// Marketing
Thought Leadership
Original, opinionated content from named executives that shapes how a market thinks about a category.
In depth
The credible version, original research, contrarian analysis, executive POV, moves markets and shortens sales cycles. The generic version (LinkedIn platitudes ghostwritten at scale) actively damages brand equity.
Related terms
Content Marketing
Creating written, video and audio content that attracts, educates and converts a target audience over time.
Dark Funnel
The un-attributable buyer research that happens off your properties, podcasts, Slack groups, LinkedIn, ChatGPT.
Category Creation
The strategic move of defining a new market category and positioning your company as its default leader.