Offering Thought Leadership in an Effective Way
An interview with Mike Mansfield about research and surveys for use in thought leadership.
Today’s guest is Mike Mansfield, the Program Director for the Aegon Center for Longevity and Retirement. We talk with Mike about the research that goes into creating thought leadership for retirement planning and how Aegon is helping people think about more than just finances for their later stages of life.
Mike shares how Aegon is finding their audience and reaching them by partnering with other organizations. He explains the methods they use to measure success, and how thought leadership is serving both the organization and its clients.
Plus, we explore how the preparation and deployment of their retirement readiness survey have changed post-COVID-19.
Three Key Takeaways from the Interview:
- How the previous experience that thought leaders have can elevate their message.
- Thought leadership is as much of a people game as it is a knowledge game.
- Use short targeted content to reach specific groups with your thought leadership that might not spend the time to read a full survey or report.