From the course: Organizational Thought Leadership
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Identifying your niche and point of view
From the course: Organizational Thought Leadership
Identifying your niche and point of view
- A three-year-old architecture and design firm I know was committed to build their thought leadership reputation, yet they struggled to identify one arena to focus on. The company had many different areas of expertise, and their leadership team was involved in a variety of different causes. To begin to hone their niche, they hired an external team to do a brand audit, to interview and survey their existing clients to learn how they perceive the firm and where the firm fit in the marketplace. Then, the team worked internally to explore the why of what they did. What brought them together, and what differentiated them from their competitors? At the end of these efforts, they'd honed to a few core principles they wanted to be known for and thoughts they wanted to share. They realized they had a distinct point of view about sustainable design and the future of cities, topics that were of particular importance in their work.…
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