Thought leadership is the art, science and intellectual discipline of saying something compelling – to accomplish your goals. Conference attendees do not fill auditoriums to hear you sell your product. No one follows you on Twitter because hearts skip a beat over 140 characters of technical specs. No one reads the corporate blog because “50 Shades of Grey” didn’t contain enough marketing buzzwords.
It doesn’t matter if it’s a high profile keynote address, a one-off presentation, a contributed article on a web journal or a campaign. In a world driven by constant, multiple, overlapping conversations…you need to say something that is worth listening to.