your expert status to enter the global stage.  This is nothing to do with vanity, but everything to do with helping others.  Just think, when you first got started in your career,  what bit of knowledge would you have found invaluable to know? Now you have the opportunity of sharing it!

The concept of Thought Leadership has been around for ages but like so many things, its true meaning has been lost over time in the same way that the word Wicked has morphed from meaning something very bad to quite the opposite. In Christopher Wren’s day, he would have been delighted that his St Pauls Cathedral was described as ‘awful’ which would have meant to him as ‘full of awe’.

In the world of marketing, Thought Leadership is seen as an impersonal process based around corporate content marketing but in its purest sense, it is much more about the perception of an influential individual with knowledge and credibility, who people respect and listen to.

Inspirational Thought-Leadership is a quality recognised in a person by those who value and respect their point of view and who want to learn more about their philosophy and experiences. It is not a title that anyone can award to themselves without being seen to be egotistic. Anyway, the quality most associated with a truly global leader is humility rather than loudness.

Words are the most powerful way to share ideas, philosophies and inspire others to take action – for both good and bad reasons. The world is increasingly full of professional Followers who bestow a ‘Like’ on posts they approve of, without having one original thought of their own.  The world is fast dumbing down as we look on.

Following a year of Lockdown, with all networking events on hold, the only space available to raise our profile and exert influence, has been online. As a result, the internet has become a very noisy space. Everyone is trying to attract attention and are using every platform and every trick in the book to do so. True thought leadership is far removed from all of this noise. It is far more strategic and operates on a far higher plane. Thought Leadership is not Knowledge Marketing.

Every industry has its own experts who are known by everyone for their deep knowledge and overview of every aspect of their specialist subject. They are the ones whose picture you see on the cover of their trade magazines. They are the ones who get interviewed on television news or the radio. They are the ones who get the keynote speaking opportunities on the big stages. Most importantly, they are the ones getting paid for it!

They are the ones whose book is on sale not just at the back of the conference venue, but also in the book shops and in the airports. Moreover, it has not been self-published!

Thought Leaders exude confidence, they have all the answers and they are passionate about their specialist subject. You recognise them instantly because of their desire to share their knowledge and to help others on their way up the ladder. They are inspiring people to be around.

Occupying this space is not just about clever websites, landing pages or algorithms, it is about self-belief in your standing and ‘owning your space’.  It is about how you dress, how you hold yourself, how you listen and how you communicate.  When you talk, people listen.

Becoming a Thought Leader is not for everyone. It requires a big commitment of time and focus to stay on top of your profession. Many people find it difficult to sell themselves and to see in them what others see. Many people are naturally modest and don’t feel comfortable promoting themselves. Others simply don’t have the focus and drive to make it.

You would be using Google Alerts to notify you immediately of any news, events or innovations that are happening in your world.  You would be reading all of the journals and know all of the key players. You would be participating in industry events and discussions.  You don’t become a Thought Leader by hiding behind your computer.

If you received a call from BBC News to talk about a significant happening in your industry, would you be prepared?

This is where having a clear strategy makes all the difference. You can’t just ‘wing’ it and hope that everything will just fall into place. You don’t need to be good at everything, indeed you absolutely shouldn’t do everything yourself. Always use the best person for each job, and have the humility to know when this isn’t you. There is a great benefit in having an Author Concierge service to support you.

At the heart of Thought Leadership is content. This your knowledge and philosophy. It has to be repurposed into all the media that people use. This includes audio, video, blogs, but most importantly, your book. Despite all the TEDx talks, all the millions of eBooks out there, the YouTube Channels and the acres of blogs, there remains only one way to be seen as a true expert with credibility. You need to be the author of a definitive book on your specialist subject.

Finally, as your status in the marketplace increases, new doors will open for you in consultancy, non-executive directorships, coaching, invitations to speak at bigger conferences and trade shows and to chair industry events.  This is all a natural outcome of choosing to position yourself in the thought leadership space.

Your most valuable possession is not your house or your car, but your knowledge. What you know is unique because you have forged it through the laboratory of experience and trial and error.  By using this strategically, you can carve out a new career and occupy that position in the marketplace that you richly deserve.  Don’t sell yourself short.  Let your knowledge live on and be your legacy.

Chris Day  © 2021   Author Business Development Coach.   Authoritize Ltd     www.authoritize.me.uk