If you have not already come across the term ‘thought leadership’ you almost certainly will when you get involved in business development. Although a somewhat pretentious-sounding expression, the term has gained widespread usage across the business service and technology sectors and increasingly those working in law firms’ marketing departments.
A quick Google search reveals more than one million web pages using the expression, including numerous consultancies paying it for the privilege of their link appearing when the term is input. So whether you like the term or not, it is about the inarguably beneficial practice of establishing a clear lead in a market through identifying major trends early, aligning your services with meeting the consequences of these trends, positioning your firm as market-leaders and, ideally, charging a premium through being recognised as the leader in this area.
