If you work in a large business that is seeking to become an industry thought leader, the assistance of a professional writer is imperative to achieve success.
As thought leadership expert Russ Alan Prince has detailed in Forbes, competition for high-caliber clients is “becoming more intense”, and thought leadership has become a powerful way to secure new business amid a sea of “increasingly fungible” competitors.
McKinsey & Company is the example to aspire to
The bar to superior thought leadership is a high one. The leader in thought leadership for professional services is, as Prince explains, McKinsey & Company, who first published McKinsey Quarterly in the 1960’s. It’s effectiveness, he details, “has resulted in many other management consulting firms following suit”.
Vital for firms to consider is Prince’s prediction that: “There will be an increasing bifurcation…between the relative few [firms] that are thought leaders and the majority that are not.”
Becoming a thought leader requires hard work
But Prince also cautions that: “More often than not the biggest obstacle to a professional services firm becoming a thought leader…is a willingness to put in the requisite hard work.” Firms aspiring to thought leadership, he explains “have to seriously commit to the endeavor, or they should avoid it altogether.”
He cites Hannah Shaw Grove, Executive Editor of Private Wealth magazine, who explains that: “‘originality and quality are the keys to lasting success as a thought leader. The barriers to entry are pretty low right now; virtually anyone can make a three-minute video or produce a six-page white paper. But if you can demonstrate depth of knowledge and bring fresh insights to areas and industries that have suffered from decades of conventional thinking you have the ability to transform the game. Nothing else will make the cut.’”
Why a professional writer is helpful
Any large organization seeking to become a thought leader requires a professional writer. As Maria Wood explains on McGuire Editorial Blog, corporate CEO’s under tight time constraints regularly utilize the services of ghost-writers to help them craft “thought-provoking articles that build their personal brand and show their companies as cutting edge pioneers in their respective industry.”
Addressing corporate content marketing managers specifically, she explains her reasoning for the need to hire ghost writers capable of producing thought leadership pieces: “You know that your company’s leadership and other individual experts in your organization hold a lot of valuable insights in their heads, but you’ll never get them to sit down and write a “big idea” piece.” “But”, she continues, “you’re hesitant to do thought leadership writing for several reasons: Writing isn’t your CEO’s forte (as it isn’t for many executives and entrepreneurs), and the process would take precious time away from his or her real job of building and growing the business. Fortunately, working with a ghostwriter provides the perfect answer to those challenges.”
“A great ghostwriter”, she explains, “elicits expertise and enthusiasm during… interviews [with corporate leaders]”. A ghostwriter then helps put into writing a CEO’s “big ideas and point of view”. She concludes by explaining how: “A packed schedule shouldn’t prevent your leadership from [publishing thought leadership]. If they don’t have the time to craft a stellar article personally, hire a ghostwriter.”
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