Transforming organisations

Because we are all engulfed in a rising tide of knowledge and information, it is important that the key messages about our own organisation are not drowned.

We have to get our message across to potential customers whilst at the same time reinforcing relationships with our existing customers. The first step is to identify our expertise. Generalists in the market place are ten a penny, but in the knowledge world people are looking for high trust relationships with experts.

There are two ways to demonstrate expertise: one is to write and the other is to speak. The top speakers:
1) Have something of genuine value to share with their audience
2) Structure their talk in a way that enables the audience to use the information. For example, you make a point (expertise), you tell a story (the most powerful way to engage your audience) and you explain the application. Point:story:application.
3) Are authentic. Their words and their voice and their body language are all saying the same thing. In other words they are congruent.
For a CEO, making the decision to speak at carefully chosen industry conferences, events and exhibitions is part of the journey towards being a ‘thought leader’.
Becoming a ‘thought leader’ in ones chosen area of expertise is a hugely valuable investment in both personal and organisational intellectual capital that we are taking to market.