True Thought Leaders Don’t Just Make Noise: They Drive Change
From our very good friend, Tony Jaques, Director of Issue Outcomes Pty Ltd, in North Melbourne, Australia…
We all know and recognise them. Dial-a-quote CEOs and business leaders who love to be on TV and offer an opinion on every issue-of-the-day. Problem is they often mistake being provocative and controversial for making a thoughtful contribution to advancing strategic public issues.
Issue management means proactively working on issues that matter to you or your organisation, and real thought leaders can play a significant role.
However, thought leaders need to have original thoughts, not simply churn out corporate messaging and industry clichés.
We certainly know what thought leadership isn’t. It’s not the CEO talking endlessly about their own organisation and making the front cover of a trade magazine – aided by strategically placed advertising – which is purchased in bulk and placed on the coffee table in reception.
Nor is it the “thought leadership package” launched by an Australian PR agency to help advertising and marketing companies pitch for business. Nor is it, as a recent American business survey suggested, mainly about increasing sales and retaining customers.
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