We are inundated with mis- and dis-information, and this is why human-written, research-based thought leadership is crucial.
Thought leadership from trusted experts helps us all make sense of how research can be beneficial. Data don’t speak for themselves. We need help understanding, interpreting, and figuring out what to do with it.
Thought leadership is about situating yourself as that trusted expert. In the current public trust recession, we need leaders to demonstrate they’ve got our backs by helping us discern how insights might be applied towards a better world and future. As such a leader, engaging in broader conversations in your field contributes to decision-making, partnership development, and public thought.
How do you “do” thought leadership?
Thought leadership requires different skills and aims from writing up research findings.
I recommend starting with two intentions:
1) be focused (you can’t do or share everything all at once!), and
2) build trust based on authentic relationships, communication, and consistency.
Be Focused
Start by identifying one exciting or even controversial aspect of your research. Consider what might be most intriguing, counter-intuitive, insightful. What might challenge conventional thinking, or help your audience see the issue in a new way? Build your narrative around this.
To help keep your narrative focused, consider what is most essential to share about this particular finding or aspect of your research and stick to that. As researchers and scholars we want to dive into the nuances, but this can sometimes overwhelm your audience. Focus on clear, accessible, concise language, structured through story to reveal actionable insights. Linking to peer-reviewed publications can help readers feel confident about the solid foundation your thought leadership is grounded in.
For example, in my blog post about habits, I wanted to encourage thinking that our world is made up of things we each do as ‘collective habits.’ I wanted to challenge the idea that habits are exclusively a personal practice. To put the ideas into action, I drew on a couple of examples to highlight why changing habits should not only be about making your own life better, but to make our world safer and prosperous for everyone. As an avenue for thought leadership, the ideas in this blog post weren’t just for their own sake, but so they could be applied.
As another example, you can look to this very blog post – the one you are reading right now! I have introduced my take on thought leadership and why it’s important, and have also offered ways for you to apply those ideas.
Build Trust
Trust develops when relationships are built and confirmed by experience over time.
As you embark on developing trust with your audience and community, engaging in clear, sound thought leadership consistently is imperative. This doesn’t necessarily mean daily social media posts (although it could be, if that’s your jam!). Instead focus on building a regular, sustainable practice of publicly sharing and responding to ideas. This helps your audience and community trust that you are committed to your relationship with them. You can think about what might be sustainable for you, including getting outside support.
Thought leadership can have an immediate impact, but it is also a long game. In the same way that your research is part of a broader scientific landscape, thought leadership also takes place in broader community, policy, and business conversations. In this way, you are listening and responding to points of tension, identified needs, and your audience’s queries.
You can also think about how you might use different platforms to engage in those conversations – each smaller piece of content that you share (a blog or a LinkedIn post, a podcast interview, etc.) can build on and link back to previous work. Your audience will have a myriad of ways to engage with your research and ideas.