Thought Leadership as a Competitive Advantage

[L-R] Katharine Rooney, Editorial Director, Phronesis Partners; Michele Sachar, COO, Fuld & Company; Terri Hartwell Easter, Principal, T.H. Easter Consulting.

Scaling thought leadership: insights from the GTLI

One of the key takeaways from the Global Thought Leadership Institute (GTLI) Symposium was that while many consultancies have mastered the art of thought leadership, many corporations are still grappling with how to scale it effectively. The discussions underscored a clear message: thought leadership is no longer a ‘nice to have’—it’s a competitive necessity. Yet, many organizations still struggle to prioritize it, despite its proven impact on brand authority and market influence.

Consultancies have had years to refine their approach, embedding thought leadership into their core operations, recruiting the right talent, and forging strategic partnerships. But what about corporate marketers, editorial teams, and business leaders looking to build their own programs? The same principles that have worked for consultancies can be adapted across industries.

Here are three proven ways to scale thought leadership effectively:

• Make the most of your best asset. Your subject matter experts (SMEs) hold a wealth of knowledge. The key is to capture and structure that expertise into content that addresses client knowledge gaps and positions your organization as an authority.
• Data science and journalism as a winning combination. Research-driven storytelling is the gold standard. Combining robust data with compelling narratives ensures that your content doesn’t just inform—it engages and influences.
• Limited resources? Partner up. Collaborating on research projects with a university, industry association, or NGO can expand both the depth of your insights and the reach of your message.

For companies hesitant to invest in thought leadership, the business case is clear. Anthony Marshall and Cindy Anderson’s book, The ROI of Thought Leadership (IBM Institute for Business Value), provides quantifiable proof that well-executed thought leadership builds trust, influences buying decisions, and strengthens competitive positioning.

Case in point: thought leadership as a competitive advantage

A great example of thought leadership driving business impact comes from one of our recent case studies. A leading AI services provider sought to accelerate sales and expand its influence in the AI technology sector. The challenge? Engaging decision-makers and identifying high-potential prospects in an increasingly crowded market.

To address this, the company leveraged Phronesis’ Thought2Leads solution to develop a targeted thought leadership strategy, producing personalized AI readiness reports and automating engagement with key stakeholders. The result? Over 2,000 validated leads in a single quarter, transforming the company’s lead generation process and solidifying its competitive position.

Thought leadership is a team sport

It’s easy to see why some organizations de-prioritize thought leadership. It takes time, resources, and the ability to extract meaningful insights from busy experts. But, as the GTLI Symposium showed, there’s a growing ecosystem of support for businesses looking to scale their efforts.

Consultancies may have had a head start, but the opportunity is wide open for other industries to build their own competitive edge. The challenge is no longer about whether to invest in thought leadership—it’s about how to do it well and at scale.

Want to learn more? Check out our Thought Leadership Strategy Guide, featuring insights from industry leaders like Francis Hintermann, Cindy Anderson, Anna Bernasek, and Samad Masoo.