By Bob Buday
To get clients to respond to their marketing campaigns, professional services firms must demonstrate deep and novel insights on business issues--a business point of view. Such insights capture client attention by making high-stakes, confusing issues coherent. And they lower the risk of choosing the wrong advisor.
After 10 years of beating the drum for thought leadership, we are heartened to see so many professional services firms embracing it. The term now generates 1.5 million Google hits. It has its own Wikipedia entry. And it even has been adopted as the nameplate of a conference company (Thought Leadership Summits Inc.).