We are Laxer


Strategic Narrative

Core Messaging

Thought Leadership

Leaders are born

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Whether it’s Jordan, Brady, Musk or Churchill, it is said that leaders are either born, or born in a moment.

In the world of business, for every alpha leader, you have many more who would really just prefer talking code, staying in their comfort zone -- even when they find themselves at the helm of a multi-million dollar company, with hundreds of employees, affecting the lives of many more.

But like it or not, today’s reality forces them to embrace a leadership that often goes against their grain. They are responsible for their employees, they need to take a stance on the pressing issues of the day, whether it’s the impact on the environment, racial inequality, geo-political shifts of power, privacy, ethical practices…not to mention being able to constantly articulate and communicate the company’s vision, and ensure it is aligned with the ever-changing markets and consumer sentiment.

Yes, leadership is something you are born with, but it‘s also something that needs to be cultivated, and more importantly, communicated.

So, what exactly is thought leadership?

In its simplest form, thought leadership refers to “intellectual influence and innovative or pioneering thinking”.

In today’s hyper-transparent culture companies are constantly scrutinised and being judged by the thoughts and actions of their CEO’s. 

This affects the decision process not only of customers, but the likelihood of luring strong candidates, retaining employees, increasing awareness and managing reputations.

With today’s trend of more buyer research prior to brand engagement, thought leadership becomes the window through which organisations can showcase their DNA. Communicating leadership creates context for your company’s plans and decisions. It builds trust, expands your network and enhances your market perception.

The risks & rewards of staying silent.

The Chinese have an ancient concept called Wu Wei that is a central pillar of their ancient statecraft. It refers to the effortless action of a leader (the emperor). 

It is a state of doing without doing — attaining a degree of unconflicting personal harmony, free-flowing spontaneity and savoir-faire. 

Most business leaders become leaders by doing and not talking (and letting their doing do the talking). However, in today’s hyper-connected economy, there are serious risks to companies that choose to stay silent, but also significant rewards for those that take a position and articulate a strong and timely opinion. 

Owning the “Big Idea”

Leaders need to find the big idea (s) they want to own. The leader never gets technical, never talks about money, or features. For that they have ministers (or marketing / social media / etc..). They provide the bird’s view.

Founders and CEO's should focus on educating, sharing new ideas, insights and being in context with their user’s life. It's crucial to map out the parameters of content you want to cover and finding the pillars of your narrative.

Let your audience reach the desired conclusion by themselves

Leaders needn’t obsess over self-promotion; they should focus on bringing value to their audience. 

The"me-me-me" epidemic on social media is rampant, especially on Linkedin, and people are tuning out. In times like these where it appears that executives simply speak to fill a void or because a few days have passed since their last post, those that actually have something to say; communicate conviction, resolve and purpose stand out even more.

Thought leadership isn't about telling people how great you are. It's about letting them reach that conclusion themselves. It's about being interesting. 

It's about telling your story through others. It can be through your clients, you partners or your employees. It can be by tying into current events or social phenomena. It's about finding relevance and context. A well-written piece one a month will go much further than a weekly filler full of platitudes and cliches.


To be a leader requires commitment and that means creating consistent content. 

Depending on the company and the leader, it’s important to determine a frequency and velocity of content. A strong, well-thought out content strategy is crucial, especially when you aim to inspire thought, and not just generate leads.

You don’t become a thought leader overnight. It takes time, a whole lot of work and perhaps even a bit of luck, but if you have a story, it's definitely worth telling it.