Executives who have been in their industries for decades will likely remember the days of long-form think pieces in prestigious publications. Those media mentions were the gold standard for showcasing thought leadership and building brand awareness.
Thought leadership isn't about telling potential clients why they should trust your firm - it's about demonstrating expertise in a way that makes them come to that conclusion on their own.
The secret to positioning yourself as an industry authority and turning that influence into revenue published book can become your #1 marketing tool.