Thought Leadership

Thought Leadership | SP Home RunHow has the way you research and make purchase decisions changed in the past five years?

Do you go right to Google or Siri to get immediate answers to your questions?

Do you look at articles or reviews to help you make decisions?

Everyone’s Decision-Making Process Has Changed. Has Your Company Adapted?

When you’re vacationing or traveling in an unfamiliar city, how do you decide which restaurant to dine at? How do you decide which hotel to stay at? How do you decide which car to rent or which travel option you’ll use to get from the airport to your hotel? 
When making an electronics purchase -- such as a laptop, TV, or camera -- how do you decide which brand and model to go with when confronted with dozens of options? How do you decide ultimately where to make the purchase? 
And have you (or your friends or family members) changed how you evaluate once-sacred institutions like schools, medical offices, and legal practices? 
Even potential employers, potential business partners, or potential boyfriends or girlfriends are searching for and vetting people very differently than they did as recently as five years ago.

You No Longer Control Your Brand

The reality: In today’s world where most buyer’s journeys start with a search on a search engine, or a question posed on a social media website, your brand is no longer what you say it is. 

Your brand now is the collective wisdom, or collective opinion, of what people find out about you. The good, the bad, and the ugly.

The Value of Proactive Thought Leadership

That’s the bad news. But there is some very good news: Your company can dramatically influence the way that the world views your business by changing your positioning, so that your company's employees are seen as industry experts, subject matter advisors, educators, and thought leaders. 

Think about every question that you’ve ever been asked in person, on the phone, over email, or via social media. How many of those questions and answers are addressed on your website? 

Wouldn’t it make sense, that if your company wants to be seen as thought leaders, that its advice and insight appear when prospects and clients ask questions on Google, Bing or Yahoo! Or on Facebook, Twitter, or LinkedIn? Or via Siri, Alexa, or Cortana? 

The challenge for most companies is that they’re living in the past -- and very slow to change. Unfortunately, in most cases their marketplaces are zooming by at 70 miles per hour, while their team is stuck in the slow lane, limping by at 20 miles per hour.

Thought Leaders Refuse to Get Thrown
in the Vendor Box 

But it doesn’t have to be that way if your company is serious about changing how it’s perceived by prospects and clients, and competing aggressively -- not as vendors, but as thought leaders.

If you’re tired of getting dragged into price wars that destroy your profit margins and employee morale, or you’re ready to get realistic about what it take to compete, here’s what we recommend:


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