Becoming an authority entails exposing oneself to the audience, leading the way, and motivating others to join and follow. Consequently, Authority Marketing is also about innovation and leadership.
Thought leaders advance in their field precisely because they delve deeper. Their knowledge and considerations provide new insight. More often than not this is simply ignored – as well as the fact that only others can attribute the status of a thought leader or authority.
However, a reputation as thought leader and authority does not come out of the blue. As mentioned previously, it’s acquired with ‘knowledge, effort, and energy’ (C.N. Parkinson). This is not only a matter of will power and enthusiasm but also of your aptitude and readiness to lead.
Convincing and influencing
Thought leaders share their knowledge, build their stage, interact, accept to be assailable, and strive to convince and motivate others. This requires courage and a sense of mission as well as the awareness that it takes little more than your own passion, knowledge, and ideas to attract and assemble others.
The thought leader claims leadership and authority at eye level with the audience and followers. Nothing can be instructed or enforced; anything can be questioned or criticized. For conventional leaders, this may be a bite off more than they can chew.
The CEO of a multinational corporation, who would like to be a thought leader, represents his/her thoughts and ideas at eye level with those who usually deal with this subject matter. The fact that s/he has a comprehensive network and influential contacts and represents a corporate brand merely makes things easier – but it’s neither crucial nor essential.
Gaining influence
Authorities with ‘knowledge, effort, and energy’ obtain credibility and exert influence on a level playing field. That’s even more the case with participation and self-determination being paramount these days. The ones following thought leaders do so voluntarily and in anticipation of learning and benefiting from joint projects. These are two powerful motives for people who commit themselves and want to get involved.
The influence of thought leaders can and should be used for more than just generating likes and an extended reach. Many thought leaders launch initiatives, projects, or transactions that make a difference in organizations, markets, or societies.
Role modelling
Muhammad Yunus, the Bengal economist who was awarded the Nobel Peace Prize, is setting an impressive example for opportunity and risk. He not only developed the concept of micro financing for poor entrepreneurs that has been adopted and copied many times. Moreover, he founded his own bank for these purposes. His courage, knowledge, and vision though did not spare him criticism for his business practices or the foundation of his concept.
When it comes to thinking and leading, role modelling and advancing, this is not for the faint-hearted. When the going gets tough, projects and programs for and with authorities and thought leaders are to be managed properly.
