Thought leadership delivers when it hits these 5 marks

Compelling thought leadership is a powerful brand builder. Market challengers gain credibility and established players gain currency from writing and speaking that helps target audiences spot trends, solve problems, and see previously hidden opportunities and challenges. Plenty of data shows that high-quality thought leadership can open doors and provide a crucial edge in competitive situations.

Edelman and LinkedIn have been studying thought leadership impact since 2017. Their research, based on surveys of B2B buyers and C-suite executives, has consistently found that more than half of B2B decision makers spend an hour or more every week reading thought leadership—and consumption has grown, from 50% in 2017 to 64% in 2025. Over 70% in the 2024 and 2025 studies said thought leadership is a more trustworthy basis for assessing an organization’s capabilities and competencies than its marketing materials and product sheets.

And thought leadership influences buying behavior: In 2024, 75% of decision makers said a piece of thought leadership had led them to research a product or service they were not previously considering; in 2025, 41% of target buyers said a C-suite executive had encouraged them to consider working with a vendor after engaging with that vendor’s thought leadership content.

Compelling thought leadership, to reiterate, yields these results. Thought leadership that falls flat will also fall short on benefits, and may even cause harm. In 2024, 48% of Edelman-LinkedIn respondents said the overall quality of the thought leadership they read is good; only 15% said the quality is very good or excellent. And both of those numbers seem likely to plummet as AI slop piles up. Worse, 38% of 2020 respondents said they sometimes lose respect for a company after reading its thought leadership, leading them to remove a potential vendor or partner from consideration. Ouch. 

So how can companies avoid that painful fate? Compelling thought leadership hits these five marks:

1. A strong point of view 

This is the element we find people struggle with the most. Experts always have opinions, yet they’re often reluctant to share them in public—because they don’t want to offend anyone, or go out on a limb, or attract challenges. Those are all understandable concerns, but articles and talks without a strong point of view don’t stand out to publication editors, event organizers or target audiences, making them difficult to place and promote.

We encourage thought leaders we work with to accept a little discomfort and know that they can be bold without being obnoxious. We also help them assess risks realistically. The benefits of attracting followers who share your goals and buy your analysis typically far outweigh the costs of annoying a few people who didn’t have true partner potential.

2. A fresh perspective

Often what drives a strong point of view is a fresh perspective on a problem—and this can be a sweet spot for those who shy away from contention. One of the main reasons people consume thought leadership is to discover new approaches to business growth and impact, so delivering those insights is virtually risk free. One caution: Be sure the perspective is truly fresh. Leaders in your field can tell a knock-off from an original.

3. Support for claims

Nailing this element goes a long way toward making a bold argument or a fresh perspective persuasive. Support for claims is what separates thought leadership from the musings of that guy at the bar. Think broadly about what you can bring to bear, though. You don’t necessarily need reams of data, just some data. Detailed case studies with user perspectives are great. So are results of pilot projects. Original research is excellent, but a new interpretation of existing research can also be effective.

4. Usefulness

Unprofitable thought leadership often starts with the question, “How can we turn our sales pitch into an article?” The good stuff starts with “What do people need to know?” “How can we guide people in adopting this new approach?” Or “How can we help people solve this problem?”

That doesn’t mean every article and talk should be a how-to presentation, but even a visionary think piece should suggest things readers can do to be part of the vision and lead them to the next step.

5. Generosity

People sometimes worry about “giving away the store.” This will not happen. When you provide insights, expert analysis, research and creative solutions, people want to work with you, not do the work without you. True thought leaders share their knowledge unstintingly. They also ask questions, respond to feedback and exchange ideas. That’s how they become field leaders.

When embarking on a thought leadership program, keep in mind that it takes time to bear fruit. The Edelman-LinkedIn research shows that companies that consistently produce high-quality thought leadership reap the greatest value from it. We’ve found it takes at least a year to start getting traction and longer to build a reputation as a thought leader.

As much as we love it as a strategy, thought leadership isn’t for everyone. If you don’t have the thinkers, resources and commitment, it’s like pushing a boulder uphill—one that may roll back over you. But if you do have the goods, it’s one of the most effective ways to build brand value and gain a competitive advantage.

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