Becoming a Thought Leader

with Denise Brosseau

© 2018 Thought Leadership Lab | www.thoughtleadershiplab.com

Becoming a Thought Leader
with Denise Brosseau

How to Use this Workbook

Getting started Section 2: Build Your Ripples of Influence Worksheet 4.2 – Define Your Avatar (page 13): As you begin to
This workbook is designed to supplement this LinkedIn Learning Worksheet 2.1 – Test Your Ideas (page 7): In order to bring about think about spreading your message, use this worksheet to define the
course and the book, Ready to Be a Thought Leader? (Wiley, 2014), your What If? Future, you’ll need to decide what role you will play. specific type of person within your audience(s) that you are targeting.
by Denise Brosseau. Use this worksheet to identify the people who will help you narrow What are their key attributes and challenges, and how will you reach
and hone your ideas in order to select the path you will take. them? What information sources do they rely on?

Section 1: Develop Your Strategy Worksheet 4.3 – Find Your Thought Leadership Brand Voice
Worksheet 2.2 – Message Template (pages 8 and 9): Defining
Worksheet 1.1 – Identify Your Niche (page 2): You will use this a message that clearly articulates your point of view and engages (page 14): The best brand reputation for a thought leader is being
worksheet to identify the one arena where your interests, expertise, people to get on board is one of the most important activities of your transparent, discoverable, likeable, and trusted—being someone who
credibility, and commitment align your Thought Leadership thought-leadership journey. Use this template to think through what provides value to others. This worksheet will help you evaluate how
Intersection Point. This worksheet is designed to help you begin to you want to say and how to address the questions others might ask. you are doing on these and other brand characteristics.
narrow and select the one niche you will commit to for this class. There is an example on the following page to help guide your efforts.
It doesn’t mean you can’t change later, but if you can choose and Worksheet 4.4 – Select the Right Channels to Stand Out (page 15):
commit to just one, you’ll move more quickly through the exercises Worksheet 2.3 – Overcoming Objections (page 10): Most thought There are so many channels and venues for sharing your ideas and
in the videos. Don’t be discouraged if you have just begun. Instead, leaders are trying to change people’s mind-sets and their behaviors. expertise. Selecting the right one is a combination of understanding
use the questions as a guide to show you the road ahead. To do that, we have to overcome others’ objections and bring them where your audiences expect to find you and identifying those that
on board. In this worksheet, we explore four different approaches to are a fit with your strategy. Then, you’ll need to hone your skills to
Worksheet 1.2 – Define Your What If? Future (page 3): Now, you bringing people to our side. be at your best—either in written form, on video, in the press, on
will begin to define your What If? Future (WIF). A WIF is a single, the stage, or online. When you can establish yourself as the credible,
simple, striking description or image of the future you want to see. trusted resource, then others will look to you as the go-to person in
An inspiring WIF can attract followers and galvanize them to take
Section 3: Codify Your Ideas
your field or niche.
action. Defining your WIF is an iterative process. Your goal is to craft Worksheet 3.1 – Develop a Visual Framework (page 11): The
a compelling set of words or images that enrolls other people in the essential difference between leaders and thought leaders is often the
Section 5: Expand Your Influence and Impact
future you envision. latter’s ability to distill their know-how into a replicable model so that
others can be inspired and empowered to expand on what they have Worksheet 5.1 – Set Goals to Measure Your Progress (page 16):
Worksheet 1.3 – Context Map (pages 4 and 5): Understanding the accomplished. You will use this worksheet to begin to distill your The journey from leader to well-respected thought leader does not
context you are operating in and aligning to the trends around you will own framework, blueprint, or methodology. happen overnight. We must simultaneously build our credibility,
allow you to both be more effective and gain followers more quickly. eminence, and followership. To stay motivated and on track, it’s best
Use this worksheet to think through trends, what is happening in the to develop a few goal posts along the way. Use this worksheet to set
Section 4: Amplify Your Ideas
overall landscape, and what the uncertainties are ahead. There is an your goals. Then determine how you’ll know you are making headway,
Worksheet 4.1 – Define Your Audience(s) (page 12): Researching what support you’ll need, and how you’ll celebrate your progress.
example on the following page to help guide your efforts.
and defining your audience(s) is the most effective way to gear your

Worksheet 1.4 – Who Do You Stand With? (page 6): As thought

thought leadership efforts to their needs and interests. Use this

leaders, we often stand for or work on behalf of others—our tribe.

worksheet to begin to define the demographics and psychographics

These could be groups of people (e.g., children or immigrants) or

of your audience(s) as well as their goals and challenges.

entities (our community or the planet). Use this worksheet to think

through who you stand for and what their key issues are, as well as
who else might be standing for and working for the same tribe.

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Worksheet 1.1 – Identify Your Niche Today’s Date:
Use this worksheet to identify the one arena where your interests, Credentials: Commitment:
expertise, credibility, and commitment align—your Thought
What degrees or certifications have you earned? How have you devoted your time (e.g., hobbies, reading, serving on
Leadership Intersection Point. This worksheet is designed to help
a committee, volunteer work, podcasts, learning trips)?
you begin to narrow and select the one niche you will commit to
for this class. It doesn’t mean you can’t change later, but if you can
choose and commit to just one, you’ll move more quickly through the
exercises in the videos. Don’t be discouraged if you have just begun.
Instead, use the questions as a guide to show you the road ahead.

Credentials Commitment What brands and/or reputable companies have you worked for?
What can you speak at length about? What topic are you drawn to?

What industries have you worked in? What roles have you held?
Thought Is there a real problem that you want to solve or a challenge you want
Leadership to take on?
Intersection
Point Expertise

What classes are you taking? What are you studying?

Is there a group of people that you stand for and with?

Expertise:
What skills/talents do you have? Have you built your expertise through your life circumstances or the Studies have shown that the hours we spend doing one thing make
“school of hard knocks”? That counts, too! Add details below. us the expert. Is there one thing you’ve done/studied for hundreds
of hours?

Is there a topic/arena where you’ve become known? Do others

call you to get your advice or counsel around one topic area?

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Worksheet 1.2 – Define Your What If? Future Today’s Date:
My What If? Future is:

Ignite: What if…? Use one or more of these questions to spark

All thought leaders need a What If? Future (WIF). A WIF is a single, Defining your WIF is an iterative process. Your goal is to craft a your imagination:
simple, striking description or image of the future you want to see. An compelling set of words or images that enrolls other people in the
inspiring WIF can attract followers and galvanize them to take action. future you envision. Use the area below to test out different words or What future do I envision that others don’t yet see?
images that describe your What If? Future. Then test these ideas with
For example: others.

Maria Montessori
Creator of Montessori education
How would the world change if we created classrooms where children
are rewarded for independence of thinking and acting?
What future am I committed to making happen?

Robin Chase If I could make one change in the world, it would be…
Founder and former CEO of Zipcar, the world’s largest car-sharing
service, and Buzzcar, a peer-to-peer car rental company; author of
Peers Inc.
What would the world look like if we replaced the industrial economy
with a collaborative economy?

What will I work to fix or eradicate?

Michael Pollan
Author of Omnivore’s Dilemma: The Secrets Behind What You Eat
What legacy do I want to leave?
and In Defense of Food; activist; journalist
What if we thought sustainably about the food we grow and eat so
that we care equally about people and planet?

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Worksheet 1.3 – Context Map Today’s Date:

Trends: Landscape: What demographic trends are underway that might impact your efforts?

Aligning your efforts with emerging trends can inspire and inform How is technology going to impact your efforts? At what speed will
•
your What If? Future (WIF). It can also help you overcome the natural new technologies begin to have an impact? What advancements are
resistance to change, whether in your audience, in the larger world, needed to ensure your efforts will be successful? •

or in your own thinking. Which trends will you align to? •

•
•
Trend:  •
•
•

•
Uncertainty:
What uncertainty lies ahead? How might that impact your efforts?
•
Trend: How does today’s political landscape impact your efforts? What
regulatory or legislative changes are under way?

Trend: •

Countertrends: What economic factors are (or will) impact your efforts?
Being counterintuitive or the dissident voice will definitely help you
•
stand out and get noticed. People won’t necessarily agree with you,
and that’s fine too. Those who buck existing trends often make the •
most progress—they help people question the status quo and view •
things in a new light. Which trends will you work against?
•

Trend: •

What social trends at the local, regional, national, or global level

might impact your efforts?

Trend: •

•
Keep in mind that this is just a starting point. Regularly rethink how
Trend:
changing trends might impact the efforts you have underway.

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 This example was developed by Denise Brosseau to show how
Worksheet 1.3 – Context Map Example her own business is impacted by trends and uncertainties. Today’s Date: 3/10/2018

Trends: Landscape: What demographic trends are underway that might impact your efforts?

Aligning your efforts with emerging trends can inspire and inform How is technology going to impact your efforts? At what speed will • Growth of millennials in the workplace will lead to more comfort
your What If? Future (WIF). It can also help you overcome the natural new technologies begin to have an impact? What advancements are with social media and more understanding of the value of having a
resistance to change, whether in your audience, in the larger world, needed to ensure your efforts will be successful? public voice.
or in your own thinking. Which trends will you align to? • Growth and diversity of social media tools and platforms will be • As the leadership of companies includes more members of the
Trend: Future of work/gig economy increasingly challenging for people to keep up with. digital generation, this may lead to more comfort with having an
40% of workers will not be employed in a company by 2020. Thus, established voice and presence for organizations, too.
• Writing and distributing quality content and getting notice above
being discoverable is critical to being hired. the noise will get increasingly harder. Uncertainty:
• As jobs get automated, standing out from the crowd will count. What uncertainty lies ahead? How might that impact your efforts?
Trend: Growth of tools/platforms/medium
There are increasingly more tools and opportunities to create your How does today’s political landscape impact your efforts? What
The new administration’s budget priorities, saber rattling, and general
own voice online and establish your expertise. regulatory or legislative changes are under way?
disdain for experts and the media creates an uncertain time for my
• Distrust of the media is getting worse. This is an opportunity and a clients, my ideas, and the work I care about.
Trend: Distrust of the media challenge.
As established media voices lose credibility, there will be more chances Will companies be willing to spend money to develop their staff as
• As budgets for arts/science/education get cut, it will be increasingly
for individuals to build their own following and establish trust online. thought leaders?
important for these folks to build their own followers to gain $$.

Countertrends: • As established media voices lose credibility, there will be more

People may be concerned that taking a stand and positioning
chances for individuals to build their own following and establish
Being counterintuitive or the dissident voice will definitely help you themselves with a distinct point of view is dangerous for themselves
trust online.
stand out and get noticed. People won’t necessarily agree with you, and their organization because of trolls and online backlash. Have to
and that’s fine too. Those who buck existing trends often make the What economic factors are (or will) impact your efforts? be able to prove otherwise.
most progress—they help people question the status quo and view • If the economy goes into a tailspin, it is hard for people to focus on
things in a new light. Which trends will you work against? thought leadership efforts; yet increasingly important to do so. Changes in Facebook, Huffington Post, Twitter are leading to less
power and less prominence of new voices and fresh ideas. People are
Trend: Everyone can be a thought leader • Funding for thought leadership in organizations may decrease with
in their bubbles and it is harder to change people’s minds. Thought
Disagree with this. Thought leaders are change agents who create a a bad economy. People get more focused on sales rather than
leadership may become more needed than ever or less relevant.
following to scale good ideas and bring about sustainable change. having a point of view or a fresh perspective.
• In a bad economy, it would be harder for my clients to monetize
Trend: Thought leadership requires a social media presence their expertise through books, speaking, consulting.
Disagree with this—many ways to establish yourself as a thought leader
What social trends at the local, regional, national, or global level
without going online (e.g., speaking, writing, convening events).
might impact your efforts?

Trend: Organizations don’t need to be thought leaders • Companies need to gain trust; thought leadership helps them do so.
Now that trust in institutions is so low, organizations must use • Building social/political/economic movements requires thought
thought leadership to rebuild trust. leadership skills.
• As more people get online, there will be an increase in
understanding that having a voice and point of view helps you
connect with new markets, new customers and also make change
in the world.
Keep in mind that this is just a starting point. Regularly rethink how
changing trends might impact the efforts you have underway.

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Worksheet 1.4 – Who Do You Stand With? Today’s Date:

Your tribe: Representatives of my tribe: Others serving my tribe:

As thought leaders, we often stand for others, working on their We can be far more effective when we are working for or on To bring about our What If? Future usually requires us to work with
behalf. This could be for a literal group of people (e.g., children, behalf of specific individuals rather than for an amorphous group/ others, aligning our efforts in order to make a real impact. Who else
immigrants), or we could work on behalf of our community, city, state, entity. Is there someone you know or could get to know that is a might be working on behalf of your tribe? Think broadly—there could
country, or even the planet. Think about who or what you stand with representative of the tribe you want to represent? [Note: This is not be people or organizations working in adjacent fields that you could
and for. always possible, but do your best to select a representative of each align with as well as those who are working in your exact niche that
group/entity on the left.] you could collaborate with or learn from.
Group/entity 1: 
Representative: Individual:

Group/entity 2:
Representative: Individual:

Group/entity 3:
Representative: Group/organization:

Issues/needs:
Followers Group/organization:
Often, the tribe we are representing or speaking for has a few key
issues that matter most. What are the key issues for your tribe? Those who might want to engage with us and become followers
of our ideas may be members of our tribe, but they may also be
Issue/need:
representatives of a much broader group of people. What other
How might you align with the efforts they have underway?
groups might be attracted to your work?

Group/entity 1:
Issue/need:

Group/entity 2:
Issue/need:

Group/entity 3:

Keep in mind that this is just a starting point. Regularly revisit this
worksheet as you expand your knowledge and connections.

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Worksheet 2.1 – Test Your Ideas Today’s Date:
After you’ve selected your niche and crafted your What If? Future, now you have to decide what role you will play in bringing this future What are three ways you might bring about
about. To do that, you’ll engage with stakeholders who can help you identify and narrow your options until you find one that feels “just
your What if Future?
right”. To use this worksheet, start on the right and draft three possible options. Then, below, think through who you can test your ideas with.
Who might help you hone your ideas and message, and even help you get started? For example, are you building a new product, service, curriculum,
company, nonprofit, event, or community? Are you adopting a
framework from another industry? Replicating something someone
Champions Inner circle Allies else has already done? Identify three options to explore, test, and
(Who might put their reputation on the line (Who can you trust to help you craft your (Who is ready and willing to roll up their iterate with others and what questions you need to answer before
for you and your efforts?) message and strategy?) sleeves and do the heavy lifting?) you choose between them.

Option 1:

Option 2:

Colleagues Adversaries
(Whose efforts are aligned with yours?) (Who disagrees with you or is working
against you?)

Option 3:

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Worksheet 2.2 – Message Template Today’s Date:

Issue Audiences Spoken message

Defining a message that clearly articulates your point of view and engages Who are your audiences/constituencies? What are the top three key messages that you or your team wants to
people to get on board is one of the most important activities of your convey? For each message, what are the proof points (research, data,
Investors, bankers, lawyers, accountants, and others who are part
thought-leadership journey. Use this template to think through what you past successes, user stories) that clarify and verify what you are saying?
of the ecosystem of entrepreneurial businesses, as well as women
want to say and how to address the questions others might ask. There is
an example on the following page to help guide your efforts.
entrepreneurs who might apply to participate in the program. First message:
Why should your target audience(s) get involved? Sponsored by [a list of top sponsors], FWE, and the National
What idea are you or your team trying to communicate?
Women’s Business Council (NWBC), Springboard is the first venture
Women entrepreneurs receive less than 3 percent of the venture capital
Investors will find companies to invest in. Bankers, lawyers, and
conference for women entrepreneurs.
funding in the United States. This is primarily due to their lack of access accountants will find potential clients. Women entrepreneurs will
to fundraising information, role models, and resource providers, as well find the resources and training they need to be successful, as well as Proof points: Data about the history and successes of FWE and NWBC.
as connections to funding sources. The Springboard Venture Conference media attention for their businesses. All of the participants will be a
will be the first venture conference exclusively for women entrepreneurs. It part of changing the road map for women entrepreneurs. Second message:
will provide a select group of twenty-five women running life science and Why might your target audiences not get involved? The time for this event has come; women are poised to grow large,
technology companies with three months of coaching on their businesses,
Women have not traditionally sought or received venture capital; it successful businesses if provided the right capital and support.
and then provide them access to the top angel and venture investors in
the United States. is hard to break into the “old boys’ network” of venture capital; “this Proof points: Data and statistics about the growth and potential of
has never been done before” thinking. women entrepreneurs.
Summary
Influencers Third message:
Summarize the idea in one sentence:
There are many great funding opportunities among the presenters;
Springboard is the first venture conference for women entrepreneurs and What stakeholders or constituencies influence your audiences?
each one has been screened, vetted, and prepped to grow.
will provide all of the resources needed to overcome women’s barriers to This would have included a list of all of our sponsors, advisory
raising venture capital for their businesses. Proof points: Showcase the stories and past successes of the 27
committee, and funders—all big brand names that everyone had
women selected for the conference; highlight the unique process of
heard of.
Objective selection.
Why are you or your team trying to increase awareness of this idea? What
do you want to occur as a result of raising awareness? Frequently asked questions (FAQs)
The mission of the Forum for Women Entrepreneurs (FWE) is to increase What questions are people likely to ask? What objections will they
the success of women who start and lead venture-fundable businesses. Who has to be on board for your stakeholders or constituents to have to you or your team’s ideas or point of view? What are the best
believe in or begin to align with your efforts? responses to those questions?
The Springboard event will be cohosted by FWE and the National
Women’s Business Council and will raise awareness of our organization The key players in the ecosystem—the banks, law firms, accounting Here I would include the answers to questions like:
and the issues we care about, and improve the statistics of women raising firms, and the top investment funds—must be involved for this
Why should I support Springboard? Has a program like this been
venture funding. event to be credible. It needs to be hosted at a well-known location,
done before?
preferably at a prominent company’s headquarters. Pre-event media
Unspoken message coverage needs to be from top-name publications. Brand has to look Why aren’t you doing a co-ed event?

What are you or your team trying to convey without saying it out loud? fresh and high quality. How did you select the women who are presenting?
This is the hidden or underlying message to your communication that may What investors are involved?
not be as widely accepted if you put it in so many words.
What sponsors are involved?
Keep in mind that this is just a starting point. Regularly rethink your
No one believes women entrepreneurs are building, or are capable of building,
messaging and how changing circumstances might impact how it is How much does it cost?
venture-fundable businesses, and we are going to prove them wrong.
received. Can I attend?

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 Note: This was our template when the organization I started, the Forum for Women Entrepreneurs,
Worksheet 2.2 – Message Template co-hosted the first Springboard Venture Conference in Silicon Valley in 2000 for women entrepreneurs. Today’s Date:

Issue Audiences Spoken message

Defining a message that clearly articulates your point of view and engages Who are your audiences/constituencies? What are the top three key messages that you or your team wants to
people to get on board is one of the most important activities of your convey? For each message, what are the proof points (research, data,
Investors, bankers, lawyers, accountants, and others who are part
thought-leadership journey. Use this template to think through what you past successes, user stories) that clarify and verify what you are saying?
of the ecosystem of entrepreneurial businesses, as well as women
want to say and how to address the questions others might ask. There is
an example on the following page to help guide your efforts.
entrepreneurs who might apply to participate in the program. First message:
Why should your target audience(s) get involved? Sponsored by [a list of top sponsors], FWE, and the National
What idea are you or your team trying to communicate?
Women’s Business Council (NWBC), Springboard is the first venture
Women entrepreneurs receive less than 3 percent of the venture capital
Investors will find companies to invest in. Bankers, lawyers, and
conference for women entrepreneurs.
funding in the United States. This is primarily due to their lack of access accountants will find potential clients. Women entrepreneurs will
to fundraising information, role models, and resource providers, as well find the resources and training they need to be successful, as well as Proof points: Data about the history and successes of FWE and NWBC.
as connections to funding sources. The Springboard Venture Conference media attention for their businesses. All of the participants will be a
will be the first venture conference exclusively for women entrepreneurs. It part of changing the road map for women entrepreneurs. Second message:
will provide a select group of twenty-five women running life science and Why might your target audiences not get involved? The time for this event has come; women are poised to grow large,
technology companies with three months of coaching on their businesses,
Women have not traditionally sought or received venture capital; it successful businesses if provided the right capital and support.
and then provide them access to the top angel and venture investors in
the United States. is hard to break into the “old boys’ network” of venture capital; “this Proof points: Data and statistics about the growth and potential of
has never been done before” thinking. women entrepreneurs.
Summary
Influencers Third message:
Summarize the idea in one sentence:
There are many great funding opportunities among the presenters;
Springboard is the first venture conference for women entrepreneurs and What stakeholders or constituencies influence your audiences?
each one has been screened, vetted, and prepped to grow.
will provide all of the resources needed to overcome women’s barriers to This would have included a list of all of our sponsors, advisory
raising venture capital for their businesses. Proof points: Showcase the stories and past successes of the 27
committee, and funders—all big brand names that everyone had
women selected for the conference; highlight the unique process of
heard of.
Objective selection.
Why are you or your team trying to increase awareness of this idea? What
do you want to occur as a result of raising awareness? Frequently asked questions (FAQs)
The mission of the Forum for Women Entrepreneurs (FWE) is to increase What questions are people likely to ask? What objections will they
the success of women who start and lead venture-fundable businesses. Who has to be on board for your stakeholders or constituents to have to you or your team’s ideas or point of view? What are the best
believe in or begin to align with your efforts? responses to those questions?
The Springboard event will be cohosted by FWE and the National
Women’s Business Council and will raise awareness of our organization The key players in the ecosystem—the banks, law firms, accounting Here I would include the answers to questions like:
and the issues we care about, and improve the statistics of women raising firms, and the top investment funds—must be involved for this
Why should I support Springboard? Has a program like this been
venture funding. event to be credible. It needs to be hosted at a well-known location,
done before?
preferably at a prominent company’s headquarters. Pre-event media
Unspoken message coverage needs to be from top-name publications. Brand has to look Why aren’t you doing a co-ed event?

What are you or your team trying to convey without saying it out loud? fresh and high quality. How did you select the women who are presenting?
This is the hidden or underlying message to your communication that may What investors are involved?
not be as widely accepted if you put it in so many words.
What sponsors are involved?
Keep in mind that this is just a starting point. Regularly rethink your
No one believes women entrepreneurs are building, or are capable of building,
messaging and how changing circumstances might impact how it is How much does it cost?
venture-fundable businesses, and we are going to prove them wrong.
received. Can I attend?

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Worksheet 2.3 – Overcoming Objections Today’s Date:
Most thought leaders are trying to change people’s mindsets and Point of view: What are the potential flaws in your argument?
their behaviors. To do that, we have to overcome others’ objections
Your point of view is a combination of your attitude, perspective, (To be sure…)
and bring them on board. Use this worksheet to begin to think
beliefs, and feelings. Others who share your point of view will likely When you acknowledge the potential flaws in your own argument or
through how you’ll go about this in the weeks and months ahead.
become your followers. Use the space below to outline your point of address any obvious counter-arguments up front, people know you
view and who might share your perspective and who might not. can see both sides while still having a clear point of view. You’ll also
be less on the defensive when others begin to poke holes in your
Why might people disagree with me? ideas. Below, jot down a few potential flaws or counter-arguments
Research shows that if we don’t honor and respect where people and how you will acknowledge and address them.
are today, we will never bring them over to our side. This starts with
empathy and understanding rather than shame and ridicule. Take a
moment to think about why people might disagree with you or be
working against your goals.

Assess your language: Topics to avoid:

Sometimes we can push people away with the language we use. Another way we can push people away is by bringing up hot-button
When we choose to be inflammatory or focus on being right versus topics that are unrelated to our work. What hot-button topics will you
being effective, we can lose potential supporters. Think about what avoid in order to assure the most followers for your work? (Examples:
neutral language you could use to show that you respect people who politics, religion, etc.)
disagree with you.

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Worksheet 3.1 – Develop a Visual Framework Today’s Date:
The essential difference between leaders and thought leaders is often List the steps: Test, test, test:
the latter’s ability to distill their know-how into a replicable model so
In the space below, list the steps or elements in the framework you Use the space below and the back of this worksheet to draw out a few
that others can be inspired and empowered to expand on what they
would like to depict. ideas and then test those images with different people—those who
have accomplished. Not every framework, methodology, or set of best
already know what you’re talking about and those who don’t. Which
practices will lend itself to a graphic, pictorial, or visual representation,
images do people respond to? This is an iterative process that takes
but if you can find a way to represent your ideas in a simple, visual way,
you’ll go a long way toward engaging followers and explaining your tweaking. (Alternatively, hire a graphic artist you know or hire one
ideas. Most people are visual learners—they learn more quickly with through an online marketplace of freelance designers, such as Upwork).
their eyes than their ears. Think of yourself as a visual storyteller: you
can show as well as tell others your ideas.

Chip Conley, founder and former CEO of Joie de Vivre Hotels,

developed a detailed framework based on Maslow’s Hierarchy of Needs,
which guided his actions as he turned his hotel business around in the
midst of a downturn. This is a simplified version of that framework.

Select an image: Name, document, and protect:

Are the steps listed above best depicted as a list, process, or cycle? Once you’re satisfied that you have the right framework, find a
As a hierarchy, as items in relationship to one another, or in a matrix? great name for it, create some documentation to explain it and how
Or would a pyramid be best? For inspiration, look at the SmartArt it might be used and then think about how you might protect it
Reproduced with permission. Chip Conley, PEAK: How Companies
Get Their Mojo From MaGreat slow, Wiley. menu in PowerPoint which has a huge variety of options, or use your (e.g., copyright). Use this space to jot down next steps.
favorite search engine to look for existing images of frameworks or
methodologies.

Dr. Michelle May created a simple visual image to help individuals struggling
with mindless and emotional eating gain awareness of their patterns.

Reproduced with permission from. Dr. Michelle May.

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Worksheet 4.1 – Define Your Audience(s) Today’s Date:
Researching and defining your audience(s) is the most effective way to Goals: Message that resonates:
gear your thought-leadership efforts to their needs and interests. You
What are their aspirations? What are they hoping to achieve? What messaging/language/story will best speak to their needs? How
may have several different target audiences that have little overlap or
will you get them to take action?
there might be only subtle differences between the audiences you are
targeting. Use these questions to guide your research; use multiple
sheets as needed. Skip questions that don’t apply.

Audience:

Key characteristics:
What are the key identifiers of this audience? How do you differentiate
this audience from other groups? Challenges
What stands in their way to achieving these goals? What keeps them
up at night? Objections:
Identify the most likely objection this audience will have to your
message or to getting involved with your organization or your efforts?

Background/demographics:
What is their personal and/or professional background? What is their
typical lifestyle, interests, hobbies, and education? What is their age How you help:
range, gender, household income? Where does they live (e.g., urban/ In what ways do you help them overcome their challenges and/or Influencers:
suburban/rural)? achieve their goals? What’s in it for them to be involved with your Who is in this person’s ecosystem? Are they in a big organization or
efforts? isolated? Are they leaders in their world, or not? And who do they
look to for information? Who do they trust?

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Worksheet 4.2 – Define Your Avatar(s) Today’s Date:
Once you have identified the audience(s) you’d like to target, think about a specific person (either someone you know or know about) that exemplifies this audience. Do you have an existing client, customer,
colleague, champion, or stakeholder that is a good representative? Are they typical of others that you might want to attract, engage with, or serve? If so, then they would be a good example to use as an “avatar” to
represent the whole group. If not, do some research, ask others for possible recommendations of possible candidates. Once you’ve identified someone to be your avatar, complete the description below. The more
details you know or can find out about this person, the better. Use multiple sheets as needed. Skip questions that don’t apply.

Add a descriptive name Name: Describe them

and image that brings What interest, behavior or habit makes them unique and memorable?
them to mind. Age/range:
Position/role:
Type of organization:

Key attributes Information sources What are their top three How do you help?
What key attributes define them? Why are What do they read/watch/listen to? challenges?
they the representative you’ve selected to be
your avatar?

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Worksheet 4.3 – Find Your Thought Leadership Brand Voice Today’s Date:
Creating your own one-of-a-kind brand “personality” allows you to stand out from the crowd and be recognized and remembered. For Additional questions to consider
example, if you position your brand as straight talk, people will come to rely on you to give them the real scoop. Think about your own brand
The best brand reputation for a thought leader is being transparent,
profile and mark where you will position yourself along each continuum. Then, think about your key “competitors” and mark what position
discoverable, likeable, and trusted—being someone who provides
they have staked out. How does that inform your efforts moving forward?
value to others.

Informative/ How will you portray these characteristics?

Inspiring
educational

Friendly/ Professional/
approachable clinical/scientific

Whimsical/funny Oh so serious
What issues will you weigh in on that will reinforce your brand
positioning?
Share lessons We have it all
learned/mistakes figured out

Storytelling/ Nothing but

case studies the facts

Clarify/simplify Lots of jargon/

What issues will you avoid commenting on in order to maintain your
define how to for insiders only brand positioning?

Humble/share Authoritarian/we
the credit own the truth

Cross-pollinate Narrowly focused

from other in one discipline
disciplines
Who are your “competitors”?
Other: Other: As you stake out your own brand positioning, you are often being
compared or evaluated against others who are better known by your
tribe. Who are the key “competitors” that play in your space?
(Define your own) (Define your own)

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Worksheet 4.4 – Select the Right Venues to Stand Out Today’s Date:
There are multiple venues for sharing your ideas and expertise.
Select your communication channels
Selecting the right one is a combination of understanding where your
audiences expect to find you and identifying those that are a fit with
your strategy. Then, you’ll need to hone your skills to be at your best— Strategy #1: Strategy #2:
either in written form, on video, in the press, on the stage, or online.
Select one strategy and think about which channels/venues Select a second strategy and think about which channels/venues
When you can establish yourself as the credible, trusted resource then
(e.g., Facebook, YouTube, personal blog) might best allow you to (e.g., Facebook, YouTube, personal blog) might best allow you to
others will look to you as the go-to person in your field or niche.  
achieve this. achieve this.
Set your strategy • •
What is your plan of action that will help you achieve your overall • •
aim? Select from the options below or write your own.
Which one or two of these channels/mediums do you feel most Which one or two of these channels/mediums do you feel most
Validate: Regularly test and validate my ideas. comfortable in (e.g., speaking, videos, social media)? comfortable in (e.g., speaking, videos, social media)?

• •
Replicate: Train and encourage people to carry my ideas to others.
• •
Change minds: Provide information and stories that will engage
others to adopt new perspectives. What skills will you need to develop or hone in order to be most What skills will you need to develop or hone in order to be most
effective in this channel or venue? effective in this channel or venue?
Build followership: Increase the number of people who follow me. • •

Learning community: Build a community of followers that • •

learns from each other and shares ideas regularly. What resources/tools/consultants might you use to help? What resources/tools/consultants might you use to help?

Expand reach: Connect to a broader audience in my • •

organization, community or within the general public. • •

Gather stories: Create connections with my tribe in order to How will you get started? What’s one small step you can take today? How will you get started? What’s one small step you can take today?
gather their stories or testimonials. • •
• •
Build trust: Showcase my expertise and add value in ways that
build my credibility and increase trust.
Learn from your “competitors”
Find advocates: Connect with the most well-known and Sometimes the best way to devise a winning strategy is to see what others are doing and work to imitate them.
respected thought leaders in my industry or niche.
Where do your “competitors” tend to be found online? Where do your “competitors” tend to engage with their communities?
Stay top of mind: Regularly reconnect with people who might • •
need my expertise or can refer me to others. • •
• •
Add our own:
What actions do they take that get them the most engagement? What conferences/events do your “competitors” attend or keynote?
• •
• •
• •

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Worksheet 5.1 – Set Goals to Measure Your Progress Today’s Date:

Setting goals Goal #1: Goal #2:

The journey from leader to well-respected thought leader does not Select your first goal from those on the left (or write your own) and Select your first goal from those on the left (or write your own) and
happen overnight. We must simultaneously build our credibility, describe how you will know you are making progress. describe how you will know you are making progress.
eminence, and followership. To stay motivated and on track, it’s
• •
best to develop a few goal posts along the way. Select up to three
• •
goals from the list below that you will track moving forward. Then
determine how you’ll know you are making headway, what support • •
you’ll need, and how you’ll celebrate your progress. What support might you need? What support might you need?
Email list: Grow the number of people on my email list. • •

Followership: Grow the number of people following me online. • •

Attendees: Grow the number of people attending my talks or events. • •

Audiences: Increase the number of speaking engagements, types How will you celebrate your progress? How will you celebrate your progress?
venues and types of audiences I speak with. • •

Amplify others: Amplify the efforts of others in my niche by • •

sharing their ideas and content. • •

Being amplified: Others are commenting on, quoting, and

sharing my content online and off.
Goal #3: Tools:
Stories: I have well-honed success stories and testimonials that Select your first goal from those on the left (or write your own) and There are a lot of tools for measuring your progress and tracking
serve as proof points. describe how you will know you are making progress. activity in your niche. Here are a few you might explore:
Advocates: I have well-placed advocates who speak on my behalf. • Google Alerts: Track mentions of any word or phrase, including your
• name, niche, key phrases, etc.
Personal board: I have a network or personal board of directors
that supports me. • Google keywords: Use to identify and track keywords that are
popular in your niche.
What support might you need?
Press coverage: I am quoted or mentioned in the press.
Epictions: Find out who is talking in your niche and what topics are
•
Adoption: My framework or ideas are being quoted, cited, and getting shared.
•
adopted by others. Klout: See how you rank among the experts in your field and identify
• experts to follow.
Engagement: My followers are engaged and expanding the
community through their efforts. How will you celebrate your progress? LinkedIn Social Selling Index: See how LinkedIn ranks your brand,
network, and engagement.
Referrals: People I know refer others to me regularly. •
Hootsuite: Track social mentions of your name or your Twitter or
•
Money: I am making money with my ideas and expertise. other social handles.
•
Add your own:

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