It should be personal

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Good thought leadership

engages its audience and empathises with them. In a business-to-business context, it should speak to them directly and demonstrate understanding of their personal situation. Consider, for example, the
interactive benchmarking tools

that we have produced on behalf of clients. These allow executives to benchmark themselves against a set of survey respondents, and deliver customised content that can help them assess how they’re performing against their peers.
It should be relevant
Relevance is the cornerstone of good thought leadership. When every list of canada cell phone numbers executive receives countless pieces of information from myriad sources, content has to work hard to cut through this noise. Telling customers about why they should buy your services is unlikely to lead to permission. But content that informs its audience and demonstrates understanding of their key challenges, priorities and opportunities will.


To do permission marketing well, Godin says that you need humility and patience. From our perspective as a thought leadership business, we couldn’t agree more. Good thought leadership demands humility, because you should never assume that audiences want to hear about your products and services, however great you as a business think they are. And it demands patience, because a good thought leadership strategy takes time. It won’t yield massive success overnight but, over time, it will lead to much stronger, beneficial and two-way relationships with your clients and prospects.