In this replay episode, Dan Sanchez talks with Bill Sherman who is the COO of Thought Leadership Leverage.
Here are the mistakes discussed:
- Lack of a clear exec champion
- The new Head of Thought Leadership is unclear on their role / goals.
- The new Head of TL feels the new role is not a promotion (“being sent to Siberia”)
- The Head of Thought Leadership doesn’t understand the business strategy and goals.
- Other departments get into turf wars over activities (“we do Thought Leadership too!”)
- The Head of Thought Leadership tries to do it all — instead, the Head of TL should *curate* Thought Leadership
- The Head of Thought Leadership doesn’t build allies in other departments
- Thought Leadership is seen as something by/for the elite (only the CEO).
- The org gets impatient for results.
- The org tries to measure success by the wrong standards (e.g. content marketing)
