The time period “thought management” was first coined in 1994 by Joel Kurtzman, editor of Technique+Enterprise, with a slender focus in thoughts. He wrote:
“Thought Leaders are these individuals who possess a distinctively unique thought, a distinctive standpoint, or an unprecedented perception into their trade.”
Since then, the that means of thought management has devolved right into a catch-all time period that’s interchangeable with just about any type of content material, whether or not or not it’s “distinctively unique”, “distinctive”, or “unprecedented”. There are extra individuals than ever claiming the mantle of thought management.
Edelman and LinkedIn have been monitoring the state of “thought management” the previous couple of years. In 2020, they discovered that 89% of decision-makers consider that thought management is “efficient in enhancing their perceptions of a company”, but solely 17% of them charge the standard of a lot of the thought management they learn as superb or glorious.
In 2021, they noticed {that a} “pandemic-induced glut of low-quality content material is diluting the perceived worth of thought management.” And 71% of resolution makers now say that lower than half of the thought management they eat provides them beneficial insights.
The widespread apply of manufacturing amount over high quality creates a chance to lift the bar. Aiming for Joel Kurtzman’s unique standards of “distinctively unique thought, “distinctive standpoint,” and “unprecedented perception” could be a superb place to start out.
We are able to’t break via the litter by including to it.
Listed here are a number of associated cartoons I’ve drawn over time:
“If advertising stored a diary, this may be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
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