Does your company have something important to say?

Thought Leadership has been well established as the optimum way to gain credibility, authority and influence. But this really only makes sense if your business is more than just 'business as usual'. And if you can convince your readership that you are, in fact, truly leading thought.

Too much so-called Thought Leadership today is produced for its own sake, is generic and unremarkable, and is either created by, or indistinguishable from, AI. Reader trust has been lost and authenticity, human charisma, meaningful ethics, proof, commitment and proprietary insights are sought after. True Thought Leaders must step up their game.

email Susan direct at susan@susan-lawson.co.uk or book here for a complimentary 30 min consultation.

1.

Company Core Concept: Leadership & Readership

What do you stand for? What is your Core Concept? Who are you addressing? Who is your intended Readership? Without establishing this, Thought Leadership is hollow.

2.

Create Trust: Personalisation & Proprietary 'Proof'

Craft and articulate your unique company 'Voice', charisma and ethics, as well as personal perspectives as a Director, Founder or CEO. Back up your Insights with proofs. Commission Proprietary Research; create unique collaborations; maximise company IP.

3.

Strategize: Pitch, Publish, Post

What's the best balance of online and offline for this? The best mix of posts, publications, podcasts and public statements? What's the best editorial mix? Is there a holistic framework?

4.

Use your Platform: Create Impact in the World

Without action we are dealing with empty words. Prove your leadership through programmes of meaningful action that break through the current Trust Ceiling.

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AI: Authentic Intelligence

Thought Leadership has become the premium route for those seeking to establish authority and credibility. It's also well established as a strategy for connecting with potential future clients and customers, providing value well before they are ready to buy; more naturally mirroring the buying journey, and building trust.

Unfortunately, far from leading thought, fear of taking controversial positions within corporate marketing teams has lead to 'beige' and unsatisfying material and a frustration amongst CEOs. In addition the rushed mainstreaming of AI has introduced a flood of highly generic material which has severely eroded trust. Now, 'signs of life' are increasingly demanded, from provably unique insights and proprietary research through to distinctive human driven voices and company charisma.

Susan Lawson Bureau was created to help thoughtful companies articulate their worldviews with originality, impact and charisma; to create impact and build trust, to maximise company IP and to improve the rigour and editorial quality of genuine Thought Leadership. Thought Leadership can of course refer to White Papers and Editorial-Quality Longform digital material but for us it also includes conventionally published books, ideas-driven features placed in industry journals and high quality Longform posts, all of which ideally work together.

We see Thought Leadership as a holistic strategic programme, and conventional publishing as a critical (and prestige-driven) aspect of a broader Online/Offline mix, positioning companies as a sort of Think Tank. Alongside helping you clarify your Core Concept and create your strategic publishing programme, we help ensure your material is underpinned with 'proof of concept' by advising on Proprietary Research, connecting business with credible academics, and helping ensure your words are supported by credible real world actions.