Written by: Vickie Sullivan | July 24, 2018
The Biggest Change in Thought Leadership
This just in from the “duh” department: A recent Financial Times/Gyro study shows emotion is a major factor in B2B relationships. (Anyone who has been in sales for more than 10 minutes can tell you that.)
Let’s move past the obvious, though. Over two-thirds of respondents say thought leadership is the most important elementthey look for in researching prospective partners. It isn’t one of several considerations – it’s the most important thing. Yep, thought leadership is that critical.
This is also bad news. Here’s why: Anything that works becomes popular. The more commonplace something grows into, the less effective it becomes. If everyone with opinion and a perspective shares those with the world, it becomes more difficult to break out of the crowd.
This is how white noise is born. And white noise changes what is relevant and compelling.
Listen: 2 strategies that worked before and don’t now
What buyers look for now: those who rise above the din. And that will not happen by throwing verbal spaghetti against the wall. It won’t happen just because you wrote a book. Ask yourself: Given the din of great ideas, what is compelling now? Your answer is your path to standing out.
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