May 21, 2025//Data visualization, Insights//Mary Reddy

Forethought, not afterthought: The power of data visualization in thought leadership

I am frequently asked, “Can you help us add some visual interest to this report?” While there’s nothing wrong with that approach, it may be missing the power of data reporting as an integral part of thought leadership.

Broadly speaking, data visualization falls into a few (potentially overlapping) categories: quantitative reporting in support of a research piece, exhibits that provide visual relief in a scroll of long-form text, charticles that embed the storyline within the graphs, or simple charts and factoids for social media posts. Too often, these use cases are afterthoughts in the development of thought leadership pieces—viewed as a bit of relief, say, from blocks of text.

My colleague Luke Collins wrote a series of blogs last year examining the assumptions behind thought leadership. In the first one, he defined thought leadership as content marketing with the aim of driving “a company’s reputation, relationships, or revenue.” Yet its effectiveness is notoriously difficult to measure. Luke describes its success as cumulative: A body of distinctive work raises the profile of its authors. The work is considered useful; the authors are seen as authoritative. The reputation of their organization is enhanced—and eventually, a purchase or engagement is made. Data visualization has a role to play in this cumulative success story.

Here are three contributions data visualization can make to a strategic rollout of thought leadership communications:

1. Enhancing credibility

When its message is in tight alignment with a prose narrative or the primary messaging in a campaign, data visualization can help solidify the authors’ credibility. A company’s consistent use of proprietary data to convey unique insights leads an audience to expect information that is reliable, fact-based, and useful. This expectation builds the brand’s reputation—a big factor in developing brand loyalty—through means that are not overtly about marketing.

In “Thought leadership in changing times,” Peter Gumbel talks about building credibility through data in the context of a company’s publicly stated social commitments: “Data and research can support commitments by making them stronger and more durable. Offering facts and examples that underscore the importance of the commitments you make as a company can enhance credibility.” 

2. Instilling trust

Amid the development of data warehouses, the improvement of search functions, and the proliferation of online content, the average person has gained access to a great deal of data. The advent of gen AI search tools has made that access seem unlimited. The new challenge is vetting the accuracy of data and understanding how to pull meaningful, actionable conclusions from it. Data visualization offers an opportunity to “show your work” by revealing steps taken, underlying assumptions, or thoughtful caveats related to interpretation. A company that makes honest statements about the context of its data (for example, acknowledging when figures are not statistically significant but may suggest a trend), consistently reaches for unbiased insights, and uses respected sources when proprietary data is not available can further enhance its reputation and solidify the public’s perception of the company as an authoritative voice. These same approaches to data reporting can confirm a company’s commitment to integrity.

3. Supporting cross-channel reach

When considered early in the development cycle, data visualization is an important element in the strategic assembly of multiple formats, whether the goal is high visibility across channels or personalized content for different audiences. It can be spun in a variety of ways: quick hits or factoids, storyline infographics, deep-dive interactives, and even segues in videos. With its “show, don’t tell” appeal, data visualization may invite readers with shorter attention spans to quickly absorb a nugget of information and prompt them to bookmark material for further reading.

Beyond these three proven contributions, data visualization also readily accommodates experimentation or innovation. Of course, users must follow best practices in data reporting, but that still leaves room for a wide variety of visual approaches or experimentation with the balance of words versus charts and images. Particularly on social media, a novel look can break the mesmerizing effect of scrolling through endless, similar-looking posts.

By using forethought, not afterthought, in integrating data visualization elements into their strategic communications, companies can get so much more out of their efforts.

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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.

 

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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.

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