The Problem with Most Thought Leadership Today is Simple: It’s Godawful Boring
It doesn’t seem to matter who publishes it, whether a big accounting or consulting firm, or a leading IT company. And it doesn’t much matter if it’s a white paper, a blog, an assessment tool, a LinkedIn post, or a tweet. Most thought leadership — which collectively costs billions of dollars to develop and distribute — seems crafted not to engage and not to offend. It’s just another checked box on the annual marketing plan. Here’s a typical example (fill in the blanks as you wish): In 2016, [choose from “leading, “savvy,” or “smart”] executives in the [insert economic [...]