Why thought leadership is more important than ever

Abstract

PurposeThe purpose of this paper is to introduce executives to the idea of creating a writing and publishing strategy as part of their public relations (PR) and profile buildingDesign/methodology/approachThe paper provides a perspective on creating an executive writing and publishing strategy – why and how to do it.FindingsThe paper reveals that business leaders who write and publish have a higher profile and hence more business opportunities than their competitorsPractical implicationsThe practical implications are how to view writing and publishing as part of the marketing mix; how to organize one's ideas into a coherent plan; and how to maximize the return on investment of time and effort.Originality/valueThis is paper is based on a proven methodology (ten years in practice, 100+ books and articles produced by business leaders). In a competitive market, executives have a hard enough time keeping their eye on the business and the bottom line. In times of stress, many people forget about marketing and strategic marketing of the company's top executives is rarely done. It is a well known fact that people buy from people, and top executives are starting to realize the importance of being seen and heard, and sharing personal views on key issues. A good writing and publishing strategy is the most effective way to do this and leading writing and publishing strategist Mindy Gibbins‐Klein shares her best ideas in this timely article.