Recently, Ameya Kanitkar, co-founder and CTO of our client Larridin, was interviewed by Reuters about the potential for cheaper open-weight AI models to capitalize on the American market. In the article, he commented as an expert on both Meta and Nvidia’s positions in this large-scale race to find the advantage in a highly dynamic sector.

His placement in Reuters was no accident; it resulted from a thought leadership program that MSR has been building throughout the year, establishing him as a credible, go-to source for reporters.

What is thought leadership, and how can it actually help you build influence?

• At its core, thought leadership is about establishing authority in industry conversations, creating market exposure, and building credibility.
• Thought leadership in media coverage is not a sales pitch; it establishes genuine knowledge and an expert point of view.
• Executive thought leaders emerge as trusted individuals in their sectors by contributing relevant insight on industry topics, trends, and news.

So what does it take to become a thought leader?

We outline four steps you can take to improve or solidify your thought leadership strategy.

1. Define some parameters around which topics to cover

Thought leadership is all about providing value to the reader. Take time to identify topics your chosen expert is confident speaking and giving opinions on. Helpful questions to consider are:

• Have they experienced a customer pattern that validates a trend happening in their space?
• Do they have a unique perspective or strong opinion that’s especially relevant to breaking news?
• Do they have hands-on experience that translates well into an anecdote?

Answering these questions honestly will help you hone in on what you want to say and ensure it’s worth saying.

2. Bring this expertise into relevant conversations

Having expertise is one thing; being known for it is another. Ameya wasn’t quoted in Reuters because he had a generic opinion about AI. As Larridin’s CTO, not only does he have a background in the space, but he’s witnessing first-hand the pain points from customers and can give insights into where the technology is headed. Ask a few questions about who you’re creating thought leadership content for.

• Are you using your knowledge to break down topics for the broader general population, peers, or both?
• Are they trying to reach the C-suite in a particular vertical sector, or do they have knowledge that applies to the wider industry?

Knowing the answers will help when creating a platform for executive communications initiatives and the variety of opportunities that exist to amplify their expertise.

3. Publish to the right channels

Once you know your audience and what general topics will be covered, consider which platforms you’ll be posting to.

• Socials: Each platform has its own audience and general style, and posting to each one can spread your resources thin. Start with the platforms you already post to and expand from there.
• Website: This is where executives can discuss topics in medium-form content like contributed articles and blogs. For those looking for a deeper dive on your content, this can act as a repository for all of the thought leadership published.
• Podcasts: Whether it is your own company-run podcast or as a guest, podcasts are a great way for experts to elaborate on their thoughts on specific topics. This allows listeners to hear the personality behind the content.
• Earned media: Despite the many avenues one can take to become a thought leader, earned media remains the most trusted and just as important as ever.

4. Build authority through consistency

This all comes down to consistently offering journalists relevant expertise, responding when your perspective is useful, maintaining a recognizable POV, and building relationships over time. Doing all of these together will help your thought leadership make an impact.

Putting it all together

Returning to the example we opened with, Ameya’s Reuters placement is clear proof of how these four steps can garner a successful thought leadership program. His deep technical knowledge and access to original data from Larridin provide a defined area of expertise, which he can leverage to confidently comment on timely topics. Reuters then provided a channel for him to share his perspective and build authority.

Thought leadership is built through clarity, credibility, and consistency. The goal is to elevate brand visibility and trust, especially with the right audience for the client.

MSR helps B2B executives define their thought leadership position, develop original ideas, and bring those ideas to the audiences that matter. If your organization has expertise worth sharing but lacks a clear platform or process, we’d be glad to start a conversation.