Real insights, in the world of business as much as in any other field, take a lot of work to produce. They especially require research. It’s a myth propagated by the “Attain thought leadership in 5 easy steps” crowd, that all you have to do is come up with a good idea, and then hey, write a book, give a speech etc. and you’re there. (A Google search on “5 Steps” + “thought leadership” today gets a million returns.) But in fact all the best (and enduring) ideas are underpinned by substantial study of the real world and the development of a model to explain the findings.
But in business, our intended audience — executives — rarely has time to read weighty reports, so what’s a publisher to do?