Conceptual delineations of definitions of thought leadership from the academic and practitioner literature
| Abridged definition | Key themes | Scale of analysis | Input | Process | Outcome |
|---|---|---|---|---|---|
| Informed opinion leaders and the go-to people in their field. Trusted sources who move and inspire people with innovative ideas and turn ideas into reality (Brousseau, 2013) | Opinion leaders Trusted source Influence Actionable | Individual | Trusted source Opinion leaders | Influence Actionable | |
| Recognised experts in their field. The go-to people to get results (Levy, 2014) | Expertise Results | Individual | Expertise | Results | |
| People who exert significant influence on the decision of others (Rogers and Cartano, 1962) | Influence Decisions | Individual | Influence Decisions | ||
| Pioneer new ideas rather then follow conventional wisdom. Influence their areas of expertise and generate revenue and value for themselves and their organisations (Tech Target, 2018) | Influence Expertise Originality Revenue | Individual/organisational | Expertise | Influence Revenue Originality | |
| Four content and character attributes: new ideas, advancing ideas to provoke new mindsets, an ability to lead and the capacity to continually enlighten audiences (Barry and Gironda, 2019) | Future insights Original ideas Trusted authority Gaining attention | Individual/organisational | New ideas Trusted authority | Leading | Actionable strategies Business solutions |
| Creation of ideas that lead to advantages for businesses (Young, 2013) | Creation of ideas Dissemination Providing value | Organisational | Creation of ideas | Dissemination | Providing value |
| Positioning an organisation as a leader through producing excellent content (Bailyn, 2019) | Excellent content Brand awareness positioning | Organisational | Brand awareness positioning Excellent content | ||
| Entry point into a relationship that gives people greater confidence in the organisation (Rasmus, 2012) | Relationship Confidence | Organisational | Confidence Relationship | ||
| Client-centric and research-based campaign or content with an original approach or theme (Gulland Padfield, 2019) | Client-centred Research-led Originality | Organisational | Research-led Client-centred | Originality | |
| A strategy for growth. Organisations sharing with clients what they are known for (Llopis, 2014) | Relationship Sharing knowledge Reputation-building Growth | Organisational | Sharing knowledge | Growth Relationship Reputation-building | |
| Strategic approach to communication; helping organisations to position and differentiate; and enhance relationships with key stakeholders (Pearce, 2013) | Strategic communication Differentiation Stakeholder relationships | Organisational | Strategic communication | Differentiation Stakeholder relationships | |
| Increasing visibility of specialised expertise, building brand strength or generating new business. Insightful analysis targeted at key audiences (Frederiksen and Tyreman, 2018) | Insightful analysis Visibility Expertise Brand building Key audiences | Organisational | Insightful analysis Expertise | Key audiences | Visibility Brand building |
| Recognised as an authority in selected areas of specialisation (Prince and Rogers, 2009) | Authority Specialisation | Organisational | Authority Specialisation | ||
| Outward expression of market leadership (McKeon, 2009) | Market leadership | Organisational | Market leadership | ||
| Expert content that identifies new trends and is supported by research. It challenges the thinking of the target audience and drives marketing outcomes (Crestodina, 2020) | Expert Research based Challenging Marketing outcomes | Organisational | Research-based Expertise | Marketing outcomes Challenging | |
| Ideas that educate customers about prospects and educate them to solve those without selling (Leavitt et al., 2016) | Introducing new prospects Stakeholders Education | Industry | Education | Introducing new prospects Stakeholders | |
| Championing new ideas rather than managing people or helping a group achieve a goal (McCrimmon, 2005) | New ideas Goal achievement | Industry | Goal achievement New ideas | ||
| Building a relationship with prospects based on knowledge (Koch, 2009) | Relationship Knowledge | Industry | Knowledge | Relationship | |
| Content that answers the biggest questions on the minds of the target audience (Brenner, 2019) | Big questions Answers | Industry | Big questions | Answers | |
| Eminence achieved by producing and delivering superior expertise that solves significant problems (Buday, 2011) | Eminence Expertise Problem solving | Industry | Expertise | Eminence Problem-solving | |
| Advance marketplace of ideas by positing actionable, commercially relevant, research-backed viewpoints (Alexander and Badings, 2012) | Advance ideas Research-led Actionable Commercial | Industry | Research-led | Commercial actionable Advance ideas |
| Abridged definition | Key themes | Scale of analysis | Input | Process | Outcome |
|---|---|---|---|---|---|
| Informed opinion leaders and the go-to people in their field. Trusted sources who move and inspire people with innovative ideas and turn ideas into reality (Brousseau, 2013) | Opinion leaders | Individual | Trusted source | Influence | |
| Recognised experts in their field. The go-to people to get results ( | Expertise | Individual | Expertise | Results | |
| People who exert significant influence on the decision of others ( | Influence | Individual | Influence | ||
| Pioneer new ideas rather then follow conventional wisdom. Influence their areas of expertise and generate revenue and value for themselves and their organisations ( | Influence | Individual/organisational | Expertise | Influence | |
| Four content and character attributes: new ideas, advancing ideas to provoke new mindsets, an ability to lead and the capacity to continually enlighten audiences (Barry and Gironda, 2019) | Future insights | Individual/organisational | New ideas | Leading | Actionable strategies |
| Creation of ideas that lead to advantages for businesses (Young, 2013) | Creation of ideas | Organisational | Creation of ideas | Dissemination | Providing value |
| Positioning an organisation as a leader through producing excellent content ( | Excellent content | Organisational | Brand awareness positioning | ||
| Entry point into a relationship that gives people greater confidence in the organisation (Rasmus, 2012) | Relationship | Organisational | Confidence | ||
| Client-centric and research-based campaign or content with an original approach or theme (Gulland Padfield, 2019) | Client-centred | Organisational | Research-led | Originality | |
| A strategy for growth. Organisations sharing with clients what they are known for (Llopis, 2014) | Relationship | Organisational | Sharing knowledge | Growth | |
| Strategic approach to communication; helping organisations to position and differentiate; and enhance relationships with key stakeholders (Pearce, 2013) | Strategic communication | Organisational | Strategic communication | Differentiation | |
| Increasing visibility of specialised expertise, building brand strength or generating new business. Insightful analysis targeted at key audiences (Frederiksen and Tyreman, 2018) | Insightful analysis | Organisational | Insightful analysis | Key audiences | Visibility |
| Recognised as an authority in selected areas of specialisation (Prince and Rogers, 2009) | Authority | Organisational | Authority | ||
| Outward expression of market leadership (McKeon, 2009) | Market leadership | Organisational | Market leadership | ||
| Expert content that identifies new trends and is supported by research. It challenges the thinking of the target audience and drives marketing outcomes ( | Expert | Organisational | Research-based | Marketing outcomes | |
| Ideas that educate customers about prospects and educate them to solve those without selling ( | Introducing new prospects | Industry | Education | Introducing new prospects | |
| Championing new ideas rather than managing people or helping a group achieve a goal ( | New ideas | Industry | Goal achievement | ||
| Building a relationship with prospects based on knowledge (Koch, 2009) | Relationship | Industry | Knowledge | Relationship | |
| Content that | Big questions | Industry | Big questions | Answers | |
| Eminence achieved by producing and delivering superior expertise that solves significant problems (Buday, 2011) | Eminence | Industry | Expertise | Eminence | |
| Advance marketplace of ideas by positing actionable, commercially relevant, research-backed viewpoints ( | Advance ideas | Industry | Research-led | Commercial actionable |
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