Stalled at Starting Line

Dear Stalled,

Let me guess. You’ve been sitting in conference rooms talking about thought leadership for months now, everyone nodding enthusiastically, and then when you hit the gas pedal, the car doesn’t move an inch. That’s probably because nobody knows what the hay they’re supposed to do next. You’re not alone. The Doctor sees this all the time, and I’m here to tell you that you don’t need to have a massive budget, a PR firm (although the doctor could recommend a good one if you’re looking!), or the oracle of your choice. You need a plan as in lights, camera, action!

For starters, Stalled, let’s clear up what thought leadership actually is. If your firm is like a lot of AEC firms, everyone agrees that you need to do thought leadership, but when you ask them to define it, it’s deer in the headlights all day long. Thought leadership is talking about your expertise and ideas rather than describing the what of a project—the size, program, location, blah blah blah. You’re shifting the conversation from “look at this building we finished” to “here’s how we think about the future of your industry.” Your clients want smart people who think critically and take positions on issues that matter to them. Be that person.

Here’s the thingie that goes way over most peoples’ heads: you think you’re selling buildings or building systems. But you’re not. Like not even close. You’re selling a promise that you can meet your clients’ goals and help them overcome their challenges. So if you designed a hospital, stop droning on and on about square footage. Nobody cares. Talk about how it transformed the patient experience. If you finished a multifamily building, then talk about current residential trends. See the diff?

Now, let’s talk about where to start. Stay with me, Stalled.

First, get everyone on the same page about what you want to be known for and in which sectors. Don’t try to be all things to all people. That’s not a strategy, that’s a mess.

Then, identify two or three people who have real expertise—the ones who can see around corners for their clients, who uncover opportunities that others miss, who know the trends in their clients’ industries and position them to get there first. These are your thought leaders. Not everyone with a title or who’s been there longest. The ones who can spot emerging issues from miles away because they know where the duck is going—and so that’s the direction they shoot. Bang!

Ok, so to get the show on the road, you want to do this incrementally. First, think about answering the questions your clients always ask. Write about that on LinkedIn or your firm’s blog or seek out a publication that wants an op-ed. Share a lesson learned from a recent project by submitting a proposal to a conference or getting on a panel where you can share your expertise. Use social media to test ideas and facilitate real conversations. Don’t just post pretty building photos that get three likes from your mom (which is ok, too, but it’s not really gonna build your reputation).

I know what you’re thinking: everyone’s already swamped with projects, they have overflowing inboxes, and they’re in back-to-back meetings starting at 6:00 am. But here’s the thing—this isn’t extra work on top of your day job. This IS part of the job. Think of it like preventative medicine. You’re building relationships, positioning expertise, and creating conversations that lead to work. Recent research shows that 47% of decision-makers discover thought leadership content while researching topics. They’re out there looking for you, but you gotta show up in person and on your channels.

Eddie Cantor once said it takes 20 years to become an overnight success, but you don’t have to wait that long if you’re consistent. Think of it like watching a building rise floor by floor. One day you look up and realize you’ve built a supertall.

And here’s the reality check: even though you work in teams, thought leadership is driven by individuals. When they shine, your whole firm benefits. So stop talking about it and start doing it. You’ve got smart people doing great work. Let the world hear from them. Build their influence.

The Doctor