Winning the battle for mindshare has never been easy. But it seems like it’s gotten a lot harder the last few years. This article is a friendly reminder of how to cut through the noise by giving clients what they really want.
At our 2022 thought leadership conference, I told attendees that decision-makers were being inundated with more content than ever before. The pandemic had pushed every B2B marketer’s content team into overdrive.
Surely, this chaos would subside. Unfortunately, no. It’s only gotten worse.
Generative AI has made it possible for marketers to literally “flood the zone” with high-volume, low-effort material in seconds. Any topic, any challenge, any niche. It’s a tsunami.
On the surface, winning this race feels like more, more, more. But the answer is less, less, less.
At that same conference, we shared our (then) latest research on how clients use thought leadership (presentation slides) and what they expect from it. In that research, conducted with Buday Thought Leadership Partners and Phronesis Partners, we affirmed that executives want three things above all else:
- Evidence that your solution works.
- Depth in thinking—by showing understanding of the problem and its context.
- Feasibility of the solution—demonstrated by providing a clear course of action.
More recent research from Edelman & LinkedIn have confirmed that these answers weren’t just a blip. They’re non-negotiables if you want your thinking to influence buyers—especially the “hidden” ones you may not see in the room.
Why This Matters Now More Than Ever
A 2024 Edelman–LinkedIn report found that decision-makers are more willing to pay a premium to work with a provider whose thought leadership demonstrates high quality and relevance. Something we’ve found true in study after study.
Interestingly, their 2025 report highlights the growing influence of hidden buyers—stakeholders in finance, legal, procurement, and other functions who play a quiet but decisive role in partner selection. These are folks who rely heavily on high-quality thought leadership to understand things in which they’re not experts.
The AI content flood is real.
Generative AI has dramatically lowered the cost and time to produce content. While this raises the baseline volume of market noise, it also increases the “flight to quality.”
EXECUTIVES WANT EVIDENCE, DEPTH, AND FEASIBILITY
1. Evidence — Proof Your Solution Works
In our 2022 study, executives ranked evidence as the single most important criterion for valuable thought leadership. Most often, this takes the form of case studies, client stories, AND hard data.
Without proof, you’re asking buyers to take a leap of faith—often with their reputations (not yours) on the line. As the 2022 Edelman–LinkedIn report found, decision-makers actively seek data-backed POVs especially when making decisions during periods of uncertainty.
Takeaway: Combine quantitative proof (metrics, KPIs) with qualitative narratives (case stories, testimonials). Each reinforces the other and builds confidence in your firm’s expertise and POV.
2. Depth — Show You Truly Understand the Problem
Ranking just behind evidence in our 2022 findings was depth. To demonstrate depth, a firm needs to show that they understand both the surface-level facts, and the structural issues underlying them.
Depth reassures decision-makers that you can handle complexity. To be clear, it’s not about length—it’s about substance. The 2024 Edelman–LinkedIn report defines high-quality thought leadership as content with fresh insights and original thinking that go beyond conventional wisdom. That’s another way of saying that effective thought leadership puts forth a clear POV, which is grounded in your in-depth understanding of the business issue.
Takeaway: Invest in original research, proprietary data, and niche expertise. If your thinking could have been written by anyone else in your space, it’s not deep enough.
3. Feasibility — Show Clients a Clear Path Forward
A brilliant but impractical idea isn’t valuable—it’s risky. Our 2022 research found executives want clear, actionable steps, which indicate a solution is doable.
The 2025 Edelman–LinkedIn report reinforces this: “buyers prefer thought leadership that balances bold vision with practical next steps they can act on.”
Takeaway: Provide enough guidance to help clients see the path forward—frameworks, roadmaps, phased approaches so they can feel confident that your firm knows the way.
The Cost of Falling Short
If you miss on:
- Evidence → You appear untested.
- Depth → You look like a generalist.
- Feasibility → You risk being dismissed as unrealistic.
Poor thought leadership doesn’t just fail to generate leads—it can damage your reputation and reduce the likelihood a potential client might engage with you in the future.
The trifecta of evidence, depth, and feasibility has always mattered. But in an era of hidden buyers, AI-fueled noise, and buyer skepticism, they’ve moved from important to indispensable.
FAQ: What Clients Really Want from Your Thought Leadership
Q: What is the #1 thing clients want from thought leadership?
A: Evidence that your solution works—most often shown through credible data, case studies, or measurable results.
Q: Why is evidence so important in thought leadership?
A: Without proof, clients must take a career-risking leap of faith. Evidence builds trust and mitigates perceived risk.
Q: What does “depth” mean in the context of thought leadership?
A: Depth demonstrates that you have a thorough understanding of a problem and its context, backed by research, expertise, and nuanced analysis.
Q: Why is depth critical to winning clients?
A: It reassures decision-makers that you have the expertise to handle complex challenges and sets you apart from generalists.
Q: What is “feasibility” in thought leadership?
A: Feasibility is showing clients a clear, actionable path to implement a solution, often via frameworks, roadmaps, or step-by-step guidance.
Q: How has the rise of AI changed what clients want from thought leadership?
A: AI has increased content volume, making quality—evidence, depth, and feasibility—critical to the success of any B2B marketing or thought leadership program.
Q: What role do hidden buyers play in thought leadership success?
A: Hidden buyers (e.g., finance, legal, procurement) often influence final purchasing decisions, and they rely heavily on credible, high-quality thought leadership. See the Edelman 2025 thought leadership report for more on this.
Q: Can poor thought leadership hurt your brand?
A: Yes—research shows low-quality or generic thought leadership can damage a brand or firm’s reputation, and reduce the possibility of a future client engagement.
Q: How can I demonstrate feasibility without giving away proprietary methods?
A: Share key steps, guiding principles, or frameworks, but keep the full methodology and proprietary processes reserved for paying clients.
Q: How can Rattleback help improve our thought leadership?
A: We help firms develop evidence-rich, in-depth thought leadership that drives trust and demand over time. Learn more.
