Give innovators questions worth exploring
Choose industry questions that let contributors examine current challenges and consider what comes next. UST's Boundless Thinkers provides a model: the thought leadership series gives innovators within UST and across the industry a platform to tackle today's big questions and interrogate future challenges.
Boundless Thinkers sits within UST's Boundless campaign, supported by content programmes designed to show, rather than simply assert, "boundless impact". Across digital transformation, AI and beyond, the campaign connects UST's achievements and insights with a consistent message. The useful principle for topic selection is to connect expert thinking with substantive industry questions, rather than make the organisation itself the subject of every contribution.
A 2025 survey by Edelman and LinkedIn, fielded in the United States, found that 91% of hidden B2B decision-makers identify uncovering previously unrecognised challenges or needs as a characteristic of high-quality thought leadership. Include questions that help readers recognise a challenge they have not yet considered.