GNT #102: Thought Leadership That Doesn't Suck

read time: 3 minutes

How often do you come across "thought leadership" content that makes you yawn vs. get pumped up?

Too often I suspect. 

Just 15% of decision-makers who regularly consume thought leadership content would characterize it as "very good" or "excellent".

Yikes. That’s a painfully low bar for something that's supposed to inspire and inform.

So, what’s going wrong?

Most thought leadership content today isn’t leading anything. It’s just a thinly-veiled sales pitch dressed up as a whitepaper, podcast, or video. It’s missing three essential ingredients: trustworthiness, any spark of creativity, and community.

In today’s newsletter, we’ll explore how to craft thought leadership that rises above the noise, delivers real value to your audience, and positions you as a leader or brand worth listening to.

Let’s get to it.

What's missing from most thought leadership?

A lot of it misses the mark because it prioritizes output over impact. I think these are the 3 biggest gaps:

It lacks trustworthiness
Audiences want expertise grounded in real experience, authority, or knowledge (not recycled "best practices"). Whether it's a business brand or an individual, a willingness to share because they want to help their industry and others grow - is what builds trust.

It's missing any sense of creativity
Much of today's content (especially in B2B) looks and sounds the same. Thought leadership should make people think, feel, or see the world differently. We've made much of the content coming out of marketing departments boring and cloned.

It ignores community
Thought leadership created in isolation almost always misses the mark. The best content is informed by real interactions, built on listening and delivered without strings attached. It involves actually being present and engaging in the communities you want to build trust with. 

If your thought leadership lacks these elements, it’s likely falling flat.

"But what about the ROI, Colleen."

I hear you. As marketers, we’re always working to understand the time, energy, and budget we put into content.

But when it comes to wanting to be seen as a thought leader, ROI is relative to your timeline.

If your sales cycle takes 12 months but you expect every piece of content to deliver leads in 30 days, you’re setting yourself up for disappointment.

Real thought leadership doesn't give you instant wins. It’s an investment...in your audience and your community. Building trust and relevance pays off sustainably over time.

Read more: 4 Signs You're Not Growing Where You Want to Go

How to Create Thought Leadership That Stands Out

4 steps to elevate your thought leadership and create content that connects, inspires, and yes, drives results:

1. Define your thought leadership voice

Not sure how to position yourself or what value you'll provide? Start by solidifying how you want to show up.

Are you:

-A Challenger: providing differing opinions from the status quo?
-An Optimist: Uplifting your audience?
-A Teacher: breaking down complex ideas into simple, actionable steps?
-Something else?

Your voice gives your content a consistent purpose. Everything you share should align with the role you’ve chosen.

2. Get creative

If you want change. If you want to stand out, stop playing it safe. Bold, unexpected ideas capture attention.

What needs to be said that isn’t being talked about?

Read more: 1M+ Views, 3 Lessons That Help Me Grow Businesses

3. Build your thought leadership canvas

Map out your vision with this framework:

-Your guru zone: What do you know deeply that your audience needs?
-Your impact goals: How do you want people to feel or act after engaging with your content?
-Your commitment to community: How will you show up and serve the specific people you want to connect with?

4. Show up, consistently

Thought leadership isn't built overnight. It takes time, effort, and consistency. Engage in conversations that matter, share generously, and focus on building trust.

Takeaway

The bar for thought leadership might be low right now, but the opportunity to rise above it is massive.

There’s still room for content that’s valuable, thought-provoking, and truly helpful.

People want to learn, grow, and make better decisions. They’re looking for knowledge that will help improve their businesses, their careers, and their lives.

You might just have the knowledge to help them do that.

What’s one thing you’ll do this week to become the leader or brand worth listening to? Let me know!

I believe in you.

See you next week, friends.

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