Peter Winick explains why most agency leaders fail at thought leadership: they skip the strategy and jump straight to content. You need to define your target audience, desired outcomes, and how you'll measure success before you create anything.
For those that are listening that are thinking, that sounds like an exciting path to me. I want to be a thought leader. Maybe they haven't really built that yet, but they see it as something that's an opportunity for them and for their agency. Where should somebody start when they're thinking about developing that thought leadership in their network or in their market?
Anything that's a business issue, you need to put on your business hat. I think oftentimes what happened is because this is fun or it's the CEO's jam or whatever it is, we throw that out the window. We know we should be deliberate. I know what we would tell our clients, like, who are you trying to reach? How are you trying to reach them? What would you like the outcome to be of this? How are you going to measure success? But I've seen so many smart people, so many skip that part and get to the fun. Let's just create cool stuff. That's not smart, right? So the first thing is let's get clear or at least have some stakes in the ground on what my goals and objectives are.
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