The document provides an introduction to thought leadership and the creation of intellectual capital. It discusses some key concepts for developing thought leadership work, including having a clear purpose, researching ideas thoroughly, tailoring content for the intended audience, and crafting compelling stories. The document outlines orientations for creative work, including focusing on the objective, story, audience, and research/validity. It also provides tips for writing thought leadership pieces, such as starting with an engaging opening and crafting an overall "nut graf" or core message.
1. Introduction to
Thought Leadership
The creation and use of intellectual capital
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Art Kleiner
Booz & Company
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35. Dealing with I ve already deleted What is our intent
all references to it in
discomfiting the article.
in raising this
issue?
data This group will
never be open
about this topic.
How can we
test our
assumptions
If we talk about this topic safely?
we ll be shut out.
Nobody here wants to
talk about that topic.
How do we
The topic makes this official
raise this topic
uncomfortable.
in a deliberate
and helpful
way?
He coughed after I
mentioned a particular
topic.
A senior official coughed
in a meeting.
Booz & Company
21 May 2008 Archive
34
number