The Thought Leadership Challenge: How to be a breakout thought leader (Yes, YOU!)

It’s that time again… Every year, January signals a moment for us to reflect on goals and shortcomings and adjust habits and behaviors accordingly. Sometimes what we need isn’t restriction or adjustment, however. Resolutions can also be a commitment to enhancing and promoting more of who we are.

That’s why this year I have a different New Year’s challenge for you: Become a thought leader.

“Thought leadership” is a phrase that’s thrown around a lot, but many of us think it’s the realm of “other people”: celebrities, influencers, and people who operate in the perpetual spotlight.

In reality, we all can and should be thought leaders. Whether you have a million social media followers or 10, whether you are a CEO or still on the rise, you have expertise and knowledge to share.

So now that we know you ARE a thought leader, we need to determine….
Of what?
For whom?
And how do you spread your message?

Let’s start with the WHAT:

What’s your thing? What do you know about most deeply, care about most passionately, and have a unique perspective on?

That doesn’t mean you are necessarily the world’s foremost expert on the topic. Or that you’re the only person who’s ever experienced it. But your combination of knowledge + personal perspective lays the foundation for your particular thought leadership lane.

Sometimes the initial foundation is broad — like, innovation or the legal profession. From there you can layer it: Innovation in manufacturing, for instance, or the particular legal challenges for highly regulated industries. You can get as granular as you like and adjust your scope back to the macro as needed.

But whatever your “thing,” identify it. And don’t hide behind, “But I’m not the world’s leading expert on….” It doesn’t matter! That’s not to say that expertise doesn’t matter, but no one person has a lock on thought leadership over a particular domain. There’s room for many voices and perspectives. You need only figure out what yours is and own it.

For whom?

What’s a thought leader without an audience? Insights are great, but insights with no one to share them with are wasted. Don’t waste yours!

Just like your “thing,” your audience can start out general and graduate to an increasingly specific group. Ask yourself: Who needs to hear what I know? Who wants to hear what I know? (And if you’re ready for the pro league: who will pay to hear what I know?)

Knowing your audience sweet spot is as important as refining your message. Startups call it “product/market fit” — and even if you’re just one person, you should know yours.

Spreading your message:

This part is a little more complicated and will evolve significantly over time. The challenge is to not get overwhelmed by the options (which can be daunting), and instead focus on small and incremental additions.

Let’s say you’re a budding thought leader in the interior design space. You’ve identified your “what” and “for whom,” but you aren’t sure how to amplify your messaging. You might...

Create a clean, modern website that projects your vision, aesthetic sensibilities, and raison d'être
Start a blog that breaks down some client challenges you’ve solved and elaborates on your philosophies and perspectives
Consistently post visually dynamic, thought-provoking content on your social media profiles, posing questions to followers and answering their questions
Launch a podcast where you talk with current and potential clients or other adjacent, complementary experts
Develop a self-guided online course that takes people through your process and gives them a taste of what it would be like to work with you
Launch a mastermind group for peer-to-peer mentoring under your tutelage
Write a book, outlining your methodology in greater detail and serving as a DIY guide for your audience

And that’s just the start. The blog might lead to writing a regular column in a design magazine. The online course might lay the foundation for the eventual book you’ll write. The social media interactions might tell you which content is most pleasing to your audience and what to lean into further.

Choose three from that list to start, and see where it takes you. One is likely not enough, and more than three at once might overwhelm. Develop a timeframe, stick with it, and give yourself space to discover and reassess along the way.

*WHERE MOST PEOPLE GET THOUGHT LEADERSHIP WRONG*

Regardless of your industry or customized approach, I want to leave you with one big, important, no exceptions rule: Self-promotional newsletters are not thought leadership!

This is a common misconception, so let’s nip it in the bud once and for all: No one wants an update exclusively on all the great things you’re doing (except your mom, bless her).

The upgrade: Your audience wants a more creative approach to that accomplishment update. Instead of a newsletter that identifies all the new clients you’ve snagged, cool projects you’re working on, and impressive press you’re earning, think about a lesson you learned or a new insight or data point you came across that would benefit your audience or something helpful you can teach them. From there, you can use all that impressive stuff you’re doing as examples of that particular topic in action.

It makes the content about them, while still promoting you. Win / win.

So say it with me now: BE BETTER THAN THE SELF-PROMOTIONAL NEWSLETTER! I know you’re better than that, now let your audience know you are.

Reaching out to your audience only when you want to sell them something or just to brag is lame and boring — and they won’t be your audience for long. (Ask yourself: Would that appeal to me? No? Then don’t do it to your audience.)

So figure out what you know + what your audience needs, and serve it up in a way that highlights why YOU should be their trusted, go-to expert — all in a fun (yes, even in “serious” industries), visually dynamic (even if you’re not “an artist”), easily digestible way (don’t get caught in the weeds! Save that for once they’ve hired you).

Let’s make this the year you become a breakout thought leadership star. Find your niche and audience, develop a plan, and commit to consistently pushing out your wisdom on a regular basis. You never know who may come into your orbit or where that content may lead…

p.s. Ready to seize your power as a thought leader but need a little assistance? Reach out and maybe it’ll make sense for us to work together! Or if you know someone who needs a nudge, forward this to them!