Thought leadership

I just ran across this term yesterday: thought leadership.

The precise definition of the term is not clear, but it seems to mean staking out a domain of expertise or "intellectual capital" for yourself and promoting it to others to the extent that you are seen as a "thought leader" for that domain.

The big benefit is that you start getting a lot of word-of-mouth attention, which is always better and more effective than any amount of expensive marketing promotion programs.

Here's a short article on the concept.