Summary: The planning industry is full of buzzwords, particularly in marketing. Anything that someone writes or develops is now “thought leadership.” Every special report or longish article is now a “white paper.” These terms are in danger of losing their meaning.Having worked with financial advisors for 25 years, I can say that most of them will never be seen as thought leaders – they just don’t have the time. That’s what it takes to be a thought leader: One must take the time to really think and advance the conversation around a body of thought.
 If the advisor or firm is quoted in the third-party created content or has had their own work published by that credible outlet, then the halo effect is amplified and contains a viral quality."Marie Swift, President and CEO, Impact Communications, Inc. |
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