The Flagship Content Diagnostic

This diagnostic will show you exactly where the gaps are—and what to fix first.

I'm going to walk you through 15 questions—three for each of the five principles. For each question, mark “yes” or “no.” At the end, you'll add up your score and see where you stand.

Ready? Let's go.

Question 1: Does your executive identify which industry challenges to address?

Question 2: When developing a piece of thought leadership, does the executive drive the POV?

Question 3: Does your executive engage with feedback after publishing (comments, DMs, replies)?

If you answered “no” to any of these: Your executive is reacting to marketing's agenda, not driving their own platform. The content might be good, but it's not coming from the source—which means it won't carry the weight of flagship content.

Question 4: Is your executive currently solving the challenges they're writing about?

Question 5: Can you trace your executive's thought leadership directly back to real business problems your company is facing right now?

Question 6: Would your customers and employees agree that your executive “walks the walk” on the topics they publish about?

If you answered “no” to any of these: Your thought leadership lacks the authenticity that makes flagship content credible. People can smell when someone is commenting from the sidelines versus speaking from experience. That gap kills trust.

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Question 7: After publishing thought leadership, does your executive review who engaged (customers, competitors, prospects) and what they said?

Question 8: Has a piece of thought leadership ever directly informed a business decision (product direction, market positioning, customer strategy)?

Question 9: Do you have a system for capturing and analyzing feedback from thought leadership content?

If you answered “no” to any of these: You're treating thought leadership as outbound marketing instead of a two-way intelligence channel. You're publishing into the void and missing the feedback loop that makes flagship content strategic.

Question 10: Do you have a documented process for identifying, vetting, and developing thought leadership topics?

Question 11: Does your executive have dedicated time blocked on their calendar for thought leadership (not “when there's time”)?

Question 12: Have you published consistently for at least 90 days without significant gaps?

If you answered “no” to any of these: Your thought leadership program is running on momentum, not systems. It will collapse the moment your executive gets busy or priorities shift. And they always do.

Question 13: Is your executive deeply involved in developing their thought leadership (not just approving drafts)?

Question 14: Does the content sound like your executive?

Question 15: Does your executive see their platform as a strategic asset they own?

If you answered “no” to any of these: Your executive has outsourced their platform—and it shows. The content is polished but hollow. It checks a box but doesn't create the impact flagship content should.

Add up your “yes” answers.

You're building flagship content. Your program has the fundamentals right. Now your challenge is scaling and measuring impact. Focus on: How do you maintain quality while increasing output? How do you track the business outcomes (not just engagement metrics) of your flagship content? How do you expand beyond one executive to multiple thought leaders in your organization?

You're on the right track, but there are critical gaps. You're probably getting some traction—decent engagement, occasional wins—but it's inconsistent. Look at which principle had the most “no” answers. That's your weakest link. Fix that before you try to scale. One weak principle will undermine everything else.

You're producing thought leadership, but it's not flagship-level yet. You're likely getting mediocre results and wondering why it's not working. The problem isn't effort—it's structure. You need to go back to the principles and rebuild. Pick one principle to fix first (I'd recommend starting with Principle 1 or Principle 5), get that right, then move to the next.

You don't have a thought leadership program. You have expensive blog posts with an executive's name on them. Most companies are in this category. The good news: you now know what's broken. The path forward is clear. Start with Principle 1: Get your executive actively identifying the challenges they want to address. Everything else flows from there.

This diagnostic isn't meant to make you feel bad about where you are. It's meant to show you where the gaps are so you can fix them.

Most thought leadership programs fail because they're missing one or two of these principles. Once you identify which ones, you can focus your energy on fixing what's actually broken instead of just producing more mediocre content.

Here's how to think about prioritization:

If Principle 1 is your gap (executive isn't driving the agenda), start there. Nothing else matters if the executive isn't the one identifying challenges and driving their POV. This is the foundation.

If Principle 2 is your gap (not walking the walk), you need to align what the executive says with what the company does. This might be a content problem, or it might be a business problem. Be honest about which one it is.

If Principle 3 is your gap (not capturing intelligence), build a feedback loop. Have the executive spend 10 minutes after every post reviewing who engaged and what they said. Capture it. Use it. Make it part of the process.

If Principle 4 is your gap (no systems), block time on the calendar. Document the process. Treat this like infrastructure, not a campaign. Make it non-negotiable.

If Principle 5 is your gap (executive has delegated their platform), have a conversation with them about ownership. Show them this diagnostic. Ask them: Do you see your platform as a strategic asset or a chore? Their answer will tell you everything.