Thought Management cartoon | Marketoonist

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The time period “thought management” was first coined in 1994 by Joel Kurtzman, editor of Technique+Enterprise, with a slim focus in thoughts.  He wrote:

“Thought Leaders are these individuals who possess a distinctively authentic thought, a distinctive perspective, or an unprecedented perception into their trade.”

Since then, the which means of thought management has devolved right into a catch-all time period that’s interchangeable with just about any kind of content material, whether or not or not it’s “distinctively authentic”, “distinctive”, or “unprecedented”. There are extra folks than ever claiming the mantle of thought management.

Edelman and LinkedIn have been monitoring the state of “thought management” the previous few years.  In 2020, they discovered that 89% of decision-makers consider that thought management is “efficient in enhancing their perceptions of a corporation”, but solely 17% of them price the standard of many of the thought management they learn as superb or glorious.  

In 2021, they noticed {that a} “pandemic-induced glut of low-quality content material is diluting the perceived worth of thought management.”  And 71% of determination makers now say that lower than half of the thought management they eat provides them worthwhile insights.

The widespread observe of manufacturing amount over high quality creates a chance to boost the bar.  Aiming for Joel Kurtzman’s authentic standards of “distinctively authentic thought, “distinctive perspective,” and “unprecedented perception” could be place to start out.

We are able to’t break by way of the litter by including to it.

Listed here are a couple of associated cartoons I’ve drawn over time:

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