Which ideas should our experts publish in thought leadership?

A subject identifies what an expert knows about; a perspective gives readers a reason to hear that expert's thinking. Look for an unusual interpretation, a first-person insight or a lived experience that brings something unexpected to a familiar industry discussion. Personality matters when it makes the thinking recognisably individual, rather than decorating a predictable argument. An account of a conversation or event the author actually attended can add that specificity.

A 2025 survey by Edelman and LinkedIn found that 86% of hidden decision-makers in the United States want fresh perspectives and ideas that challenge their assumptions rather than simply validate their thinking. A 2025 study by Momentum ITSMA found that 59% of buyers, among senior buyers at large organisations globally, believe they have seen almost identical thought leadership content from at least 2 providers.

Bold thinking earns its place when it connects a forward-looking argument to the audience's strategy. Select ideas for their relevance to decisions buyers face, not simply for their capacity to provoke. What counts as bold varies between organisations, so the useful question is whether an argument helps the intended audience consider innovation or change.

Support the argument with substantive investigation and analysis. Safe, familiar content can reinforce the impression of a safe, traditional brand; well-founded, forward-looking thinking can help establish an organisation as a potential innovation partner. A 2025 survey by Edelman and LinkedIn found that 91% of hidden decision-makers in the United States identify uncovering previously unrecognised challenges or needs as a characteristic of high-quality thought leadership.