Thought leadership, like every other content, has become a buzzword. It once held fervor, and brands that practiced thought leadership correctly held some of the dominant market positions.
That nuance has been stripped. Because when volume is attributed, all the weight, nuance, and perspective take a back seat. In response, marketing has churned a new formula- “be authentic and human.” You might think that it works, but the byproduct is always a repeatable format. A genre made out of something that is meant for differentiation.
But we can reroute to the roots. To understand what worked, why it did, and the thought leadership your SaaS buyers actually respond to.
