These days, there are so many ideas about what “thought leadership” means that the question is almost its own branch of thought leadership. But while we could debate definitions all day, one thing is clear: too often, companies fall back on predictable formulas like product-centric narratives or surface-level trend commentary, missing the opportunity to foster real dialogue. When done right, thought leadership isn’t just about personal or brand credibility. It's about creating spaces where meaningful conversations and industry-wide progress can happen. In short, it’s all about community.
Here’s how brands can rethink their approach to thought leadership in a way that truly builds connections.
Thought Leadership as a Community Effort
Genuine thought leadership doesn’t happen in isolation; it thrives in connection with others. Brands that actively engage with their professional communities—whether by hosting roundtables, championing causes, or amplifying diverse perspectives—become catalysts for progress. The key is to foster environments where insights flow in both directions.
Take Satya Nadella, CEO of Microsoft, a trailblazer when it comes to embedding empathy in leadership. Through interviews, podcasts, and Microsoft’s annual letters, he highlights how empathy fosters innovation and inclusivity. His messaging has earned Microsoft’s brand a reputation for compassion and influenced the broader business world’s approach to leadership.
Building Community Through Radical Transparency
In an era where trust in institutions is declining, transparency is more than a virtue—it’s a necessity for building strong communities. Brands that openly communicate their successes, failures, and evolving challenges foster trust and invite stakeholders into an ongoing conversation rather than a one-way broadcast.
Buffer, a social media management company, exemplifies this approach by pioneering salary transparency, publicly sharing employee salaries, pay formulas, and financial data. This bold move sparked a broader industry conversation on workplace equity and fair pay.
Whole Foods Market has a similar policy. Instituted in 1986 by co-founder John Mackey, it allows employees to look up salary and bonus information for any colleague, including top executives. The goal is to encourage open conversations about compensation, promote healthy competition, and help employees understand the performance that leads to higher pay. Mackey believes that eliminating secrets fosters a high-trust organization where everyone feels equally valued, boosting productivity and morale.
Community as an Operational Mindset
True thought leadership isn’t just a communications function—it’s embedded in how a company operates and interacts with its community every day. Companies that prioritize innovation, ethical responsibility, and transparency don’t just share ideas; they exemplify them, inspiring others to follow suit.
Patagonia, for instance, makes sustainability a core operational principle. Its commitment is evident in bold actions like donating all company profits to environmental causes, inspiring other companies and strengthening communities outside the business world. Similarly, Unilever has radically shifted its focus from traditional advertising to influencer marketing—an approach that new CEO Fernando Fernandez terms “desire at scale.” By aligning with influencers who genuinely resonate with their audience, Unilever has fostered community engagement and created more authentic connections with consumers.
The Future of Thought Leadership: Leading Through Connection
The brands and leaders that will stand out in the next decade are those who go beyond surface-level strategies and embrace thought leadership as a means of fostering genuine community. By prioritizing engagement over promotion, amplifying diverse voices, and turning ideas into action, companies can build trust and lasting influence.
In a world saturated with content, those who invite open dialogue will be the ones shaping the future. The next wave of thought leadership won’t belong to those who talk the loudest—it will belong to those who listen, engage, and empower their communities to drive meaningful change.
John McCartney, APR, is Principal at JMAC PR.