Thinking about thought leadership
Thought leaders are the people that your customers look to for guidance. Yet when product managers discuss thought leaders, they often limit their considerations to the industry analysts. The thought leaders in your space may be instead your company visionaries or independent reviewers. If expertise is your company's distinctive competence, thought leadership should be one of your primary marketing vehicles. Your company experts should be speaking, writing, and participating in standards bodies in addition to (or instead of) working the analyst community. Otherwise, being endorsed by thought leaders is a great marketing technique. Thought leaders validate your vision or help cut through the noise of a crowded market with too many offerings. For example, my son's band is achieving exposure via industry thought leaders--the band,, is featured this weekend on , the best web store for independent music. Your marketing tactics should leverage your company's distinctive competence. What are you doing to accomplish this?
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