The End of Thought Leadership (As We Know It)

(click for larger image)

Thanks to Karl Long, I got a early heads up that my BusinessWeek article has already gone live.  The title is "It's The Conversation Economy, Stupid": go and check it out if you have a few minutes to spare.  And special thanks to Helen Walters from BusinessWeek who did some fantastic editing on the piece.  I really enjoyed that process, and it made the writing much better.

But I'd like to talk about something else that is both directly and indirectly linked to the conversation economy.  The diagram associated with this post basically illustrates two possible paths that one can take in pursuit of becoming a "thought leader".  In my visual I describe these two paths as the "round world" way and "flat world" way.  The point of this visual is to illustrate the different types of behavior one can take to help spread the idea virus.

If you are a regular reader of this blog, then you already know which path I have chosen.  Prior to starting Logic + Emotion as I've stated before—I had never written a whitepaper.  In fact, I once wrote a draft for one which never made it past the "formal process".  With only an undergrad degree in Design—I  don't have an academia pedigree, and it's only been recently (post blog) that I've developed an extensive network.  I certainly had no relationships with the MSM, and I was not hired at Digitas to bring any thought leadership to the table—I was hired to be a Creative Director.  My everyday job responsibilities (which I seldom discuss here) are very much focused around using my abilities as a director to serve our clients.  Think about this in contrast to individuals who are brought into an organization where thought leadership is part of their job.  In the "flat world" way they work with their internal PR folks to publish content and make appearances.  It's a coordinated affair.

What I'm trying to say here is that this all may be changing.  I've bucked the system, just as I'm sure that many of you have as well.  In the conversation economy, dialogue rules.  Monologue, and rehearsed presentations play second fiddle.  An academic or corporate pedigree is nice—but really doesn't matter.  If you have something valuable to say and you are willing to listen, share and participate—then you have the opportunity to "submit" your ideas and be heard.

These are the new rules of the conversation age, or economy or whatever you want to call it.  This is why, if you  have adverse reactions when you hear strange words like "blogging" or "twittering"—then you are a fool.  I'm sorry but it's true.  I'm not saying that we should all jump on the bandwagon of the latest buzzword or technology that gets thrown out there.  I'm actually saying the opposite.  We need to investigate the latest tools to the best of our abilities and decide how they impact our own worlds.  The blogging movement was never about blogging in the first place—it's about a new way to share, connect, collaborate, discuss, debate, and ideate.

It's always been about us.  About people.  Eliminate the word "blog" from your vocabulary and you are still left with the power of personal publishing and content distribution.  These ideals will never go away—they are hear to stay.  This is not a fad.

So back to my original point.  How is thought leadership changing?  Thought leadership can now come from anywhere.  We don't need to work with PR.  We are PR.  If we can't schmooze at events Because it's not "part of our job"—we will schmooze virtually.  Our networks will be formed digitally.  What good is a PHD if we can only lecture and not facilitate a meaningful dialogue?  Have you ever met an individual with Aspergers?  They are usually highly intelligent—some are in the genius realm.  But they often struggle with social graces, nuances and conversation outside their areas of expertise.  Monologue isn't difficult, but social interactions can tend to be a one-way street.  Sometimes I feel like traditional marketing and to some extent thought leadership is like a form of Aspergers—the interactions are a bit narrowly focused on getting their own viewpoint across and it's slightly awkward when things get informal.

I believe that the "flat world" path to thought leadership will not go away.  Corporations will still implement formal processes that require defined parameters and requirements.  Some will say "yes, you can do this" to some while others say "no, you can't—it's not part of your job".  Academia will continue to play a vital role.  Schmoozing at the conferences and "being seen" alongside the right people will always be a part of our social fabric.  We are social beings.  But I do believe that another path exists which extends opportunities do those of us who don't have the connections.  Or at least don't start out that way.  We will build our foundations digitally.  Our "connections" will begin here and move their way into the physical world.  Our relationships will be formed purely out of merit—from what we have to offer and what we are willing to share.  These relationships will strengthen and evolve as we develop them outside of our digital networks.  And some mainstream organizations may take notice.

This brings me to the BusinessWeek article.  It wouldn't have been possible without the technology of personal publishing (AKA blogging).  I've been able to leverage this platform to make my own rules as opposed to playing by the flat word rules.  Like I said, I'm not the only one.   I guess that leaves us all with the question of "now what"?  And I don't have an answer.  Actually, I have the same question.  I just wonder what will happen when there are more stories like mine that pop up all over the place.  What then?  Will we be accepted—or "encouraged" to forsake the flat world path for the traditional round world way?  What do you think?

Comments

[Mario Vellandi]

Congratulations on the BW article David.

"Our relationships will be formed purely out of merit—from what we have to offer and what we are willing to share."

Well said. The difference is that we begin the process with sharing in mind, without the expectation of return in kind.

[Karl]

One of the reasons that companies are afraid of blogging, it's subversive, you sir are subversive :-)

McKinsey Report Shows Companies Still Wary Of Blogs:
http://blog.experiencecurve.com/archives/mckinsey-reports-businesses-loving-web-20-except-blogs

[DA]

Karl,

Maybe in a way that's true. But, I try to be a responsible corporate citizen. Even though this is my personal blog—things still reflect in some way upon my employer. Actually non-blogger need to realize this. We are all representing our employers when we engage with others within the industry.

But, it's like giving the employee a megaphone. So this may be why the discomfort exists.

[Valeria Maltoni]

Ah, my dear David. There are numerous ways of bucking the system offline as well. The world was always round -- what goeas around, comes around, etc. -- it's just the thinking that made it flat. When we think we can, we do.

And I do know several PhDs who indeed can and do facilitate amazing dialogues. This is the now what: whole greater than its parts and each single part counting a great deal. It's both.

[DA]

Valeria,

If this post were art, it would be a Caravaggio. I am using dramatic effect and exaggeration to help make a point. No offense to higher education as of course it serves a much needed purpose.

But my bigger point is that there are multiple, less formalized paths that lead to the same destination. More so than in the past.

[Marianne Richmond]

Congrats on excellent article David!
Marianne

[Doug Meacham]

David, Congratulations on the BW article! Just finished reading it and thought it was excellent. I work for a retailer that does not recognize the power the connected consumer has, nor the value of engaging with them in a conversation. Moreover, the company does not recognize the value of having conversations with the 40,000 people who work in its stores.

I am also a bit of a rebel and have been inspired try to change things from the inside through "subversive" means. Being an IT guy, I had the means to install social tools earlier this year. I, along with a handful of other like-minded people, am now blogging inside our firewall sharing ideas and insights that we feel are important to the business. We are using those tools to engage employees in conversations and to challenge them to think of new ways to improve the customer's experience. With only word-of-mouth advertising, those conversations are starting to happen. The tools are facilitating those conversation by eliminating the barriers of time and physical location.

My point here is that your Conversation Architecture idea is just as powerful as a change agent inside the corporation as it is on the outside.

Thanks for the continued inspiration and have a wonderful holiday.

Doug

[DA]

Doug,

Thanks a lot for sharing this. I really appreciate it. Every time I write a post like this, I get a pit in my stomach immediately after hitting publish, because I hate sounding like an opinionated jerk. But I gotta be true to myself. :)

[Tim Brunelle]

David: Well done! Hats off to you and Business Week for such a coherent, compelling statement. I can only hope your words have impact far and wide.

[Claire Celsi]

David: Visting your blog because I was snooping around the SOB site and saw that you will be a speaker at the conference in Chicago. Love your commentary about "flat world" communication. That is something I will share out with my team. And I will be sure to give them plenty of opportunity for feedback. Looking forward to meeting you. Claire

[Philippe]

Congrats for your BW article. I loved the "don't communicate, facilitate" concept. Still, I believe that marketing objectives remain the same (brand awareness, sales,...) and I'd rather believe in a "communicate and facilitate"

I also appreciated Doug's comment very much. He makes me realize that conversation marketing has to start inside the company.

[Matt Dickman]

David -- Great article in BW, you are certainly leading the way for bloggers everywhere. The point in this post is equally valuable. Tomorrow's conversation leaders are emerging and benefiting the whole community much more than yesterday's thought leader.

[DUST!N]

Mario pointed me to this post as I blogged my firm belief that there is no such thing as a "free exchange of ideas."

While the flat-world conversation economy doesn't eliminate repurcussions, self-doubt, criticism or lack of trust; it does provide a much more open platform.

It also is a seemingly NEW platform. It puts us into a new environment. "When I walked into my bosses office and presented an idea in the past, A+B=C." But these new social networks create a mystery to that formula. This may scare some (see corporations), yet it excites others (see us).

Thanks for the thought-fodder.

[Steven Chien]

Excellent, excellent article DA. If sounding like an "opinionated jerk" continues to inspire the rest of us and gets you into BW, then keep 'em coming!

[Gabriela (Bia)]

David,

I have to say when I read "We will build our foundations digitally. Our "connections" will begin here and move their way into the physical world" I became more enchanted than ever with your blog.

I current work in an area that people prefer not to talk about creativity and technology... that is why I started my own blog (in my mother language): to create better connections through out the web and your words described my feelings in the best and proper way.

Thanks!

[Steve Roesler]

David,

Step 3 of your diagram reflects why I left the internal corporate world 30 years ago to begin my own practice. (My clients are almost all large corporations!).

I realized that every time I had a new way of approaching something I would become exhausted just trying to get permission to tell my story. Which meant that, if I had multiple ideas, life began to feel as if I were an airplane in the midst of a multi-airline, tarmac filled takeoff delay.

Selling ideas on my own was certainly more risky from a financial viewpoint. But the opportunity to continually share my story multiplied the chance of one or more catching on.

After 30 years in a flat world, I wouldn't change a thing.

Congrats on the much-deserved BW exposure.

[Adam]

Great post.

Sounded like you really meant it.

"Now what?" indeed!

Perhaps you can apply your considerable talents to something other than shoehorning 'brands' into the peopleweb.

Just a thought.

[DA]

Adam,

Thanks for the thought and mixed compliment ;-) So I guess we'll just have to see what happens next...