The thought leader paradox
Marketing has existed for as long as people have competed to sell products or services. While the medium of delivery has evolved from print, to moving image to online, the basic principles of communicating the benefits of a product to consumers are unchanged. Influencer marketing and content marketing may feel like new techniques made possible only during the internet era, but they are merely evolutions of tried and tested methods. What has changed in the age of the internet, however, is a levelling of the playing field that allows individuals to put out messages that get reach on par with big industry players. In this era, when access to potent forms of mass communication technology is near-universal, how do we put our abilities to use effectively and responsibly? Enter, the thought leader.