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Thought Leadership: Are You Making It or Faking It?

By Fiona Czerniawska

Thought leadership has always been a no-brainer for consulting firms.

In an industry where marketing brochures are greeted with howls of derision from cynical clients and brands are horrendously expensive to build, if you are looking to raise awareness, why not knock out a couple of thousand words on your latest assignment, call it a white paper, and send it to your clients?

The problem is that this no-brainer has become precisely that: something with (almost) no brain in it. And that's not good enough anymore. The market is too crowded with some firms positioning themselves as "owning" certain markets and others investing in better research and writing.

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