The Second-Best Business Book Ever Written

The Pursuit of Thought Leadership in Sales, Marketing, and Life

Tom Marks

• Publisher: An Inc. Original
• Year: 2024
• eBook ISBN: 9781639090396
• Topic: Business
• Subtopic: Leadership
• Index: Business

Honesty in thought leadership matters. And so does seeing the light.

Honesty, in its purest form, is a key characteristic of all thought leaders, so I'm going to hit you with the truth. Many business books today are written for the purpose of winning more business for an author, or acquiring new speaking gigs, and anyone who fits into that camp is A-OK with me. It's a smart move. But after more than four decades in sales and marketing, I'm beyond those goals. Frankly, it feels great that I'm not anchored to those intentions anymore. I have only one intent in The Second-Best Business Book Ever Written, and that's to teach the ins and outs of thought leadership to as many people as possible because that's how corporations, and the individuals who run them, succeed.

There's a process to becoming a thought leader; it's methodical, detailed, and rewarding. After all, where's the amusement in being a price-chopper? Or even a technology leader where the tenure is as short as my nephew's attention span? The greatest thought leaders started sharing their thinking 2, 500 years ago through the teachings of my four favorites: Socrates, Plato, Aristotle, and Aspasia.

I'm going to travel with you down the thought leadership road, known as the Via Egnatia, from the foothills that rise above Athens to the skyscrapers that tower above Madison Avenue. And along the way, I'm going to show you how I did it for Fortune 500 companies, and for small and midsize businesses, with a few wild detours along the way.

By all accounts, the Green Bay Packers future Hall of Fame quarterback Aaron Rodgers was born with a rock-solid throwing arm and an annoying chip on his shoulder. I'm no Rodgers fan; after all, I was born and raised in inner-city Chicago and have been a Bears fan since birth, but I recognize greatness, and Aaron Rodgers is a great football player. Some of his other qualities? Not so much.

But these aren't lessons about tackle football. They're insights about leadership; about what happens off the football field, and on a more important playing field; about greatness in sales, marketing, and business; and about thought leadership, the single most important differentiator in the business playbook.

Or, as Plato not so recently said, obviously unaware of Aaron Rodgers's famous retreat into darkness, "We can easily forgive a child who is afraid of the dark; the real tragedy of life is when men are afraid of the light."

I'd like to shed some light on what's required in business, but frequently misunderstood. What every salesperson needs to know, but doesn't always know how to achieve it. And what every marketing expert wishes they had in their bag of tricks. To simply say that thought leadership is an essential part of the disciplines of market leaders is like saying a stick is an essential part of a Popsicle. Well, it is, assuming you're not interested in taste, color, packaging, name, price, quality, and the beat goes on.

Tom Marks survived forty-seven years in the advertising business and has lived to write about it. He's the founder of TMA+Peritus, one of the leading marketing, thought leadership, and corporate ethics firms in North America and has won more than sixty-five American Advertising Awards for his writing. He spent many years on the professional speakers circuit and survived that, too. His thought leadership workshops for Fortune 500 companies have brought him national acclaim and has made him a favorite among the nation's CEOs.

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Dedication
• Contents
• Foreword
• Acknowledgments
• Introduction
• 1: But First, the Basics
• 2: Thought Leadership Takes Root: Fumbles, Stumbles, and Lessons for All
• 3: The Disciplines of Market Leaders
• 4: Determining What Discipline Fits You Best
• 5: It’s Time to Set the Fourth Easel
• 6: The Ethics of Thought Leadership
• 7: You Can’t Be a Thought Leader without Voice-of-Customer Research
• 8: How to Develop Critical Insights
• 9: Embracing the Sales Process of Critical Insight Selling
• 10: Like the Ancient Greeks, All Thought Leaders Are Great Storytellers
• 11: Brands Are Nothing More than Messages, Just like Stories
• 12: Implementing Thought Leadership into Your Company and for Your Personal Success
• 13: The Rules that All Thought Leaders Need to Follow
• 14: Being Thoughtful in Life (Sort of an Epilogue)
• Afterword
• Notes
• Index
• About the Author