10 tips on thought leadership

1. Start from your business goal

Ensure that your thought leadership has a clear connection to your business operations. When the specific field is business-critical, it becomes easier to bring the whole organisation on board.

2. Limit your scope

Focus your thought leadership on an area where you can naturally be perceived as an expert. The more concrete and specific you define the field, the easier it will be to establish your position as a thought leader.

3. Contribute to society

Base your thought leadership on an ambition to contribute to positive social development. Start from the public interest when formulating your messages about change.

4. Put forward proposals

Present concrete proposals that drive development in your field. Be clear about what the problem is, what you want someone to do, and how you contribute to the solution.

5. Share knowledge

Offer practical and useful knowledge in an accessible way to customers, industry colleagues and decision-makers. Use formats such as tip lists, reports, social media, websites, opinion articles and handbooks.

6. Engage the organisation

Work continuously to build internal support for your thought leadership among employees and managers. The entire company must be able to live up to customers’ high expectations in your field.

7. Get involved in the debate

Take clear positions in the debate and be prepared for reactions from those who disagree. View any criticism as an opportunity to communicate your message once more.

8. Prioritise one message

Select a single message that summarises what you want to achieve through your thought leadership. Repeat this core message frequently and use it as a common thread throughout all your communication.

9. Develop spokespeople

Appoint key individuals among your employees as recognised experts and spokespeople. Develop action plans that help them work proactively and convey your messages.

10. Define the long-term objective

Formulate a clear three-year objective that can guide your thought leadership. Promote focus and perseverance by annually measuring employees’ assessment of your progress.