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The Future of the FirmAuthor: Source
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Which firms created the best and most relevant thought leadership this year?
Thursday, 10 April, 2025
Source’s Natasha Campbell, Principal Thought Leadership Consultant, and Nicola Kostrzewska, Senior Consultant, caught up with Emma Carroll, Head of Content, on the latest episode of our The Future of the Firm podcast. Natasha and Nicola shared the themes and findings from Source’s latest Quality Ratings of Though Leadership report, including: Being relevant to your target audience isn’t just about making your presence continually felt in the market, but also about showing that you deeply understand your clients’ current and future—even latent—needs. For firms to improve their resilience scores in Source’s Quality Ratings report, they should make sure they are not merely naming authors but are also including biographies that outline their experience and knowledge to boost credibility. There is little transparency about how firms have been using GenAI in their thought leadership—and firms could be making an error here: Our quarterly survey found that clients actively want firms to demonstrate their use of AI. This year’s report found that there was less thought leadership made in collaboration with think tanks, universities, or other organisations—but firms would benefit from using partnerships to foster innovation, expand reach, and amplify content. If you enjoyed this conversation, don’t miss our sister podcast, Business Leader’s Voice. In a recent episode, we talked to Francine Bennett, Board Member at the Ada Lovelace Institute, about the opportunities and risks of AI for client organisations.
