Thought Leadership 101

The “E” in CEO is for Evangelist. And before you can start evangelizing, you need to know what you really think.

Unfortunately, there’s a nuance missing here, and it’s a big one. Which is: ONLY IF YOU CAN TRANSLATE YOUR JOURNEY INTO SOMETHING THAT MATTERS TO YOUR CUSTOMERS.

The first is to save up a bunch of money (enough to “pay for your party” for 6-12 months),

it’s important to understand what the “trade” is you’re offering the reader and customer. And the trade goes like this: if a reader is going to give you their attention and/or money, what they’re really giving you is time off their life. Let the gravity of that request sink in.

In an analogy, this is how most writers, creators, and entrepreneurs think about product creation, innovation, digital transformation, and marketing. They start with “what exists,” and then aim to “disrupt” or “change” or “transform” the way it is. They assume the market. They say, “Impressionism is what people clearly want. So let’s do impressioni

Direct-To-Creator—straight

Non-Obvious Connectors are writers, creators, entrepreneurs, and thought leaders who change the world with their thinking. The unfortunate part, however, is that data shows us most people don’t want their thinking changed.

When languaging is executed successfully, and is reflective of a well-defined POV of the category, two things happen.