THE THOUGHT LEADERSHIP LEVERAGE MANIFESTO
Jun 21, 2015
THE THOUGHT LEADERSHIP LEVERAGE MANIFESTO
With deep expertise
and passionin their subject
areas,
creative energy Driving
and curiosity,
for the individuals, teams, and organizations
they serve,
And a
desireto make a
difference
They make those around them better.
Until just a few years ago, thought leaders interacted with their audiences primarily
through keynote speaking and book publishing.
But the digital age has opened the floodgates for anyoneand everyone to step up onto their pedestal and be heard,
leading to the slow withering of publishing as we know it, and with
it the entire economic model of authorship.
The changes wrought in the
digital age have also made it
easier for any content to be
heard. But when everyone’s
talking at the same time, the
audience only hears noise.
Ease of creation has saturated our
marketplace with inaccuracies, distractions,
and downright destructive ideas.
But unprecedented opportunity awaits
those who are willingand able to adapt to the
challenges of this new era.
Creators suddenly have
a larger canvas than ever before, with unparalleled
opportunities to reach their audience.
Audiences from around the world
can now go to content producers for
thoughts, input, and clarification.
Creation has evolved from
a one-way street to a meaningful dialogue
between creator and consumer.
If we cultivateself-understanding and find new purpose…
If we develop SOLID STRATEGY
and act in accordance with it…
If we seek others to help us on our journey…
then our Vision will see us through these
great upheavals.
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If we abandon the outdated thinking
of traditional PR…
If we seek out the groups for whom our
content is mostmeaningful…
If we communicate
with them on their
own terms…
Then we will see our way through the digital maelstrom to form true connections with others through Outreach.
If we take advantage of NEW FORMS
of expression…
If we map out
our content’s effects with rigorousmetrics…
If we find ways to s e p a r a t eour content from ourselves…
In this new era ideas matter, and with the
right leverage they can be amplified further than
ever before.
Or we can apply clear Vision,focused Outreach, and quantifiable Impactto harness the tides of
innovation.
We are Thought Leadership Leverage,
and we choose to RISE.
Vision is a thought leader’s North Star, guiding us through the darkest nights and pointing us in the true direction.
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Without that light, our path is dim and uncertain.
But with a CLEAR VISION, there is no challenge we cannot weather.
IN A VISION OF LEVERAGE, WE:
1. Start with an articulate and thoughtful strategy.
IN A VISION FOR LEVERAGE, WE:
2. Align strategy, tactics, and goals.
IN A VISION FOR LEVERAGE, WE:
3. Assess every action according to its connectionto strategy.
IN A VISION FOR LEVERAGE, WE:
4. Pair creative motivation with deliberate strategyto produce astounding results.
IN A VISION FOR LEVERAGE, WE:
5. Commit to developing a business rather than a practice.
IN A VISION FOR LEVERAGE, WE:
6. Nurture strategic partnerships and symbiotic relationships.
IN A VISION FOR LEVERAGE, WE:
7. Utilize the expertise of others to emphasizeour strengths.
The old media approach – casting a wide net in the hope of snagging something – does not serve us. It just gets lost in the noise.
We
ignorebillboards.
We
block
ads.out
Effective Outreach leads us to new ports of call. When we
know who to look for and where to find them, we can uncover
hidden opportunities with our audiences, networks, and relationships.
1. Understands that reach, placements, and other traditional PR metrics rely on exposure to the most people, rather than engagement with the right ones.
EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:
EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:
2. Leverages Vision to precisely identify our audiences and meet them where they are.
EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:
3. Fosters relationships by offering relevant content to enhance an existing conversation.
4. Embraces the vulnerability of dialogue as a tool for growth, development, and audience interaction.
EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:
EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:
5. Rallies audiences to action, bringing our content to life in a wide variety of ways.
The current model for content production and distribution is br
o
Thought leaders must either carry the weight themselves…
…or seek help from increasingly varied sources.
But along with our newfound Outreach come new possibilities
for Impact.
When we look beyond writing books and delivering speeches, we find new goods and services to deliver, while maintaining our present trade routes.
OUR IMPACT IS GREATEST WHEN:
1. Our content enlightens, guides, and inspires.
OUR IMPACT IS GREATEST WHEN:
2. The development of mindsets takes priority over teaching skill sets.
OUR IMPACT IS GREATEST WHEN:
3. Education and instructional design is woven into our content to create a foundation for growth.
OUR IMPACT IS GREATEST WHEN:
4. Content modality meets the unique interests, wants, and needs of individuals, groups, and organizations.
OUR IMPACT IS GREATEST WHEN:
5. Data and discovery dictate the internal metrics that drive change.
OUR IMPACT IS GREATEST WHEN:
6. Co-creation incites ownership, shares context, and strengthens content.
7. Success is precise, sustainable, traceable, and marked by distinct behavior change.
OUR IMPACT IS GREATEST WHEN:
Those who cling to theold models of creation
and distribution may yet think that their methods are sustainable forever,
that they can continue to serve the broad consumer market alone (even though consumer content doesn’t drive behavior change),
and that thinkers, authors, and speakers can continue to do what they have always done.
But the results that come together in the harmony of
Vision, Outreach, and Impact will speak
for themselves.
Traditionalists will join us when they finally see the waters rising around their feet.
And when they do, meaningful content will
far and fast worldwide.spread
GROWinto professional callings as their content finds new avenues of expression.
Thought leaders, authors, and speakers will seepassionate hobbies
They will createnew ideas at an
increasedpace when they
heighten their content’s leverage.
And the organizations served bytheir content will adopt new ways ofworking and thinking. They will see
MEASURABLEbehavior change.
Their businesses will perform better.
Their employees will be more engaged.
Their customers will be more satisfied.
They will grow fa$ter and be more profitable.
We are in the midst of a
REVOLUTIONof thought and communication.
Together, we develop the clarity to see our ideas to fruition.
Together, we break free from creative restraints to develop and deliver our content in new ways.
Together, we
rise abovethe digital noise
to bring meaning and connection
to the world.
THE THOUGHT LEADERSHIP LEVERAGE MANIFESTOthoughtleadershipleverage.com 917.741.1881 [email protected]