In this episode, we talk about the four factors of memory by Dr. Wendy Suzuki and how speed and agility lend themselves to thought leadership.
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
- Got a question for You Ask, I'll Answer? Submit it here!
- Subscribe to my weekly newsletter for more useful marketing tips.
- Subscribe to Inbox Insights, the Trust Insights newsletter for weekly fresh takes and data.
- Find older episodes of You Ask, I Answer on my YouTube channel.
- Need help with your company's data and analytics? Let me know!
- Join my free Slack group for marketers interested in analytics!
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
Christopher Penn 0:00
In today’s episode, let’s talk about mind share thought leadership, if you will.
When we talk about thought leadership, we’re talking in some ways about mind share about how much share of mind or how much share of memory you have versus competitors.
When someone brings up a topic are you on the shortlist of people or brands that everyone remembers without being prompted? For example, say I name a chain of coffee shops, what brands come to mind? Now, some people will say the nearly ubiquitous Starbucks some people say the almost as ubiquitous Dunkin Donuts to be a few other chains, perhaps a favorite local coffee shop of yours that you have.
But generally speaking, there’s not a ton of brands that have the mindshare that that simple, unaided recall question can bring up.
So what does this have to do with Thought Leadership? Well, thought leadership is about establishing that same kind of mindshare for you or your brand.
And to do that, we have to be memorable.
How do we achieve memorability? Well, there’s four basic principles of memory, at least according to Dr.
Wendy Suzuki over at New York University.
And those four principles are Association, emotion, novelty and repetition.
when something new comes along, like for example, chat GPT.
You’ll notice a lot of people jumping on the bandwagon very, very quickly.
Why is that they’re trying to establish some level of mindshare, some level of thought leadership, associating themselves and their personal brands with the hot topic of the day.
This has been a thing for ever, right? In the early days of podcasting.
Once podcasting had some level of minimum viability, there was a whole bunch of podcast experts that came out of the woodwork and with all these claims, and some of them achieved pretty decent mindshare.
Well, how did they do that? Why did they do that? Again, we go back to Dr.
Suzuki’s four principles of memory.
If you repeat something often enough, people tend to believe it.
Whether or not it’s true.
If you are the first, if you have the the advantage of novelty, you have a very strong beachhead to grow from.
If you can be the first person to introduce someone else to a new concept, particularly one that’s valuable or has the potential to be valuable.
You achieve a lot of mindshare.
That’s why you had a whole bunch of people as soon as cryptocurrencies became viable, just jumping on that bandwagon.
You had a whole bunch of people when SEO became a profession, you know, going from webmasters to SEO professionals.
Same basic work, but just slightly different outcomes.
Again, people jumped on that bandwagon and achieved that level of mindshare.
And over time, you know, people pivot people change what it is that they want to be known for, as the market changes.
So, what does this have to do with your brand and your marketing? Here’s the thing.
Being correct, coming out of the gate with correct information is important, right? Because, obviously, credibility, trustworthiness is part of your personal brand.
And as part of branding, in general, if your reputation is such that you’re dispensing information that is clearly wrong, you will not do well.
But one of the challenges that a lot of thought leaders run into is that they don’t get enough visibility quickly enough to establish that beachhead, they don’t take advantage of that novelty.
And because they’re so late to the game, they don’t have the repetition advantage of somebody who is maybe less qualified, but is out there saying and doing stuff longer and therefore achieves a repetition, advantage.
So whatever the next big thing is, if you want to be perceived as a thought leader in it, or if in fact, you are an actual leader, and you want to claim the thought leadership share of it, you’ve got to take advantage of those four principles of memory very, very quickly.
This is something that I ran into recently on in the Save Warrior Nun campaign that I’m part of.
There’s a whole bunch of different groups all clamoring for attention.
And there was this big event that happened and some very, very prominent speakers spoke and all the different groups are trying to figure out how to leverage that news to draw attention to their efforts.
perfectly valid, right? If you want to be seen and perceived as a leader, you need to to get out there with that information.
Who wins the group that gets there first.
The group that gets the correct information out first is going to win that particular round of mindshare, because in this pitch take a case, you have already have Association, right? But the cause itself is memorable.
You have strong emotion involved.
That’s principle to have memory.
You have the opportunity for repetition.
But most of all, you have the novelty, the newness approach.
And that newness that being first to market really matters for being perceived as as a leader in that position.
You’ve got to be out of out of the gate the fastest with correct information.
Again, I can’t emphasize that enough.
Yeah, the information has to be correct, right? You can’t go to market with stuff that’s just blatantly false.
It’s just not going to go.
But if you are trying to establish a beachhead of memorability, you’ve got to be faster than your competition, you got to be more agile, you’ve got to have resources and technologies on your side that get you to market as quickly as possible.
So in your industry, in your vertical in your within your customer base, how fast are you at getting out correct information? How fast are you that allows you to take advantage of that novelty part of memory.
That also allows you the most runtime the most lead time for repetition, to associate your brand with whatever the topic of the day is.
That’s how you can establish a strong bit of thought leadership using those four principles of memory.
That’s the episode for today.
Thanks for watching.
Talk to you soon.
If you’d like this video, go ahead and hit that subscribe button.
You might also enjoy:
- Transformer les personnes, les processus et la technologie - Christopher S. Penn - Conférencier principal sur la science des données marketing
- B2B Email Marketers: Stop Blocking Personal Emails
- Is Social Listening Useful?
- The Biggest Mistake in Marketing Data
- Almost Timely News, 17 October 2021: Content Creation Hacks, Vanity Metrics, NFTs
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers