'To do Thought Leadership effectively, you first need to have thoughts'

Everyone is a thought leader these days. But very few people are effective at it.

I’ve been outspoken in this newsletter about what I think is broken about the communications function at most companies. It has become highly outsourced, which dilutes the impact of the story and its reach. And CEOs/founders often have highly unrealistic expectations for their comms teams.

As Jacqui Miller, a comms pro in digital health I’ve known for years, summarizes it: It’s a whole lot of “get me on the cover of Forbes.” And not a lot of being interesting enough to warrant being on the cover of Forbes.