Competing on Thought Leadership. How Great B2B Companies Turn Expertise Into Revenue

Publication Date:

January 2022



Original language and publisher

Territories Handled

World excl. English


Business & Leadership

Competing on Thought Leadership. How Great B2B Companies Turn Expertise Into Revenue


Content matters! This practical book lays out clear, specific steps to achieve thought leadership and build a business on it. — Ram Charan, Global Advisor to CEOs and best-selling author

An essential guide to the engine that drives the early adoption of disruptive innovations. — Geoffrey Moore, author, ‘Crossing the Chasm’ and ‘Zone to Win’

“Thought leadership” is now a core part of the business lexicon. Numerous corporate websites devote whole sections to it. Entire conferences are built around it (TED and the World Economic Forum as the most exclusive ones). It’s at the center of sophisticated, high-ticket PR campaigns. Thousands of people are making careers of it. And companies from Fidelity Investments, Adobe and Cigna to PwC, Accenture and Spotify have people in charge of it.

Interest in the field of thought leadership is white hot – just like the buzz created by illustrious thought leaders when they bring groundbreaking ideas to market. So it’s about time the topic of thought leadership itself got a substantive treatment.

In Competing on Thought Leadership, Robert Buday boldly delivers it. He defines thought leadership concretely: as the acclaim that a firm or a person earns for developing, marketing and delivering superior expertise in solving complex customer problems. And he defines it broadly – as a business strategy, not just a marketing strategy. Buday also brings to bear his client work and research since the 1980s in helping companies and individuals inside them become known worldwide as leading experts in their field, which in turn has increased their revenue and profit multifold.

Marketing Information

  • Sales & Marketing category winner in the NYC Big Book Awards.