Thought leadership has become a buzz word in recent years as companies strive to differentiate themselves in their industry. Small companies think it’s a strategy industry leaders are using to tout their R&D departments. Some view it as a way to stake out the future; yet others see it as owning the current market. Everyone is right. Thought leadership is a concept that covers all of this.
Ultimately, it’s the new sales pitch. The smarter customer is demanding more than a product.