Human-Centered Marketing: Thought Leadership

This edited excerpt is from Human-Centered Marketing by Ashley Faus ©2025 and is reproduced and adapted with permission from Kogan Page Ltd.

Decision-makers are more likely to buy from organizations that produce strong thought leadership content, and they’re more likely to stay with a current provider that produces strong thought leader­ship content, which confirms the company continues to offer insights and solutions compared to competitors.^[1]

Unfortunately, the term “thought leadership” has a lot of baggage because too many people share a…