04/03/2024
I have been in the communications secne for 15 years now. Throughout these years; I have designed communication strategies for organizations and institutions. But one thing kept me thinking. Our leaders: Heads of departments, Senior managers, and line managers. More often than not; they surfaced into everything and anything that the foot-soldiers drafted or initiated. Because of that; shine. In lieu of all these; I had to write these up:
Dear Communication Professionals,
Many of us attempt to make our bosses thought leaders. But too often they end up visible, popular or simply ordinary subject matter experts. Why?
I think that in building thought leadership status, we are only supposed to refine our bosses' thoughts and ideas. But too often we attempt to do it for them.
We conceptualize, write and only share with them for review. And because thought leadership doesn't work that way, they end up either visible or popular.
You see the most viral, timeless pieces of content that are used as examples of thought leadership always appear to be delivered passionately and freely by the very owners of those ideas, even when there was a lot of work behind the scenes. Look at Steve Jobs, Elon Musk, Aristotle. You sense passion in there. There is a touch of originality and ownership.
We know that thought leaders are revered, not for their visibility and popularity, but for their expertise and insights.
We know that they shape industry trends, opinions, and decisions.
We know that they drive innovation and contribute to advancement of their field.
We know that thought leadership is rooted in substantial contributions, which leads to enduring influence.
So, to nail thought leadership in our leaders, rather than popularity, they just have to lay the content foundation by themselves.
We should only be coming in as the soundboard and to provide necessary support in tactics such as platform, delivery, rehearsal, implications and of course feedback.
But what if our leader is not suited for thought leadership?
Well, while popularity is secondary to thought leadership, it still offers the decent benefits too:
- Enhanced visibility and recognition
- Expanded reach and influence
- Opportunities for collaborations and
partnerships
- Strengthened social connections and networks
So, have we made our bosses visible, popular or thought leaders?
Now I cannot stop thinking of a 'popular' 'thought leader' at the helm of your organization.
Communication 101 @2024