46: Building Thought Leadership at Ramboll with Susanne Wellington Hansen

In this episode, Mikkel Svold engages with Head of Marketing & Communication at Ramboll Energy, Susanne Wellington Hansen, to explore the evolving landscape of thought leadership in knowledge-driven companies.

They discuss the shift from traditional technical focus to a broader societal relevance, the importance of activating thought leadership through various channels, and the challenges of measuring its impact. Susanne emphasizes the need for visionary leadership and the role of personal branding in establishing credibility. The conversation also touches on the integration of AI in content creation and the future of thought leadership in an increasingly complex world.

The takeaways from this episode are:

• Thought leadership has evolved from a technical focus to societal relevance.
• Activating thought leadership requires a multi-channel approach.
• The primary goal of thought leadership is to address client pain points, not direct sales.
• Gathering feedback from clients and stakeholders is vital for refining strategies.
• Training and support for personal thought leaders enhance their effectiveness.
• The future of thought leadership will emphasize experience and personal connection.

Episode content:
00:00 Introduction to Thought Leadership in Knowledge Companies
02:51 Evolution of Thought Leadership: Past vs Present
06:32 Activating Thought Leadership: Beyond LinkedIn
10:28 The Goals of Thought Leadership: Understanding Client Needs
14:31 Measuring Success in Thought Leadership
18:29 The Role of Leadership in Thought Leadership Strategies
22:43 The Importance of Personal Branding for Thought Leaders
26:05 Rapid Fire Questions: Insights on Thought Leadership
30:22 The Future of Thought Leadership and Content Sharing