Welcome to the first LUMINARIES Class of 2021 Briefing. I’m Janet Levaux, editor in chief of ThinkAdvisor, and I’ll be sharing regular updates with you about our LUMINARIES program and telling the stories of the VIPs and firms being honored in this pioneering recognition program.

In this inaugural briefing, we zoom in on the latest thinking of Luminary and communications pro Marie Swift, who highlights how thought leadership can help financial professionals and firms stand out in today’s crowded media — and social media — landscape. (Keep scrolling to see more of her views on this important topic.) 

Swift started Impact Communications in 1993, after working for an independent financial advisor. Based in Leawood, Kansas, she worked as a former caterer and gourmet cook before deciding to apply her creative entrepreneurial skills to financial services. 

In other developments, it’s been an exciting week — with ThinkAdvisor announcing the names of the LUMINARIES Class of 2021 members, posting profiles of honorees in the Diversity & Inclusion and Thought Leadership & Education categories, and sharing the news on Twitter and LinkedIn. 

Please reach me at jlevaux@alm.com or follow me on Twitter at Think_JanetL for all feedback, news and questions about the LUMINARIES.

5 Ways to Become a Rock Star Thought Leader

The head of Impact Communications and leader of the Conversations That Matter project says, “If you really want to soar … , you need to become a thought leader.” This means going above and beyond subject matter expertise. It’s about being seen and respected as someone who is both influential and authoritative. 

1. Advance the conversion. This takes “serious thought,” says Swift. “What mental cobwebs can you shake loose together? Write down, internalize, and then share those insights with the world. Don’t just repeat what others have repeatedly said; advance the conversation with your thoughts and opinions. Take a risk. Put yourself out there.”

2. Master the art of storytelling. “People love good stories,” she points out. “Stories keep us entertained, informed, educated and engaged. Emotional, awe-inspiring stories are more often shared, verbally and in the digital realm. Study the best storytellers and emulate their strengths.”

3. Be seen with other thought leaders. This step entails “creative ways to make it known to your clients and centers of influence that you were actually in their presence,” according to Swift. “If you are playing a role alongside the thought leaders or simply supporting their cause, use photos and videos, blogs and social media posts, emails and mentions in your subsequent speeches and one-on-one conversations.”

4. Be more than professional, be passionate. It’s critical that you show that you are “authentic, warm and compassionate — even a little vulnerable,” Swift explains. “Some professionals try to be so professional that they come off as cold and aloof. If you are funny, be funny. If you have a loud laugh, don’t hide it. If you are analytical and sometimes misunderstood, be honest and transparent. If you have overcome adversity, share it.”

5. Don’t call yourself a thought leader. This can be “as off-putting as saying how smart, successful and good looking you are,” she says. “Don’t do it. Let others start calling you a thought leader and key contributor to a body of work or line of thought. As you become better known for a point of view or as a leading light within specific groups of people, you will enjoy elevated status — which will lead to interesting and often lucrative business opportunities”

Listen Up

As part of our LUMINARIES program, we recently posted a podcast with thought leader extraordinaire Mark Tibergien, who’s a member of the LUMINARIES judging panel. In the conversation, you’ll hear his thoughts on the challenges and opportunities facing advisors and firms in the financial services industry. 

Tibergien — who started his professional life in journalism, radio and sales — went on to lead BNY Mellon Pershing’s Advisor Services business. The now retired industry veteran is busy supporting a number of exciting industry programs, as part of his continued focus on the financial services industry and its need for ongoing transformation to best serve clients.

Must Read

LUMINARIES Class of 2021: Diversity & Inclusion

The list of LUMINARIES in Diversity & Inclusion is impressive and interesting. It features firms like Adasina Social Capital, Blaylock Van, Freeman Capital, Rose Capital Advisors and more firms leading the way.