Summary
Thought leadership requires deep knowledge about market trends and buyers as well as a unique perspective. In the second phase of the thought leadership development process, a cross-functional thought leadership team generates ideas and hones them into a handful of specific abstracts. Creating the right conditions for brainstorming enables the ideation of more imaginative and distinctive thought leadership themes. In phase 2 of the Forrester Thought Leadership Development Model — ideate — organizations brainstorm and prioritize thought leadership ideas and then turn them into abstracts to be evaluated on their ability to drive momentum in the marketplace.
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