The Art Of Thought Leadership [Forbes]
International Business Machines Corporation (IBM)
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Source: Forbes
The Art Of Thought Leadership Getty Whenever someone asks me how to position their organization's executives into thought leaders, I can’t help but think of the book, The Art of War allegedly Sun Tzu, the book’s assumed author, was focused on controlling perceptions to gain an advantage. One of his most quoted — and, quite frankly, most understandable — pieces of advice was: When you are small, make yourself look large. That is what a successful thought leadership program can do. It is often difficult for small organizations or startups to compete head to head with larger, more established companies. They can outspend you and seem like the safe choice — you know, the belief that "no one ever got fired for hiring IBM." If you’re looking to build thought leadership for a small to midsize company, what you have that others don’t is your organization’s knowledge, expertise and unique perspectives. If others had what you have, they would be offering what you’re offering. You can use this t
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