Leveraging Thought Leadership
Peter Winick and Bill Sherman
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Best of 2023 featuring Lynette Jackson, Kathy Risch, and Kasey Lobaugh | 542
In today’s episode, we showcase some of the best guests from our Organizational Thought Leadership series. We think their insights will be as useful this year as it was last! Lynette Jackson is the Head of Communications at Siemens. She shares how thought leadership can act as an umbrella for your brand, bringing all the various disciplines of communication together under it, enabling them to move in the same direction with purpose! Kathy Risch is Senior Vice President, Shopper Insights & Thought Leadership at Acosta. She takes us inside what it takes to understand how and why people buy. She shares how it goes beyond the usefulness of a product and dives into the impact the emotion a product or service can tap into while speaking to an underlying need or frustration in the consumer's life. Kasey Lobaugh is the Chief Futurist for the Consumer Industry and Principal at Deloitte Consulting, LLP. He shares how the research they did over a year is more than a white paper, it’s a platform! Kasey explains how they can shape the thinking of the future of not only Deloitte but their entire industry by engaging with hundreds of people inside and outside the company. He shares how they approached people from diverse backgrounds to get a better picture of the future by seeing it through many unique perspectives. Three Key Takeaways: · Having the ability to create content that speaks to an audience on their level, be it introductory or expert is the key to reaching a wider audience. · Connecting your product or service with the consumer's insights is how you hit the sweet spot. · When engaging others on large scale research you need to allow them to engage with and shape the content.
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