Let’s dive into a common trap in the thought leadership world. You know the old belief, “build it and they will come”? Well, it’s not quite the full story in our field. We often think that just by creating something innovative and putting it out there, success will follow. But, as many of us have learned, it’s not that simple.
The Joy of Creation and Its Limits
Thought leaders and emerging thought leaders are idea machines. Dreaming up new concepts and intellectual property is what gets us out of bed in the morning. Yet, there’s a catch.
Our creative joy doesn’t always lead to winning new clients or expanding our business. The truth is, our creations need to do more than just excite us; they need to resonate with our audience and serve the audience. People search online to learn something and solve problems. Your content needs to help them with that.
Aligning With What People Need
Here’s a hard truth: a creation that doesn’t meet the market’s needs is unlikely to stand the test of time.
It’s essential to not just build something because we find it fascinating, but to ensure it aligns with what our audience is seeking. This alignment is what turns our creative endeavors from personal projects into growth drivers for our business.
The Power of Feedback
What should those of us who would be satisfied to simply sit back and create do when a wave of creativity overcomes us?
My answer: connect with your audience to get feedback on what you’re creating and why.
Whether it’s a client or a potential customer, their input is invaluable. Feedback is like having a compass in the wilderness; it guides you in the right direction, showing you whether to keep going or to adjust your course.
The Importance of Being Discoverable
Even the most groundbreaking ideas need an audience. This is where SEO steps in. You could have the most insightful, revolutionary concept, but if no one can find you, it’s as if it doesn’t exist. Make sure your brilliance doesn’t go unnoticed by considering and improving your findability.
Being a thought leader isn’t just about building something; it’s about building something that connects and resonates. Engage with your clients, lean into their feedback, and ensure you’re visible and accessible.
Keep creating, but do it with intention and an eye on the market.
That’s the true essence of successful thought leadership.