May 17, 2024//Insights//Luke Collins

The future of thought leadership

I was channel surfing last week when I stumbled across Something’s Gotta Give, Nancy Meyer’s 2003 film in which Jack Nicholson is dating the much younger Amanda Peet, only to wind up falling for her mother, played by Diane Keaton. Of course, it has absolutely nothing to do with thought leadership. But how about that title?

Something’s gotta give. After working for several months on our just-released report The Content (R)evolution, that phrase is about the best description of the state of the world of thought leadership. Our industry is balanced between tradition and revolution, old and new. Actually, for this rom-com devotee, the state of the sector reminds me of You’ve Got Mail, Nora Ephron’s 1998 film starring Tom Hanks and Meg Ryan.

Remember that one? Hanks owns a chain of book superstores, and he opens one right around the corner from Ryan’s charming independent bookshop. This makes them mortal enemies, yet they’ve connected anonymously online and are (virtually) falling for each other. Cue drama and tears and a very happy ending that involves Hanks’s adorable dog.

I picture the traditional world of thought leadership as Ryan’s cute bookshop, The Shop Around the Corner. It has devotees, a long history, and customers who swear they’ll never shop at a big chain. Never! I can almost picture them snuggling up with a long thought-leadership report filled with footnotes, congratulating themselves on their virtuousness.

Hanks’s chain, Fox Books, represents the revolution. It’s flashy and fast, upending long-held conventions. It also represents the changing way people consume content and brings with it new marketing ideas and energy, offering the same products as The Shop Around the Corner (books!) but complementing and extending that core offering.

Our research found benefits to both old and new thought-leadership approaches. When it comes to clearly communicating complex topics to senior leaders, longer-form content may be preferable. But when it comes to commanding user attention, it’s hard to beat short, sharp content that quickly engages and informs.

That makes it tempting to root for the You’ve Got Mail happy ending, in which both sides win. Yet that ignores two big factors. First, we’re awash in content. Everyone and anyone seem to publish “thought leadership” or some variation of it, making it hard for even the most distinctive and insightful content to reach the desired audience at the desired time in the desired way. Publishing more and more doesn’t seem to be a viable solution.

Second, we’re collectively facing a threat that could end the thought leadership world as we know it. In a world of commoditized content, generative AI is the meteor about to wipe out the dinosaurs. For many companies, the technology can instantly and at vastly lower cost provide content that’s fine. As an aside, Fox Books was riding high in 1998—but guess which real-life online bookseller went public just 18 months before You’ve Got Mail was released? (Hint: it now sells much more than books.)

All of which means something’s gotta give in the world of thought leadership. There’s a battle for the soul of the sector that seems unresolved, even though companies have evolved their content by adopting new formats and channels. And figuring out the best strategy needs to happen sooner rather than later as generative AI looms.

Our take? Quality, quality, quality. When we’re crushed by the paradox of choice, what’s the logical reaction? To fall back on products or brands or sources we trust. In a fascinating recent discussion about AI (behind a paywall), New York Times columnist Ezra Klein noted precisely this tendency—and his own experience with asking AI to mimic his writing.

“I have not found any AI that can, in any way, improve my writing,” Klein said. “And, in fact, the more I try, the worse my writing gets because typically what you have to do to improve your writing is recognize if you’re writing the wrong thing. I don’t find writing hard, I find thinking hard. I find learning hard. How good a piece of writing is going to be for me is typically about, did I do enough work beforehand? And AI can never tell me, ‘You didn’t do enough work. You need to make three more phone calls. You need to read that piece you skimmed.’ ”

I don’t find writing hard, I find thinking hard.

This is where the future of thought leadership lies: in delivering truly insightful, distinctive content. It should be deeply informative, based on proprietary data or experience, underpinned by a clearly defined strategy supporting business objectives, and delivered in multiple formats and through multiple channels for all audiences who can benefit from it. Not surprisingly, it’s hard. Really hard. But we know firsthand the impact of powerful thought leadership, and our report recommends splitting the daunting journey into four steps:

  1. Diagnose: Know where you are. The first step in evolving your thought leadership efforts is understanding where you stand. For a quick assessment, try our free diagnostic tool.
  2. Strategize: Pick your path. What’s the purpose of your thought leadership efforts? Once you define that, how will you create distinctive and insightful content to support it?
  3. Execute: Make it happen. Great content is the product of countless factors, such as a solid intake process, a governance model, deep editorial and design expertise, and effective audience development.
  4. Measure: Track and adjust. Measuring against priority metrics is critical, as is being willing and able to adjust your approach to maximize the odds of success.

The ending of pretty much any rom-com is entirely predictable—that’s kind of the point, right? If only thought leadership were so easy. Even with the best planning, development, and execution, content often fails to perform as desired. Yet we do know that the more intentional you are, the better the odds of success. Defenders of traditional approaches to thought leadership have much to learn from those who are more marketing-driven, and vice versa. Figure out where you are, what you want, and how to make it happen. If you need help, you know where to find us.

The Content (R)evolution is a data-driven report examining how content can be more innovative and effective. Our first post on this process examined our hypotheses; the second looked at how companies adept at deriving insights often overlook the importance of influence in driving impact. The third post challenged the conventions of the thought leadership genre, while the fourth explained why creating truly distinctive thought leadership is so hard.

Ready to begin your journey? Get a quick assessment of where you stand with our free content diagnostic or reach out to me at luke.collins@leffcommunications.com.

Register to join our related virtual event, “The Content (R)evolution,” on May 21 for more on how you can refresh your content strategy.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.