In the world of marketing, and particularly with the explosion of social media, no term is more overused than â€œthought leadership.â€ Yet the expression is often misunderstood. To illuminate why, I interviewed James Durham, a lawyer and chief marketing officer of McGuireWoods. I hoped he could help me demonstrate that although â€œthought leadershipâ€ is overused, the underlying concept remains essential to legal marketing.
Durham has been speaking and writing about thought leadership for lawyers for more than a decade. Before becoming a CMO, he had his own consulting firm, working with hundreds of law firms around the country.
Thought leadership â€” which essentially means developing a reputation as a leading expert in a particular field â€” forces lawyers to highlight one specialty, and this can cause great discomfort. “Won’t my existing clients feel alienated if I market myself to a more narrow niche?” some might wonder. “Won’t it take me out of the running for all of the other types of work I do?” Read more