You don’t need to have revolutionary thoughts to be successful with your thought leadership program. You simply need to consistently publish thoughts that provide guidance and insights.
You might think thought leadership is about having leading thoughts that are new and novel.
You’d be incorrect.
It’s actually about leading *through* thoughts.
Let me explain what I mean and why it matters for lawyers and executives at companies that serve the legal industry.
The misunderstanding that holds many attorneys back from creating thought leadership content
Many attorneys and executives shy away from creating thought leadership content because they think it requires revolutionary ideas, groundbreaking legal theories, or “hot takes” on the future of the legal industry.
They think twice about producing thought leadership content because they don’t think they have the substantive thoughts necessary to create “good” thought leadership content.
But the truth is few “thought leaders” anywhere, especially in the legal industry, are introducing novel concepts in their thought leadership content.
Instead, they’re really good at contextualizing existing knowledge, connecting various ideas, and making complex subjects accessible.
And, they take arguably the most important step: They publish their thoughts consistently and in places where their target audiences will find them.
So, taken together, they’re seen as leaders in their fields because they’re seen as authorities regarding the work they’re doing based on the thoughts they’re sharing.
They’re leading through thoughts.
What does it mean to lead through thoughts instead of having leading thoughts?
When you realize that leading through thoughts is what thought leadership is, you’ll understand that you being perceived as a thought leader in the legal industry will be based on:
- How you frame legal, business, and geopolitical issues for your audience;
- How you connect legal, business, and geopolitical developments to the big picture;
- How you break down complex issues into clear, plain English; and
- How you guide clients through ever-evolving landscapes.
Think about the influential writers and speakers you know in the legal industry. Did they reach their level of influence and prominence by inventing new legal theories?
No.
They’re valued because of their ability to interpret legal, business, and geopolitical developments, highlight their implications, and provide practical guidance about how to deal with those implications.
In other words, the most effective thought leaders in the legal industry rarely talk about pie-in-the-sky ideas. Instead, they focus on discussing the path forward in light of new developments that could throw their clients for a loop.
And, of course, they publish those thoughts regularly.
How to create thought leadership so you can lead through your thoughts
Here’s why this all matters.
To ramp up your thought leadership and hopefully position yourself one day as a thought leader, you don’t need to be the first person to come up with a new legal theory, or a way to look at a legal or business issue through a lens no one has ever thought of before.
You simply need to do the following three things:
- Think about topics of relevance to clients, referral sources, and other members of your target audience.
- Discuss them in ways that are both clear and insightful.
- Consistently publish your thoughts so they’re consistently getting out into the world.
Remember, when a regulatory change occurs, clients don’t necessarily care if someone predicted it five years ago. They’re interested in hearing from someone who can explain what it means for their business and industry, today, and who can guide them through dealing with that regulatory change. That guidance and analysis is the essence of thought leadership in the legal industry.
Here’s how the idea that thought leadership is about leading through thoughts impacts your day-to-day thought leadership efforts.
First, connect dots and look for connections between developments that others might miss.
How could a recent court decision interact with an emerging regulatory trend? What do certain economic indicators say about expected deal flow and trends in M&A?
Second, distill complex issues and developments and present your analysis clearly.
Your ability to make complex legal concepts understandable is itself a form of leadership. Your clients and referral sources will value your ability to explain why certain legal and business developments are important.
Third, emphasize the implications of these issues and developments.
You don’t want to simply report what happened; you want to explain what it means. You want to help your audience understand the consequences and the next steps.
This forward-looking guidance is thought leadership. It’s you leading through thoughts regarding changed circumstances and what your clients should do next.
Fourth, publish your thoughts consistently. If your thoughts aren’t in the marketplace of ideas, you’re not going to be seen as an authority or a leader regarding the work you do because no one knows that your thoughts—or even you—exist.
Leading through thoughts > Having leading thoughts
The next time you hesitate to create thought leadership content—or if you’re hesitant to start a thought leadership program—because you don’t think your thoughts are revolutionary enough, remember that legal thought leadership isn’t about having the newest or most novel thoughts.
It’s about consistently sharing your perspectives, guidance, and insights regarding legal, business, and geopolitical developments of interest to your clients so you can position yourself as a leading authority regarding the work you and your organization do for your clients.
Thinking about bringing on an outside writer to help your law firm strategize and create compelling thought-leadership marketing and business development content? Click here to schedule a 30-minute Content Strategy Audit to learn if collaborating with an outside writer is the right move for you and your firm.