Asset-based thought leadership sounds fine —
but it causes complete chaos within orgs.
Everyone focuses on creating “things” instead of
reaching audiences and creating impact.
If you’re in a place where
thought leadership = “create more assets”
You need to change your org’s thinking.
And the first way to do that is to start talking about the harm
that asset- focused thought leadership creates.
Here’s a PDF that shows 7 risks (and types of pain). Seven Risks of Asset-Based Thought Leadership PDF
I’ve seen each of these in the real world.
And they can get pretty miserable.
A much smarter strategy is to focus an avatars and outcomes.
But to achieve that, you have to first
get people to admit that focusing on assets isn’t working.
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