Back to this ridiculous phrase. And you might think it’s reserved for the CEO of Nike or Apple, but it’s not. Jim at Jim’s High Performance Lawn Care is just as much of a thought leader as Tim Cook. Only the size of their industries differ. The thing is, you should be recognized in your niche. It’s just good business.

So let’s first get rid of that awful meme-level phrase, thought leader. We’ll call you an experienced industry adviser. And that’s exactly how to develop the foundational point of view for your new small business marketing strategy: you’re advising potential clients.