First off, a genuine welcome to 2025. My usual go-to at this time of year is to write a piece reiterating the importance of Annual Strategy when undertaking Thought Leadership. But this can this get a little repetitious so I thought this year we’d instead create a hypothetical Case Study illustrating why it's so critical to clarify your actual thoughts and, therefore, your actual readership , before leaping into creating Strategy or specific Thought Leadership material. As w