Thought Leadership: A Competitive Weapon


Thought leadership: A fuzzy term defined differently for different contexts. I think of it as the ability to set the direction (or vision) for an industry, a concept, a business model, or achieving success in any serious endeavor. Set the direction smartly and others will follow.

In business, Thought Leadership is about setting the tone for your competitors. It can keep you out in front of them—and it can be an invaluable tool to win over customers and keep them interested.

If you’re in a B2B market, thought leadership can make a huge difference. It can be a competitive differentiator, shining a light on your objectives, how you innovate, and the seriousness of your approach.


  1. Focus thought leadership efforts as part of the broader EngagementModel for your top customers.
  2. Move the conversation beyond products, your business—and even their business. Talk instead about macro-trends in your industry, big technology ideas, the economy, business strategy, or even politics (with care).
  3. Use this approach to engage customers in a dialog they’ll never get anywhere else.
  4. Embedding this in your top executive council is a great start.

Customers will see you differently and give you truly strategic feedback. And they’ll come back.

More to explorer

Voice of the Customer: What’s Next

Even the most robust Voice of the Customer programs often lack the sophistication needed to consolidate and analyze customer input for a cohesive company-wide view. Worse yet, we see that most companies build programs that fail to apply this feedback as the impetus for transformation.

Evaluating CX Strategies

Under the best of circumstances, I’m a bit of a grinch but this has been an undeniably brutal year for humans and Earth. That said, there are things I feel good about as we slide into the last days of 2021. My family is healthy, business has been great, and I have encountered remarkable leaders and innovation that are truly furthering the state of CX. Yes, CX is that important. It affects everyone of us as consumers, patients, students, caregivers, citizens, professionals, customers, parents, and friends.

Leave a Reply

Your email address will not be published.