Over the past month, I’ve tracked how organizations have changed their thought leadership messaging due to the COVID-19 crisis. Some have changed their stance rapidly and others have stayed the course. In this minute, I’d like to talk about the choices that inform a thought leadership stance.
First, ask yourself:
Are we leading the conversation?
Or are we responding to a topic everyone is currently talking about?
Are we providing timely ideas—ones that are useful right now?
Or are we trying to reveal something profound like a vision of the future?
There are four possible thought leadership stances, one in each quadrant. All four of them can succeed—as long as they are deployed well and at the right time. Use your stance to guide the content you create and deploy.
Let’s talk about your organization’s stance.
Look at the thought leadership pieces you are currently using. What’s the stance? Is it timely or profound? Leading or responding? Most importantly—is the stance aligned with what your target audience needs now? If not, then it’s time to change your stance!
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