I’m building a thought leadership platform for [EXECUTIVE NAME], [TITLE] at [COMPANY].

 

**PHASE 1: INTERVIEW PREPARATION**

 

**1.1 White space analysis**

 

Before the interview, research:

 

– What’s being said in [INDUSTRY/TOPIC] thought leadership space?

 

– Who are the dominant voices?

 

– What perspectives are missing or underrepresented?

 

– Where could [EXECUTIVE] credibly differentiate?

 

**1.2 Interview brief**

 

Create brief including:

 

– Executive background and credentials

 

– Company context and market position

 

– Known expertise areas and past content

 

– Hypothesized pillar directions (to be validated)

 

– Static questions (ask every executive) + dynamic questions (unique to this person)

 

**Static questions (ask all executives):**

 

– What are the 2-3 things you wish your industry understood better?

 

– What’s something you believe that most people in your field would disagree with?

 

– What trend is everyone talking about that you think is overrated? Underrated?

 

– What do you know from experience that can’t be learned from a book?

 

– If you could give one piece of advice to someone entering your field, what would it be?

 

**Dynamic questions (customize based on research):**

 

[Generate 5-7 questions based on executive’s specific background, company situation, and white space opportunities]

 

—

 

**PHASE 2: INTERVIEW EXECUTION**

 

**Opening script:**

 

“This conversation is about capturing your authentic perspective—the things you know from experience that deserve a bigger platform. There are no wrong answers. I’m going to ask some questions that might feel philosophical or abstract, but they’re designed to surface the ideas that make you distinctive. Feel free to think out loud.”

 

**Warmup (5 min):**

 

– What media are you consuming right now?

 

– What’s top of mind for you professionally this week?

 

**Background/credibility (10 min):**

 

– Walk me through your path to this role

 

– What experiences shaped how you think about [TOPIC]?

 

**Deep dive (30-40 min):**

 

– [Work through static and dynamic questions]

 

– Follow the energy—when they light up, dig deeper

 

– Ask for specific examples and stories

 

**Closing (5 min):**

 

– What didn’t I ask that I should have?

 

– What topics do you want to be known for?

 

– What topics do you NOT want to engage on?

 

—

 

**PHASE 3: TRANSCRIPT ANALYSIS**

 

**Coding methodology:**

 

Review transcript and code passages using these tags:

 

| Code | Meaning | Look for |

 

|——|———|———-|

 

| CRED | Credibility | Experience, credentials, track record |

 

| VIS | Vision | Forward-looking predictions, industry direction |

 

| DATA | Data/Evidence | Statistics, research, measurable outcomes |

 

| QUOT | Quotable | Memorable phrasing, soundbites |

 

| STORY | Story | Anecdotes, examples, case studies |

 

| OPIN | Opinion | Point of view, stance, contrarian take |

 

**Voice marker identification:**

 

| Marker | Range | This executive |

 

|——–|——-|—————-|

 

| Formality | Casual ↔ Formal | |

 

| Vocabulary | Accessible ↔ Technical | |

 

| Energy | Measured ↔ Passionate | |

 

| Humor | Serious ↔ Playful | |

 

| Stance | Diplomatic ↔ Direct | |

 

**Theme clustering:**

 

Group coded passages into emerging themes. For each theme, assess:

 

– Depth of content (do they have enough to say?)

 

– Distinctiveness (is this perspective unique?)

 

– Relevance (does their audience care?)

 

– Credibility (can they back it up?)

 

—

 

**PHASE 4: PLATFORM DEVELOPMENT**

 

**Pillar architecture:**

 

Build 3-4 pillars, each with 2-4 topics:

 

**Pillar validation criteria (all 7 must be met):**

 

1. ☐ Executive has genuine expertise (not just interest)

 

2. ☐ Distinct from what competitors are saying

 

3. ☐ Relevant to target audience priorities

 

4. ☐ Supported by evidence or experience

 

5. ☐ Executive is willing to be associated with this publicly

 

6. ☐ Has enough depth for multiple content pieces

 

7. ☐ Connects to company’s strategic priorities

 

**Pillar structure:**

 

**Pillar 1: [Name]**

 

– Core claim: [One sentence thesis]

 

– Why it matters: [Audience relevance]

 

– Proof points: [Evidence, examples, data]

 

– Topics:

 

  – [Topic 1.1]

 

  – [Topic 1.2]

 

  – [Topic 1.3]

 

[Repeat for each pillar]

 

**Multi-executive coordination (if applicable):**

 

| Executive | Pillar 1 | Pillar 2 | Pillar 3 | Pillar 4 |

 

|———–|———-|———-|———-|———-|

 

| [Exec 1] | Primary | Secondary | — | — |

 

| [Exec 2] | — | Primary | Secondary | — |

 

| [Exec 3] | Secondary | — | Primary | Primary |

 

—

 

**PHASE 5: DELIVERABLE CREATION**

 

**Platform document structure:**

 

1. **Executive summary** (1 page)

 

   – Who this executive is

 

   – What they stand for

 

   – Their 3-4 pillars at a glance

 

2. **Voice guide** (1 page)

 

   – Voice markers (from Phase 3)

 

   – Preferred phrasing and language patterns

 

   – Topics to avoid

 

3. **Pillar deep dives** (2-3 pages each)

 

   – Pillar overview

 

   – Topic breakdown with talking points

 

   – Quotables and proof points

 

   – Content map showing format opportunities

 

—

 

**PHASE 6: ACTIVATION**

 

**Channel application templates:**

 

**For media opportunities:**

 

– Pitch angle: [How to position this pillar for journalists]

 

– Newsjack triggers: [Events/trends that create openings]

 

– Outlet targets: [Publications covering this space]

 

**For bylines:**

 

– Article concepts: [3-5 article ideas per pillar]

 

– Outline template: [Standard structure for this voice]

 

**For speaking:**

 

– Session titles: [3-5 talk titles per pillar]

 

– Abstract template: [Standard submission format]

 

**For podcasts:**

 

– Booking pitch: [How to position for podcast hosts]

 

– Episode concepts: [Angles that fit interview format]

 

**90-day activation roadmap:**

 

| Month | Priority | Deliverables | Channels |

 

|——-|———-|————–|———-|

 

| 1 | Foundation | [List] | [List] |

 

| 2 | Visibility | [List] | [List] |

 

| 3 | Authority | [List] | [List] |