A summary of findings of the Though Leadership Disrupted study by the Economist Intelligence Unit, in association with Hill+Knowlton Strategies

1. THOUGHT LEADERSHIP
DISRUPTED
‘Diluted, but is thought
leadership dead, dying or
dynamic?’
Hill+Knowlton Strategies

2. 2
Thought leadership diluted

3. 3
The landscape
Knowledge
businesses
Big picture
positioning
Disrupters

4. 4
Thought leadership today
Knowledge
businesses
• Strategic and tactical
• Brand and sales return
• Rooted in core service proposition
• Immediacy vs dilution
Examples: McKinsey | E&Y | IT industry | Professional Services

5. 5
Thought leadership today
Big picture
positioning
• Ingredient in a bigger campaign
• Strategic purpose
• Linked to societal challenge
• Brand return
• Rooted in core service
Examples: Shell Energy Scenarios | IBM Smarter Planet | GE Ecomagination

6. 6
Thought leadership today
Disrupters
• Actions louder than words
• We learn in their slipstream
• Will they change as they mature?
Examples: Uber | Tesla | Airbnb | Amazon

7. 7
Thought leadership today
• Strategic and tactical
• Brand and sales return
• Rooted in core service
proposition
• Immediacy vs dilution
Examples:
McKinsey | E&Y | IT industry
• Ingredient in a bigger campaign
• Strategic purpose
• Linked to societal challenge
• Brand return
• Rooted in core service
Examples:
Shell Energy Scenarios | IBM Smarter
Planet | IO
• Action over words
• Learn from their slipstream
• Will they change as they mature?
Examples:
Uber | AirBnB | Amazon
Knowledge businesses Big picture positioning Disrupters

8. 8
The opportunity
Increased Desire Flexible Strategy High Rewards
63% of executives have
increased their levels of thought
leadership consumption in the
last 12 months
Having consumed engaging
thought leadership, 76 % of
executives are influenced in their
purchasing decisions; 67% would
advocate for that organisation
externally; and 83% would
consider the organisation as a
business partner
Thought leadership is used for a
range of goals including: brand
differentiation (47%);
recognition of company or
individuals (42%); right through
to paving the way for a change
of direction or new market entry
(20%)

9. 9
The new rule book
Raising the bar
on content
Management
Discipline
Presentation,
Delivery and
Distribution
Marketers need to rebalance and professionalise their approach

10. 10
The new rule book
Credible
Relevant
Innovative
Transformative
Impactful
Compelling
Accessible
Raising the
bar on content
Why are we doing this?
Find the critical concept
Credible
Impactful
Transformative
Compelling
Accessible
Lasting
Relevant
Innovative
CRITICAL

11. 11
The new rule book
The Management Imperative
1. Set the strategic context
2. Process for developing thought leadership
concepts
3. Protocol for internal alignment and
collaboration
4. Planning and delivery system to include an
editorial board
5. Clear policy on employee amplification
6. Method of evaluating ROI, sentiment and
tactical effectiveness
Management Discipline

12. 12
The new rule book
7 Trends to watch in executive
thought leadership
1. ‘Globalisation’ debate
2. Cause fatigue
3. Big data
4. Return of long form content
5. Visual storytelling
6. Virtual reality
7. New platforms
Presentation, Delivery and
Distribution

13. 13
The new rule book
Raising the bar
on content
Management
discipline
Presentation,
delivery and
distribution
Marketers need to rebalance and professionalise their approach

14. 14
Let’s continue the conversation…