Thought Leadership In an ADD World
In this crazy marketplace where everyone is shouting at once, how do you get attention? McKinsey’s CEO Guide to Customer Experience has some great examples. Go beyond the subject matter, and pay attention to these two things:
1. They went beyond reporting data and recommendations to create a framework. Check out the focal point: journeys instead of touch points. Why this works: They used market awareness to reframe the conduit of the idealized future. Well done.
Listen: 2 ways to change the focus
2. They used many formats to communicate the insights. You have written, video and infographics all in one place. This variety promotes skimming and appeals to all generations of readers. Notice the design was still clean.
Bottom line: Narrow the focus and expand the formats.
The big consulting firms don’t have a lock on this communication strategy. We can all take a page out of their playbook and apply their ideas on a smaller scale.
Many thanks to Joyce Gioia of the Herman Group for sharing this study.
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