{"id":259158,"date":"2026-01-15T04:38:30","date_gmt":"2026-01-15T09:38:30","guid":{"rendered":"https:\/\/ceoworld.biz\/?p=259158"},"modified":"2026-01-15T04:38:30","modified_gmt":"2026-01-15T09:38:30","slug":"why-your-thought-leadership-has-lost-its-spark","status":"publish","type":"post","link":"https:\/\/ceoworld.biz\/2026\/01\/15\/why-your-thought-leadership-has-lost-its-spark\/","title":{"rendered":"Why your thought leadership has lost its spark"},"content":{"rendered":"

Research-driven thought leadership has been a corporate staple for years\u00a0\u2013\u202fso much so that, according to an expert I recently interviewed, the tried-and-true is now trying the patience of your prospective customers.<\/p>\n

According to Gareth Lofthouse, CEO of\u00a0Resonant<\/a>, the London-based thought leadership consultancy, an over-reliance on\u00a0formulaic surveys\u00a0has led to the deadliest of sins: audience boredom. The reason, as he likes to put it, is that today\u2019s leadership content lacks an essential\u00a0\u201cspark.\u201d<\/p>\n

Does your thought leadership make people sit up and pay attention?\u00a0<\/strong><\/p>\n

When I last interviewed Lofthouse, in 2017, he was a principal at Longitude (since sold to the Financial Times), promoting a then-new study. It\u00a0identified\u00a0three main components for a successful thought leadership campaign: fresh insights, relevance to a business problem, and credible research backing it all up. I asked him how much of that definition still holds, and how his notion of a spark fits in.<\/p>\n

‘While those three things stay true,\u201d\u00a0Lofthouse replied,\u00a0\u201cwe\u00a0have to\u00a0recognize that the game has moved on in the way audiences consume content, and we must\u00a0make adjustments.\u00a0Let’s\u00a0take that point about research. I am still a big believer that you must back up your insights or arguments with\u00a0strong evidence\u00a0\u2014\u00a0but I ask the\u00a0question,\u00a0does evidence mean that every thought leadership project\u00a0has to\u00a0be built around a survey?\u00a0Because, let’s face it, that has been the traditional approach that you see time and time again.\u00a0It’s\u00a0another report based on another survey and the audience\u00a0has to\u00a0wade through all these charts. It can feel extremely\u00a0\u2018samey.\u2019<\/p>\n

That’s\u00a0partly because so much effort goes into that traditional recipe. The\u00a0survey\u00a0process, the methodologies, the\u00a0number of different experts that get involved.\u00a0If\u00a0you\u2019re\u00a0not careful, these things can\u00a0crowd out the essence of the idea that makes\u00a0your thought leadership\u00a0different. And\u00a0that’s\u00a0what\u00a0I’m\u00a0talking about when I say we need the spark back.\u00a0It’s\u00a0the\u00a0distinctive idea that makes people sit up and pay attention. And if you unbundle\u00a0how\u00a0you get there,\u00a0it\u2019s\u00a0about spending more time understanding what audiences want\u00a0\u2014\u00a0in short,\u00a0resonance.\u201d<\/p>\n

I asked him to elaborate.\u00a0\u201cIt requires investment in audience intelligence, researching what audiences are looking for, what the\u00a0hot issues\u00a0are that resonate with them. That gives us\u00a0our\u00a0key point for story generation. We then ask, is this a hook that would inspire and provoke curiosity within the audience? How do you go from that hook to create a narrative arc that\u00a0maintains\u00a0their attention? These are in a way classic editorial skills, but they\u00a0have to\u00a0be applied to a broader mix of content assets and a broader\u00a0campaign.<\/p>\n

Optimizing\u00a0the what and\u00a0where\u00a0of thought leadership\u00a0<\/strong><\/p>\n

Lofthouse was quick to add that there is, however, no easy answer to what mix of content assets and outlets one should employ in a campaign.\u00a0\u201cThere isn\u2019t a magic bullet\u00a0on\u00a0format or media,\u201d\u00a0he noted.\u00a0\u201cThat\u2019s\u00a0going to vary even for a single individual, depending on where they are in the day or week.\u00a0So, you have to create choices for them.<\/p>\n

But it must all start with\u00a0substance, and an anchor piece which might not look like the traditional report. Then you need a conversational layer over the top\u00a0of that\u00a0\u2013\u00a0personality is important.\u00a0That’s\u00a0where your interviews come in. Podcasts, moderated, round tables, LinkedIn live experiences, those sorts of things.<\/p>\n

You also need\u00a0super-snackable, super-quick-to-share pieces, those micro moments like shorter LinkedIn posts, charts of the week, or\u00a0one-minute explainer videos. All of these things have to\u00a0blend\u00a0together.<\/p>\n

The good news is that this is no longer such a resource-intensive mix to produce.\u00a0We’re\u00a0seeing the adoption of things like AI tools which, when used well, can improve quality as well as drive efficiency.<\/p>\n

Successful thought leadership involves your top leaders\u00a0<\/strong><\/p>\n

Finally, Lofthouse addressed one more critical step to igniting that spark he says is missing in most thought leadership\u00a0\u2013\u2013\u00a0involving your leaders.\u00a0\u201cThere’s a corporate point of view and then\u00a0there’s\u00a0that more individual perspective, and you need both.\u00a0They’re\u00a0not two competing approaches,\u201d\u00a0he said.<\/p>\n

\u201cThe best brands know how to orchestrate that corporate point of view while allowing individuals to bring their own\u00a0personal touch. Everyone should be singing from the same hymn sheet in their thought leadership, but each can have\u00a0different ways\u00a0of expressing the song, bringing that to life.<\/p>\n

I think the most powerful programs\u00a0combine these things. The overall program sets the agenda, provides the evidence, and creates a sort of backbone, if you like, for the exploration of the themes or the point of view being expressed.\u201d<\/p>\n

Your executives can be your influencers\u00a0<\/strong><\/p>\n

Proceeding from his\u00a0\u201cpersonality is important\u201d\u00a0point above, Lofthouse added that\u00a0\u201cPeople, now more than ever, are influenced by other individuals. They trust people more than they trust logos.\u00a0So\u00a0I think\u00a0it’s\u00a0absolutely vital\u00a0that you\u00a0don’t\u00a0rely on the starchy traditional report to be the main communication vehicle for your point of view. That piece backs up and creates the depth and the substance, but it should be your CEO,\u00a0CIO,\u00a0CRO, etcetera, out there on video, or on stage, whether it be Davos or a key industry conference.\u00a0Employ your leadership to add substance to your story, to bring your message to the market.\u00a0That’s\u00a0when I think thought leadership really comes to life.\u201d<\/p>\n

Bore your buyers at your own risk\u00a0<\/strong><\/p>\n

The problems with current thought leadership that Lofthouse is trying to address\u00a0aren\u2019t\u00a0so much new as they\u00a0are,\u00a0it would seem, persistently ignored. As far back as 2021, the\u00a0\u201cold recipe,\u201d\u00a0as he would call it, was\u00a0failing to meet\u00a0buyer desires, especially in B2B.\u00a0One survey<\/a>\u00a0reported\u00a0that 64% of B2B buyers wanted content to be\u00a0\u201cless formal and more human,\u201d\u00a0or the opposite of the\u00a0\u201cstarchiness\u201d\u00a0mentioned above. And 67% were (and\u00a0likely still\u00a0are) looking for the POV of an individual\u00a0\u2013\u00a0that C-Suite spokesperson\u202f\u2013\u00a0rather than content published under a\u00a0brand\u2019s\u00a0name only.<\/p>\n

Lofthouse concluded our interview saying,\u00a0\u201cThere is too much content being produced for content’s sake\u00a0\u2013\u00a0you see a lot of companies simply producing volume. Unfortunately, little of that is\u00a0truly interesting, compelling, or delivers what the buyer wants.\u00a0[Text Wrapping Break][Text Wrapping Break]So think audience first. As\u00a0I\u2019ve\u00a0said, spend more time researching and understanding what your audience is looking for, what their\u00a0hot issues\u00a0are\u00a0\u2013\u00a0what resonates with them. Then design everything around that. Spend more time getting it right, because a bit more time on that, upfront, saves you time in the development of the actual thought leadership.\u00a0It\u2019s\u00a0also guaranteed to deliver much greater impact.\u201d<\/p>\n

\n

Written by Chuck Kent<\/strong><\/a>.
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Research-driven thought leadership has been a corporate staple for years\u00a0\u2013\u202fso much so that, according to an expert I recently interviewed, the tried-and-true is now trying the patience of your prospective customers. According to Gareth Lofthouse, CEO of\u00a0Resonant, the London-based thought leadership consultancy, an over-reliance on\u00a0formulaic surveys\u00a0has led to the deadliest of sins: audience boredom. The […]<\/p>\n","protected":false},"author":2602,"featured_media":259159,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34463],"tags":[36179,36188,36189,36190,36191,36192,36193,36194,37236,37237,37326],"class_list":["post-259158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-c-suite-perspective","tag-chief-business-officer-insider","tag-chief-business-development-officer-insider","tag-chief-brand-officer-insider","tag-chief-commercial-officer-insider","tag-chief-communications-officer-insider","tag-chief-compliance-officer-insider","tag-chief-content-officer-insider","tag-chief-creative-officer-insider","tag-chief-budget-officer-insider","tag-chief-behavioral-officer-insider","tag-chief-business-advisor-insider"],"yoast_head":"\nWhy your thought leadership has lost its spark - CEOWORLD magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ceoworld.biz\/2026\/01\/15\/why-your-thought-leadership-has-lost-its-spark\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why your thought leadership has lost its spark - CEOWORLD magazine\" \/>\n<meta property=\"og:description\" content=\"Research-driven thought leadership has been a corporate staple for years\u00a0\u2013\u202fso much so that, according to an expert I recently interviewed, the tried-and-true is now trying the patience of your prospective customers. 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