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It sounds so simple: knowing who you are and what you do. But I think most people, and businesses, are on a continuous journey of self-discovery. And I’m not sure if it ever really ends. Certainly, as a brand, getting to know yourself—understanding how your product works, recognizing how to provide value to customers, and representing your own company values—is a dynamic, ever-evolving practice.

It was 2021, we’re deep in the pandemic and deep, deep in Zoom world, and I had an epiphany. The debrief was dead. There was no drive to and from the meeting. We didn’t even get the chance to walk down the hallway to the conference room together. We hurriedly clicked, joined, and started our on-screen conversations. And while I can’t bring back in-person meetings to the pre-pandemic level, I can encourage our team and others to see the value of the debrief. What went well? Where did we whiff? How did we fail? Yes, the f-word: Failure.

What do Dr. Jen Welter, the first female NFL coach, and Eckhart Tolle, a spiritual speaker and author, have in common? Expertise. Credibility. Influence. All aspects of a sought-after thought leader. Relating to marketing, we hear the term “thought leadership” thrown around in a lot of meetings. But it’s not just another buzzword. Engaging experts in your organization and elevating their voice to build brand recognition is an effective strategy.