Thought leadership is overrated. Try 3D instead

By Jessica Albon

I am ridiculously excited about tonight’s episode of Chuck. I watch a grand total of two TV shows (Burn Notice is the other one), because I love them both–the silly, escapist tones, the lines that make me giggle, the way they manage to feel consistently fresh… The reason I’m excited about tonight’s episode, though, is that it’s done in 3D which is apparently a pretty darn big deal for a TV show.

And, that, of course, is the point. When’s the last time your customers were excited about what you offer? More importantly, when’s the last time *you* were excited about what you offer? If business is slow, it’s been awhile.

If you’ve gotten complacent about what you offer, if you’ve tucked in your head, and squared your shoulders to “tough it out” and “hunker down,” you’re missing the point of running a business. And you’re missing out on a profound opportunity to inspire your audience.

I’ve always loved 3D technology in a geeky sort of way. Sure, it doesn’t look “real” but that doesn’t strike me as the point. If I want reality, I have a whole, big, beautiful world in which to find it. I certainly don’t need everything in my life to look/sound/seem real. The look of 3D is stylized and fanciful. It’s cheesy, sure, but it’s also imaginative and was hugely daring back in the day.

Lately, I’ve been finding inspiration in intriguing places and if you’re on my snail mail mailing list, you can expect my Valentine’s Day mailing this year to reflect that (not yet on the list? All you gotta do is hire me). I’m not ready to reveal my sources just yet, but you can safely assume they’re not CNN or the BBC nor gossipy sites like GoFugYourself.

I’m willing to bet that you’re spending a lot of time in all the old familiar places–the news sites you frequent, the coffee shop on the corner where they remember your order, the same blogs you visit every day… And I’m also willing to bet that you’re feeling a little stifled and a little uninspired.

You probably don’t think this matters. In fact, you probably think that it’s okay (or even natural) that you would be feeling a little apathetic. After all, you think, isn’t the alternative sheer panic?

Isn’t the smart thing to do right now, to worry?

Obviously, the only sure way to be right is to expect the worst. Sooner or later something bad *will* happen. If you always expect the best, sooner or later, you are bound to be disappointed.

And so, on you go, being smart. Worrying. Expecting the worst.

Increasingly blind and oblivious to your own power in this situation. Your own boldness. Your own creativity and muscle and abounding courage to bring something genuinely new, genuinely valuable, genuinely *true* to your audience.

If you’re a Nielsen household, watch Chuck tonight. (Even if you’re not a Nielsen household, you’re welcome to give it a try, of course.)

Regardless of your current impact on the TV ratings system here in the US, I challenge you to take one action today: find new inspiration. Somewhere. Anywhere. Bring something new to your audience. Share something you’re excited about (by the way, this can totally be someone else’s something as long as it’s not the same something everyone else is trying to get everyone all excited about–in other words: that latest product launch that’s paying hefty affiliate fees does NOT qualify).

Stop focusing on snatching “mind share” and start focusing on sharing value. Stop focusing on “demonstrating” value and start focusing on *acknowledging* value. Stop trying to be a thought leader and start actually thinking for yourself.

And whatever you do, don’t take my word for it.

So, to recap: Watch Chuck tonight. Find true inspiration. Get excited about something. Share that excitement.