Passion, urgency, and a public eager to engage. That’s today’s communications and news environment in a nutshell. When controversy is sparked or someone goes against the grain, the spotlight is immediate.
However, while that might make most executives cautious to express a viewpoint, blending in to avoid the crosshairs means missing opportunities to lead, shape conversations and build brand visibility.
Breakthrough thought leadership efforts are all about striking the right balance. Attention grabbing, yet not hyperbolic. Original, yet not inauthentic. Smart, yet not self-important.
While I have heard some leaders contemplate if they have the courage to put themselves out there, the time to pounce is now. To guide thought leadership efforts that walk the tightrope between engaging and enraging of critics, here are three key considerations for executives:
Stay true to your POV and what matters to your brand
Authentic. Consistent. Trustworthy. No matter who you are, those are words you want to be associated with your character or your company. The same goes for thought leadership.
Thought leadership must always be topical and timely. And knowing what will perform well from a discoverability (SEO, social engagement, etc.) and perception standpoint is important too. However, while it’s easy to lean-in to what the data and virtue signalers tell you to do, it’s the genuine perspective that makes your brand unique.
To judge if you have jumped the shark to be relevant, three questions to ask:
- Is this a topic where my expertise adds to the conversation?
- Would I proudly and confidently stand at a podium and defend what I am saying in front of my peers, employees, or customers?
- When evaluating how my company operates or what the experience of various stakeholders has been, does my expressed viewpoint align?
What is universally beloved today, may shift tomorrow. That’s why no matter how important it is to grab someone’s attention; a message grounded in your values will always stand the test of time.
Join the conversation wisely and make your perspective count
If you’ve been following mainstream media or business news over the past six months, it’s easy to feel flooded by stories about Trump, immigration, Israel/Palestine, AI, transgender rights, inflation, Elon, RFK, or DOGE. Likewise, it’s all Americans seem to be talking about in their personal lives or on social media. Yet, these are highly divisive issues. So how can you maximize the news cycle, without risking blowback of associating with any of these topics?
It’s all about calculating risk and choosing your spots.
For example, imagine you’re a Florida-based real estate developer who builds privately financed mixed-use and multifamily residential projects, with a division that specializes in public private partnerships (P3s). Topics such as inflation, immigration, and Trump-administration legislation are all highly relevant to your business. At the same time, because your P3 division is reliant on working with local municipalities, playing politics may be necessary too.
A quick assessment suggests the developer should have a moderate risk profile, avoid commentary on social or geopolitical issues, and lean into talking about policy only when legislation has been drafted, passed or an executive order has been signed. As a thought leader, this sets you up to enter conversations where people are engaged, the issues are relevant to your company, and your POV imparts expertise vs. piling on another opinion.
Focus on solutions, not challenges
The best thought leaders don’t only speak on topics that are relevant to their industries, they offer solutions too.
And before someone is to say, “Why I am going give away something I would charge for?” the reply would be, “Why does that other party need to engage you for the challenges or situation they already know all too well?”
Offering solutions or making recommendations does not mean giving away the secret sauce. Think of it instead as an arrowhead. You want to share insights that have impact, and a potential reader will still need your company’s help to cock and fire the bow.
Many leaders hesitate to speak on topics where their company lacks deep expertise or where the issue is still emerging. While public company executives must be more cautious, start-up and private company leaders can, and should, embrace evolving conversations trending in their industry. Audiences are looking for insight on the issues that create discomfort or uncertainty in their daily lives.
Thought leadership doesn’t require absolute certainty; it requires clarity, context, and a point of view. If it’s defendable, offering informed speculation or sharing perspectives with humility can be powerful, especially when addressing both sides of an issue.
Still nervous or don’t know where exactly to start? Let rbb help you. We know how to create modern thought leaders for the greatest business impact.