The insight-led thought leadership model

What’s new in your marketing toolbox for 2026? What will you be doing differently? Maybe you are looking to target a different type of buyer or bring new products or services to market. Maybe you need to be more visible in 2026 after battening down the hatches in 25.

With powerful genAI tools at your disposal you can create loads of content and design campaigns more cheaply and more rapidly than ever. The only problem is that everyone else can do that too.

So how will you create that differentiation whilst at the same time building your credibility, influence and impact?

One of the many outputs of our insight work is thought leadership. Generating insights to provide a compelling point of view that’s backed by evidence that you can share in the market and with customers too. This is the type of content that helps you showcase your thinking and demonstrate how you help customers overcome their challenges. The graphic encapsulates the approach – insight – point of view – action-oriented content.

Next week we’ll be launching a report, 20 reasons to focus on thought leadership in 2026, that sets out the why of doing thought leadership in the year ahead. It is based on a synthesis of five research reports into thought leadership. The big take-away is that thought leadership is not about creating more content, it is about earning trust.