Today’s guest is Matthijs Van den Broek, head of thought leadership and the energy industry at WUA!; a digital research consultancy in Amsterdam that focused on digital experience benchmarking and the customer journey. Matthijs discusses how his work at WUA! moves thought leadership from the role of a small team to the duty for every employee at the organization. We discuss the methods they’ve used to form guidelines for involvement and the hurdles they face getting people involved. Matthijs shares how they used their thought leadership in 2016 to write the book The Digital Excellent Challenge, what success looks like, and how they are connecting their thought leadership to sales and marketing to fill the sales pipeline while building trust with their clients. Three Key Takeaways: ·         How thought leadership can be created by an entire organization. ·         What the biggest obstacles are that prevent people from getting involved in creating thought leadership. ·         Why connecting your thought leadership with your marketing team can prevent your assets from sitting idle.