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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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How Accounting Firms Waste Time And Money On Thought Leadership

How Accounting Firms Waste Time And Money On Thought Leadership | Cogitation Supremacy | Scoop.it
While thought leadership is a very powerful business development strategy that has been embraced by accounting firms, weaknesses in developing meaningful content and faulty distribution results in a considerable waste of money.
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3 Types of Thought Leadership: Creating the Perfect Mix of Content for Your Brand [Infographic]

3 Types of Thought Leadership: Creating the Perfect Mix of Content for Your Brand [Infographic] | Cogitation Supremacy | Scoop.it
Thought leadership is how more of today’s brands get noticed and yield influence, but there’s no one recipe for success. Only by finding the right content mix for your brand will you
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What Type Of Content Creator Are You? A Visual Guide To Your Copywriting Identity

What Type Of Content Creator Are You? A Visual Guide To Your Copywriting Identity | Cogitation Supremacy | Scoop.it
What kind of content creator are you? Knowing what type of content creator you are will help you better match up who writes what on your editorial calendar.
Ryan Hines's insight:

These are great.

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At Kleiner Perkins sexism trial, it’s all about ‘thought leadership’

At Kleiner Perkins sexism trial, it’s all about ‘thought leadership’ | Cogitation Supremacy | Scoop.it
The gender discrimination trial pitting Ellen Pao against her former venture capital employer is oddly focused on these two words.
Ryan Hines's insight:

Is failure to become a 'thought leader' just a flimsy excuse for sexism in hiring/firing practices? Judge and jury grapple with questions like what IS thought leadership, can it be learned, and how long does it take to become a thought leader.

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5 simple ways to establish yourself as a Thought Leader

5 simple ways to establish yourself as a Thought Leader | Cogitation Supremacy | Scoop.it
There are lots of different definitions of Thought Leadership out there. You may already be doing some of these things.
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How To Create A Thought Leadership Strategy That Supports True Innovation

How To Create A Thought Leadership Strategy That Supports True Innovation | Cogitation Supremacy | Scoop.it

"Thought leadership happens when brands move from talking about their product (1.0) to transitioning into solving customer problems (2.0) and then become trusted advisors (3.0). People trust thought leaders and turn to them for advice. When you’ve made this shift, you’ve moved your company from a commoditized buy to a consultative relationship. Price becomes less important."

Ryan Hines's insight:

I especially like the above excerpt from Carla Johnson.

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5 Things B2B Buyers Want Your Content To Do

5 Things B2B Buyers Want Your Content To Do | Cogitation Supremacy | Scoop.it
There’s nothing more powerful than speaking with real buyers to take the guesswork out of what content they find valuable.
Ryan Hines's insight:

It's a good list.

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Two-step flow of communication

Two-step flow of communication

The two-step flow of communication or Multistep Flow Model , says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population.

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The New Authenticity and Authority: What it Looks Like, How to Use It

The New Authenticity and Authority: What it Looks Like, How to Use It | Cogitation Supremacy | Scoop.it
Jon Stewart’s retirement from The Daily Show this week, accompanied by many tears and some cheers, is getting a lot of coverage around the web.
First, because the show is insanely popular.
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This Surprising Reading Level Analysis Will Change the Way You Write

This Surprising Reading Level Analysis Will Change the Way You Write | Cogitation Supremacy | Scoop.it
Ernest Hemingway is regarded as one of the world’s greatest writers. After running some nerdy reading level stats, I now respect him even more.
Ryan Hines's insight:

Simple is more effective.

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Why Your Brand Should Speak Human

Why Your Brand Should Speak Human | Cogitation Supremacy | Scoop.it
Maybe this is a familiar scenario. You’ve launched your content marketing strategy but it’s not working – few fans, even fewer followers, some light traffic to your blog, and a few lonely clicks from various calls-to-action.
Ryan Hines's insight:

In case anyone forgot....

 

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Are White Papers Dead?

Are White Papers Dead? | Cogitation Supremacy | Scoop.it
Content managers need to create a buffet of must-read pieces. They want to offer a smorgasbord of content that an audience can sample, savor and come back to for more.
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Thought Leadership Meets Moneyball in the 2014 World Series

Thought Leadership Meets Moneyball in the 2014 World Series | Cogitation Supremacy | Scoop.it

 

Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. - See more at: http://bloomgroup.com/blogs/dave-rosenbaum/thought-leadership-meets-moneyball-2014-world-series?__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317#__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. - See more at: http://bloomgroup.com/blogs/dave-rosenbaum/thought-leadership-meets-moneyball-2014-world-series?__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317#__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. - See more at: http://bloomgroup.com/blogs/dave-rosenbaum/thought-leadership-meets-moneyball-2014-world-series?__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317#__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. - See more at: http://bloomgroup.com/blogs/dave-rosenbaum/thought-leadership-meets-moneyball-2014-world-series?__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317#__scoop_post=a3a2c870-5969-11e4-a86d-001018304b75&__scoop_topic=923317

Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game.

Ryan Hines's insight:

A good point about the shelf-life of thought leadership with a nod to my hometown team, the KC Royals.

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A seven-step plan for aspiring thought leaders

A seven-step plan for aspiring thought leaders | Cogitation Supremacy | Scoop.it
It takes more than just writing a book to build thought leadership into your personal brand.
Ryan Hines's insight:

Includes 2-year plan culminating in national book release, because, you know.

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Jeff Elder on Twitter

Jeff Elder on Twitter | Cogitation Supremacy | Scoop.it
Jury note from Pao-Kleiner trial asks: "Would you pls describe thought leadership again"? @daveyalba @NellieBowles pic.twitter.com/BT3h4QtXwn
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9 science-backed tactics to help you win arguments at work

9 science-backed tactics to help you win arguments at work | Cogitation Supremacy | Scoop.it
Drake Baer scours the research and compiles science-backed tactics that will help you win any argument.
Ryan Hines's insight:

Some of these are fun.

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The Power, Portability of Thought Leadership

The Power, Portability of Thought Leadership | Cogitation Supremacy | Scoop.it
Firms often don't highlight experts for fear that they (and the brand) will walk out the door, but that misunderstands thought leadership.
Ryan Hines's insight:

An interesting take on how individuals that ascend to thought leadership positions can and do move on, though this should not be of serious detriment to the organization.

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IBM retains top spot in thought leadership rankings - Consultant News

IBM retains top spot in thought leadership rankings - Consultant News | Cogitation Supremacy | Scoop.it
IBM retains top spot in thought leadership rankings
Consultant News
Published today, the White Space report also found that most of the top five consulting firms for thought leadership remained unchanged.
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Thought Leadership Speakers You Don't Want to Miss in 2015 - Forbes

Thought Leadership Speakers You Don't Want to Miss in 2015 - Forbes | Cogitation Supremacy | Scoop.it
The following people will help you cut through the noise and learn valuable thought leadership lessons from the experts who will be changing the game in 2015.
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The Content Strategy of Thought Leadership

Many companies today strive to be “thought leaders,” but only a select few truly live up to that aspiration. Thought leadership requires a unique point of view…
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Big Pharma's thought leader puppets from Last Week Tonight with John Oliver: Marketing to Doctors

"Simply paying doctors to talk to other doctors about their products sounds ridiculous but not as ridiculous as the special ego-boosting title they use...essentially they say to a doctor 'hey, our company has identified you to be a thought leader. Would you like to be a thought leader for our company?" when normally almost every time they say, "yeah, of course" -- they say "yes". That's an appealing phrase doctors like to be called...clearly it's not true but it's got a lovely ring to it." 

Ryan Hines's insight:

Red flag, big pharma. Red flag.

Oliver has it right when he says "if you are a doctor just regurgitating a script you're not really a thought leader so much as you are a thought follower."

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Situated knowledge: A Foucauldian reading of ancient and modern classics of leadership thought

Situated knowledge: A Foucauldian reading of ancient and modern classics of leadership thought | Cogitation Supremacy | Scoop.it

Situated knowledge: A Foucauldian reading of ancient and modern classics of leadership thought. Leadership 2.2013 9: http://t.co/O4EBXVIsuo

Ryan Hines's insight:

WARNING: Do not click through and attempt reading this. Had to point out just one small excerpt that pits 'thought leadership' against 'transformational leadership':

“Despite the many great differences between America in the late 20th century and Greece in the 5th and 4th centuries BC , there are some interesting continuities in the two leadership discourses...in both … leadership ... positions ...leaders as responsible for preserving and upholding pre-existing social relations... it is also clear that leaders’ primary role is not to challenge but to maintain the dominant social values and norms of the time.”

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Five little rules for lean thought leadership

Five little rules for lean thought leadership | Cogitation Supremacy | Scoop.it
Don't think of thought leadership as rocket science — think of it as rocket fuel.
Ryan Hines's insight:

A good set of [small] guidelines to get started.

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Why brands make political statements now

Why brands make political statements now | Cogitation Supremacy | Scoop.it
In 1992, Michael Jordan declined to back civil rights leader Harvey Gantt in a Senate race against incumbent Republican Sen. Jesse Helms, a man who was by all accounts an unabashed racist.
Ryan Hines's insight:

In a break from the past, a majority of consumers now want brands to “stand up for what they believe politically, regardless of whether or not it is controversial.”

 

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Four Metrics to Help Gauge Your Brand’s Thought Leadership

How do you measure thought leadership? Here are four metrics you can start with.
Ryan Hines's insight:

Nothing wrong with these four metrics, except that they overlook the most obvious metric: does your audience consider you a trusted source of knowledge and insight, yes or no?

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