Collaborating with subject matter experts to help them translate their insights and firsthand experience into thought leadership requires a unique set of skills. While we work hard to be fundamentally sound writers, the actual writing is often the least important step.
Before we begin the writing, we’re often in the position of persuading teams to provide more detail, reconsider narrative structure, or find the elements of a story that are truly distinctive. This process requires a good bedside manner and a healthy dose of EQ. We’re thought partners with our authors, so we need to be at the least conversant in the subject matter. When projects can run the gamut from guidance on new financial regulations to the applications of advanced analytics in healthcare, we must have the ability to get up to speed quickly, connect the dots, and identify what really matters.
An understanding of how thought leadership can support strategy—be it brand building, business development, or marketing—is also critical. How content will be used has a huge bearing on the format it should take and how to tell a story.
Finding someone who possesses all of these skills is exceedingly difficult. More often, people are strong in a couple areas but only develop the other necessary capabilities over years of work and mentorship.
That’s why I’m happy to announce the addition of Lynn Ettinger as our new senior editor. She comes to us with a wealth of experience in thought leadership efforts. She has also worked at some of the top professional services firms in the world, including Deloitte, EY, Grant Thornton, and KPMG.
That she has built an extensive network of former colleagues who are eager to work with her speaks to the quality of her character and her work ethic.
With every new client project, we’re essentially starting over. And beyond producing what will hopefully be high-quality content, our goal is also to ensure that teams feel we have been good thought partners, collaborators, and problem solvers. Lynn’s track record demonstrates that she understands how to balance these sometimes-competing forces.
We’re excited to have her on the team and look forward to using her considerable talents to serve our clients.