Competing on Thought Leadership

Robert Buday

Description

“An essential guide to the engine that drives the early adoption of disruptive innovations.”

--Geoffrey Moore, Author, Crossing the Chasm and Zone to Win

HOW COMPANIES CAN VAULT AHEAD 

BY DEVELOPING, MARKETING, 

AND DELIVERING SUPERIOR EXPERTISE

“Thought leadership” is now a core part of the business lexicon. Numerous corporate websites devote whole sections to it. Entire conferences are built around it (TED and the World Economic Forum as the most exclusive ones). It’s at the center of sophisticated, high-ticket PR campaigns. Thousands of people are making careers of it. And companies from Fidelity Investments, Adobe and Cigna to PwC, Accenture and Spotify have people in charge of it.

Interest in the field of thought leadership is white hot -- just like the buzz created by illustrious thought leaders when they bring groundbreaking ideas to market. So it’s about time the topic of thought leadership itself got a substantive treatment. 

In Competing on Thought Leadership, Robert Buday boldly delivers it. He defines thought leadership concretely: as the acclaim that a firm or a person earns for developing, marketing and delivering superior expertise in solving complex customer problems. And he defines it broadly -- as a business strategy, not just a marketing strategy. 

Buday also brings to bear his client work and research since the 1980s in helping companies and individuals inside them become known worldwide as leading experts in their field, which in turn has increased their revenue and profit multifold. 

This book focuses on how businesses that sell services and products to other businesses can thrive on thought leadership. It takes the lessons learned at some of the best firms in the world at selling expertise – consulting, accounting, law, financial services and technology firms – and makes them practical for every B2B firm. 

Yet the principles of Competing on Thought Leadership apply to all organizations – for-profit and non-profit alike -- that must demonstrate superior expertise in solving complex problems. Consumer companies, charitable foundations and other organizations, too, can benefit greatly from adopting these best practices in thought leadership.

Sujets

• Marketing stratégique
• Marketing et communication
• B2B
• Economics
• Business
• Research
• Business to business
• Leadership
• Marketing

Informations

• Publié par: Ideapress Publishing
• Date de parution: 05 décembre 2021
• Nombre de lectures: 1
• EAN13: 9781646870875
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

Praise for Competing on Thought Leadership
Thought leadership has been an important component in much of the value creation strategic advisory work I do within professional services. I ve seen the approaches Bob puts forward in this book work time and time again - most recently in a human capital advisory firm that has grown 10X in value over the five years since Bob helped put in place a disciplined thought leadership strategy. In Competing on Thought Leadership , Bob walks you through each and every step. This book is a must-read for anyone looking to leverage the power of thought leadership in growing a professional services firm or any other growth-oriented organization.
- RICHARD ALDERSEA, Strategic Advisor to owners operators of professional services firms
Bob nails the deep thinking and precision execution that separates leading thought leadership from also-rans. As he rightly notes, successful thought leadership starts with unique ideas that are substantiated through indisputable facts, figures and evidence, expressed through authentic experiences, and illuminated via compelling writing and design. The proof is in Bob s highly accessible frameworks that translate heady thought leadership concepts into achievable practice. Winning thought leadership initiatives aren t easy - nor are they for everyone. Success typically comes through iterative and egoless thinking, as well as a keen awareness of market wants, needs, desires, and zero tolerance for BS . Bob s practical guidebook puts the odds of success in the reader s favor. As such, it is truly a must-read for thought leadership practitioners and wannabes alike!
- ALAN ALPER, Vice President, Global Thought Leadership Programs, Cognizant
Finally, a marketing book that enables practical commercial execution. For those of us on the front line of sales, we are most grateful. Competing on Thought Leadership truly enables a unified commercial engine to connect marketing and sales with an executable solution so that, together, we can drive profitable revenue growth. This book brings sanity to the more is better barrage afflicting B2B buyers today and represents a powerful step to helping marketing and sales teams to mobilize together.
- MARIA BOULDEN, retired DuPont Global Sales Director, sales whisperer to chief commercial officers worldwide
Every chief marketing officer - and their bosses - need to adopt thought leadership as an integral part of their strategic plans. Companies must go beyond traditional marketing and learn how to lead on important societal issues. This book will show them how to do it.
- HANK CARDELLO, Senior Director, Leadership Solutions for Health Prosperity, Georgetown University McDonough School of Business
Content matters! This practical book lays out clear, specific steps to achieve thought leadership and build a business on it.
- RAM CHARAN, global advisor to CEO s and bestselling author
A must-read for any B2B business leaders competing for client mind share. It clearly lays out the steps that a business leader needs to take to go about setting a thought leadership strategy and then executing it. This book couldn t have been more timely. Businesses around the world are trying to understand how to engage with clients and prospects in meaningful conversations in the new world.
- BINAYAK CHOUDHURY, Co-Founder and Partner, Phronesis Partners (global research and analytics firm)
Competing on Thought Leadership is a powerful guide for those determined to win with breakthrough thinking. Buday reminds us that it is a tight combination of demand creation (creating desire for the new idea) and supply creation (being able to deliver and scale the new idea) that ultimately creates a scalable solution. This is a must-have handbook for any leadership team competing on new ideas in today s age of disruption.
- SHANE CRAGUN, Senior Partner, Leadership Development, Korn Ferry, and coauthor of Reinvention: Accelerating Results in the Age of Disruption
Today s knowledge-intensive firms compete in a world where success accrues to those with the best ideas. But that s just one piece of the puzzle. As Bob Buday tells us in this insightful book, thought leadership has its own distinctive value chain, demanding focus from idea generation all the way through to providing expertise at scale. He has a distinguished career in helping companies achieve success as thought leaders. As the director of a university think tank, I found the advice in the book to be extremely valuable.
- VIJAY GURBAXANI, Director of the Center for Digital Transformation, University of California, Irvine, Paul Merage School of Business
Outstanding speechwriters reach for the marble. They frame bold ideas that are so compelling and elegant that they are worthy of being carved into stone and memorialized for future generations. But it is not just speechwriters. Most leaders in the private, public and civic sectors harbor this dream. As they lead with thoughts, they hope to forever etch their core beliefs and insights into the minds of the people they are aiming to inspire and influence. In Competing on Thought Leadership , readers receive a master class in transforming this dream into a reality. If you aspire to positively change the world with your ideas, you owe it to yourself to read this book!
- MARK LEITER, Chairman, Leiter Company, Former Chief Strategy Officer of Nielsen, Former McKinsey Co. B2B marketing practice co-leader
Every company that s trying to create disruptive change in the marketplace needs to be seen as a thought leader today. Thought leaders are crucial to getting an audience to see and solve their problems in a very different way. Thought leaders ignite that change. Robert Buday shows you step-by-step exactly how to make thought leadership a winning business strategy.
- CHARLENE LI, New York Times bestselling author of The Disruption Mindset and Founder of Altimeter
Read one chapter and you ll move ahead of your competition; read them all and you ll own them. Bob Buday not only defines thought leadership, he simplifies it, and then he delivers it.
- JEFF MCKAY, CEO of Prudent Pedal and B2B Marketing Strategist
Thought leadership isn t a new idea, but what s new about this book is that Buday does a marvelous job of taking thought leadership from something resembling voodoo to nearly a hard science. In so doing, he provides an end-to-end playbook for how to monetize it and grow a business around it. Filled with rich examples of what and what not to do, this is a great read.
- RIC MERRIFIELD, Author of Rethink and Surviving a Business Earthquake , and co-author of the classic Harvard Business Review article, The Next Revolution in Productivity.
The definitive book on thought leadership from the world s most knowledgeable expert on the topic, Competing on Thought Leadership is as educational as it is useful. Bob Buday combines his keen insight on why thought leadership is exploding in popularity with his well-earned life wisdom on how to develop compelling content and turn it into rapid growth in revenue and profit. This book is a must-read for executives in every organization that compete on expertise, ideas, and insight.
- JASON MLICKI, Principal, Rattleback
Thought leadership is the engine that drives the early adoption of disruptive innovations. It inspires visionary customers not only to embrace a new paradigm but to set aside budget to incorporate it into their future plans. Competing on Thought Leadership is an essential guide to navigating this challenging terrain.
- GEOFFREY MOORE, Author, Crossing the Chasm and Zone to Win
This book provides ample evidence to what many of us already knew: Bob Buday is a thought leader on thought leadership. There should be no doubt that our current disruptive times already place us in the Golden Age for Thought Leadership that Bob describes so well. Remember, however, that Golden Ages always translate into outsized rewards for a few winners and enormous challenges for the many displaced market leaders, also-rans and downright losers. In this book, Bob distills his decades hard-earned lessons into a thoughtful approach that could increase your odds of being among the winners, rather than swimming with the losers. Ignore it at your own peril!
- CHUNKA MUI, author, A Brief History of a Perfect Future: Inventing the World We Can Proudly Leave Our Kids by 2050 , and Founding Partner, Future Histories Group
Thought leadership is no longer just for marketing but can be a powerful way to guide competitive strategy. Buday offers the ultimate pro s guide, so that companies can take the next logical step: toward developing insights so enduring that they can give you a long-term edge in creating new services for customers.
- EVAN I. SCHWARTZ, former Director of Storytelling, Innosight
This book provides invaluable vision for and lessons in thought leadership. I especially appreciate the framework for how visual communications, data visualization, and interactive experiences fit into the field. I cut my teeth doing this work for the thought leadership departments at many of the white shoe and Big Four consulting firms I greatly value Bob s insights into how to best take advantage of these technologies and methods in the context of thought leadership.
- BILL SHANDER, CEO and Founder of Beehive Media, expert on information design, data storytelling and visualization
This book shows companies and experts that have mastered their subject how to powerfully attract more and more work. Midsized companies should use this approach to leap ahead of their bigger competition. Buday is the thought leadership master of today for any leading thinker who can walk their talk. We followed his methods and grew our consulting firm revenues 4X. If you think of yourself or your firm as a thought leader, read this book now.
- ROBERT SHER, CEO of Mastering Midsized, Author of Mighty Midsized Companies and D