What is Thought Leadership
The phrase ‘thought leader’ has become so common today that it is on the verge of losing its meaning. Everyone with a huge following or a social platform can call themselves a thought leader simply because they have something to say. So, who really is a thought leader, and how can we tell them apart from the many self-proclaimed leaders?
Thought leadership is simply the ability to influence others through the ideas, insights, and lived experiences…consistently and authentically. It goes beyond being an expert at a particular field because experts typically know things. Thought leaders, however, connect what they know to the day-to-day happenings to offer insights, solutions, or challenge assumptions. Thought leadership comes through experience, insight, and credibility over a long period of time.
What Makes a True Thought Leader?
While we can go on and on trying to get the exact qualities of a thought leader, there are at least four qualities that thought leaders world over share that are distinct from just any other professional.
- Vision: They see beyond the daily happenings of their industry and have perspectives and goals that span into the future.
- Authority: Their views and insights are grounded in lived experiences and deep retrospection.
- Voice: They communicate clearly and confidently, often challenging their audiences to reflect or act upon an idea.
- Credibility: They have earned their authority over time, often having a loyal organic audience that looks up to them
Thought leadership has numerous benefits for individuals and organizations. Thought leaders often stand out for their in-depth knowledge, fresh insights, and ability to influence, making them a powerful marketing asset for business growth – whether it’s a personal brand or organization.
Thought leadership can help you to:
- Have a competitive edge because it makes it easy to differentiate your business from your competitors.
- Build credibility and trust as it involves demonstrating expertise and knowledge, which leads to more credibility among clients, partners, and other stakeholders.
- Build loyalty because as you share value every day, you automatically establish strong bonds, making you not only get sales but also repeat clients.
- Career Actualization by constantly identifying trends, forecasting, and sparking conversations, which positions you at the top of the value chain in your industry.
The power of earned influence
Influence is not conferred. It is earned. And the currency you pay for it is by sharing value, consistently, and always being seen to contribute to the betterment of your industry.
As you grow in thought leadership, you go beyond being a participant or contributor to the conversation. You become a reference point. This is the sweet spot of earned influence. You not only shape the conversation but also have a say on the policies affecting your industry. Public and private stakeholders rely on your insights to make hard decisions. You no longer need to be flashy or do a lot to be seen. You wield a quiet power that does not beg for attention but commands it.
This is the pinnacle of thought leadership. But where does it all begin?
How to Become a Thought Leader
As we have established, thought leadership has immense benefits to oneself and society at large. But how do you become one, or where does it all start?
It begins with intention. Begin from wherever you are in your leadership journey. Next, you have to put in the work. Be sure to offer value consistently until you earn the credibility and influence you desire. You can begin with this simple three-step method:
- Conduct research on societal and industry trends that you can provide your perspective on. Make sure it is relevant to your intended target audience.
- Share your knowledge and experiences about your selected topic regularly and with a personal flavor to it.
- Begin with a platform you can easily manage, like social media, but with a time scale to print media, radio, television, and live speaking engagements.
Thought leadership is not about showcasing your intelligence or knowledge on a particular subject; rather using your insights to serve a bigger interest or agenda for the good of your industry. The world is hungry for your ideas, start speaking them!
Opinion Writing in a Digital World: Why it remains relevant
In today’s world, where we have an information overload, the need for verified and credible opinion is indispensable. The rise of social media and online platforms has made it easier for people to share their views on different subjects. The problem with this is that it has led to the saturation of our digital spaces, which makes it hard to differentiate between ‘fluff’ and actual authoritative content.
A well-crafted opinion editorial (op-ed), published in an authoritative media outlet, for instance, solves the above problem by passing the credibility test and maximizes your chances of reaching your intended audience. If you are in doubt whether opinion writing still counts in today’s world, then let us explore why it remains the most viable strategy for shaping thought, policy, and gaining & retaining influence in a digital world.
Opinion Writing vs Social Media
As we have established, the online space has democratized expression, filling our feeds with so much information that may not be relevant to us. Opening a platform like ‘X’ today will give you a plethora of reactions or opinions on different matters, some factual, some based on whim, and others simply for people to remain relevant. This dilutes credibility and value.
On the other hand, even when quality information is shared, no matter how viral it goes, it will often fade quickly as new information comes in. This is why opinions published (op-eds) in respected media outlets reign supreme, in that the content has a higher shelf life and can be archived for future reference. Moreover, many people, including digital media platforms, often turn to op-eds for expert insights.
Opinion Writing and Thought Leadership
Opinion writing does more than showcase expertise. It positions you as a thought leader. By its nature, well-crafted opinions frame data within a relatable context, paving the way for expert interpretation and commentary. This demonstrates competence and establishes the author as authoritative in the subject matter. While an expert report may sit unread, op-eds combine thoughtfulness with clarity to position the writer as a leader of ideas.
Further, studies by Edelman and LinkedIn reveal that decision‑makers and executives spend significant time consuming thought leadership content from credible media outlets. About 54% devote an hour or more weekly, and 73% say thought leadership is a more trustworthy measure of capability than marketing materials. This underscores the benefits of well-crafted opinion editorials, even in a cluttered media environment. But that’s not all.
Strong op-eds in many cases lead to wider exposure by journalists and broadcasters, who often monitor opinion pages for experts to interview. A thoughtful piece can quickly become the basis for radio or TV commentary, panel invitations, or strategic consultations, leading to more opportunities and broader influence.
ROI and Organizational Influence
The business case for opinion writing is clear. According to the Edelman‑LinkedIn Thought Leadership Impact report, thought leadership does not just influence perspectives, but compels readers to act. Media research has discovered that 87% of B2B buyers say thought leadership influenced purchasing decisions, and 90% of C‑suite leaders said they’re more open to reaching out to one that publishes authoritative and high-quality thought leadership content. Companies with strong thought leadership strategies have been found to be 13 times more likely to see positive ROI in the long run.
Moreover, a global survey showed that 65% of buyers say a single credible thought‑leadership piece changed their perception of a company or individual. Similarly, 73% of B2B decision‑makers trust thought leadership more than marketing content. These statistics underscore that opinion writing isn’t just an echo chamber, but a superior gateway to trust, revenues, and longer-term influence.
Strategic opinion writing offers marketing and reputational value. It humanizes leadership, shows transparency, and positions the institution as willing to engage ideas, not just markets.
Legacy & Leadership
For leaders who are not only concerned with immediate results but also desire to have influence that precedes their current role or career, opinion writing provides an avenue to achieve this. Opinion writing provides the sweet balance between the short-term benefits and long-term influence. Unlike speeches or presentations, op-eds are permanent and citable. They become part of the public record and can be referenced in policy dialogues, repeated in later debates, and quoted in future speeches. This permanence makes them uniquely powerful tools for imprinting your ideas into institutional memory and consequently building a legacy.
Influence in the Age of Distrust
In an age of information saturation, the need for verified and substantial information is vital, now more than ever. This is why opinion writing stands apart because it gives you earned influence. Not because of your power or position, but by the relatability and credibility of the insights you share. For leaders seeking to shape narratives, strengthen reputation, and leave a lasting mark, op-eds remain one of the most lucrative paths. Start writing today!
What Makes a Strong Opinion Piece
We have never had a shortage of opinions and never will we. Everyone has something to say about something. The digital world has made this worse as opinions can be shared in seconds and reach masses in no time. There is, however, a shortage of opinion pieces that stand out. Pieces that shift the conversation. Move people. Unsettle assumptions. And catalyze behavior change. When done well, a good opinion piece can achieve this and much more.
But what makes an opinion piece not just worth reading, but worth remembering? Let us look at seven ways to make your opinion piece stand out.
1. Point of View
A strong opinion piece does not try to cover everything, but is focused on a central idea. This is a clear thesis that the rest of the article will take up arms to defend, explore, or illuminate. Opinion pieces are no place for neutrality. In the end, the reader should be able to answer these three questions:
- What is this piece saying?
- Why is the writer saying it now?
- And why does it matter?
2. Value Driven
Thanks to the revolutionary technologies like search engines and AI, access to facts is easy and no longer an advantage. Many can compile facts, data, and research, but few can derive insights from it. Even fewer can make it relatable and purposeful. A strong opinion piece should not just compile data or restate public knowledge. It should add purpose and meaning. It should connect the dots others don’t see. Reframe what people thought they understood. Restore urgency to what has long been trivialised. Making it feel new, thus renewing the urgency to act.
3. Quality over Quantity
In a world full of ‘fluff’ and marketing content, public trust is fragile and skepticism is at an all-time high. This is why it pays to focus on giving value more than volume. Value comes from data made relevant, professional experiences, lived insights, or real-world consequences extrapolated in a purposeful narrative. You don’t have to be the smartest person in the world to give quality opinions, but you need to demonstrate that your views are backed by something firmer than opinion alone. This is particularly so for public servants, corporate leaders, or sector experts. More than you think, your audience wants to know that your thinking is informed, considered, and responsible.
4. Topical but not Trend-Driven
Nothing makes any piece of writing stronger than its relatability. And one of the easiest ways to be relatable is by talking about the events of the day or the conversations in people’s minds. A well-timed opinion can enter a public conversation and immediately shape it. However, it should not just chase headlines or echo the loudest voice of the day. It should go deeper. It should engage in the topics of the day without being consumed by them. It should add depth where others offer reactions. Of course, this does not come naturally for many, but with expert coaching, you can master the art of relevance.
5. Structure
While the weight of a good opinion piece lies on the content and its value, something can be said of the value of the structure of an op-ed. Good structure will not be seen by the reader, but its absence will. A well-done structure helps your audience to have a seamless reading experience. A look at the most compelling opinion pieces will show you that they are thoughtfully constructed with clarity, logical and systematic flow of ideas, good transition of thoughts and arguments, and sections that carry the reader forward without confusion or fatigue.
6. Unique Voice
Remember the best opinion piece you have ever read? Or at least a memorable one? You will realise one factor that made it stand out was the writer’s voice and persona. It’s what we remember the most. In writing, your voice is more than just a writing style. It is presence. Your tone, if well-established, distinguishes you from others. It earns you trust with your readers. A distinct voice that makes an opinion piece feel authentic, grounded, and intentional. Not generic.
7. Impactful Ending
It has become common practice to conclude opinion pieces by repeating and reemphasizing what was said, or simply fading out on the topic. Nothing wrong with that, in fact, depending on the writer’s creativity, it can still be impactful. However, just like any other aspect of life, to stand out, you have to do things differently. Better. But how do you achieve this?
This is where a little creativity comes to play. Some of the best conclusions we have seen are not summaries. They are provocations. They don’t tell the reader what to think. They invite them to keep thinking.
Stand Out!
As I began by saying, our world today has new content by the minute. We have voices everywhere. This means standing out is a currency. And a well-done opinion writing is one of the most efficient ways to earn it. Everyone has an opinion. Anyone can share their opinion. But only a few can deliver it in a way that impacts and influences. Fewer still use it to lead. In a world full of noise, standing out makes all the difference.
How to Pitch an Opinion Piece and Get Published
If you have to excel in opinion writing for publications (op-ed), then you have to develop thick skin. After the hard work of piecing your article together, you still have one more step to go – pitching to an editor.
For many professionals like you, this step feels the hardest next to writing the article. Many also give up here because they doubt whether they have something good. If you ask me, this beats the purpose of having spent hours crafting and polishing your piece. Others give up after their stories are rejected more than once.
All this anxiety can be resolved by understanding what editors want. It’s not about how clever you are or how good your writing skills are. Editors are always looking to publish what’s clear, relevant, and well-framed. And your pitch to the editor needs to reflect that.
Today, we will discuss how to give your piece the best chances for publication.
1. Know Your Publication
Before sharing your article (or before writing the article), take time to study the publication you hope to get published in. Learn as much as you can about them.
What kind of op-eds do they run? What tone, style, or topics do they prefer? Who is their typical reader and what topics do they enjoy most?
Understanding the editorial culture of your target outlet shows professionalism and increases your odds for getting published.
2. Keep your Pitch Short and Focused
Editors receive dozens of emails every day from hopeful writers, so it pays to stand out from the word go. This does not mean having too many words or using “fancy” language to get attention. You can easily get the editor’s attention by showing why your piece deserves the limelight.
A typical subject line in your email can be…
“Op-ed Submission: Why Kenya’s Procurement Culture Is Failing the Taxpayer”
You can then introduce your piece and let them know it’s original and unpublished. Don’t oversell. Just be professional, direct, and confident.
PS: Our masterclass on OpEd writing exposes nuanced ways of getting the editor’s attention and making a good case for your article without appearing too ‘salesy’.
3. Get to the Point
Just like your op-ed, your pitch should go straight to the point by explaining what your piece is about, why it matters right now, and why you are qualified to discuss the topic. Editors usually have a criterion for how they accept stories, and beating around the bush is not one of them.
Your pitch is the first test of your ability to communicate an idea clearly. It can also be used to gauge the quality of your piece. Make it count!
4. Paste a Part or Full Article in the Email
No harm in attaching a Word document to your email, but also be sure to paste the full piece into the body of the email as well. As mentioned earlier, editors are pressed for time, so it pays to make it easier for them to skim through the content to see if it is a fit for the publication.
5. Follow Up
One mistake most writers make when trying to get the op-ed published is taking silence from the editor as rejection. If you don’t hear from the editor in 5 to 7 days (especially if your piece is topical), it is okay to send a brief follow-up.
A short, respectful message to check in can make all the difference. If you still get no response after that, now you can move on. Many publications don’t accept simultaneous submissions, so it’s better to wait or withdraw before submitting elsewhere.
Bonus Tips
A few additional tips we have seen to improve the chances of getting published:
- Write for the reader – Avoid industry jargon or explain when you use it.
- Keep your article precise and on point – preferably 700–850 words.
- Link your article to current events – topical.
- Mention any previous publishing experience – credibility.
Pitching is about being clear, precise, and relevant. Yes, a little persuasiveness and persistence help, but what editors really want are ideas that matter, from people who understand the value of their platform.
Do your research. Frame your idea. Respect their time. And remember, your pitch is not just a pitch but a reflection of your thinking, professionalism, and persona. With all these boxes checked, you will definitely get an editor to take a chance on you. Best of luck!
THOUGHT LEADERSHIP: What to Do After you Publish your OP-ED
You have done all the hard work. You’ve come up with a compelling story idea. Researched it. Crafted your opinion piece. And pitched your editor.
You have been successful. Your piece has been published. It is now before your readers, sparking reactions, triggering conversations, or gradually gaining traction.
What next?
Sit back and relax? No. Not if you want your piece to go beyond making a momentary impression to having a lasting impact. This is where you should wear the hat of your very own cheerleader and publicist. This is where your thought leadership journey begins. This is where your opinion piece evolves to become part of the larger conversation.
Let us look at six ways to make the most out of your published op-ed.
1. Get more reach
You do not want your target reader to miss your piece simply because they missed their publication that day. This is why you should take advantage of the online space to get more eyeballs. Be the first to share your article on platforms like LinkedIn, X, WhatsApp, or email newsletters.
As you do, let it just not be a link or photo of your article, informing people you have been published. Take advantage of the platform to further spread your message and spark more conversation around your subject matter. Begin by introducing the piece with a short, compelling message that invites attention. This might include a surprising insight, a bold claim from your piece, or a thoughtful question that opens space for dialogue.
2. Send it directly to the right people
If your op-ed directly tackles a pressing issue, don’t wait for the right people to stumble upon it. Be strategic. Make it easier by sharing with them directly. This might include policymakers, journalists, donors, colleagues, or decision-makers within your sector.
Of course, this may be unwelcome or construed as a direct invasion of their space. So, when sharing directly, keep your message brief, respectful, and clear. Let the recipient know why you believe the piece may be relevant or useful to their work or thinking.
3. Monitor responses and engage in the conversation
After you have posted your piece on your social platforms and shared it with interest groups, now it’s time to monitor and become part of an ongoing dialogue.
Check to see if your readers are commenting, reposting, or referencing. Has someone responded with agreement or critique? These moments present valuable opportunities to engage and build a loyal following. Respond quickly to thoughtful comments, thank those who share your work, clarify a point if needed, or contribute to a related discussion.
Public engagement reinforces your presence and credibility, especially if the piece touches on contentious issues, ongoing debate, or sector specific problems.
4. Build on the subject matter
A timely piece is often a gateway to more writing, as some ideas can grow into a sustained narrative. If your article resonated well with readers or prompted further questions, then you can consider writing a follow-up.
You could be responding to public feedback, digging deeper into one section you could not fully expand on, or even giving actionable recommendations on a problem you did so well in highlighting. The opportunities are endless.
5. Repurpose the content for different platforms
Another way to leverage your content pieces for maximum reach and influence is repurposing your article(s) to take different forms. Consider summarizing your opinion piece in a short video or audiovisual for your social media platforms.
Lead the conversation by using the key arguments in your op-ed as talking points in say a webinar, podcast, or conference. You can also extract memorable quotes and design them into visual posts. Adapt the article into a thread or essay for your newsletter audience and so on. The opportunities for this are limitless.
5. Monitoring and Evaluation
Once your piece has had time to circulate, pause to reflect on its reach and impact. Find out which platforms got the most engagement? Who picked it up, quoted it, or contacted you because of it? Were there national discussions that stemmed from your argument? Did any new opportunities emerge, such as speaking engagements, interviews, or collaborations?
The insights you get will inform your future writing and self-promotion strategy. With time and consistency, you will begin to notice thematic patterns with strong resonance, audience insights, formats that generate deeper engagement, etc. Use that knowledge to guide your next steps.
6. Keep Writing
Just like they say of sausages and degrees, one opinion piece is never enough! Yes, you can take time to congratulate yourself for the commendable achievement, but publishing consistently is what solidifies your thought leadership legacy.
Depending on your schedule, you may not write weekly, but try at least once a month. If not monthly, then a couple of times a year. When you do, make your writing purposeful, relevant, and strategic. As people begin to recognize your voice across multiple topics, you will gain credibility.
With credibility and deeper trust in your ideas, you will attract numerous opportunities that will further catapult your success on all fronts. You will be a go-to for journalists seeking expert commentary. You will be the leader that partners think of when considering a collaboration. You will attain an unfair advantage over your peers or colleagues in your career progression. And all you need to do is keep writing.
Publishing is just the beginning…
Your first five published opinion pieces are only an entry point into the broader work of influence. Take every advantage to maximize your presence. Share your pieces unapologetically. Engage where it matters. Repurpose ideas for different platforms. Track your results. Write more. Show up. Build. And Contribute.
By all means, transform your voice into a lasting force!
