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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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The ROI of Thought Leadership summary
Cindy Anderson, Anthony Marshall
Calculating the Value that Sets Organizations Apart
22 mins
Brief summary
The ROI of Thought Leadership examines how organizations can leverage thought leadership to drive measurable business outcomes. Anderson and Marshall provide strategies for creating impactful ideas that foster influence, differentiation, and sustained competitive advantage.
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The ROI of Thought Leadership
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The billion-dollar opportunity
The business landscape is moving at lightning speed. To stay ahead, many organizations rely on thought leadership – a potent instrument for building trust and sway. But what’s the real-world impact? Now, for the very first time, we have hard data. And the figures? They’re jaw-dropping.
Thought leadership is directly responsible for an astonishing $265 billion in worldwide corporate spending each year. In the US alone, that number hits $100 billion. This isn’t just talk. It’s cold, hard cash.
Nearly 90 percent of executives say they make concrete buying choices within three months of engaging with thought leadership content. On average, organizations allocate about 0.56 percent of their yearly revenue based on thought leadership insights. Consider this: the Forbes Global 2000 companies generate a combined $47.6 trillion in revenue. That tiny percentage? It represents a colossal opportunity for organizations crafting persuasive thought leadership.
Top-level decision-makers lean on thought leadership for strategic gains in a fiercely competitive environment. A staggering 96 percent of executives credit thought leadership with helping them make smarter business moves. They’re not just skimming reports – they’re leveraging these insights to propel their organizations to new heights.
That’s because thought leadership serves a range of strategic objectives. Nearly 84 percent of executives use it to spot emerging tech trends. Approximately 88 percent also report using it to fill knowledge gaps within their own teams. And 93 percent say they gain a keener grasp of market shifts through thought leadership. This dependence on outside expertise opens up a powerful channel of influence. Globally, four out of five executives say thought leadership gives their organizations a competitive advantage. It’s strategic intelligence in action.
For organizations producing thought leadership, the financial rewards are substantial. Data-driven calculations reveal an average ROI of 156 percent, which is 16 times higher than traditional marketing approaches. A typical thought leadership practice generates about $64 million in yearly profit on a $25 million investment. This remarkable return stems from thought leadership’s unique ability to open doors that remain shut to conventional marketing efforts.
So, what sets thought leadership apart from other types of content? Executives are clear about what they value: original proprietary data, expert analysis, and quantitative insights. When thought leadership is perceived as independent from commercial agendas, organizations see even greater returns – executives spend 145 percent more with organizations whose content they view as impartial.
The takeaway is unambiguous – thought leadership isn’t just a cost center or a vanity project. It’s a revenue driver that delivers measurable, substantial returns. By positioning thought leadership as the bedrock of your marketing strategy, you can establish your organization as a trusted advisor rather than just another vendor. This trust translates directly into executive purchasing decisions – and, ultimately, your bottom line.
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What is The ROI of Thought Leadership about?
The ROI of Thought Leadership (2025) is built on a data-driven calculation showing that thought leadership delivers 156 percent ROI and influences $265 billion in global spending annually. It also gives you practical frameworks to quantify, improve, and maximize returns from your organization’s own thought leadership investments.
Who should read The ROI of Thought Leadership?
- Chief Marketing Officers seeking to justify thought leadership investments
- Communications executives developing content strategies
- Business consultants looking to quantify their advisory impact
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