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Why Thought Leadership sucks (#3 of 5 Marketing Tactics that suck)

Why Thought Leadership sucks (#3 of 5 Marketing Tactics that suck) | Cogitation Supremacy | Scoop.it
In the dull minds of tickbox marketing people (who will not be reading this blog) the advantage of Thought Leadership is the same as the advantage of Media Relations – ‘free advertising’. What coul...
Ryan Hines's insight:

A demo on how stirring controversy grabs attention. In this view, good thought leadership is a gutsy and risk-embracing endeavor. 

Perhaps it's time to abandon the lukewarm middle ground and start polarizing the discussion--that should get people to sit up and notice, right?

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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
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Peter Singer explains why the world's leading thinkers are philosophers.

Peter Singer explains why the world's leading thinkers are philosophers. | Cogitation Supremacy | Scoop.it
With the proportion of students completing bachelor’s degrees in the humanities plummeting, there is growing talk of a crisis in these disciplines. And yet one recent independent ranking listed three philosophers among the world's top five global thinkers for 2013.
Ryan Hines's insight:

Interesting finding from results of a holistic approach to identifying thought leaders.

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The truth about branded content’s credibility

These days, everyone seems to be enamored with word-of-mouth marketing and branded content and its cousin, native advertising.
Ryan Hines's insight:

According to cited study conducted by Nielsen, third-party written by experts are significantly more effective than branded content and user reviews. Another clue as to the value of thought leadership.

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Tweet from @katherineabell

Tweet from @katherineabell | Cogitation Supremacy | Scoop.it
"@katherineabell: The horrible rise of "thought leadership." http://t.co/t0yTvW4f5K"< similar graph for 'twerking' or any new phrase really
Ryan Hines's insight:

A clear trend with mixed reactions.

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Ways to Measure Your Thought Leadership Reputation with Buyers

B2B marketers need a way to show that their work is having a positive influence on the reputation of the company with buyers.
Ryan Hines's insight:

Classic marketing tools. For things like measurement, a textbook approach is often best.

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What You Think You Know About the Web Is Wrong

What You Think You Know About the Web Is Wrong | Cogitation Supremacy | Scoop.it
If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading.
Ryan Hines's insight:

Tony Haile welcomes us to the Attention Web, where audience engagement trumps the old metrics. He goes on to dispel a number of other myths with data-laden visuals--a great frame for thought leadership.

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IBM Global Business Services Ranked #1 in Thought Leadership

IBM Global Business Services Ranked #1 in Thought Leadership | Cogitation Supremacy | Scoop.it
Source for Consulting’s new quality Report recognizes IBM Institute of Business Value for quality and usefulness of materials (IBM Global Business Services Ranked #1 in Thought Leadership!
Ryan Hines's insight:

Key quote: "“Thought leadership is the most important marketing tool that a consulting firm has at the moment,” said Fiona Czerniawska, co-founder of Source for Consulting and White Space.

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The Truth About Thought Leadership

The Truth About Thought Leadership | Cogitation Supremacy | Scoop.it
Trusted brands can go out of fashion...and business.
Ryan Hines's insight:

Interesting discussion of some common misconceptions about thought leadership that circulate among the C-suite.

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Why I'm So Confident In the Future Of Content Curation

Why I'm So Confident In the Future Of Content Curation | Cogitation Supremacy | Scoop.it
Today I'll introduce a follow-up perspective, and elaborate on why I believe so strongly in the future of content curation marketing.
Ryan Hines's insight:

I'd have to agree that companies will move "away from 100% 'original content' all the time, to a mix of original and curated content with thought leadership."

This comes not just from necessity--no one person/entity has a monopoly on good content--but a realization that many forms of credible content are based on curation.

Key example: academic research where the review of literature summarizes the current state of knowledge on a topic: curation. For businesses, content curation will occur because it's already here.

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Video storytelling: conflict is a must have in biz stories

Video storytelling: conflict is a must have in biz stories | Cogitation Supremacy | Scoop.it
Why do so many videos made by companies fall flat? In many cases, it's because they lack the essential component of storytelling - conflict.

Via Karen Dietz
Ryan Hines's insight:

Combating cringe-worthy corporate videos.

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Marianne Hart's curator insight, February 25, 7:00 AM

Always remember the storytelling elements, no matter who you are working with.

Kim Zinke (aka Gimli Goose)'s curator insight, February 25, 9:39 PM

This article made so much sense to me that I had to sit down and listen to the podcast right away.  Here's some comments that stood out for me:

  • Brands are struggling.  What's missing is conflict.

  • Need to inject conflict without damaging the brand.

  • Too many provide a false picture – everything is wonderful.

  • Have to (provide and) overcome the conflict or the listener won’t like it.

  • Conflict – get as close as possible to death.

  • Conflict – best kind of universal truth.


How to find your org/brands conflict?  Need to take a softer look at the notion of conflict (the term conflict brings up certain imagery, feelings).  Conflict is simply something to overcome.  Ask yourself - do we want to be a company who wants to overcome things?


There's also a great made-up example (Donut Corp) provided of how an organization could find it's conflict.

Lauren Scime's curator insight, February 26, 7:57 AM

Brilliant article really nails it!

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Should Thought Leadership Content Be Ghostwritten?

Should Thought Leadership Content Be Ghostwritten? | Cogitation Supremacy | Scoop.it
Can busy executives successfully outsource thought leadership content to be ghostwritten? Leadership content needs to be authentic, even when using a ghostwriter.
Ryan Hines's insight:

A fair assessment to close the debate. A ghostwritter or content coach can help experts become thought leaders.

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The Blog Less Read: Thought Leadership Mondays

The Blog Less Read: Thought Leadership Mondays | Cogitation Supremacy | Scoop.it
Here's a devil's dozen ways (and another one for the road) to creatively employ "thought leadership" in your next meeting, thereby expediting that climb up the corporate ladder: Could you thought leadership me the salt, ...
Ryan Hines's insight:

A farcical stab at thought leadership.

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Leadership Turns On the Lights

Leadership Turns On the Lights | Cogitation Supremacy | Scoop.it
I have worked with people who seemed to think their authority came from keeping the rest of us in the dark. They told us only what they thought we needed to know. They withheld information that would have helped us do a better job.
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Sharrock's curator insight, January 29, 10:18 AM

Transparency is more complex than people tend to believe. It applies to how information/data is chosen, why it is relevant to the problem solving and decision making. Transparency also applies to the processes of problem solving, related concerns, laws/regulations/policies restricting certain actions, and can include domain specific conventions and strategies that may not be easily grasped in a sentence or two. Charts and graphs are only a small piece to the facilitation of transparency.

Ivon Prefontaine's curator insight, January 29, 10:53 AM

It is a great metaphor. It is not just leaving people in the dark it is about surprising them as well. With the lights on we have a chance to see where the next step might land.

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How to Become a Thought Leader

How to Become a Thought Leader | Cogitation Supremacy | Scoop.it
How to Become a Thought Leader
Huffington Post Canada
In today's evolving media mix, companies and individuals are looking for ways to build strong brands, differentiate themselves, establish credibility, engage with customers and generate sales.
Ryan Hines's insight:

Thought leadership from a PR perspective.

 

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Is Your Brand Mature Enough For Thought Leadership?

Is Your Brand Mature Enough For Thought Leadership? | Cogitation Supremacy | Scoop.it
The role of thought leader is the brass ring for many marketers. Not every brand, however, is ready to stake out the position.
Ryan Hines's insight:

In some cases, the answer is 'no.'

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Never Underestimate Your Audience's Will To Avoid Reading

Never Underestimate Your Audience's Will To Avoid Reading | Cogitation Supremacy | Scoop.it
Good design isn't everything--but bad design can kill an otherwise solid project. Take stock of your images with this guide to visuals.
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Why Your Web Content Strategy Should Include Answering Questions

Why Your Web Content Strategy Should Include Answering Questions | Cogitation Supremacy | Scoop.it
Social networks like Twitter have ushered in a new era of customer-care content.
Ryan Hines's insight:

Good advice for web content that's also worth taking to heart for thought leadership.

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How B2b Publishers Should Mine the Thought Leadership Trend

B2b publishers sit squarely at the nexus of one of the biggest trends in marketing today: thought leadership.

Ryan Hines's insight:

Interesting original research on how consulting firms use thought leadership as fuel for marketing. Also, there's an opportunity for b2b publishers to encourage firms to embrace thought leadership. From what I've seen, b2b publishers in some sectors have already seized on this trend.

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Create Insight Without Merely Delivering Factoids

Create Insight Without Merely Delivering Factoids | Cogitation Supremacy | Scoop.it
"There has been a lot of talk lately about selling with “insights” as a superior way to engage."
Ryan Hines's insight:

This treats exactly the same dilemma as implementing a thought leadership program. A rather different way to look at delivering insight to clients and prospects. Added bonus--article makes zero mention of thought leadership.

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Are You a Thought Leader or a Thought Follower?

True thought leadership is hard to come by. These attributes distinguish thought leadership from thought following.
Ryan Hines's insight:

Nice list of 7 attributes of a thought leader (scroll to bottom of article).

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Five Questions to Identify Thought Leaders In Your Corporate Ranks

Five Questions to Identify Thought Leaders In Your Corporate Ranks | Cogitation Supremacy | Scoop.it
Five Questions to Identify Thought Leaders In Your Corporate Ranks
Forbes
As companies look to stand out amidst the crowd and draw in new customers, they are increasingly investing to thought leadership.
Ryan Hines's insight:

I really like this set of questions. Applying it to your companies' set of experts will definitely narrow down the list of potential thought leaders rather quickly.

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Thinking Outside the Box: A Misguided Idea

Thinking Outside the Box: A Misguided Idea | Cogitation Supremacy | Scoop.it

"The truth behind the universal, but flawed, catchphrase for creativity." [...] "with one simple yet brilliant experiment, researchers had proven that the conceptual link between thinking outside the box and creativity was a myth."

Ryan Hines's insight:

Neat history of the phrase "think outside of the box." Very satisfying to learn that telling people to do so does not boost creativity nor improve problem solving.

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How to Become an Information Security Thought Leader

How to Become an Information Security Thought Leader | Cogitation Supremacy | Scoop.it

Information Security Thought Leadership: "That sounds like a lot of work..." http://t.co/0MCBlhAUAe

Ryan Hines's insight:

This is the most entertaining video about thought leadership that I have ever seen.

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How to Break Out of the Pack and Inspire Others

How to Break Out of the Pack and Inspire Others | Cogitation Supremacy | Scoop.it

“People use the term 'thought leader' as if all you have to do to become one is set up a Twitter account and start tweeting. This is hardly the case. True thought leaders have expertise, passion and a track record of ...

Ryan Hines's insight:

Interesting interview with the author who frames thought leaders as change agents. I'm still toying with the Venn diagram 'thought-leadership intersection-point' -- it seems simple, though listing "things you are committed to" is a bit vague.

you are really committed to

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The power of surprise in content marketing

The power of surprise in content marketing | Cogitation Supremacy | Scoop.it
Too many content marketers just spin out the expected stories. They're sacrificing one of the most powerful weapons: surprise. Here's a new way to think about that.
Ryan Hines's insight:

Break new narrative ground. Grab attention.

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The Top 100 Thought Leaders in Trustworthy Business Behavior™

The Top 100 Thought Leaders in Trustworthy Business Behavior™ | Cogitation Supremacy | Scoop.it
The Top Thought Leaders in Trustworthy Business Behavior™ (Trust Across America names 2014 Top Thought Leaders in Trustworthy Business.
Ryan Hines's insight:

At first, the idea of a thought leader in trustworthy business behavior seemed a bit silly to me. A look through the list quickly changed my mind. Just by quickly scanning this list, you can see how important communication is to thought leadership: 94 of the 100 individuals listed have either Twitter handles or references to published works in their biography. The lesson: communication is essential.

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