Your thought leadership program will fail if it isn’t tied to your business somehow. And your internal experts are the ones who’ll keep that in check. Your senior executives may want to be involved in ideation, or they may delegate that to someone in their team. At any rate, you should embrace the internal expert’s involvement with open arms.
Thought leadership is all about showing off the expertise within your business to help build credibility and trustworthiness. To get those with the expertise involved, though, you may need some help. If the “it’s come from the top” line doesn’t work, try playing to their egos. Show that by helping you, they’re actually boosting their personal brand and helping their own career. Or helping their clients, which will help them hit their targets.
Harness those internal experts for ideation, as a sense-check throughout the production process, and for ultimate sign-off. To do so, though, you’ll need to be strict about the time you have with them. Keep it tight, targeted, and allow time for them to feed back. Remember, they’re doing this in addition to their already-demanding day job, so cut them some slack, give them plenty of warning, and put deadlines in their diaries to keep them focused.