Point of View: Why thought leadership leads

The internet is changing the dynamics of business decision-making, with the result that thought leadership is increasingly seen as a vital B2B tool.

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...

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