Stop Obsessing Over ‘Thought Leadership.’ Start Obsessing Over Being Useful.

-


 “Thought leadership” has become one of those overused buzzwords that’s lost all meaning. Every other LinkedIn post promises some grand new vision, some “future of X” prediction, some executive announcing that they too have Deep Thoughts about the state of the world.

The result? A mountain of ego-driven fluff no one asked for, and no one remembers.

Thought leadership without usefulness is just self-promotion.

Here’s the uncomfortable truth: people don’t care about your thoughts. They care about their problems. And the leaders who actually stand out aren’t the ones shouting, “Look at my insight!” but the ones consistently saying, “Here’s something useful you can apply right now.”

Think about it:

  • A CEO who publishes a checklist to help SMEs cut energy costs earns far more trust than one who writes 1,500 words about “the coming green economy.”

  • A communications director who shares three phrases to avoid in a crisis briefing will be remembered long after the “Top 10 PR Trends” article is forgotten.

  • A founder who posts about a mistake they made, and how others can avoid it, does more for their reputation than any polished thought piece.

Practicality builds credibility. Ego-driven content erodes it.

At Orchan, we build content frameworks that flip the script. Instead of inflating egos with “thought leadership,” we help leaders become problem-solvers: useful voices who earn attention by delivering value, not vanity.

Because at the end of the day, no one bookmarks your philosophy. They bookmark your advice.

FAQs: Thought Leadership vs. Useful Content

Q: What’s wrong with traditional thought leadership?
Most of it is too self-focused. It highlights the leader’s perspective instead of solving the audience’s problem.

Q: How can a leader build credibility without “thought leadership”?
By sharing practical, usable insights: checklists, lessons learned, step-by-step guidance, and even failures reframed as teachable moments.

Q: Why does “useful” content perform better?
Because people remember advice they can act on immediately. Utility builds trust, which is the true currency of reputation.

Want to reposition your leadership voice from self-promoter to problem-solver?
Let’s talk: changenow@orchan.asia | +603-7972 6377

Comments

Post a Comment

We value clear, constructive input. Spam and off-topic comments won’t be published -- but sharp perspectives always are.

Popular posts from this blog

How to Choose the Best PR Agency in Malaysia: A Practical Guide for Brands

-
Image
When you search “best PR agency in Malaysia,” you’ll find endless lists, awards, and glossy websites. Every agency claims to be the most creative, the most connected, or the most “integrated.” But the truth is: the best PR agency for your brand depends on more than hype or a clever tagline. At its core, public relations is about trust, reputation, and relationships. Choosing the right partner can make the difference between a campaign that fades after a press release, and one that builds lasting credibility. So, how do you separate the buzz from the substance? 1. Look Beyond the Hype A slick website or big client logos don’t tell the full story. Ask: What measurable impact did the agency deliver for those clients? Are there long-term relationships, or just one-off projects? Do they have sector-specific experience (e.g., fintech, lifestyle, NGOs) that matches your needs? The best PR partners don’t just chase headlines. They help you build brand equity over time. 2. Test Their Crisis Re...
Read more

Are You a Dirty Consultant? She Was! (Part 1)

-
Image
At Orchan, we’ve seen consulting at its best - and at its glossiest. Dirty Consultant is our no-nonsense series calling out the theatre, the buzzwords, and the shiny distractions that get in the way of real change. Because true consulting isn’t about polished decks or clever algorithms; it’s about rolling up sleeves, getting into the grit, and facing the messy human reality head-on. Are you a dirty consultant? She was. Back then, she didn’t sit behind a shiny desk. She pulled night shifts. She rode shotgun with truckers. She sweated it out in the warehouse. She asked the tough questions: to managers in ties, and to workers in boots. She refused to give advice until she knew what the advice meant for the people who had to live with it. That was consulting. Now? Consultants stroll in polished and perfect. Designer suits. Fresh slides. Laptops glowing like neon signs. They sell “platforms” and “solutions” and “engagement dashboards.” But they won’t get their hands di...
Read more

Stop Trying to Be Everyone’s Favourite: Why Bold Branding in Southeast Asia Wins by Standing Apart

-
Image
We recently came across a sharp piece from ET BrandEquity titled “Stop Trying to Be Liked: Why Great Brand Strategy Repels More Than It Attracts.” It struck a chord with us at Orchan, because we’ve seen the same truth play out across Southeast Asia: the strongest brands don’t aim to please everyone. They stand for something, and by doing so, they inevitably turn some people away. But here’s the catch; in our region’s complex cultural mix, bold branding can be both a strength and a risk. Done well, it creates loyalty and cultural relevance. Done poorly, it sparks backlash or fades into noise. (Libresse V-Kebaya Campaign) Malaysian Brands That Took a Stand Libresse’s V-Kebaya campaign (2021) used vulva-inspired kebaya designs to challenge taboos around women’s bodies. For some, it was empowering; for others, offensive. The backlash eventually saw it pulled, but it trended for weeks, boosted sales, and even won awards. It showed how boldness, rooted in local culture, can make a brand impo...
Read more