In the world of marketing, and particularly with the explosion of social media, no term is more overused than “thought leadership.” Yet the expression is often misunderstood. To illuminate why, I interviewed James Durham, a lawyer and chief marketing officer of McGuireWoods. I hoped he could help me demonstrate that although “thought leadership” is overused, the underlying concept remains essential to legal marketing.
Durham has been speaking and writing about thought leadership for lawyers for more than a decade. Before becoming a CMO, he had his own consulting firm, working with hundreds of law firms around the country. I hoped he could help me demonstrate that although “thought leadership” is overused, the underlying concept remains essential to legal marketing.
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