A leader is best when people barely know (s)he exists, when his work - - PowerPoint PPT Presentation

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“A leader is best when people barely know (s)he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves.”

Lao Tzu “This is the art of leadership at its best: the art that conceals art.”

MICHAEL SHINAGEL, who quotes Lao Tzu on the art of leadership, is recognized as the longest-serving dean in Harvard history, and a leadership expert. Under his leadership, his division enrolled more than 20,000 students annually and generated $75 million in revenue.

How to ‘do’ financial services thought leadership

2.

• 1. Be brave in

your choice

• f problem to

solve

• 2. Use a

process

• 3. Learn from
• thers
• 4. Iterate,

collaborate, test

3.

Step 2. Use a process

4.

Examples of thought leadership process applied

Step 3. Learn from others

Keeping it real

Th Three different tech chniques

1 3 2

Cr Creativ ive Pr Problem: great content buried in dense economic commentary So Solut ution:

• 1. Audience analysis
• 2. Creative: images +

cultural references+ re-expressed content Re Reversal Pr Problem: m: Lack of women in senior leadership So Solut ution: n:

• 1. A famous person
• 2. Reversing the

argument: focus on women's behaviour not mens’

• 3. Using an existing

evidence base Tr Transdisciplinary reframe Pr Problem: m: lost social license

• f a profession

So Solut ution: n:

• 1. “Go above” the level
• f the problem
• 2. Re-think how value is

measured & described

• 3. Apply a trusted

method (NPV) from another discipline to re-frame value

5.

Learning from others 1

Ma Macquarie Real Estate Ma Market Outlook by Rod Cornish with Carden Calder Pr Problem?

• 1. Velocity and volume: while the report contained predictive actionable

investment insight it was hidden in analysis, charts and long from economic

• commentary. It wasn’t reported by media, recognised by the market or

replayed by the target audience of institutional property investors. So Solut ution? n?

• Audience analysis: male Gen X and Boomer white collar professionals & the

media they follow

• Creative: images + cultural references + re-expression: of the actionable

information and key insights to hit existing heuristics and cues (Madonna: Desperately Seeking Susan, various movie tropes: the silver Zero Haliburton briefcase of cash, “the world is flat”)

6.

Learning from others 2

Th The Net Present Value of Financi cial Advi vice ce by BlueChip Pr Problem? Improve financial advice’s social licence in Australia, pre-Royal Commission So Solut ution: n:

• “Go above” the level the problem was created at (industry, organisational,

individual) to draw a bigger frame or stage for the conversation (national interest)

• Re-think the way the benefits were expressed – plenty of evidence

suggesting people who were well advised do better financially – to create a headline grabber

• Apply a known, trusted method (heuristic) of establishing value

(transdisciplinary thinking / idea application): corporate valuation methodology net present value (NPV)

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Learning from others 3

Lean In by Sheryl Sandberg Pr Problem:

• Lack of senior women in technology and business leadership

So Solut ution: n:

• A famous woman + of the moment issue + a campaignable idea
• Reversing the conventional arguments (women need to lean in vs men

changing)

• Using an existing evidence-base (some of it older than Sandberg), more

recent studies, anecdotes from the world’s most famous tech company (insider access) and high-profile people

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Macquarie Real Estate

The Challenge

Drive institutional awareness of Macquarie Property

Use real estate market insights to drive brand (2003-07) Macquarie’s Real Estate capability was respected although not well known. The brief to BlueChip was to take market and economic analysis and make it memorable to a wider audience. BlueChip response

Creative concepts based on economic analysis

Content hierarchy development

Structure, messaging, creative, writing and editing Result

Improved investor relationships

Media dominance in real estate reporting Rod Cornish: “BlueChip helped us make the complex simple, taking our ideas to the market before they were

• mainstream. This helped Macquarie Property build a

brand faster than we could have without the key concepts and strong creative BlueChip gave the Real Estate Market

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Step 4. Test your financial services thought leadership

Te Test, iterate & & collaborate

Th Thoughtful (m (must b be a all o

• f t

these)

• 1. Addresses, solves or explores audience’s problems, opportunities or context AND
• 2. Is informed by their bias and existing belief: to confirm or confront
• 3. Is at the intersection: what your audience wants to know + what you are an expert in
• 4. Is compelling: lends itself to sharing, distribution, engagement (e.g. conversations, white paper, social media)
• 5. Has a ‘next step’, call to action or actionable information

Le Leading (i (ideally i is m most o

• f t

these)

• 1. In real white space e.g. new new, new to you, new to audience
• 2. Aligned to strategy: helps you reach your personal, organisational or industry goals
• 3. Evidence-based or if commentary doesn’t lean on known misnomers or known erroneous heuristics (logical

fallacies) to build up an argument

• 4. Creative: a different way of thinking about something e.g. by application of creative concept1, transdisciplinary

approach2 or different form of expression (such as a reversal)3

• 5. Strategic: above the level, beyond the duration or larger than the scale at which the problem or opportunity

was created

Amplification

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• Update copy and user experience

• Add gated content for lead gen

• Create content that

• Create video content for

• Content that can be

• Gated long form

• Optimise content on website to

• Aimed at building ongoing

• News-jacking commentary
• n market events that may

• Leverage deep expertise

• Social media paid ads for

• Advertising in financial

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