Thinking about thought leadership

Thought leaders are the people that your customers look to for guidance. Yet when product managers discuss thought leaders, they often limit their considerations to the industry analysts. The thought leaders in your space may be instead your company visionaries or independent reviewers. If expertise is your company's distinctive competence, thought leadership should be one of your primary marketing vehicles. Your company experts should be speaking, writing, and participating in standards bodies in addition to (or instead of) working the analyst community. Otherwise, being endorsed by thought leaders is a great marketing technique. Thought leaders validate your vision or help cut through the noise of a crowded market with too many offerings. For example, my son's band is achieving exposure via industry thought leaders--the band, The Alternate Routes, is featured this weekend on CD Baby, the best web store for independent music. Your marketing tactics should leverage your company's distinctive competence. What are you doing to accomplish this?

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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