How to Become A Thought Leader
Theresa M. Skillrud, APR, account supervisor, Padilla Speer Beardsley Manufacturing

Imagine being the "go to" source when customers are looking for answers to industry problems. This status would make you and your company stand out from your competition, and customers would want to do business with you because of your knowledge and expertise. How do you foster this perception?

As the "go to" source, or thought leader, you need to demonstrate your industry expertise and understanding of issues that matter to your customers. Thought leadership is more than just sharing knowledge of your company and products. What differentiates you as a thought leader is your genuine willingness to help by providing resources and information even beyond what you and your company may offer. Being open and generous with what you know will build trust and lead to other rewards, in the form of recognition and credibility in your specific industry.

Thought leaders influence others by creating, advancing and sharing ideas. The key to becoming a thought leader is to take a proactive approach. Don't wait to be asked for input; look for opportunities to share your expertise and establish a reputation for being the "go to" source. Among the proactive opportunities available to position you and your company as a thought leader, consider:

Writing bylined articles, customer-case studies, white papers, research reports, e-mail and printed newsletters, blogs, and books.

Speaking at seminars, workshops, trade shows, executive briefings, symposiums, round tables, Web-inars and Web casts.

Using the media through news releases, interviews, contributed articles, Web sites.

Of course, message content is key to demonstrating thought leadership and expertise. Content can vary in terms of subject matter, ranging from general trends to solutions for more pressing industry challenges. Leverage what you already know from your work in the industry. Acquiring additional knowledge may require investing time to do the research.

Establishing a solid base of knowledge demonstrates your expertise and is a testament to your commitment to solve your customers' problems. To ensure maximum credibility, it's important to focus on providing information that is timely, useful and educational, rather than simply offering a sales pitch. As a thought leader, your goal is to inform and educate based on your expertise and experience.

How do you maximize your investment in industry knowledge? Present the materials in more than one venue. In addition to placing a bylined article in one publication, make it available on your Web site (after the publication agrees to the timing). Do the same with your presentations following speaking engagements. This helps establish you as a reliable resource for relevant industry information while raising customers' awareness about potential solutions. Becoming a thought leader doesn't happen overnight. It takes time to build and establish your reputation as a knowledgeable industry expert. This is one case where perception IS reality. Do your customers see you as the "go to" person for insight and knowledge on your industry? That's a sure sign of a thought leader.