Tailoring Thought Leadership to Institutional Finance
Effective thought leadership in institutional finance requires more than generic insights—it demands strategic, research-backed content that addresses decision-makers’ core concerns, from integration to compliance. Success hinges on targeted distribution, personalized outreach, and leveraging platforms where executives engage. By shaping strategic thinking and providing actionable insights, thought leaders can position themselves as indispensable partners in a highly competitive market.
Involution vs Evolution
The content-industrial complex traps thought leadership in cycles of diminishing returns, where hyper-specialization and formulaic tactics stifle innovation. True thought leadership breaks free by embracing bold ideas, challenging conventions, and fostering meaningful conversations. In institutional finance and fintech, resisting this involution not only differentiates firms but also drives innovation, economic growth, and long-term success.
The Point of a Network: How to Help LA
As Southern California faces devastating fires, my annual theme of stewardship feels more relevant than ever. Stewardship isn’t just about long-term growth—it’s about helping each other in times of need. Today, I invite you to join me in supporting those affected by the fires through organizations like the Red Cross, World Central Kitchen, the LAFD Foundation, and the Pasadena Humane Society. Let’s come together to care for our community.
The Frog in Our Throats: AI in 2025
In 2025, the rise of generative AI poses a challenge: as companies adopt AI for marketing content, voices risk converging into indistinguishable sameness. To stand out, brands must rigorously define their voice, systematize their unique insights, and keep humans at the helm of thought leadership creation. This approach ensures differentiation, builds a competitive edge, and prepares brands for an AI-driven future without losing their distinct identity.
How to Make Your Panel Appearances Shine
Panel appearances are a chance to share expertise while engaging the audience effectively. Focus on preparing three key messages, using memorable and relatable examples, and maintaining audience connection through eye contact and vocal modulation. End with one clear takeaway to ensure your insights leave a lasting impression.
Climbing Mount Distribution
Effective thought leadership demands both flawless production and strategic distribution. Success hinges on leveraging owned channels beyond the basics, aligning thought leadership with internal practices, and prioritizing targeted, one-to-one outreach over mass engagement. By focusing on what truly influences decision-makers, you transform thought leadership into a tool that drives meaningful change and delivers tangible results.
Putting Theory of Mind Into Practice
Marketing often lacks a true “theory of mind,” failing to consider the complex mental states of decision-makers. Effective thought leadership, by contrast, is driven by deep empathy, anticipating the unspoken questions, fears, and desires of its audience. This approach builds trust and shapes decision-making by addressing the rational and emotional dimensions of high-stakes choices, proving that meaningful influence depends on a sophisticated understanding of the audience’s mindset.
The Narrative Imperative
B2B companies often misplace their focus on brand “stories” that lack the narrative depth needed to influence decision-makers. True thought leadership isn’t about fabricating a brand narrative but about making a compelling case for change, empowering clients to envision their own stories of transformation. Refusing empty “pseudonarrativity” helps companies escape the content trap and foster genuine, impactful engagement.
Measuring Thought Leadership Quality
Evaluating thought leadership quality goes beyond engagement metrics, focusing instead on the depth and impact of the content. A hierarchy of five levels, from basic explanation to proprietary insights, provides a framework for scoring content’s intrinsic quality, especially in institutional finance. This approach enables companies to tailor thought leadership to strategic goals, aiming to shift audience perceptions and drive impactful decision-making.
The Lies of Conventional Wisdom
Conventional wisdom often hides brutal lies that distort marketing’s true purpose—such as prioritizing demand generation over trust-building or dismissing long-form content in B2B decision-making. These myths justify shortcuts and self-serving practices, undermining genuine thought leadership. Breaking free from these lies allows marketers to create deeper connections, foster meaningful engagement, and drive real innovation.