THOUGHT LEAD­ER­SHIP

Insurance - - CONTENTS -

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

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