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.