You want to be a thought leader overnight, but...

Published in Finans on January 6, 2025

By Cris Hödar-Rasmussen, Creative Director – By the Fire

and Karin Nørgard, CEO – Think PR

One of the biggest communication trends in 2024 has been thought leadership – and by all indications, the desire to be a leading expert voice will carry over into 2025. The era of anonymous suits behind closed doors in corner offices is long gone, and in the PR and advertising industry, we see many brilliant minds eager to become thought leaders.

Although it's been 30 years since then-editor-in-chief of Strategy and Business Magazine, Joel Kurtzman, introduced the term in 1994, its usage has truly gained momentum—especially as social media platforms like LinkedIn have become more creative and personal in recent years.

One crucial factor often overlooked in this process is patience.

There’s no shortage of aspiring thought leaders, particularly on LinkedIn. A quick dive into any comment thread under a post often reveals a goldmine of insightful perspectives—many of which could easily qualify as thought leadership.

Most people with thought leadership ambitions already have the knowledge they need, and often a solid network to share it with. Yet, very few can rightfully call themselves thought leaders. So why is it so difficult to become the person others turn to for expert insights, or the one the media calls for quick commentary, analysis, or a broader perspective on your area of expertise?

Narrow your focus

First, you need to find your field. No, not that one. Narrow it down even more. The smaller your kingdom, the greater your reign. Instead of sharing opinions on everything from geopolitics to neurodiversity, choose a specific area and build your expertise around it. Of course, you can have opinions on anything you like, but if you want to be recognized as a thought leader,

stick to what you truly know and stay on course.

Build your narrative

Alongside choosing your field of expertise, it's crucial to shape your personal narrative. What in your background makes you the right person to share these insights? It also helps to be transparent about your journey. If your expertise is in an area you didn’t fully understand five years ago, your narrative should convincingly explain how and why you are now the right person to speak on the topic.

Find the right sparring partners

No woman is an island. When shaping your content, it’s invaluable to have others to bounce ideas off. But beyond that, it’s not enough to simply declare yourself an expert in your field. Have your colleagues (not just the ones on your payroll), industry peers, or other professionals recognized your insights? A strong thought leader doesn’t just share their views; they invite discussion and encourage others to contribute to the conversation.

Thought leadership takes time

One crucial factor often overlooked in this process is patience. We live in a world where instant gratification is the norm, but when it comes to building relationships and trust, patience is key. How many of us can say we’ve built a deep friendship or a strong relationship over a weekend? Meaningful connections take time.

Being a thought leader is about building relationships with your audience and ensuring they trust your judgment, expertise, and ability to communicate. That takes time. You won’t become a thought leader after one or two insightful LinkedIn posts. Like most worthwhile things in life, it requires dedication, refinement, and—most importantly—patience.

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Read the original Op-Ed in Finans