If your product or service is truly one-of-a-kind and in demand, congratulations. For you, the name of the game is to practice mistake-free marketing. If, on the other hand, your offer is only slightly differentiated – especially within a crowded market – it can be a never-ending challenge to stand out.

Retweeting, liking and referencing the thoughts of others, especially those who command massive online audiences, isn’t a bad start. But it’s not thought leadership. True thought leadership is available in only a few flavors including original insights (notice I didn’t say content, because that isn’t, ipso facto, valuable), “relatable stories” and strong arguments made boldly and publicly. There may be others, but let’s focus on these three.