If I were to ask you what a thought leader is, what would you say? Someone who keynotes major industry conferences? The expert who is interviewed on the news or in podcasts? The author of an influential book?
In a way, any of these answers would probably be correct. On the other hand, no single one of these answers is enough to describe a thought leader. That’s because most thought leaders build their reputations using multiple channels. They aren’t just public speakers. They’re also writers. They’re networks. Above all, they influence the way others think.
At Hinge, we call these industry standouts Visible Experts®. We’ve done a great deal of research on them and how an ordinary expert becomes a high-profile thought leader. (We’ve even written a book about it.)
Don’t Be a One-Trick Pony
There are many paths to Visible Expertise. But one thing all have in common is that they build their visibility in more than one way.
Kimberly Ellison-Taylor is one of Accounting Today‘s Top 100 Most Influential People in Accounting and CPA Practice Advisor‘s 25 Most Powerful Women in Accounting. “I have a technical writing minor,” she told us. “I love to write.” But she recognizes that her audiences aren’t reading all the time. Many watch videos, attend conference presentations, listen to podcasts and attend webinars. “So, I use various communication channels to reach different audiences because different audiences might move across each one of those channels.”
Or consider the case of Michael Zipursky. Michael is the CEO and co-founder of Consulting Success, a firm that works with entrepreneurial consultants to help them build more profitable, scalable and strategic consulting businesses. Like Kimberly, he is a speaker and write. He is a community builder. But he and his team bring a different type of insight to their expertise: research.
“We conduct several surveys each year. One survey explores the area of marketing and business development in consulting. Another looks at fees and pricing strategies for consultants. We also do a survey around the lifestyle, health and wellness issues that consultants face.”
Michael and his team use these findings in a variety of ways. “We get a lot of ideas about what kind of content, articles, podcasts, training and new programs we might offer. We see what the market wants to learn more about and where our buyers have the greatest needs and desires.”
Become a Writer and a Speaker
If you want to position yourself as a thought leader, then, you need to work in different mediums. Typically, this means developing skills as a writer and public speaker. Public speaking is a skill that most people can master with practice. Start small with intimate local events. Or join a group like Toastmasters where you can hone your skills in a supportive environment.
If you aren’t a great writer, don’t despair. Everyone can become a better writer. If you look around, you can find many courses and good books to help you (here’s one my favorites). If you aren’t able to make that commitment, you still have options.
For instance, you can work with an editor. That’s what Jody Padar, a consultant known as The Radical CPA, does. “I’m a good writer, but I’m not an editor. One thing that set me apart was that my blogs were always well written because I wrote them, and then they were professionally edited so they were always ready for publication.” This extra step gave her a competitive edge. “The people who accepted my blogs loved to have me because I was giving them a polished piece.”
Or you can outsource your writing entirely. Many experts hire a ghostwriter to produce content that they don’t have time or talent to produce. In this scenario, you provide a briefing to the writer. Then you review the draft and provide feedback. As you collaborate over time, you and your writer will develop a rhythm and shared understanding of what’s needed to produce a piece of exceptional quality.
When you can produce thought-provoking ideas orally and in writing you can deliver your content in a variety of channels—blog posts, journal articles, speeches, webinars, social media posts and videos, to name just a few.
Be Where Your Audience Is
Before you decide where to contribute, however, it’s important to know where your audience is reading, listening and watching. One way to learn this is to ask your clients. You might even send out a short survey. Or you may already have a good idea based on your industry experience. Equipped with this knowledge, you can start writing and speaking, gradually building your reputation among your target audience.
Stand Apart
There’s one last ingredient every thought leader needs to bake into their persona, one I hinted at earlier. I’m talking about having a strong point of view. I’ll write more on this in a future article, but for now it’s enough to recognize that people are drawn to experts who have something interesting or different to say. For instance, they may take a contrarian point of view on an issue, or they may champion an idea that is fresh and new. Or you might simply develop a reputation for being very knowledgeable in a narrow area. The point is to become known for something specific. That’s how thought leaders grow.
