Jonathan Poisner Strategic Consulting

Guest blog by Liz Banse of Resource Media. 

Thought Leadership: More than just a TED talk and, yes, more than just a fad

Have you ever dreamed of giving a TED talk and selling your big idea to the same folks who gobbled up Bill Gates big vision of innovating to zero, learned that gaming can be good, or how schools kill creativity?

What you were dreaming about was becoming a world-famous thought leader. If there was a word or phrase of the year in the communications industry for 2014, it would be “thought leadership.” Finally, a new phrase has pushed “storytelling” to the side as the “it” thing.

At Resource Media, we have heard a lot of you articulate your dreams of getting your bold vision out to a wider circle. There’s nothing we love more than working with visionaries – who wouldn’t?!

But, with all the ideas and excitement about thought leadership, what is it really?

First of all, it’s disruptive. Take any current notion of how things can or should be done and offer a completely different approach to solving whatever problem you have identified, and you are well on your way to becoming your industry’s thought leader.

Thought leaders tend to upend the status quo with a bold vision.

Thought leadership is not about being the most knowledgeable person on your issue.

If you’ve checked this box, great. But, before you go out and make your mark on the world, make sure that your organization’s brand is strong, too.

As the leader of an organization, your thought leadership should come around to benefit your organization. And, vice versa. If you know your organization’s brand is strong, it can help catapult you to the forefront. If it is weak, work on that first, before you work on your thought leadership plan.

Check. Now, you are ready to go forth and conquer the world. Package your thought leadership with an interesting life story (trust us, everyone has one). People have thought leadership, not organizations.

Create a video or some other vehicle that will carry your idea to others when you are not able to do it in-person. Attend events and conferences with audiences who can help you test out your idea and hone it even further. Actively pursue media interviews with journalists who can help spread your ideas among other influencers. Play an active role on social media, engaging in conversations with other leaders.

Watch your influence meter rise.

Download/View a Printer-Friendly PDF Version

Guest Blog by Liz Banse of Resource Media

When was the last time you went to the doctor for a check-up? Hopefully, it was in the past year. But, what about your organization? Have you given it a check-up recently? Specifically, have you checked on the health of your organization’s brand?

Aw, we’re fine, you say. I know how to articulate my organization’s mission statement without even referring to the cheat sheet by my phone. But, do you know what other people are saying about you? And does that match how you describe who you are, what you do, and what makes you so unique?

At Resource Media, we like to say that your brand is what people say about you once you leave the room. If there is any sort of gap between how you describe yourself and how others describe you when you aren’t around, you have a brand disconnect. And a brand disconnect means you are not fulfilling your brand promise to your supporters.

That’s when you want to get back into alignment. A branding refresh is all about redefining and getting clear on what sets you apart from others in your field. It’s about finding the right words to communicate the value of the work that you do to the people who need to hear it most – whether they be donors, elected officials or community leaders, other organizational partners or anyone else you need on your side to realize your goals.

How does a typical branding process flow? Start with a discovery process where you interview people within the organization as well as those who interface with it from the outside (supporters, funders, policy makers, partner organizations, and others). Ideally, these interviews are conducted by a neutral third party with communications expertise so that you’re receiving candid views instead of people telling you what you want to hear. These in-depth interviews will give you the first clues as to the health of the brand.

Next, have someone outside of your organization review your organization’s materials – online and offline and write up what they perceive as your brand. Does their write up match what you had intended to convey?

You may also at this point want to do a broader online survey of organizational supporters.

Pull all the research generated together and hold a “workshop” at which you hopefully will generate some “a-ha” moments. The outcome of the workshop should be refreshed language about your organization’s core identity and some tactics for how to better communicate it.

Then, don’t forget to make sure everyone on staff (and possibly the board) is trained and any stock materials are overhauled. The result: Staff, volunteers, and those outside the organization will speak in one voice on how and what you do and, most importantly, why the work you do is important and unique.

Download/View a Printer-Friendly PDF Version