Method 18 · Owned media
Thought Leadership
Articles, op-eds, LinkedIn long-form, and contributed pieces in major media.
What it actually is
Long-form essays under your name that take a real position on a real argument. Some live on your own channels. The best ones land in HBR, Inc., Forbes, or vertical publications your buyers read.
Best for
Founders selling judgment: B2B services, consulting, advisory, capital allocators, and category leaders.
Watch-outs
Bland posts that argue for nothing damage the brand. The risk is taking no position. The reward is having a position that older, slower competitors cannot afford to take.
Real talk
One sharp essay on the right topic outperforms a hundred safe posts. Write what you would say on a closed-door call, then publish it.
First steps
- 1.Write down the three arguments your industry refuses to make
- 2.Pick the one you can defend with data and experience
- 3.Publish it weekly, on the same channel, for ninety days
The numbers
- Effort
- Moderate effort
- Impact ceiling
- Strong impact
- Timeline
- Results in months
- Time required
- 5 to 10 hrs/week
- Budget required
- Free or near-free
- Primary medium
- Writing
- Channel type
- Owned channel
- Stage fit
- Early revenueGrowingScaling
- Goals served
- AuthorityLeadsAwareness
Tools and examples
LinkedIn long-form · Substack · Inc. contributor articles · Industry trade publications