B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2090 · 4 months ago

Learn in the Light

ABOUT THIS EPISODE

In this episode, Dan Sanchez shares abo ut his journey into thought leadership, and what it means to "learn in the light." 

Yeah, welcome back to another episode of Btwo B growth. I'm dan Sanchez, Friends call me dan Chevez and I'm here to talkto you about a problem with thought leadership because while I've beenlearning about this topic, been fascinated by this topic and talking tosome of the experts, I've run into a major problem with thought leadershipand that's Most people want to be one. The problem is there is not necessarilya clear path On how to become one. Now, if you a week ago or maybe two weeksago, I covered a topic called authentic thought leadership. It's crazy that Ihave to even throw the word authentic in front of it because there's so manyfake file leaders out there. But it is a real thing. There are true thoughtleaders. You probably have other podcasters, authors, other peopleyou're listening to and hearing from stage whatever that you're listening toand are influencing you right now. They are legitimate thought leaders. Theyare helping you serving you and helping...

...you achieve your ambitions, your goals.You're helping you wish giving you strategies, tactics, whatever they areand whatever sphere of life. Some of them are marketers, right? They're real.And there are authorities out there and we talked about the threecharacteristics of authentic thought leadership, being expertise,contributing unique slash helpful ideas and having authority. That those arethe three keys of being a thought leader. Otherwise, you know, you're afaker, Ak poser, A k a charlatan, right? Nobody wants to be that. So then whatdo you do if you aspire to be a thought leader? Right? It always feels like,well, it feels Presumptions to push up my ideas, like thus, Saith the dan,Right? So what do you do when you aspire to be a thought leader? But, youknow, you're you're good at what you do, you're probably, you're greatprofessional, but you know that, you know, whether you're an expert or not,it's like uh it's hard to say You have...

...some unique ideas, but they're not likeresearch back. You don't have like 1000 surveys, like giving you stats to pullfrom. You have been doing this for 15, years and have substantial evidencethat it always works. You know, you don't have authority because eventhough you have some following on social media, you just kind of like, uhlike what is an authority? Like how do you measure that? Right? So how do youdo it? When can you call yourself a thought leader? Well, I have a theoryhypothesis for you. This is what I'm currently doing to do this, right? Andit's a concept I like to call learning in the light, learn in the light,here's how it works. Don't position yourself as a thought leader. I knowthis is kind of counterintuitive, but you don't want to add the word thoughtleader to your bio. You don't want to add the word thought leader to yourheadline shoot. Actually, let's just call it out. The first rule of thoughtleadership is you don't call yourself a thought leader. The second role ofthought leader is equally important.

You don't call yourself a thoughtleader, You just never do. You never will because you don't really need to.So here's the reason here's what you can do. Instead, as a marketer, you'reprobably brainstorming outside the box ideas to engage your prospects andcustomers working remotely. And you've probably thought about sending themdirect mail to break through the zoom fatigue. But how do you shippersonalized gifts to remote decision makers? When you have no idea wherethey're sitting at B. B. Growth? We use the craft and platform to send hyperpersonalized gifts to anyone working from anywhere. Crafting makes it easyfor your prospects and customers to pick and personalize their own gift inreal time and offers highly secured data capture. So decision makers feelcomfortable submitting their home addresses for shipping purposes to getyour own personalized craft and gift. Go to craft um dot io slash growth toschedule a demo and receive a complimentary personalized gift fromcraft. Um To claim your personalized gift, go to craft um dot io slashgrowth. You start by position yourself...

...as a student. Again, you positionyourself as a student, even if you're a professional, even if you're an expertposition yourself as a student, it will go better for you because I'll behonest, I have people that have quote unquote expertise and unique ideas.They have phds in their field and then they come and pitch me. I want to be onthe show but I turned them away because I don'tknow them. I don't know their ideas. Sounds okay. It's gonna it's not aproblem I'm thinking a lot about and that's usually part of the problemright? Is there just not really relevant? But they don't know them.They don't have authority. I don't I don't know like I can see that theyhave a valid degree and that they've been seen on T. V. And stuff but Idon't know them. So I'm not gonna they don't they don't have authority with me. But you need to be able to buildauthority at a time over time and it's easier to do it when you positionyourself as a student. So a fun rhyme...

...that I have stuck in my head thathelped me remember this is if, if they watch you grow, they'll know that, youknow, if they watch you grow, they'll know that, you know, because theproblem with the ph d that has come ph d s that have come to me before is thatI like, I get an idea that they, they know what they know. But if I had seenthem from the beginning, posting and earning authorities step by step, Iwould probably trust them a lot more. Like we've all seen this with peoplearound us that we've been watched, we've watched on linkedin, we'vewatched on social media, maybe we've been watched on Youtube, right? Um,people that have grown and influence over time and then we really respectthem as we saw them when they were nothing and then we watched them growand they're learning, We watched them grow and their expertise and theirauthority, and that's what you need to do. We all needed to humble ourselves,like stop calling ourselves experts. I'm not I still have a lot to a longway to go. I've only been a year into this topic and I've gone deep, but I'mlike, man, I still have so much to...

...learn. And even if you are an expert,isn't there always more to learn? Isn't that kind of the dichotomy of learning?You only learn how much, how much more you need to learn, right? Like usuallylearn people, people that have gotten more degrees or spent more time tryingto figure out how things work. Say these things. It's because there'salways more to learn so we can always be positioned as students. And thefunny thing happens when you actually position yourself as a student is thatpeople don't are less likely to like call you out for being presumptuous,they're less likely to throw you under the bus for your bad ideas because ifyou position yourself as a student, it's hard to hate you, right? You'recoming off humble and so they're not trying to pull you off your high horse,there's no high horse, you're starting, you're just like, hey, I'm just here onthe ground trying to learn it works much better that way. Here's some waysyou can position yourself as a student and grow in real authority as theyactually watch you learn, as they watch you grow, as they watch you interviewthe experts, they watch you contribute...

...ideas. So the first thing you gotta dois just share what you're learning on social media from day one, you can seta goal to be a thought leader, don't say that you're setting a goal to be athought leader. Just say, hey, I'm trying to, I'm trying to learn how todo this well, whether it's email marketing or if your company, if you'retrying to even position your company as this as an expert or authority in thisone topic, you can just say, hey, we're trying to master this. We're trying tofigure out how to make this a better world in this way and then share yourlearnings as you go from the books you read from the blogs you read, givecredit where it's due, show that you can actually take in the informationand participate in the existing conversation that's going on in thatparticular niche field. Ask good questions. In fact, it's one of myfavorite things about having a podcast because you have an excuse to go andtalk to all the authors, all the writers, all the other podcasters, allthe people with phds that are are...

...authorities in the space to invite themon the show and have conversations with them. So what I'm doing right now inthis series on Thought leadership, I'm growing in my learning and you can usea podcast to be able to do that very well. Yeah. So part of this wholeseries has been selfish for me to learn and to grow. But it's also greatcontent for you as you get to learn with me with all these experts andthought leaders on this show. So share what you're learning on social mediafrom all the books and podcasts and interviews and research and tests andexperience of you just testing out the different stuff, share it, takescreenshots of it asked good questions on social media. There's a lot ofexperts that love to share what they learned. Then after you've learned somethings you can go and help other people at first it'll just be the people thatare a few steps behind you. But there's usually way more people at the verybeginning stages of any topic than there are people at the advanced orexpert stages. So there's always more people that need help in the beginning.Go and help them find the questions,...

...find the things that they're talkingabout and engage with them in their posts and their comments. This is aslow game. But as you help one person after another after another afteranother you will start to build authority One person at a time it works.I've seen it work. I've only been at this for a year but I'm alreadystarting to see the effects of it and I'm just showing up in the comments.I'm showing up in the D. M. S. When people ask me a question, I shoot themvideo responses sometimes. Um just sharing the things that I've learnedthat have gotten me to where I'm at and I still have a freaking long way to go.So help people and then you'll find that over time asyou learn and as you grow you'll start to develop your own ideas about howthings work and you'll start to actually have some practice in it.You'll start to form an opinion that might differ from some of the commongeneric advice that's out there because you've been testing and you've beenhelping people, you've been having conversations about social media andeverybody's been kind of watching this happen. So you'll start to share ideas,you put out unique ideas and sometimes...

...will be shot down. Sometimes people belike oh shoot dang, that's good. Um and sometimes you as a student, rememberyou need to position yourself as a student throughout the process. I wouldeven ask for feedback on things like hey had this idea what if such and suchwere more like such and such, right? You like you have these ideas and youthrow them out there and you be like just a unique idea. What do you guysthink and invite criticism? Truth be told. It actually makes you better,helps you learn faster because somebody more experienced than you, more of anexpert than you. And there's always some out there, we'll be able to pointout some flaws with it, right? And that's where thought leaders or peopleprofessed thought leaders get in trouble is they're, they're coming upwith ideas and not even validating and not even really having a conversationabout it before. They're they're pitching their ideas. Don't do that,throw your ideas out there, test them, see how people react to them. That'swhat the real, authentic thought leaders are doing their testing ideasjust like good comedians, go and test all their jokes in front of smallcrowds over and over and over again and...

...refine them, refine them. You need todo the same thing with your ideas. I've been practicing this and it worksremarkably well on linkedin, but I'm sure it works pretty well on twitter aswell. And over time you share your ideas, you perfect them, you make thembetter, you can publish them in bigger and broader ways. You go from smallsocial post to longer meaty blog post to a full on book with a collection orportfolio of your ideas that are all around a central theme or a topic thataddress something and then you're starting to become a thought leader.But you've never called yourself a thought leader, You've never positionedyourself as a thought leader, you were just a student that was there to help.And that's kind of the secret. If you want to learn in the light, youposition yourself as a thought leader, your humble yourself and you just say,I want to serve people by learning as much as I can about this topic andhelping others with the problems in this particular niche space. And overtime, over the years of learning and...

...the years of helping, in the years ofjust helping others, you will just be a thought leader, you will just be theone everybody trust on this topic because you've helped so many people,they've watched you grow, they've watched you wrestle, they've watchedyou help one person after another, that's how real authority is built. Andthat's kind of the answer to the problem. You can't just come off thescene, not even with the PhD, which is credible. You can't even just launchoff the scene as an unknown and just be like, here I am like, open the curtains,I have arrived to take care of your problems. No, you can't do that. Yougotta do it one person at a time and kind of go low to be able to be anauthentic thought leader. So this is an idea of mine. I've actually tested iton linkedin. I've kind of gotten feedback and refined it. Um and I wantto do that now, I do not, I'm not the expert in this and this is justsomething is a hypothesis that I come up, came up with and I love yourfeedback on this. Let me practice what...

I preach right now. Like I want yourfeedback. Does this ring true. Have you seen circumstances where this isn't thecase? And somebody became a thought leader, one that you actually respectthat just launched on the scene and then everybody knew them, love them,trusted them. I'd love to know. Let me know at Lincoln dot com slash en slashdigital marketing dan. I answer all my direct messages that aren't automatedand anyone that comes from the show and answers me there. I certainly love tohave conversations with. So let me know How did this go? Are you on linkedin? That's a stupidquestion. Of course, you're on linkedin here, Sweet fish. We've gone all in onthe platform. Multiple people from our team are creating content there.Sometimes it's a funny gift for me. Other times it's a micro video or aslide deck and sometimes it's just a regular old status update that sharestheir unique point of view on B two B marketing leadership or their jobfunction. We're posting this content...

...through their personal profile, not ourcompany page and it would warm my heart and soul if you connected with each ofour evangelists, we'll be adding more down the road. But for now you shouldconnect with Bill Reed, R. C 00 Kelsey Montgomery, our creative director danSanchez, our director of audience growth Logan Lyles, our director ofpartnerships and me, James Carberry. We're having a whole lot of fun onlinkedin pretty much every single day and we'd love for you to be a part ofit.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1619)