9 Tangible Steps to Transform Any Executive into a Thought Leader
In nearly every organization I’ve worked with, there’s been a constant mandate: position someone from the C-suite as a thought leader. To be clear, it’s never been a coaching role. The objective has always been to produce ghost-written content with the executive as the public face of your work, with varying levels of involvement and collaboration on their part.
This directive is normally motivated by several factors. Thought leadership can elevate a brand’s credibility, open doors to new opportunities, and foster trust with key stakeholders like a brand’s coveted target audience and even strategic partners.
While the benefits of turning an executive into a well-respected, industry voice are well understood, the path to achieving it is less straightforward. Building an executive into a recognized visionary takes time, consistency, and a commitment to thought-provoking authenticity. It’s not a quick fix. Instead, it’s a winding, gradual path made achievable through a strategic, step-by-step approach.
Here are nine actionable steps to gradually transform any executive into a thought leader.
1. Leave business objectives aside and speak to industry challenges, trends, and projections
One of the biggest missteps in thought leadership is framing it as a platform to promote the business. Effective industry authorities don’t focus on selling their company’s products or services. What they do instead is address the broader challenges and trends impacting their industry.
Audiences are far more likely to engage with content that offers insight, critical foresight, or practical solutions to their problems. When ghost-writing for an executive, tap into “their” unique perspective and expertise to share meaningful commentary on:
Emerging trends shaping the industry
Projections about where the industry is heading
Challenges businesses need to address and how to navigate them
By positioning executives as a voice of insight rather than a voice of sales, they gain the respect and trust of their audience.
2. Be bold and say things others are unwilling to
Being bold doesn’t mean throwing all of your competitors under the bus, but it does mean being honest even if it comes at the expense of others in your space in the pursuit of truth.
Thought leaders aren’t afraid to take a stand, challenge conventional thinking, or spark difficult conversations. To rise above the noise, your executive should give you the agency to deliver bold opinions, even if they’re unconventional.
Produce ghost-written content that:
Questions the status quo
Calls attention to overlooked issues
Advocates for change in areas where it’s needed
This doesn’t mean being provocative for the sake of attention, but it does mean being courageous and honest. A well-articulated, contrarian view can establish an industry voice and inspire meaningful discussions.
3. Post on LinkedIn regularly and engage with comments
LinkedIn is a powerful platform for building a professional audience and sharing industry insights to position your executives as leaders. It’s where many industry decision-makers and professionals spend their time, making it an ideal place for your executive to establish a voice.
Consistency is key. Something that has worked for me in the past is to take ownership of an executive’s LinkedIn profile and:
Post weekly or bi-weekly updates on industry trends, insights, or personal experiences
Share and comment on relevant industry articles
Respond to comments on their posts to foster genuine engagement
Authentic interaction goes a long way in building credibility and trust. People want to engage with thought leaders who are approachable and willing to have a dialogue.
4. Create regular high-value, original content
While social media posts are a great starting point, thought leadership requires more substantial contributions. Ghost-write high-value, original content like blog posts or articles that deep dive into industry topics.
The goal is to showcase their expertise in a way that’s accessible and valuable to the audience. Ideally, this content would be published on a third-party site like a trade industry publication, leading us to the next suggestion.
5. Hire a PR (public relations) team to pitch that content to prominent digital publishers
To extend the reach of the content, consider hiring a PR team to pitch it to relevant industry publications, websites, and blogs. Getting published on well-respected platforms can dramatically enhance an executive’s credibility and visibility.
One of the major assets of PR teams is that they have existing relationships with digital publications to facilitate exposure on those platforms. They can also help identify opportunities for interviews, op-eds, or guest contributions, ensuring your executive’s voice reaches the right audience.
6. Find a roundtable to speak at or even better, host your own
Participating in or hosting industry roundtables is a fantastic way to build thought leadership. Roundtables foster rich discussions and allow your executive to engage directly with peers and other industry leaders in front of the right type of audience.
If there aren’t existing roundtables in your space, consider organizing one yourself. It positions your executive as a facilitator of meaningful conversations and a central figure in the industry.
7. Speak at industry conferences and events
Public speaking is one of the most effective ways to solidify thought leadership. Apply your executive for speaking slots at industry conferences and events. These opportunities not only enhance visibility but also demonstrate authority and expertise.
Of course, you’ll also have to prepare your executive with well-researched presentations and ensure their speaking engagements align with the topics they’ve been addressing in their (your ghost-written) content.
8. Invest in proprietary research and publish your findings
Conducting proprietary research comes at a cost, but the benefits far outweigh the initial investment. Research is a goldmine for thought leadership content. When your organization conducts its own studies, surveys, or data analysis, it produces original insights that no one else can claim.
This original research can be used to:
Publish reports or whitepapers
Deliver presentations at conferences
Share findings through blog posts, LinkedIn updates, and media interviews
Most importantly, original research positions your entire brand as a leader in your space, spearheaded by insights backed by data that only a select few in your arena have taken the time to offer.
9. Stay consistent. Stay patient.
Thought leadership is a long game. It takes time to build a reputation and earn the trust of an audience. Consistency is non-negotiable, whether it’s posting on LinkedIn, publishing content, or participating in industry events, the content you produce for your executive needs to show up and be on display regularly.
Patience is equally important. Results won’t appear overnight, but with sustained effort, the impact will become evident. Do your best to set realistic expectations. Ensure your team and stakeholders understand that thought leadership is an ongoing journey rather than a destination.
Summary
Establishing an executive as a respected industry voice is not a quick fix—it’s a strategic, long-term endeavor that requires consistency, authenticity, and a willingness to engage in meaningful dialogue.
By focusing on actionable steps such as addressing industry challenges, being bold, producing original content, and staying committed to the process, organizations can transform their leaders into influential thought leaders.
The rewards are significant and include increased brand credibility, stronger connections with key stakeholders, and new opportunities for growth and innovation. With patience and persistence, any executive can take their place at the forefront of their industry, driving change and inspiring others to do the same.
