Everything Thought Leadership

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Jul 2026

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I've spent more than three decades in the field of thought leadership marketing. As the founder of Bloom Group LLC, I helped large and small professional services, software and other B2B companies showcase their expertise and generate new clients and revenue. Buday Thought Leadership Partners is my latest venture, and I have a new book out now on Amazon and Barns & Noble: "Competing on Thought Leadership." "Everything Thought Leadership" combines my 35 years of helping clients market superior expertise with the stories and insights of influential thought leaders. If you want the insider perspective from some of the most pioneering minds in the business, then this podcast is for you. Episodes release in the first week of each month on SoundCloud, as well as Spotify and Apple Podcasts. We also have a video component for each episode, located on the Buday TLP YouTube channel.

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July 31, 202641 min

Inside the Game Changers – The Making of Business Reengineering

"Why is it so darn hard to make our businesses perform better?" Dr. Michael Hammer once asked this question, and back in the 1980s, there wasn't a good answer. Then Hammer and the firm he partnered with, CSC Index, found one. They called it "business reengineering,” and it became a blockbuster management concept that companies used to dramatically reduce costs, cut cycle times and increase revenue. Born from Hammer and CSC Index’s thought leadership research program (PRISM), it fueled a $5 billion-a-year global market for reengineering consulting services by the mid-1990s. Then by 2000, CSC Index fully dissolved into its parent company. What happened? In this first episode of Inside the Game Changers, we dive into the story of business reengineering with the people who were there. (00:00) – The 1990s’ Embrace of Business Reengineering (03:04) – The Research Program Behind the Concept (05:00) - Turning Reengineering into a Consulting Service (06:51) – The Genesis of the PRISM Program (10:01) – The Guru at the Center: Michael Hammer (13:27) – PRISM’s Magic Research Formula (19:38) - Getting Research Sponsors to Reveal: How the Team Built Trust (25:42) – Research Shift: From IT Management to Business Process Change (28:21) – Global Adoption: Marketing Business Reengineering (32:49) – Consulting Market Competitors Catch Up (34:12) – Fall of CSC Index & Remembering Michael Hammer (36:14) – Reengineering’s Biggest Lessons Certain archival materials: Courtesy of the Estate of Dr. Michael Hammer. WIKIMEDIA COMMONS CREDIT (all modified): 1. “Sap-wdf” — MichaelBr90; CC BY-SA 3.0. https://commons.wikimedia.org/wiki/File:Sap-wdf.jpg 2. “ITB2016 Oracle (1) Travelarz” — Travelarz; CC BY-SA 3.0 PL. https://commons.wikimedia.org/wiki/File:ITB2016_Oracle_(1)_Travelarz.jpg 3. “Great Dome, Massachusetts Institute of Technology, Aug 2019” — Mys 721tx; CC BY-SA 3.0. https://commons.wikimedia.org/wiki/File:Great_Dome,_Massachusetts_Institute_of_Technology,_Aug_2019.jpg 4. “FordGlassHouse” — Dave Parker; CC BY 3.0. https://commons.wikimedia.org/wiki/File:FordGlassHouse.jpg 5. “MIT - Department of Mathematics (54960639561)” — ajay_suresh; CC BY 4.0. https://commons.wikimedia.org/wiki/File:MIT_-_Department_of_Mathematics_(54960639561).jpg 6. “Hype-Cycle-General” — Olga Tarkovskiy; CC BY-SA 3.0. https://commons.wikimedia.org/wiki/File:Hype-Cycle-General.png 7. “Accenture Argentina” — Roberto Fiadone; CC BY-SA 4.0. https://commons.wikimedia.org/wiki/File:Accenture_Argentina.jpg 8. “2025-07-31 Heinz Nixdorf Forum 108” — Ziko van Dijk; CC BY-SA 4.0. https://commons.wikimedia.org/wiki/File:2025-07-31_Heinz_Nixdorf_Forum_108.jpg LICENSES: CC BY-SA 3.0: https://creativecommons.org/licenses/by-sa/3.0/ CC BY-SA 3.0 PL: https://creativecommons.org/licenses/by-sa/3.0/pl/ CC BY 3.0: https://creativecommons.org/licenses/by/3.0/ CC BY 4.0: https://creativecommons.org/licenses/by/4.0/ CC BY-SA 4.0: https://creativecommons.org/licenses/by-sa/4.0/ This documentary includes excerpts from third-party works—including articles, webpages, photos, charts, and other archival materials—for purposes such as commentary, historical analysis, criticism, reporting and research. These excerpts are incorporated into original narration and analysis and are presented in context. We have sought to use only the portions reasonably necessary to identify, document or examine the subjects discussed, rather than to reproduce or substitute for the original works or their authorized markets. ETL believes that these particular uses qualify as fair use under Section 107 of the United States Copyright Act. Copyrights in third-party materials remain with their respective owners. Third-party names, trademarks and logos are displayed solely for identification, commentary and historical reference—they do not imply affiliation with, sponsorship of or endorsement. https://www.copyright.gov/fair-use/#:~:text=Section%20107%20of%20the%20Copyright,may%20qualify%20as%20fair%20use.

May 11, 2026Episode 5348 min

ETL – Spotify's Powerful Riff on Thought Leadership: with Jenny Haggard (Audio Only)

Why did Spotify's head of global brand strategy push for thought leadership? Jenny Haggard has been with the music streaming juggernaut for over 12 years, and since 2023, has overseen the development of research and marketing campaigns that attract advertisers to the platform. The research includes The Sound-On Era , a study on the rise of digital audio as an advertising channel, and how AI is poised to propel it. Spotify demonstrates that even streaming companies have embraced thought leadership research and marketing, and Jenny's here to show us why and how. In this episode of Everything Thought Leadership (ETL) , she dives into her current role, the thought leadership mindset at the core of Spotify, and her advice for anyone looking to make a career in thought leadership. (00:00) – Introducing Jenny Haggard (00:53) – Interview Starts (04:34) – Taking a Risk on an Unknown (07:34) – Spotify’s Thought Leadership Goals (10:01) – The Rise of ‘Active Audio’ (13:23) – How Spotify’s Thought Leadership Team Works (16:11) – Advocating for Thought Leadership (18:04) – The Thrill of Storytelling (19:43) – Why Sound is Making a Comeback (21:30) – Seeing Around the Corner (25:23) – The 3 Rs of Authentic Thought Leadership (28:04) – The Impact of AI on the Profession (30:54) – Best Career Advice (34:09) – The Power of a Great Attitude (36:36) – Staying Positive as AI Transforms Jobs (41:02) – Qualities of a Great Thought Leadership Professional (43:44) – From Thought Leadership to Sales Growth Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.

May 1, 2026Episode 5351 min

ETL – Spotify's Powerful Riff on Thought Leadership: with Jenny Haggard

April 7, 202635 min

ETL – What’s Next for Richard Murphy After Elevating Thought Leadership at ServiceNow

Since 2017, ServiceNow has increased revenue sixfold to $13 billion and become highly profitable. In rebranding the company from its IT help-desk roots to a cross-functional business platform, thought leadership has played a sizable role. On this episode of Everything Thought Leadership, we are joined by Richard McGill Murphy, who until January was head of research innovation at ServiceNow. He built the company's thought leadership and content programs starting in 2017, in part with publishing and research that present new trends in AI, workforce transformation, and organizational risk. He also created an award-winning online publication for C-suite executives called Workflow. Today, Richard discusses his biggest lessons from his work at ServiceNow, how the AI era affects the future of thought leadership, and his latest effort to reshape thought leadership for tech companies: Walled City Group. 00:00 – Introducing Richard 00:49 – Interview Starts 07:51 – Branding and Thought Leadership Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.

January 2, 202633 min

ETL – What the Best IT Services Firms Do Differently with Thought Leadership – Manish Bahl & Alan Alper

IT services has become the largest sector in the $5.4 trillion global IT industry. But it’s also become a highly competitive sector. In the U.S. alone, the number of IT services firms increased 37% between 2002 and 2022 (Census Bureau). The result? The companies that hire IT services firms have more trouble determining which ones to use. That's why many IT services firms are turning to thought leadership. They see the need to demonstrate their unique expertise. On this episode, Bob Buday, Alan Alper and Manish Bahl walk you through a study they conducted in 2025 that has huge implications for IT services firms that must differentiate themselves to grow faster. The trio discuss key findings from the research, which included a survey of 300 IT services firms, a survey of 200 executives who decide on which IT services firms to use, and 20 interviews with thought leadership professionals in the industry, their clients and others. Read the full study at: https://itthoughtleadership.com/ Alan is an affiliate of Buday Thought Leadership Partners, and Manish is founder and director of market researcher Curious Insights. Both worked in thought leadership at Cognizant, whose thought leadership and marketing investments helped increase revenue 7-fold between 2007 and 2021. Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.

December 2, 202539 min

ETL – The Disruptions Shaping the Thought Leadership Profession – Scott Anthony

Steve Jobs, the McDonalds brothers, and Henry Ford changed the world through innovations that disrupted industries and ways of living. But how does disruption actually work for innovations of such great magnitude? With AI and other innovations shaping the future of work as we speak, it's once again important for thought leadership professionals to understand what drives epic disruptions—so they can help their clients stand out as visionaries in these new frontiers. Our 50th episode of Everything Thought Leadership has invited Scott D. Anthony, professor at Dartmouth's Tuck School of Business, and senior advisor at consultancy Innosight, to talk about his new book, "Epic Disruptions." The book is a deep-dive into 11 innovations that disrupted our world and the driving forces behind them. Think: the printing press, the iPhone, fast food, the assembly line, and other world-changing ideas. Scott offers a glimpse into the biggest lessons in his book and his predictions on the disruption of the thought leadership profession. Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.

October 17, 202532 min

ETL – Why Thought Leadership is a Now a Prerequisite in the Tech Services Industry – Virtusa VP Euan Davis

Thought leadership has become a game-changer in the tech services industry for standing out amongst competitors. In the 49th episode of “Everything Thought Leadership," we will be joined by Euan Davis, who has studied the global IT services industry for 14 years at IDC, Yankee Group, Forrester and HfS. And since 2013, he has headed thought leadership research programs at two IT services firms: first Cognizant and now Virtusa, where he is VP of growth markets. Euan has joined Bob Buday to discuss his career path and Virtusa’s thought leadership strategy. And he offers advice to thought leadership professionals on how to grow in this dynamic profession. Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews. Music by AudioCoffee: https://www.audiocoffee.net/

September 24, 202556 min

ETL – How Brent Adamson & Karl Schmidt's New Book Reinvents B2B Selling

It's harder than ever to convince customers to buy your products and services. Thanks in part to the explosion of “thought leadership” content, the marketplace is crowded with often helpful insights on how to solve business problems. Enter: the co-founders of A to B Insight, a firm with deep insights to help B2B sellers win over buyers. Brent Adamson is a bestselling author, speaker, and advisor to B2B sales executives worldwide. Karl Schmidt is an expert in strategy consulting and best-practice research and a colleague of Brent’s in their days at CEB and Gartner. In this episode, Brent and Karl discuss their new book, "The Framemaking Sale." They walk us through the core idea: it's not B2B customers' confidence in you—the seller—that makes them hesitant to buy your firm’s offerings. It's their confidence in themselves. "The Framemaking Sale" was released on September 9th, before the airing of this episode. It is out now: https://www.theframemakingsale.com/ Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews. Music by AudioCoffee: https://www.audiocoffee.net/

July 30, 202542 min

ETL – Asking Stakeholders the Difficult Questions – Information Designer Bill Shander

It can feel tempting to avoid questioning a thought leader's vision when you're the professional executing on their value offering. But that fear of confrontation can lead to bigger problems if you don't discover what the thought leader actually needs from the get-go. Enter Bill Shander, information designer and author of "Stakeholder Whispering," a new book on how to work with stakeholders to uncover and deliver the products and services they actually need, not think they need. On this episode of Everything Thought Leadership, Bill talks about the main ideas within the book: using the Socratic method to ask important questions and helping stakeholders truly understand the problems they're facing. Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews. Music by AudioCoffee: https://www.audiocoffee.net/

July 9, 202544 min

ETL – How One Firm is Evolving AEC Thought Leadership – CEO of Knowledge Architecture

How can you build a firm that is a standout player in software for architecture firms? Chris Parsons is a great person to ask. The founder and CEO of Knowledge Architecture has achieved positive results through a focus on building a customer community. And he has helped his firm stand out through their signature AEC product: an AI search system called Synthesis. Today on Everything Thought Leadership, Chris joins us to discuss how Knowledge Architecture serves its customers, what makes Synthesis special and how the firm has evolved over the years. Everything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.