Thought leadership is often misunderstood. It’s sometimes seen as nothing more than a buzzword for content marketing or self-promotion. But for Elzet Blaauw, the term carries a deeper and richer meaning. In a recent conversation, she shared her insights on what true thought leadership entails and how understanding different levels of consciousness can elevate content from superficial to impactful.
Catch the episode in audio here:
Applying the Map of Consciousness to Thought Leadership
According to psychiatrist David R. Hawkins’ “Map of Consciousness,” model, different emotional states correspond to various “levels of consciousness” that influence how people show up and engage with the world.
Here’s the map:
Elzet applies this concept to thought leadership, arguing that effective thought leadership content must stem from higher levels of consciousness—such as courage, acceptance, and reason—rather than from lower states like shame, fear, or anger.
“Thought leadership is not necessarily a piece of content or a lead that you get,” Elzet explained. “Those are byproducts of doing the right thing. If you see people who do marketing or sales well, it’s beautiful because it’s about connecting people with problems to people who can solve those problems for them. It’s an exchange of value that’s beneficial to both parties.”
Elzet breaks down Hawkins’ map into practical categories for content creators:
- Survival Levels (Shame, Guilt, Apathy, Fear): In these emotional states, people are stuck. They might feel paralyzed, overwhelmed, or not good enough to contribute. Any content created from these spaces is likely to be forced and lack genuine value.
- Higher Effort States (Desire, Anger, Pride): As people move up the map, they have more energy but might focus on proving themselves. While anger and pride can motivate content creation, they often lead to competitive or boastful posts that don’t resonate deeply.
- The Power States (Courage, Acceptance, Reason): Elzet sees these states as the sweet spot for thought leadership. “Courage is the tipping point. Once you have courage, you start asking, ‘What can I contribute?’ You focus on others instead of proving yourself. Content that comes from courage, acceptance, or reason is often more reflective, less ego-driven, and serves the audience better.”
- Transcendental States (Love, Joy, Peace): While these states might seem unrelated to business, Elzet believes they play a crucial role in truly exceptional thought leadership. “It’s about feeling energized by the work you’re doing, feeling joy in seeing others benefit from your insights, and achieving a sense of peace that what you’re doing is making a positive impact.”
Moving From Content to Thought Leadership
So, what makes content “thought leadership,” as opposed to just a marketing message? Elzet argues that thought leadership is about serving an audience and guiding them to a new understanding or insight. But for that to happen, the content creator needs to come from a place of clarity, purpose, and, ideally, a higher level of consciousness.
“Pride is where I see a lot of the self-proclaimed thought leaders get stuck,” Elzet noted. “They position themselves as the authority but miss the mark because the content is more about them than the audience. Thought leadership, at its best, is rooted in understanding and generosity. It’s not about saying, ‘Look at me.’ It’s about saying, ‘Here’s what I’ve learned; maybe it will help you too.’”
Elzet encourages writers and business leaders to ask themselves: What emotional state am I coming from when I create this content? Am I anxious, feeling the need to prove something? Or am I genuinely trying to serve and connect? These questions can transform a content strategy into something much more powerful.
Thought Leadership 3.0: Where Are We Headed?
Elzet has coined the term “Thought Leadership 3.0” to describe where she sees the field heading. She breaks it down into three distinct phases:
- Thought Leadership 1.0: This was the era before the internet, where thought leadership was limited to people with big budgets and academic institutions. It required significant resources and was accessible only to a few.
- Thought Leadership 2.0: The rise of the internet and content marketing democratized thought leadership. Suddenly, anyone with a blog or social media account could share ideas, but the emphasis shifted to quantity over quality, often diluting the value of insights.
- Thought Leadership 3.0: Today, Elzet sees a movement toward more sustainable and impactful thought leadership. “People are getting tired of the content churn and are looking for depth and meaning. There’s a push to focus on real problems, real research, and real social impact, rather than chasing clicks and visibility.”
For Elzet, Thought Leadership 3.0 is about integrating three pillars: business strategy, academic research, and social impact. This holistic approach ensures that thought leadership is not just about business success, but also about contributing to a broader societal conversation.
“It’s less about going viral and more about building something that lasts,” she said. “When you’re operating from a higher state of consciousness, you’re not trying to beat the algorithm—you’re trying to serve your audience and create value that has a ripple effect.”
Takeaways for Aspiring Thought Leaders
Elzet’s insights offer a roadmap for anyone looking to elevate their thought leadership game. Here’s a quick guide to applying the Map of Consciousness to your content strategy:
- Audit Your Emotions: Before creating content, check in with your emotional state. If you’re operating from fear, anger, or pride, take a moment to reset. Aim to create from a place of courage, reason, or joy.
- Serve, Don’t Prove: Thought leadership is not about being the loudest or most impressive. It’s about serving your audience with genuine insights that help them solve problems or see things differently.
- Pace Yourself: Thought Leadership 3.0 isn’t about burning out to produce a constant stream of content. It’s about creating a sustainable practice that reflects your values and contributes to meaningful change.