#018 - The struggle with thought leadership (and how to fix it)

Thought leadership gets thrown around a lot in B2B SaaS – yes, including this very newsletter (we see the irony, let’s move on). But what does it actually mean? And more importantly, why do so many people out there struggle with it?

In theory, it sounds simple: share your expertise, build authority, and ta-da! you’re a thought leader. But in practice? Well, it's not that easy. Many professionals either don’t prioritize it, don’t know how to translate their insights into content people actually care about, or make it so self-promotional that it turns into a glorified sales pitch.

The truth is, thought leadership isn’t about being the loudest voice – it’s about being the most valuable one. And that (as every successful B2B tactic) requires some strategy behind it.

The thought leadership pitfalls

Here’s why most SaaS professionals fail to gain traction with their thought leadership efforts:

• They treat it like a side project: Founders are (very) busy. Yes. But ignoring thought leadership means missing out on a powerful way to build trust, credibility, and inbound demand.
• They lack a unique point of view: Simply sharing startup lessons or reposting industry news isn’t enough. Great thought leaders challenge norms, introduce fresh ideas, and actually have something to say.
• They focus too much on self-promotion: Nobody wants to read another “look at how great we are ??” post. If your content reads like a sales pitch, it’s not thought leadership – it’s advertising.
• They’re inconsistent: Posting once in a while won’t cut it. Thought leaders stay relevant by showing up consistently with valuable content.
• They struggle to make complex ideas accessible: You might be deep in your industry but if your audience can’t understand what you’re saying, it doesn’t really matter.

Turning insights into compelling content

So, how do you turn your expertise into something people actually understand and want to read:

• Lean into storytelling: People connect with stories, not just insights. Share real experiences, challenges, and lessons learned.
• Simplify without dumbing down: Pass your point across by using analogies, clear language, and avoiding unnecessary jargon.
• Engage in industry conversations: Thought leadership isn’t a one-way street. Comment on industry trends, challenge conventional wisdom, and start real conversations.
• Use multiple formats: Not everyone consumes content the same way. Experiment with LinkedIn posts, videos, podcasts, and even interactive discussions to expand your reach.

Balancing personal branding with company messaging

Oof, this one could be a Weekly Spark edition on its own (hey, maybe it will?!). How do you build your personal brand without overshadowing your company? Here’s the secret – you don’t have to choose. You can do both ??

• Make your personal brand a trust signal: When customers see a knowledgeable, engaged expert, they’re more likely to trust the company.
• Align messaging with company values: Thought leadership should reflect the mission and vision of the business, without sounding like a corporate press release.
• Show, don’t sell: Thought leadership isn’t about pushing your product. It’s about building credibility so that when customers are ready to buy, they come to you.
• Encourage your team to build their own voices: The best company brands include a chorus of employees adding their own insights to industry conversations.

Prioritizing thought leadership isn’t just about building a personal brand – it’s about building trust, authority, and long-term business growth. The key is to move beyond generic, self-serving content and focus on delivering real value.

So, if you’re looking to make an impact, start now. Share insights, challenge industry norms, and engage in meaningful conversations. Thought leadership isn’t reserved for the biggest names – it’s built by those willing to put in the effort.?

We’ll be watching ??

Cheers,

The SparkForce Team