Peter Winick, founder of Thought Leadership Leverage, breaks down the Edelman 2021 Thought Leadership Study. Since the pandemic flooded LinkedIn with content, he says the way through is being personal, using surprising data, injecting fun, and ditching corporate-speak.
Hey there, it's Peter Winick. I'm the founder and CEO of Thought Leadership Leverage. And today I wanted to share with you a thought that came to me as a result of reading the latest Edelman LinkedIn Thought Leadership Impact Study. That's the name of it, the Edelman LinkedIn 2021 Thought Leadership Study. And it was really about talking about the glut of thought leadership that's out in the marketplace and whether it's a result of the pandemic or people having more time or people sort of jumping on the thought leadership bandwagon, there appears to be more and more stuff out there. So the trick is, the question is, the challenge is, how do you break through the noise, right? There's lots and lots of stuff out there. If you don't grab someone's attention in a short period of time, they're clicking, they're swiping, they're on to the next thing. So what I would ask you to start thinking about is, how can I cut through the clutter? How can I get through the noise? How can I get people to hear what I have to say, to bring my ideas and thought leadership to life in a way that breaks through all that. It could be by being— doing something that grabs their attention. It could be by being more personal. It could be by data that's really shocking. It could be by example. A little bit of fun never hurt either. There was some mention in the report of a need to be less sort of corporate speak and a little bit more engaging and fun. So I don't know that I have all the answers as usual, but if I present you with that question of how do you intend on breaking through the noise as we close out 2021 and move into 2022, I'd love to hear your thoughts and reactions to that. Thank you so much.
