Thought Leadership Matrix

Why your thought leadership isn’t working

Most executives confuse visibility with thought leadership. They assume posting often or showing up at events is enough. It’s not.

True thought leadership is defined by two dimensions:

▪️ Visibility: Are you known by the decision-makers who matter?

▪️ Originality: Are you bringing insights that shift conversations, not just echo them?

These two dimensions shape four types of executives:

ASPIRING PLAYERS

Low visibility, no new ideas. Plenty of potential, but no authority in the market.

POPULAR AMPLIFIERS

High visibility, low originality. They have reach, but they’re known more for repeating consensus than shaping it.

HIDDEN EXPERTS

Low visibility, high originality. They know their craft deeply but stay overlooked because too few people see their value.

INDUSTRY ICONS

High visibility, high originality. They’re the names that come up in boardrooms and conferences because they show up and they stand out.

Where you sit on this matrix directly impacts whether recruiters call, whether clients seek you out, and whether peers look to you as a leader.

Here’s how to use it.

Start with an audit. Where would you place yourself today? Hidden expert? Popular amplifier? Somewhere in between?

Next, grow visibility with intent. Publish where decision-makers actually look. If you’re aiming for a board seat, that might mean being quoted in governance publications, contributing to NACD discussions, or writing about risk and strategy. If your goal is market authority, it could mean guesting on industry podcasts or publishing in trade journals. Remember, visibility inside your company doesn’t count if you want market authority or a board seat.

Finally, build originality. Don’t just recycle what’s already out there. Share lessons only you can teach. Challenge assumptions in your industry. To pressure-test your ideas, ask yourself three questions: Does this challenge conventional wisdom? Does it come from real experience? Would someone in my market find it both useful and surprising?

Authority grows when visibility and originality work together. Fall short on either, and you end up visible but forgettable, or valuable but unseen.