In today’s world of social media, personal brands, and the demand for valuable content, focusing on establishing thought leadership seems like a viable strategy for business leaders, perhaps even an imperative.
But do all leaders need to be thought leaders?
Recently, I sat down with prolific thought leader Roger Martin to ask him this question. From 1998 to 2013, Martin served as dean of the University of Toronto Rotman School of Management, where he was my boss when I was on the faculty. Martin has written 13 books and hundreds of thought leadership papers on topics including strategic thinking and design thinking. His video “A Plan is Not a Strategy” has more than 3.6 million views on YouTube. In 2017, he was named the world’s No. 1 management thinker by Thinkers50.
So, do all leaders need to be thought leaders? According to Martin, “Yes they do, but not in the way you might think.”
Martin distinguishes between two different types of thought leadership: private and public.
What’s the difference?
Private Thought Leadership
Private thought leadership is sharing your knowledge with a specific group of individuals, for example in your company, in your networking group, or in your circle of colleagues. It’s about being a source of wisdom and guidance where your insights earn recognition and trust, not through public acclaim but through the value you add to your immediate community.
Martin told a story about how earlier in his career when he was at Monitor Group, he would communicate internally through memos on various topics. He earned recognition at Monitor for his insights. People would seek out Martin’s expertise. They trusted his opinions. This is private thought leadership.
As a leader, you must develop at least private thought leadership. Your organization needs to know as a leader what you stand for, what you care about, and why. That said, you do not need to be a public thought leader to be an effective leader.
Public Thought Leadership
Public thought leadership is just what it sounds like–extending your thought leadership reach to a broader audience.
This is what most people think of when they think about thought leadership–a public display of expertise that can elevate your personal and organizational brand to new heights. This is about sharing your voice through public forums, such as articles, keynote speeches, podcasts, books, social media posts, and so on.
In our conversation, Martin noted that to be a successful public thought leader, ideally you should commit to a cadence or routine of publishing. Why? Because people are habit-driven. Successful public thought leaders have a following that seeks their expertise regularly, be it an annual keynote, a monthly column, or a weekly podcast episode.
So, yes, all leaders need to be thought leaders. But as a leader, you can be purposeful about whether you make your thought leadership public or not. As Martin says, “If you run an organization, you’re going to have to work on your private thought leadership, regardless. But public thought leadership is a lot of work.”
For entrepreneurs and leaders pondering the path of thought leadership, the choice between private and public avenues does not have to be binary. You can start by cultivating your private thought leadership, Then, as you grow in confidence and expertise, you can venture into the public domain to amplify your impact, allowing you to share your vision with a larger audience.
Ultimately, thought leadership, whether private or public, is about adding value. It’s about being a beacon of insight and guidance, regardless of the scale. So, as you navigate the complexities of leadership, consider how you can leverage both forms of thought leadership to not only enhance your executive presence but also to make a meaningful impact in your immediate sphere of influence and beyond.
