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Thought leadership has become a buzzword in marketing, but what does it really mean and how can businesses use it to their advantage? In this episode of Marketing Espresso, I’m joined again by Karen Chalmers, Vice President of Marketing at Interval, to unpack the real meaning of thought leadership and how to empower your team to step into it.

Karen has over 25 years of experience at the intersection of creativity, media, and marketing. She’s built strategies that drive brand awareness, optimise budgets, and lead teams to meaningful results. She’s passionate about empowering not just executives, but entire teams, to share their unique perspectives and expertise.

We dive into why thought leadership shouldn’t just sit with CEOs or founders, and how every team member, whether they’ve been in the industry for two years or thirty, has valuable insights to share. Karen shares her approach to guiding teams to start posting on LinkedIn, how to overcome imposter syndrome, and why a diversity of voices strengthens brand credibility.

The conversation also covers the fears that hold people back, from “what if my opinion is wrong” to “what about the trolls.” We explore how to reframe those fears, embrace experimentation, and see thought leadership as an ongoing journey rather than a one-off tactic.

Key takeaways:

• Thought leadership is not reserved for the top of the organisation. Every team member can contribute.
• Imposter syndrome is common, but opinions and experiences are never “wrong.” Sharing your perspective adds value.
• Fear of trolls or negative comments is real, but ignoring and not engaging is the best approach.
• Building confidence takes practice. Start small, with one post a week, and build from there.
• Organisations that empower their people to share thought leadership build stronger brands and deeper trust.

Actions you can take today:

• Encourage your team to create one LinkedIn post in their own words this week.
• Workshop thought leadership internally, offer support and feedback to build confidence.
• Think about your own “hill to die on” the topic or message you’re most passionate about sharing.

You can connect with Karen on LinkedIn.

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This podcast has been produced and edited by Snappystreet Creative