How do you become a thought leader?
Quality thought leadership requires a considered approach. The words you put out there hold the power to shape your personal – and business – profiles. Churning out content for the sake of it doesn’t constitute thought leadership.
As we explored in our first blog, the voice of a founder is invaluable. But public speaking – whether at events or through an active LinkedIn profile – doesn’t come naturally to everyone. Plus, maintaining a consistent presence across social mediums may also appear quite daunting in the face of an already demanding life of founder.
So, where do you begin?
First of all, it shouldn’t become an arduous task. As a founder, you already have such an interesting story to tell, fuelled by your unique experiences. For Lauren Romanish, Founder and CEO of apo, her “personal journey has shaped [her] thought leadership in two key ways: credibility and perspective.”
Lauren continues: “When you’ve lived the problem you’re solving, people recognise that. I didn’t just wake up one day and decide to work in musculoskeletal (MSK) care. I’ve experienced firsthand how fragmented and ineffective traditional care pathways can be. That gives me a deep understanding of the challenges patients face, but also a strong conviction about what needs to change.”
Claudine Adeyemi-Adams, CEO of Earlybird, had a similar realisation early on: “Thought leadership has generally been quite a natural part of my journey. I’ve always taken the view that if there’s something I care about, I should be vocal about it. And if there’s something I’m developing an expertise in, I should share that expertise with others.”
If you’re passionate about something, it will naturally form valuable and engaging content. Rather than resort to a hard sell of your business or product, drive the narrative of why you do what you do.
David Johnson
UK Country Manager at Maddyness
“Thought leadership offers a great space to educate, explore ideas, and position yourself as an expert without constantly pitching your business. Startups, by nature, are doing something visionary and innovative, which means their founders have a unique perspective to share.”
Focus on how it will benefit your business
As Claudine says, “the benefits can be huge! Thought leadership can be a game changer, and practicing it regularly helps refine your message and clarity of vision.”
It’s important to define your goals before you set out. Understand exactly what success looks like for you. Whether you’re just starting out and intend to establish your profile, build credibility, or engage with a particular audience, keep your focus clear.
Claudine: “If it’s credibility that matters, thought leadership is a fast and impactful way to build it. If it feels daunting, start small. Rather than jumping straight to speaking at a large conference, create content on LinkedIn. Go to networking events with three key talking points in mind. Test how people react.”
Caitlin Rozario, Founder of Interlude, speaks to the broad application of thought leadership. “It can fit into different parts of the marketing funnel: top, middle or bottom. Typically, it’s at the top, focusing on brand awareness, but it can also be educational or even serve the more subtle function of signalling expertise.
Caitlin Rozario
Founder of Interlude
We’re in an attention-deficit era, and – like it or not – sometimes just having content that demonstrates expertise, even if it’s not widely read, can create that subconscious recognition of authority. It’s an interesting dynamic to navigate.”
“It also helps attract potential partners, investors, and customers by showcasing not just what a company does, but the thinking and values behind it”, adds David. “Large corporates and policymakers often look to startups for inspiration, so having a strong, authoritative voice can be incredibly powerful.”
Lauren urges startups and scaleups to make the most of their advantage. “Big brands have entire teams crafting narratives, but that often means their messaging is sanitised, risk-averse, and focused on mass appeal rather than real engagement. Startups, on the other hand, have the ability to be agile, transparent, and genuinely authentic. People connect with startups because they offer fresh, unfiltered perspectives, and that’s a massive differentiator.”
What does 'good' thought leadership look like?
Hear from our contributors on how to produce quality thought leadership:
Lean into what makes you unique
Lauren Romanish
CEO of apo
“Focus on your insights, lived experiences, and the bold ideas that led you to start your company in the first place. The best thought leadership isn’t about polished soundbites - it’s about honest, informed perspectives that challenge the norm.”
Own your voice…
“Share real insights, not just marketing fluff. Engage with people instead of broadcasting at them. Say what you truly believe- even if it’s not the ‘safe’ take. That’s what makes startup thought leadership powerful.”
Don’t restrict yourself to a particular format – Caitlin Rozario
“Thought leadership is definitely broad, and different people define it in different ways: some see it narrowly, others more expansively. But fundamentally, it’s about sharing your ideas in a way that positions you as an expert in a particular space. It could be through articles, blogs, newsletters or speaking engagements.”
Less is sometimes more…
It’s also important to reframe our perspective on metrics. If a post only gets 50 likes, imagine 50 people standing in front of you engaging with your ideas. We have a weird detachment from numbers in the digital space that sometimes skews our perception, but 50 people taking the time to connect with your work is significant!
Consider your audience
Claudine Adeyemi-Adams
CEO of Earlybird
"I think a lot of people assume thought leadership means being on stage, speaking to hundreds of people. But it can happen in a small group at a networking event."
You don’t have to talk about your business for it to be valuable…
For me, thought leadership is all interconnected. When I talk about AI, future of work, or responsible technology, it’s not just for the sake of it, it’s because those conversations directly impact the work we do at Earlybird. The more I engage in thought leadership, the stronger our positioning as a company becomes. It also helps me personally refine my ideas and keep learning, which ultimately benefits both me and the business. It’s about making thought leadership a natural part of the day-to-day, rather than treating it as an isolated marketing effort.”
Timeliness is key – David Johnson
“Your story needs to tie into current conversations and trends. If someone pitches me a piece about the Metaverse today, I wouldn’t be as excited as I would have been two years ago.”
Be one step ahead rather than covering old ground…
“A great story also needs to be authentic and compelling, sharing something fresh, personal, or thought-provoking. Stories that showcase impact, purpose or unique journeys tend to resonate the most.”
