Written by: Vickie Sullivan | February 04, 2020
How Market Influencers Impact Thought Leadership
Sometimes we don’t change the game; the game gets changed on us. And that’s what is happening right now in thought leadership.
The culprit: market influencers. With data showing a direct link between followers and sales, you better believe these folks are not gonna stay on YouTube. I drill down more here with a no-holds barred chat with Lori Silverstein (YouTube video). Here are the top two things this dynamic has redefined:
• Style vs. substance. Good ideas are now commonplace. Insights are only as impactful as the person giving them. Watch for more emphasis on style and how you approach the marketplace. Yes, corporate America still wants evidence-based insights. But they choose by who “fits in” with their culture. Next best step: Create an emotional “base,” then layer your content.
Listen: Fad vs. Trend: How to Tell the Difference
• Community vs. impact. Reach isn’t good enough anymore. Watch for those speaker, book, and sponsorship deals to go beyond the numbers and look at influence. Next best step: Ask yourself, “How can I measure my impact?”
It’s tempting to dismiss the influencers, especially those from retail and those doing stupid stunts for attention. That link between influence and sales will bleed over into new criteria for us thought leaders. Proceed accordingly.
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