If you have a really good idea, be ready to repeat it. Even the most brilliant business ideas need repetition to reach scale.
I recently spoke with a world-class thought leadership practitioner who had spent his entire career evangelizing one really good business idea. His first business book came out in the late 1990s. And while organizations were intrigued by the idea, it took time for the idea to spread and change how people did business.
He kept repeating his message again and again, building a following for his idea.
Now, as the book approaches its 25th anniversary, the term has entered the general business lexicon. It’s transformed how many businesses approach their go-to-market strategy, and that’s a great thought leadership accomplishment, but it’s taken a lot of time to get there.
You may not spend your entire career evangelizing one business idea.
But the message here is simple.
When it comes to thought leadership, repetition matters. If you’ve got a really good business idea that you want the world to hear, then keep sharing it.
Don’t race on to new things.
Repetition and message discipline are essential in thought leadership. It takes time for the world to hear what you have to say.