In this episode of Thought Leader Life, Michael and I hang out with #ThoughtLeader Whitney Vosburgh. As the CEO and co-founder of the company The Brand New Purpose and a degree holder of Master of Science in social change, Whitney has gained recognition in organizational transformation through culture change. For him, a #ThoughtLeader is not someone who claims to be a #ThoughtLeader, because #ThoughtLeadership is something that other people recognize for someone to have. A #ThoughtLeader is not necessarily a subject matter expert, but someone who adds value and has vision and shares these. In the conversation, Whitney talks about the importance of brand leadership and the need for a strong link, a living connection between what leaders are thinking, saying, and doing and what is put out publicly in the social sphere. He also emphasizes the importance of culture in driving the brand experience, and why most corporations are afraid of the “C” word, or the fact that culture is the foundation of corporate value.

Talking about the idea behind The Brand New Purpose, Whitney says their message is that companies can actually do well by doing good. This means companies should take an active role in inviting and collaborating with stakeholders and their brand community. Besides doing top-down, consider a bottom-up-across engagement with the community in order to create true value. Apart from sharing his advice and tips with companies who would like to transition to a change in culture, Whitney also shares his insights about the best tools to use in communicating and collaborating and what the difference is between high-tech and high-touch.

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Here are some “‘aha’ moments” from the episode. See more in the Aha Moments from Thought Leader Life books available in the Aha Amplifier and watch the interview below!

A brand is not a brand in terms of what we say or do. It’s what other people say we are. @brandguru

If you help your audience, they will stay and help you. It’s all about co-creation of value & exchange. @brandguru

Technology certainly has its place. But the most dynamic connections are made face-to-face, preferably in the same room. @brandguru

People follow what you do, not what you say. So walk the talk. @happyabout

Follow Whitney on Twitter at @brandguru. Tune into Thought Leader Life every Saturday for more thought-leader goodness!