Becoming a Thought Leader in the Insurance Industry Traditionally, thought leadership comes from large organisations that have the money to retain marketing staff, fund internal “institutes” or hire marketing consultants. Today, with the wealth of free channels available, agents can also develop a thought leadership agenda and deliver valuable knowledge directly to their clients. Daniel W. Rasmus explains how to create ideas with an audience in mind and the steps that will lead one to becoming a good thought leader.
Thought leadership begins with a unique idea, point-of-view or experience that others can benefit from. For companies, it may be focused on the regulatory environment, seeking to inform legislators about facts related to the industry and their implications for regulation. Most of the time businesses work to reduce regulation, but there are also non-profits in the insurance space, and those may seek to inform legislators about particular types of regulation that they think are important. Thought leadership traditionally comes from large firms with the money to retain marketing staff, fund internal “institutes” or hire marketing consultants. However, with the wealth of free channels available today, even agents can develop a thought leadership agenda and deliver valuable knowledge directly to their customers. Thought leadership also comes from pundits, analysts and think tank members who deliver their research with a purposeful punch: analysis with a recommendation. Thought leadership should always lead to a recommended action, even if that action is to just change one’s perception of an issue, although it could be to become more healthy, drive more safely, write a piece of legislation, etc.
How to Get Started
Thought leadership begins with an idea: not a great idea, not a big idea, but an idea that represents some unique perspective from a person or company. In the auto insurance space, for instance, both agents and insurance companies might want to publish thought leadership on the impact of autonomous vehicles on the automobile market. Life insurers might offer their perspectives on the meaning of a risk pool in a world of genome revelations that anticipate many risks. Local agents might want to share