Thought leadership is a much used phrase within our space but the quote below highlights that it is not just important for established businesses but helps start ups build their reputation.
The media wants to talk to interesting people and businesses but they want points of view not commercial sales. Buy an ad if you want to sell overtly.
Time and time again we have to persuade clients of the merits of investing in a well thought through perspective that is relevant to its audiences and presented in an engaging way. So it is encouraging to see a 'client' also emphasising the importance of thought leadership!
Co-founder Valery Bollier estimates that the company has spoken at around 15 conferences already this year. He argues that startups seeking investment should present themselves as thought leaders in the area in which they operate. “Most startups just want to talk about their core product but you have to talk about future trends,” he says. “In the end you can include your product in the story, but the storytelling effort must be about the sector, and not only about your own little brand.