416 episodes

Join Peter Winick and Bill Sherman as they host the Leveraging Thought Leadership podcast–a podcast devoted to the business of thought leadership.
Peter explores the world how independent thought leaders bring their ideas to scale within the business world. His guests include professional keynote speakers, business book authors, specialty consultants, and business-school academics.
Bill investigates the evolving world of organizational thought leadership. His guests include professionals who create, curate, and deploy thought leadership on their organization’s behalf.
Throughout the series, Peter and Bill uncover and discuss trends in thought leadership: strategy, technology, and modality. Listen in as they share best practices for creating value, impact, and revenue through thought leadership.

Leveraging Thought Leadership Thought Leadership Leverage

    • Business
    • 5.0 • 37 Ratings

Join Peter Winick and Bill Sherman as they host the Leveraging Thought Leadership podcast–a podcast devoted to the business of thought leadership.
Peter explores the world how independent thought leaders bring their ideas to scale within the business world. His guests include professional keynote speakers, business book authors, specialty consultants, and business-school academics.
Bill investigates the evolving world of organizational thought leadership. His guests include professionals who create, curate, and deploy thought leadership on their organization’s behalf.
Throughout the series, Peter and Bill uncover and discuss trends in thought leadership: strategy, technology, and modality. Listen in as they share best practices for creating value, impact, and revenue through thought leadership.

    Demonstrating Expertise in Thought Leadership | Louis Montgomery | 417

    Demonstrating Expertise in Thought Leadership | Louis Montgomery | 417

    How do you best showcase your organization's depth of expertise? 

    Have you ever thought about the way thought leadership intersects with the executive search? Many organizations encourage broad diversity, and during executive search periods, they want to showcase and bolster that practice. But how do you demonstrate it to your target audience?

    Today, I’ve invited Louis Montgomery Jr., Partner, Practice Leader Human Resources and Diversity Officers at JM Search, a firm that (through rigorous assessment) provides the right candidates for open positions to private equity firms, venture capital firms, and select corporate clients.

    Louis understands what it takes to be successful in demanding fields. He discusses his path as an HR leader and Diversity Officer, and how he assists candidates seeking opportunity and growth. When he changed course during his career, he quickly realized, as many others do, that his reputation as an expert in HR didn’t follow him to his new position. He discusses his experiences with networking and creating thought leadership, and explains how he established himself as an expert in the new field — and how others can do the same.

    Having worked with both large and small firms, Louis understands what it takes to get thought leadership into the world. He's built an established thought leadership engine that carries his name and reputation forward. In our discussion, he shares tips for building your firm's reputation (and your own!) by leveraging established thought leadership or marketing roles.

    Developing smart thought leadership content is about providing answers to your audience's questions, and as Louis says, a listening ear is the best tool. Learn how to tune into what others are saying, and to notice the questions that come up time and time again. These are prime topics for thought leadership!

    If you are considering starting a journey into thought leadership, start now! The sooner you delve into the field, the more rapidly you will master it.



    Three Key Takeaways:

    * Networking provides an advantage in the job search, when the time comes to seek a new role.

    * Thought Leadership allows you to share your expertise and establish credibility, and differentiate yourself from others in the market.

    * Being a thought leader and active practitioner of your field of expertise can give you a greater credibility with clients. That makes you stand out!

    • 32 min
    Accelerating Marketing Strategy with Thought Leadership | Denise Broady | 416

    Accelerating Marketing Strategy with Thought Leadership | Denise Broady | 416

    How do you help a client integrate research into their thought leadership, and what are the benefits?
     
    Enterprise software can be a complicated story to tell. To explore ways to humanize a complex brand or product, I've invited Denise Broady to share her expertise in research, thought leadership, and consulting. Denise is the Chief Marketing Officer at Appian Corporation, helping clients build apps and workflows with a low-code automation platform; combining people, technologies, and data in a single workflow to maximize resources and improve business results. 

    Our conversation begins with an active discussion of thought leadership's ability to help tell a complex, enterprise story in a way that humanizes your brand. Denise shares how the lens of a business user can be used to create greater impact, preferring a personal touch and layman's terms rather than complex, high-level terms that might not be understood by an audience.

    Often, marketers feel the need to go it alone and control all aspects of their content's delivery, but thought leadership doesn’t have to be a solo project. Denise shares how her co-sponsored research with The Economist is helping reach a global market, and how surveys on IT and business issues give her the information she needs to create thought leadership rooted in data  - and bring solutions to the problems her audiences face.

    Toward the end of our conversation, we examine ways to build a thought leadership team. Denise recounts a tale of starting with a task-force that grew as it brought on e dedicated people and found dedicated funding. Nobody approaches accounting as a part-time hobby, and thought leadership is no different. Without a dedicated team and reliable resources, thought leaders can't be expected to develop the reach and cadence needed to effect significant change.

    Three Key Takeaways:

    * Choose your words carefully when explaining complex thought leadership; it's critical that your audience understand, so speak in terms they will grasp easily.

    * Creating co-sponsored thought leadership can create content with wider reach and a deeper, more informed perspective.

    * Thought leaders coming from a marketing background can be tempted to use a marketing playbook –  but think before you jump! Understand where your content fits in the cycle, and how to deploy it.

    • 17 min
    Using Thought Leadership to Earn Your Way Into Sales Consideration | Steve Watt | 415

    Using Thought Leadership to Earn Your Way Into Sales Consideration | Steve Watt | 415

    When it comes to thought leadership, every corporation needs people that are building new ideas, sharing new insights - in essence, creating new maps to move things forward!
     
    But it's not just about the "map makers." It's also about the "expedition leaders," people who can share those ideas and insights, and bring others onboard - even if they didn't create the maps themselves.

    To discuss "map makers" and "expedition leaders," and really delve into the most effective ways to invite your whole organization to do thought leadership, I’ve invited Steve Watt to join me on the podcast. Steve is the Director of Market Insights at Seismic, the world’s largest enablement platform.
     
    In both social selling and thought leadership people need to show up, speak up, and publicly demonstrate both subject matter expertise and org-centric passion. Not every sales person can or should be a thought leader, but they can always be a spokesman for the org's thought leadership content. We discuss the need to empower not just sales people, but everyone within a company, by showing them the benefits that being associated with an org's thought leadership can have on their careers and reputation.

    Steve shares why it is important to start with the right mindset, which may mean tearing down and overcoming staid beliefs and old perceptions about "how sales are done."  We discuss the way social media is constantly misused by sales people seeking to use it as a hunting ground full of traps rather than a fertile field for relationship-building. Steve is changing the mindset towards meaningful conversations and interactions, and teaching insights that will magnetically draw clients in.

    Many sales people agonize over the deals they lost out on, while remaining blind to just how many deals never even gave them consideration. Steve explains the importance of conversation, interactions that build relationships, and how to stay top-of-mind when a client enters a buying cycle.

    Three Key Takeaways:

    *  Many smart and capable people in your org are sitting by, silently, because they aren't "map makers." Speak up early, and build your reputation as a subject matter expert.

    *  In order to build thought leaders in your organization, you have to empower people and help them see the benefits - not just to your organization, but for their careers and reputations.

    *  If your thought leadership boils down to “and that is why you need me,” that's not thought leadership.  That is just selling - and in today's market, you need more than a pitch to make your organization stand out.

    • 26 min
    Building Connections and Communities Online | James Kerr and Nadia Bilchik | 414

    Building Connections and Communities Online | James Kerr and Nadia Bilchik | 414

    How many new skills did you learn during the pandemic?
     
    The lack of face-to-face meetings required everyone to adapt, and for many, that included the ability to build connections and community online.

    To discuss the skills and adaptations we all needed to update our lives to fit the new modality, I’ve invited two good friends to join me in a chat.

    Nadia Bilchik is the President of Greater Impact Communications. She's a speaker, trainer, and author of Own Your Network: Expert Networking In Person & Online.

    James Kerr is the founder of Indispensable Consulting. He's also a speaker, as well as a leadership coach and the author of Indispensable: Build and Lead A Company Customers Can’t Live Without.

    First, we look at the way presentations and communication skills training have changed in the wake of the first Covid outbreak. Nadia explains ways that our language has become more intentional due to the lack of ability to read body language in the virtual world. She gives advice on connecting with your audience on camera, and describes changes that will make you stand out and make your message clear.

    James discusses time constraints, and how we (and our audience) have begun to think about and value time differently. We no longer spend days traveling in order to accomplish a two-hour task. The ability to give a presentation in various time zones within a single day is a dramatic shift in itself, but it has also changed our understanding of real human interaction. We examine how to use online chit-chat and build toward deep "getting to know you moments" that build strong and memorable relationships.

    We wrap up our conversation by looking at the concept of "Zoom Fatigue." Nadia shares tips for placement of your camera, while James discusses how to interact with clients who prefer to leave their cameras off. 
     
    The world has changed irrevocably, and the best thought leaders know how to keep up, adapt, and even excel in our new, digital-focused age.

    Three Key Takeaways:
    *  When delivering thought leadership online ensure your camera is parallel to your eyes and you look directly into it while speaking.  This gives the same effect as looking into someone’s eyes while speaking in person.

    *  While we have had to reengineer the way we do things - the what is still the same.

    *  It is important to get to know your clients on a deep personal level when you are only able to connect with them online.  Ask personal questions about family and hobbies to help develop that relationship.

    • 30 min
    The Link Between Thought Leadership and Entrepreneurs | Mary Cronin | 413

    The Link Between Thought Leadership and Entrepreneurs | Mary Cronin | 413

    What is the relationship between thought leadership and entrepreneurship? 
     
    Both are forward-thinking problem solvers who know that passion and vision can take you far!

    To dig deeper into the ways these two paths intersect, we sit down with Mary Cronin, a research professor at Boston College. She's also the Founder and President of 4Q Catalyst LLC, a business advisory firm that provides strategy consulting, market analysis, and leadership development services.

    We start our conversation by discussing the similarities between thought leadership and entrepreneurship. In addition to passion and vision, both roles require a fine understanding of storytelling; a key component to success. Mary describes the impact of storytelling, and why it's often an overlooked function for start-ups as they focus on bootstrapping their business to achieve success.

    In May of 2021, Mary published Starting Up Smarter: Why Founders Over 50 Build Better Companies, which provides a keen look at entrepreneurs starting companies, and how their success rates were often impacted by the founder's age and experience. The book's research investigates 7 million US start-up companies over the last decade, and provides a keen look into the how's and why's of their success. Mary explains the research showing that most successful founders are in their 50s, which is also the age of many established and successful thought leaders.

    We further explore the traits of successful founders, and how they cross-over into successful thought leadership. Mary tells us that starting a business in your 50s means having a great sense of purpose, a willingness to partner with the younger generation, and the persistence to keep pushing forward and rethinking problems in order to achieve success.

    While the most successful founders are in their 50s this conversation will give you great advice to find success as a thought leader or entrepreneur at any age.

    Three Key Takeaways:

    * Good storytelling is a useful tool to ensure clients, employees, and investors fully understand your vision - whether you're building a company or creating thought leadership.

    * Partnering with team members or co-founders of different generations will give your work a broader reach and greater perspective.

    *  Having an overwhelming passion for your mission, whether thought leadership or business, will go a long way to overcoming difficult challenges in your path.

    • 31 min
    The Innovator’s Journey to Thought Leadership | Karen Hold | 412

    The Innovator’s Journey to Thought Leadership | Karen Hold | 412

    What does it take to become a game-changer in your industry?

    We are constantly bombarded with products and brands seeking our attention and money. How can thought leadership help your brand stand out?

    Today, we are joined by Karen Hold, the founder of Experience Labs and co-author of Experiencing Design: The Innovator's Journey. Karen’s mission is to build creative capacity in individuals, organizations, and cities, using the language of design thinking. The trick is to turn abstract thought into concrete ideas, and to visualize those ideas in a way that captures your audience's attention.

    Karen takes us back to the early days of her career, at Procter & Gamble, where her focus was on the Folgers Coffee brand. At the time, as Starbucks was starting to emerge, and Folgers needed a way to stand out in order to keep its share of the market. Karen shares how Folgers studied the Starbucks experience, and - due to flawed assessment - decided that the newcomer wasn't a threat to Folgers' market dominance. Fast-forward to 2022, and Starbucks has a major market share - a share that could have belonged to Folgers', if they'd determined the market need and used it to their own advantage.
     
    Determined not to miss the next big opportunity, Karen explains how she changed her thinking. As media changed and people's needs evolved, Karen realized that brands needed better tools to assess market needs - and step forward, staying ahead of the curve by visualizing the future and being ready for the next change. By preparing content with the right approach, you make sure that your thought leadership is there when the audience is ready to receive it. 

    Karen shares even more insights in her book, and discusses the amazing experience she had working with Jeanne Liedtka and Jessica Eldridge to complete and publish her thought leadership.  In addition, we learn about the digital tool for creating personal development plans that was recently launched as an add-on, giving even more value to the text and its content.

     Three Key Takeaways:

    *  Don’t blindly follow data. Use your instinct, experiment, and create thought leadership that sees around corners and tries new things.

    *  Ensure that your thought leadership is available in a variety of modalities. This allows you to connect with an audience, regardless of their preferred method of communication.

    *  Adding development tools to a thought leadership book is a method to continue the research you’ve begun, and expand your insights.

    • 19 min

Customer Reviews

5.0 out of 5
37 Ratings

37 Ratings

looking fie dinner ideas! ,

Great insights and perspectives

Outstanding. I just listed to the discussion with Steven R Covey. I had no idea he ran the business while his dad was the voice of the business. Outstanding! Thought provoking questions and guests. You cause us to pause and reflect. Thanks so much.

ethanbeute ,

My people

When I started listening to this show, I felt like I’d found my people. I’m not a pure salesperson. I’m not a pure marketer. I’m a learner, teacher, speaker, practitioner, author, show host, and more. Turns out … I’m leveraging thought leadership.

I’ve only heard 8 or 10 episodes as I write this, but it’s now in regular rotation for me.

Smart, helpful, and concise conversations that consistently leave me thinking - or with something I can or should do today.

Alex425xyz ,

Great insights, great guests!

I listened to the recent episode with Emmanuel Probst and it had some great insights into how to convey brand meaning to your target market. This episode is so applicable to a wide audience! As a small business owner, currently building out systems, forecasting revenue and developing our sales pitches to be as efficient and effective as possible is top of mind. This episode gave me ideas on how to implement some of the best practices mentioned to drive leads, conversions, and revenue. Bill did a great job personalizing Emmanuel’s experiences and expertise as a leader to be applicable for listeners - a true testament to his hosting.

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