HAS THOUGHT LEADERSHIP LOST ITS WAY?

THOUGHT leadership used to mean something.

It was about people with real experience, real insights, real perspectives that made us think differently. It was about pushing boundaries, challenging norms, leading from the front.

Now? It’s turned into a game of who can make the most noise without actually saying anything.

⚠️ Instead of fresh thinking, we have endless content churn.

⚠️ Instead of lived wisdom, we have recycled soundbites.

⚠️ Instead of leading, too many people are obsessed with playing the algorithm (and hey, I get it… my ADHD brain loves working how the machine works, but there has to be more than gamification for true thought leadership, doesn’t there?).

The real issue isn’t just the above, though. The trouble is that people are lapping it up..

We’ve stopped rewarding depth.

We’ve started confusing visibility with credibility.

We’ve let thought leadership turn into a performance - one where looking the part matters more than actually having something worth saying.

We’re becoming more and more lazy, both as content consumers and creators.

If we want thought leadership to mean anything again, we need to call out the nonsense and set a higher standard.

THE RISE OF THOUGHT RECYCLING

There’s a difference between leading the conversation and repeating what’s already out there.

Too many so-called thought leaders are recycling old ideas, wrapping them in new language, and selling them as wisdom.

It’s everywhere:

• People reading a handful of books and suddenly positioning themselves as experts.

• AI-generated content making everything sound the same - safe, inoffensive, predictable.

• LinkedIn posts designed to generate engagement rather than adding anything new.

It might be argued that we’ve left the world of true thought leadership behind and automated ourselves into the land of thought repetition.

The problem we now face is not just that people are doing it… it’s that the system rewards it.

The more people like, share and comment on surface-level insights, the more the actual leaders - the ones doing the deep thinking, asking the difficult questions, challenging the status quo - risk being drowned out.

We’re making it easier for people to play the game than to actually think.

REAL THOUGHT LEADERS DON’T PLAY IT SAFE

Thought leadership is about leading, isn’t it?

It’s about taking a stand, sharing perspectives that challenge, disrupt and inspire.

You can spot a real thought leader because they’re not just posting content - they’re starting conversations.

They’re not afraid to say something unpopular.

They don’t water things down to fit the trend.

They don’t just repeat what’s already been said in the hope of getting a few extra likes.

They bring:

• Lived experience - They talk about what they know, not just what they’ve read.

• Depth - They don’t just state the obvious. They dig deeper, make connections, offer something fresh.

• Courage - They challenge ideas. They push boundaries. They don’t rest on their proverbial laurels and follow everything deemed ‘safe’.

• Engagement - Not ‘post and run’ behaviour. Actual, meaningful conversations that move the needle.

That’s what thought leadership should be, at least.

So why are we, essentially, rewarding the opposite?

TIME TO RAISE THE BAR?

If thought leadership is going to mean something again, we need to stop rewarding the noise and start demanding more.

1. Stop posting purely for the algorithm.

If everything you share is designed to perform well, rather than genuinely adding value, you’re not leading - you’re following.

2. Speak from experience.

If you haven’t lived it, should you even be teaching it?

I know. I know. Controversial. I’m bracing myself for a slew of comments reminding me that the best way to learn something is to teach it.

I do get that point of view, and there is some merit to it, but every time I’ve wanted to dig down and master something, it’s been drummed into me that we shouldn’t be even thinking about passing those teachings forward until we’ve reached that level. Most of the time, I find it hard to disagree with that concept.

Thought leadership needs to be about sharing what we know, not just what we’ve Googled or asked ChatGPT about, doesn’t it?

3. Challenge ideas, don’t just repackage them.

If you’re just repeating what’s already been said, you’re not a thought leader - you’re a content curator.

Say something new, please!

And yes, I know it’s rare to come up with something genuinely fresh these days, but we can at least provide our own unique take, based on our own research, learning and experience.

4. Engage! Don’t just broadcast.

Real leaders don’t constantly throw content into the void and wait for the likes to roll in. They show up, engage, debate and discuss.

5. Have the courage to stand out.

Don’t be another voice saying the same thing in a slightly different way. Have an opinion. Back it up. Own it.

IT STARTS WITH US

We don’t need more people calling themselves thought leaders.

We need more people actually leading.

We need people who aren’t afraid to think differently, dig deeper and say what needs to be said - even if it’s not always what people want to hear.

We need people who care more about adding value than about appearing valuable.

We need thought leadership to mean something again.

Are you leading? Or are you blending in?

And who are the people you genuinely believe to be thought leaders? Let us know where to find them and why you love following - we could all do with connecting with the real ones!

What do you think?

#UnleashYourAwesome,

Taz

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