The document outlines 7 steps to establishing thought leadership: 1) understand the space, 2) form an opinion and create content, 3) spread the word via website, blogs and social media, 4) spread the word externally through columns, whitepapers, etc, 5) get people together through communities and events, 6) create an activities calendar, and 7) score your thought leadership efforts against competitors. It emphasizes the importance of being a trusted source of expertise to influence purchasing decisions and discusses tools to demonstrate thought leadership over time.