Using reports to enhance thought leadership is usually a great idea. A guaranteed win.

But, what most people see as the right way to create a report to grow your thought leadership is, most often, the wrong way.

Let’s say you decide that publishing a report on the widget marketplace will boost your brand’s reputation as a leader and boost profile. You’d be half right. Or even half wrong.

Unless you are already the leading widget brand and your report is a hotly-anticipated annual event then you could be barking up the wrong tree.

You need to think about the answer before you ask the question.

To speak in AI language, you need to provide an original prompt to ensure an interesting output.

You need to think about what the thought leadership angle and value is before you commission the report and/or the research.

So, why not produce a report on unexpected uses of the widget? Industry Y’s increasing reliance on widgets? On a trend you are noticing in sales, such as the huge growth in sales in the global south?

I am not saying you fudge the research or the findings, but you need to be looking for something that people are going to be interested in. Otherwise you are just left with an expensive doorstop.

I have been brought in to save and re-nose countless bland reports that would otherwise sink without trace. Maybe save yourself the time and expense and ensure you have thought leadership in mind BEFORE you begin.

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