Lee Densmer

Creating an Effective B2B Thought Leadership Program

Expert Content Marketing Strategist and Owner of Globia Content

Defne Gencler

Expert Content Marketing Strategist and Owner of Laurel Leaf

You'll learn to spot fake thought leadership content and understand what true thought leadership content looks like.

Learn what thought leadership is and isn't

Defne and Lee have seen 6 mistakes over and over and you'll learn what they are how they happen (and how to avoid them)!

See the mistakes B2Bs make and how to avoid them

There are 5 things that make a strong thought leader and you'll come away knowing what it takes.

Understand what kind of person is a thought leader

You'll come away understanding the 13  key components of a successful thought leadership program.

Learn the 13 elements of a great thought leadership program

Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Nike

Amazon

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Google

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 1

Cohort 2

Brand strategy will make or break your company, but no one knows how to actually do it well.You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.That's not an execution problem. The concept underneath the brand isn't deep enough.The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

Learn the new system for taking the future into your own hands: create a vision and develop the strategy to make that vision inevitable

Author and Advisor to F500 C-suite execs

Microsoft

Accenture

NASA

The Wharton School

Brian Evergreen

Leading Author, Advisor, Keynote Speaker, and Podcast Host

APR 2026 COHORT

JUN 2026 COHORT

When I was Microsoft's U.S. AI Strategy Lead, it was my job to help F500 C-suite leaders create a strategy for how they would use AI. I quickly learned that there were four major gaps in most academic and on-the-job training:1. No resources for creating a vision2. The process for strategy was too convoluted3. Systems thinking was missing or too impractical4. Storytelling was seen as a nice-to-haveBeing a former internationally competitive and multi-state champion chess player, I dug into the literature on vision, strategy, systems thinking, and storytelling. I interviewed over 50 C-suite executives, thought leaders, including luminaries such as Seth Godin, Roger Martin, etc.I combined everything that could be practically applied and developed new frameworks to address key gaps to create a new system: Future Solving™Future Solving™ has since been adopted by dozens of Fortune 500 companies and thousands of leaders. Over $20B has been architected on the Future Solving™ frameworks, and this work has been featured in Forbes, Bloomberg, etc.Now I'm sharing the blueprint with you.“Future Solving will be the foundation of the next reinvention of our company.” - CLO, Fortune 10 company

Become a visionary leader

Develop the Skill of Vision

Create a Visible Strategy

Become a World-Class Systems Thinker

Master Storytelling

Build a Future Solving Capability within your organization

Apply Everything in a Real-World Capstone

The only prerequisite

Leaders ready to become visionary leaders. See what Future Solving™ can do to advance you, your team, and your organization in the era of AI

Senior managers and managers who want to level up.Learn the exact playbook used by thousands of C-suite execs and VPs at F500 companies

Entrepreneurs looking to outplay their competitors.Make sure your vision and strategy are as good as your product or service

You will leave this program with the confidence and capability to create 10x more impact than you thought you could.

300+ Projects/ Mastercard, Oracle & more

Mastercard

Oracle

Reuters

Stanley Black & Decker

Saurabh Gupta

Design Leader. 20 years of experience. Led 300+ transformations.

Articulation, Big Picture Thinking, Clarity, and Disruption. These aren't soft skills.. these are the skills that decide your impact as a product leader. Most programs teach you what to think. This one changes how you think. Across four weeks, every live session is packed with frameworks you can apply immediately, exercises that force the concepts into muscle memory, and enough lightbulb moments that you'll leave wondering why no one taught you this sooner. Leaders who go through this ship faster, build more defensible products, win harder rooms, and make breakthroughs repeatable, not accidental.

You will leave this program creating 10x more impact than you thought you could

Articulation

Big Picture Thinking

Clarity

Disruption

Founders and Co-founders Every delay, missed target, and failed launch starts with a decision made poorly upstream. This program fixes that

Product Leaders and Senior PMs Better decisions upstream mean higher success rates, stronger revenue, and increased market leadership.

Design Leaders Getting stakeholders aligned, selling the vision upward, and making sure the right problem gets solved before anyone starts

You'll think like a senior strategist, run a structured brand strategy, see the real ROI of brand love, build AI tools to enhance your work


Strategy Director at Chill Create 

Uber

GetYourGuide

VICE

Zalando

Dentsu

Selicia Richards-Turney

Strategy Director & Agency Partner at Chill Create & Co-Founder at Power Circles

Once you have it, you will stop defending your work on taste &amp; start backing it with evidence.Too many brand, marketing &amp; creative professionals are expected to:<ul><li>Design the identity</li><li>Write the copy</li><li>Build the campaign</li><li>Plan the media </li></ul>....without real insights.You do what you can to get the work done - Reddit threads, insights from articles, social media &amp; McKinsey reports. You rush through the foundations because the deadline is already live &amp; you have to get moving.You present your strategy and it gets pulled apart, not because you're not good at what you do but because you're running in execution mode only.The chaos is not a you problem. That's a strategy problem.When there's no strategic foundation, every decision becomes subjective. Anyone in the room can push back.Street Wise Logic - the 3-step brand strategy framework gives you the process to change that.<ul><li>A discovery phase that indicates what product, comms, culture challenges you need to solve</li><li>A custom built AI-powered brand research tool that finds that core tension that you need to really build a brand</li><li>A repeatable system for turning insight into strategic decisions.</li></ul>That's when you become the most strategic person in the room.

Strategy without the guesswork: the thinking, framework & the tools 

Diagnose brand problems with precision

Run a structured brand strategy process

Conduct discovery that actually informs strategy

Build brand positioning from evidence

Build and use your own Brand Strategy GPT

Make brand the centre of every business decision

If you've been in the industry less than 2 years, this course will be more useful after you've had more context to apply it to.


At least 3–4 years of experience in brand, marketing, or a creative role

Some light familiarity with the tools are needed in order to pick up the custom tool builds with out an explanation on how LLMs work

You need access to the most popular  LLM models: Claude, Chat GPT, Gemini

Real or invented. The more genuine it is, the more useful your Brand Strategy GPT will be at the end. W

Prepare a project or brief you want to work on for day 1 homework

An in-house Brand or Marketing Manager ready to move from execution into strategy

A freelance brand strategist or consultant who wants to formalise their process, charge accordingly and deliver work that changes the game

An agency creative or planner who's been doing brand work but has never had a proper strategy framework to hang it on

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Defining and Identifying Thought Leadership

Common Misconceptions of Thought Leadership

The Top 5 Mistakes in Thought Leadership Programs

The 5 Characteristics of a True Thought Leader

The First 6 Elements of a Successful Program

Executing and Measuring Your Program Strategy

Key Program Considerations and Caveats

Audience Q&A on Program Challenges

Marketers who drive brand awareness, customer acquisition, and growth across channels.

Startup founders building new businesses, from MVP to scale.

Creating and distributing valuable content to attract, engage, and convert target audiences.

Marketing to business buyers — account-based marketing, demand generation, and enterprise sales cycles.

Creating an Effective B2B Thought Leadership Program

What you'll learn

Why this topic matters

You'll learn from

Lee Densmer

Defne Gencler