Today we interview Joan Driggs, the VP of Content and Thought Leadership at Information Resources Inc. She shares how to get buy-in on Thought Leadership from senior management and people in the field.  We explore the idea of soft ROI and how to measure the return on your Thought Leadership.  Finally, we wrap up by discussing spreading content across multiple platforms to suit the needs of various audience types. Three Key Takeaways: ·         How to measure the return on Thought Leadership. ·         What you can do to get buy-in for Thought Leadership in your organization. ·         How to move Thought Leadership to new modalities and new audiences.