Organization advocates for the standardized practice, production, and promotion of thought leadership, enhancing impact for both creators and users of content.

HOUSTON: APQC has launched the Global Thought Leadership Institute (GTLI) at APQC, a not-for-profit organization that will create a best-practice framework and industry standards for the creation and dissemination of thought leadership.

“Across the globe, organizations spend billions annually on thought leadership. Thought leadership is used to inform major business decisions. A lack of standards in how that thought leadership is produced exposes substantial risk and uncertainty,” shares Lisa Higgins, CEO of APQC. “The Global Thought Leadership Institute at APQC is a groundbreaking effort to create a network of world-class thinkers, researchers, marketers, designers, and influencers who will develop frameworks and standards for creating and sharing thought leadership, ensuring that it remains an authoritative, credible, and a positive influence on the industry.”

Almost all (96%) business leaders around the world who consume thought leadership say they make better decisions as a result. Those results inspire them to act: 85% of executives say they made a specific purchase decision in the previous 90 days as a direct result of consuming thought leadership. The cumulative value of purchases made directly due to executives consuming thought leadership content is $265 billion annually, according to research by Oxford Economics and the IBM Institute for Business Value.

“The opportunity is so big, and the barriers to entry so small as generative AI proliferates, the new Institute will serve as an anchor,” adds Higgins.

Through the development of templates, business rules, practice standards (including guardrails for the use of generative AI), measurement models, certifications, training programs, and events, the Institute seeks to ensure thought leadership continues to provide value for all audiences:

• For business executives using thought leadership for decision-making, the value comes in knowing that the information and analysis are trusted, credible, thorough, and evidence-based; and
• For thought leadership content producers, the value comes in leveraging a best-practices framework and in measuring the results of investment.

Participation in the Institute and its programs is open to any professional or firm in the thought leadership ecosystem. As a non-partisan, non-profit organization, APQC views the creation and sharing of knowledge as paramount to the success of thought leadership as a business practice.

Board of Advisors Approach Provides Unrivaled Authority

APQC has convened a Board of Advisors to assist in the formation and launch of this important initiative. The Advisors will identify and shape best practices, review and refine standards, and help advance the practice of thought leadership.

“As executives grow immune to many traditional marketing tactics, thought leadership sends an open invitation to connect. It demonstrates expertise and solves real-world problems. Rather than pushing leaders through a conversion funnel, it pulls them into more meaningful relationships based on trust,” says Anthony Marshall, Senior Research Director, Thought Leadership, IBM Institute for Business Value, who will serve as the chair of the Board of Advisors. “I am honored to be part of the creation of this important Institute, and I look forward to working with my colleagues to build a credible, trusted organization that advances the practice of thought leadership.”

Other members of the Board of Advisors include:

• Cindy W. Anderson; CMO, Global Lead for Engagement & Eminence; IBM Institute for Business Value
• Elisabeth (Liz) Bolshaw; Global Content Strategist; EY
• Francis Hintermann; Global Research Executive Director; Accenture
• Jeff Potter; Managing Director, Lead of Advisory Insights, KPMG LLP
• Lucia Rahilly; Global Editorial Director & Deputy Publisher; McKinsey & Company
• Kate Vitasek; Distinguished Fellow, Global Supply Chain Institute/Faculty, Graduate & Executive Education; University of Tennessee

Inaugural Symposium Brings Leading Speakers, Introduces Approach & Offers Networking

Thought leadership creators will have the first opportunity to engage with the Institute at a symposium to be held in February 2025 in Houston, Texas. The one-day symposium will feature keynotes and panel discussions from noted experts on the topic of thought leadership creation and dissemination. Additionally, the event will offer details on the Institute’s mission, goals, and impact as well as how thought leaders can engage with the programs, content, and network provided by GTLI.

To learn more about the Institute and to register for symposium updates, please visit www.apqc.org/GTLI.

About APQC

APQC helps organizations work smarter, faster, and with greater confidence. With more than 45 years of experience, it is the world’s foremost authority in benchmarking, best practices, process and performance improvement, and knowledge management. More than 1,000 member organizations worldwide across 60 industries rely on APQC for the information, data, and insights organizations need to support decision-making and develop internal skills. Learn more at www.apqc.org.

Fonte: Business Wire