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OrgTL Canvas – Business Drivers

Recently, my partner Peter Winick and I created a new white paper,
Leveraging Your Org’s Thought Leadership, which we often call by a simpler name – the #OrgTL Canvas.
It’s a new and important #framework intended to share what we’ve seen
Around organizations creating thought leadership
And deploying it with the #strategy needed to create real #impact. 🌟

Under “Your Organization” on the OrgTL Canvas,
you’ll find a category named “Business Drivers.” 📈

Business drivers can be confusing – everyone in the org has their own metrics 📊
And in some cases, entirely separate goals! 🏆

Your senior leadership and board are paying attention to certain key metrics.
As an organizational #thoughtleader, you must be prepared to explain
how thought leadership aligns with one (or more) of these Business Drivers.

🍓 A for-profit organization may be concerned with
revenue, profitability, cost of sale, or customer #retention.

🍉 A not-for-profit organization may be concerned with
policy #initiatives and #impact at the local, regional, national, or global 🌎 level.

The head of thought leadership needs to be able
to make a strong, clear connection between insights and impact —
using the language of business to drive the initiative forward.

Vague hand-waving and feel-good initiatives rarely get sustained funding.

You need to show reasonable return 💰💰 from your thought leadership efforts in order to create a stable foundation for your work.

If you’re looking for a deeper dive into these insights, read our new white paper
Or contact me, and we’ll chat about thought leadership
And how the OrgTL canvas can propel your insights forward to lasting success!

Until then, I invite you to read our white paper – and contact me if you have any thoughts or questions:
I write about:
#ThoughtLeadership #OrgTL and #Marketing