Are You Putting Real Thought and Leadership into Your Thought Leadership?

Is it thought leadership or is it not?


I saw a LinkedIn post the other day from someone I know pretty well. An incredibly intelligent and genuinely decent human.


But the post didn’t do them justice. It didn’t capture their personality, experience, or knowledge. 


The message made valid points, but there was no connection. No connection with the author, no connection with me.


The person is a thought leader in every sense of the world. Their content didn't deliver true thought leadership that moves people.


I felt bad because this is an awesome person with the best intentions. It was a missed opportunity that could make people less likely to pay attention to their content next time. 


If you’re not sure if your thought leadership meets your audience’s expectations or has what it takes to earn their trust and confidence, start by answering these questions.


Are you proving that you understand the wants, needs, aspirations, challenges, and priorities of your ideal client? Have you made it clear that you “get” them and can help them?


Or are you trying to show people how smart you are and sell stuff?


Are you demonstrating expertise and empathy?


Or are you labeling yourself an expert and telling people you care?


Are you incorporating lived experience, personal anecdotes, and real-world client stories into your content?


Or could another person swap out your name for theirs in the by-line and steal your content because there’s not enough “you” in it?


Are you bringing a fresh perspective to the conversation? Challenging people to think differently?


Or are you regurgitating what others have said and attaching your name to it?


Does your content sound like how you talk? Same figures of speech, same metaphors, same quirky “youisms”?


Or does your content sound like you’re trying to ace a high school essay?


Are you saying what you truly believe, even if your honest take might rub some people the wrong way? 


Or are you watering down the language and tone and playing it safe because you fear someone might (gasp) disagree and leave a negative comment?


Take a look at your articles, blogs, newsletters, and LinkedIn posts. Take a look at your written content and videos.


Answer these questions honestly.


This will tell you if you’re sharing unmistakably human content that’s completely your own, or generic content that’s destined to get lost in a sea of sameness.


One is thought leadership that earns trust and creates positive feelings about you and your brand. The other is not.


If you need help developing true thought leadership, let’s talk.

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