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Build a following, blog by blog

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in Leaders & Managers,Leadership Skills

Want to increase your visibility as a thought leader? A simple, low-cost way to gain influence on a global scale is to start a blog.

Follow the footsteps of Avinash Kaushik. In early 2006, he worked in data analytics at Intuit, a software firm. After giving a talk at an industry conference, some influential attendees suggested he start blogging.

Kaushik liked the idea, but prepared carefully before diving in. For three months, he practiced by writing a blog solely for his colleagues at work and his wife. Their feedback helped him polish his skills and content before he posted his blog for all to see.

He also decided to adopt a unique point of view to differentiate his blog from the many others that covered data analytics. “I’m going to say things that other people don’t think about or say,” he vowed to himself.

He posted twice a week on a regular schedule. He’d write from 10 p.m. to 12:30 a.m., after his kids were asleep.

At the start, colleagues at Intuit read it and spread the word. A larger audience soon came aboard.

Within six months, John Wiley & Sons invited Kaushik to compile his blogs in a book. Once the book was published and became successful, he gained greater worldwide stature.

Meanwhile, Intuit promoted him to senior manager and then director. Then Google recruited him; today, he’s Google’s digital marketing evangelist.

Kaushik’s blog has loyal readers from Botswana to Borneo. He also receives invitations to speak from around the world, where he commands hefty fees.

— Adapted from Ready To Be A Thought Leader?, Denise Brosseau, Jossey-Bass.

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