What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos

1

Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers

2

Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge

3

Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
Close

What Makes for Great Thought Leadership?

March 3, 2014, 5:16 PM
Bt_thought_leadership_atos_international

Big Think is posting a series of three videos in which I discuss how to use thought leadership strategically. Surely the tactics of content marketing should connect to those strategic principles. In brief, thought leadership (and content generally) can do four things better than any other kind of corporate chest-thumping: 

1. Define a field of play where you can lay claim to being an expert. When GE produces and publishes material about what it calls “The Industrial Internet,” it’s asserting broad and deep knowledge about a topic important to its customers. By doing so—and proving its expertise with thought leadership that is truly thoughtful and leading—GE can then claim something commercially valuable: the right to win in markets where the industrial Internet is.  

2. Create an aspirational purpose for the things you do and sell. IBM’s “Smarter Planet” campaign did that—credibly, too, which is remarkable given how grandiose the aspiration is. Part of the value in this case is that it allows Little Old Me to feel like a participant in a grand adventure.

3. Put gravitas, defensively, into a brand to help you be taken seriously, especially where you encounter trouble or controversy. It’s no accident that Google began commissioning white papers about the same time it began facing regulatory challenges in Washington and Brussels. Lobbyists and lawyers cannot win in the court of public opinion.

4. Generally build a reputation for being smart and practical. That’s essentially what Booz & Company and our consulting industry confreres do: We pump out a steady and broad stream of material to demonstrate to potential clients that we’ve been thinking about issues they’re facing, have experience they can use, and will be both prescient and solid. 

Content marketing needs to create value in one or more of those ways. Anything less is, well, Candy Crush.

In the video below, Tom explains how to create thought leadership of real value. 

Image credit: Atos International/Flickr

More from the Big Idea for Tuesday, May 06 2014

Zen Leadership

The essence of leadership is service--serving the needs of your customers and your organization. This is the kind of wisdom that produces innovative thought and action. It ensures rising above the... Read More…

 

What Makes for Great Though...

Newsletter: Share: