Thought vs Action Leadership

What’s the point of thought leadership? Literally, what is the point? What’s the point you’re making, and what’s the point in making it?

To galvanise behind a theory or perspective? To voice opinion? To drive change, a shift in behaviour or policy? All of the above?

As a communications business, we pedal in words. As people, thought and perspective is pushed at us daily. It is constantly in the news, in conversation, even in the graffiti’d political statements on the wall outside our office.

Over the last eight weeks, the With team has been to a wide range of events across multiple sectors, both in the UK and overseas. I went to the biggest tech innovation show in the world, GITEX and the smaller, more intimate healthcare expo HETT and also got a last-minute ticket to hear Susie Wolff, who in 2024 was the first woman in 22 years to take part in a Formula 1 race weekend. 

To see GITEX is to believe it: a bold and incredible OTT showcase of the future and a critical marketplace for innovation and connection. I met some fascinating people there for sure. The smaller events, where I had the chance to stop and listen to some of the speakers, left the deepest impression.

At a HETT session about digital transformation, the host reminded us several times that communication is critical. It sounds obvious, but in the whirlwind of AI, data, and innovation talk, it was a timely grounding point. Transformation doesn’t stick without human connection, shared experiences of change, exchanging new ways of working together, and establishing new patterns and processes. 

Most recently, I went to hear  Susie Wolff in a small venue in Bath talking about her book, Driven, and her leadership of the F1 Academy all-female racing series. Her message? Performance is proof. And a surprise. While she initially recoiled at the cliché of her racing car being colour-blocked pink, it had an immeasurable impact on inspiring the next generation of girls to enter a male-dominated sport. Dads started bringing their daughters to the race track to see Susie in the pink car and helped shift the profile of the next generation of Formula One fans, to boys and girls who can now see themselves in the sport. The power of pink wasn’t just symbolic; it was about focus, determination, and the pursuit of a goal. Her book tour is another platform for her to share her thoughts and compulsion to drive change (as well as sales!). 

Breakthrough thought leadership

Last month, on the 18th October was World Menopause Day. Congratulations must go to Menopause Mandate, a group of women who came together to drive change in women’s health. Lifting the lid on a topic that had been taboo for too long, they used thought leadership to turn an uncomfortable truth into meaningful progress and succeeded in their mission to get menopause included in the NHS Over-40 Health Check.

Among a group of (mostly) women who propelled menopause into the public conversation on multiple fronts, all at once – a masterclass in breakthrough thought leadership from the Menopause Mandate and the individuals and organisations that sparked the movement. Led by Mariella Frostrup, Kate Muir, Davina McCall, Priya Lakhani, Tina Backhouse, Joyce Harper, Theramex, and Organon, they transformed menopause from an isolating experience into a powerful movement for change.

This brings me back to my first question: what’s the purpose of thought leadership? If it stops at ideas, the job’s not done. The best leaders I’ve seen aren’t just thought leaders; they’re action leaders. They don’t just think differently; they act differently with repetition and consistency.

And that goes for our very own Debbie Zaman. As a purpose-driven founder, Debbie is motivated by creating real equity in how women’s voices are represented and heard. She put action behind her words with the With Women programme, offering free media training to redress the imbalance of women as media spokespeople. It’s proof that we don’t just talk about change, we make it happen. To date, we’ve trained over 1,000 women, and this year, we’re taking the programme to FinTech Talents and Web Summit to empower even more voices.

What it all comes down to.

• Everything is either hunting for lunch or is lunch. (Artist Angela Harding, Desert Island Discs 5th October.) Original concept and original thought set you apart from the forces (that is AI) closing in.
• Performance is power (Susie Wolff). Proof is everything. Walk as well as talk.
• Lean in. Consider what’s going to bring fans and build on your perspective. It might not be something expected.
• Thought without action is just a post. Communication is critical. Obvious, but without amplification, it goes unheard. Be brave.
• Pick a lane: Borrowing from one of our clients, Jon Tipple at FutureBrand talking about the demise of Pizza Hut, pick a lane and stay razor-focused on that goal.

And finally, a last one from Susie Wolff. She shared how, as a child, the only girl on the racing track, her helmet became the greatest equaliser: once it was on, it was just about performance, courage and going for it. So take a note from Susie: put on that helmet, silence the doubts and crack on!

By Vicki Harper, Senior Director and Healthcare Lead at With