How large is the potential audience 
for your org’s thought leadership?
It’s not your current number of followers, surely.
Some insights have small potential audiences.
Others are measured in hundreds or thousands—globally. 
I’ve worked with a lot of thought leaders,
so let me unpack a better way.
TAM – how large is the total addressable market for your ideas?
Is it in the low hundreds, or the tens of millions?
Who are your followers?
Are they in your target audience?
Are they influential?
Not all online followers should be weighted equally.
What percent of your TAM knows about your ideas
and sees you as a thought leader?
Someone who has non-digital followers
can also have profound influence.
Thought leadership, especially on the cutting edge, isn’t always accessible –
it needs the right audience, not the largest audience.
In academia, a scientist can do Nobel-level work,
but only a handful of peers deeply understand what they are writing about.
Thought leadership can be about building large numbers of followers,
but that doesn’t mean it’s successful.
I’ve seen people create more impact
by curating the right audience on a VIP white-glove level.
—
I write about
#ThoughtLeadership #OrgTL and #Brand