Distinctive, not differentiated
Frequently asked questions
What is micro thought leadership?
Regularly shared, concise, impactful insights from executives. Short-form content distilled from executive insight that focuses on business value, articulated in engaging, entertaining and insightful ways.
Edelman's 2024 research shows that 54% of decision-makers spend more than an hour weekly consuming thought leadership content. 86% of decision-makers are more receptive to companies that consistently provide insightful content, and 60% reported a willingness to pay a premium for expertise from companies with strong thought leadership.
What is the 95-5 rule?
Only 5% of the market is actively looking for a solution at any given time. That means 95% aren't, yet. You can't just chase buyers who are already in-market. By then, they've likely found a solution and are well down the path. Instead, you need to market to the 95.
Ever wonder why your sales cycles feel long and slow? It's the 95-5 rule in action: most of your prospects simply aren't ready to buy yet. The goal is to move them from the 95% to the 5%. That starts with content that shows up early, builds trust, and positions you as the obvious choice when the time is right.
What is Double Jeopardy?
Smaller brands face a tough reality. They're seen as less trustworthy and easier to ignore, because they're not as visible, and people tend to trust what they see often. Smaller brands get penalised twice: you're seen as a risk because you have fewer customers, and you receive less loyalty from the ones you have.
Bigger brands dominate because they're everywhere. That visibility builds familiarity, and familiarity builds trust. According to the Edelman-LinkedIn B2B Thought Leadership Impact Report (2024), nearly 90% of B2B buyers say their purchase process has gotten longer. Attention and trust matter more than ever. Executives must lead from the front.
How does the work happen?
Strategy first. We define who you're trying to reach, what's driving their current concerns, and what drivers we push to create momentum. Then a consistent stream of content, messaging guides, and positioning frameworks, refined in real time against your broader campaign activity.
It builds into a bigger system: lead magnets, whitepapers, and more. Posting often helps you test messaging and improve how you position and speak to your ideal customers.