Point of View: Why thought leadership leads

John Woodward

Until recently, thought leadership tended to be considered a dusty management function with rather limited application to the real world - likely to be the first cut in a crisis.

Sit in a meeting today, however – especially with a large institutional or B2B client – and you are likely to hear a good deal of talk about thought leadership. The heads of strategy, CTOs and visionary thinkers who supply this rare commodity are likely to be viewed as princes of marketing, treated with considerable respect, while CMOs try to figure out how to build entire structures around sharing an institutionalised point of view that becomes almost more important than direct sales.

Not surprisingly, the reason for this lies online, specifically in the way the internet is changing the dynamics of business decision-making and the way of interacting with business decision-makers.