THE THOUGHT LEADERSHIP LEVERAGE MANIFESTO

With deep expertise

and passionin their subject

areas,

creative energy Driving

and curiosity,

for the individuals, teams, and organizations

they serve,

And a

desireto make a

difference

They make those around them better.

Until just a few years ago, thought leaders interacted with their audiences primarily

through keynote speaking and book publishing.

But the digital age has opened the floodgates for anyoneand everyone to step up onto their pedestal and be heard,

leading to the slow withering of publishing as we know it, and with

it the entire economic model of authorship.

The changes wrought in the

digital age have also made it

easier for any content to be

heard. But when everyone’s

talking at the same time, the

audience only hears noise.

Ease of creation has saturated our

marketplace with inaccuracies, distractions,

and downright destructive ideas.

But unprecedented opportunity awaits

those who are willingand able to adapt to the

challenges of this new era.

Creators suddenly have

a larger canvas than ever before, with unparalleled

opportunities to reach their audience.

Audiences from around the world

can now go to content producers for

thoughts, input, and clarification.

Creation has evolved from

a one-way street to a meaningful dialogue

between creator and consumer.

If we cultivateself-understanding and find new purpose…

If we develop SOLID STRATEGY

and act in accordance with it…

If we seek others to help us on our journey…

then our Vision will see us through these

great upheavals.

6

If we abandon the outdated thinking

of traditional PR…

If we seek out the groups for whom our

content is mostmeaningful…

If we communicate

with them on their

own terms…

Then we will see our way through the digital maelstrom to form true connections with others through Outreach.

If we take advantage of NEW FORMS

of expression…

If we map out

our content’s effects with rigorousmetrics…

If we find ways to s e p a r a t eour content from ourselves…

In this new era ideas matter, and with the

right leverage they can be amplified further than

ever before.

Or we can apply clear Vision,focused Outreach, and quantifiable Impactto harness the tides of

innovation.

We are Thought Leadership Leverage,

and we choose to RISE.

Vision is a thought leader’s North Star, guiding us through the darkest nights and pointing us in the true direction.

10

Without that light, our path is dim and uncertain.

But with a CLEAR VISION, there is no challenge we cannot weather.

IN A VISION OF LEVERAGE, WE:

1. Start with an articulate and thoughtful strategy.

IN A VISION FOR LEVERAGE, WE:

2. Align strategy, tactics, and goals.

IN A VISION FOR LEVERAGE, WE:

3. Assess every action according to its connectionto strategy.

IN A VISION FOR LEVERAGE, WE:

4. Pair creative motivation with deliberate strategyto produce astounding results.

IN A VISION FOR LEVERAGE, WE:

5. Commit to developing a business rather than a practice.

IN A VISION FOR LEVERAGE, WE:

6. Nurture strategic partnerships and symbiotic relationships.

IN A VISION FOR LEVERAGE, WE:

7. Utilize the expertise of others to emphasizeour strengths.

The old media approach – casting a wide net in the hope of snagging something – does not serve us. It just gets lost in the noise.

We

ignorebillboards.

We

block

ads.out

Effective Outreach leads us to new ports of call. When we

know who to look for and where to find them, we can uncover

hidden opportunities with our audiences, networks, and relationships.

1. Understands that reach, placements, and other traditional PR metrics rely on exposure to the most people, rather than engagement with the right ones.

EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:

EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:

2. Leverages Vision to precisely identify our audiences and meet them where they are.

EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:

3. Fosters relationships by offering relevant content to enhance an existing conversation.

4. Embraces the vulnerability of dialogue as a tool for growth, development, and audience interaction.

EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:

EFFECTIVE OUTREACH IN A NEW TECHNOLOGICAL AGE:

5. Rallies audiences to action, bringing our content to life in a wide variety of ways.

The current model for content production and distribution is br

o

Thought leaders must either carry the weight themselves…

…or seek help from increasingly varied sources.

But along with our newfound Outreach come new possibilities

for Impact.

When we look beyond writing books and delivering speeches, we find new goods and services to deliver, while maintaining our present trade routes.

OUR IMPACT IS GREATEST WHEN:

1. Our content enlightens, guides, and inspires.

OUR IMPACT IS GREATEST WHEN:

2. The development of mindsets takes priority over teaching skill sets.

OUR IMPACT IS GREATEST WHEN:

3. Education and instructional design is woven into our content to create a foundation for growth.

OUR IMPACT IS GREATEST WHEN:

4. Content modality meets the unique interests, wants, and needs of individuals, groups, and organizations.

OUR IMPACT IS GREATEST WHEN:

5. Data and discovery dictate the internal metrics that drive change.

OUR IMPACT IS GREATEST WHEN:

6. Co-creation incites ownership, shares context, and strengthens content.

7. Success is precise, sustainable, traceable, and marked by distinct behavior change.

OUR IMPACT IS GREATEST WHEN:

Those who cling to theold models of creation

and distribution may yet think that their methods are sustainable forever,

that they can continue to serve the broad consumer market alone (even though consumer content doesn’t drive behavior change),

and that thinkers, authors, and speakers can continue to do what they have always done.

But the results that come together in the harmony of

Vision, Outreach, and Impact will speak

for themselves.

Traditionalists will join us when they finally see the waters rising around their feet.

And when they do, meaningful content will

far and fast worldwide.spread

GROWinto professional callings as their content finds new avenues of expression.

Thought leaders, authors, and speakers will seepassionate hobbies

They will createnew ideas at an

increasedpace when they

heighten their content’s leverage.

And the organizations served bytheir content will adopt new ways ofworking and thinking. They will see

MEASURABLEbehavior change.

Their businesses will perform better.

Their employees will be more engaged.

Their customers will be more satisfied.

They will grow fa$ter and be more profitable.

We are in the midst of a

REVOLUTIONof thought and communication.

Together, we develop the clarity to see our ideas to fruition.

Together, we break free from creative restraints to develop and deliver our content in new ways.

Together, we

rise abovethe digital noise

to bring meaning and connection

to the world.

THE THOUGHT LEADERSHIP LEVERAGE MANIFESTOthoughtleadershipleverage.com 917.741.1881 info@thoughtleadershipleverage.com