“We are in an age of unprecedented change, it’s a ‘revolutionary’ time to be alive! The question we need to be asking ourselves is - ‘Am I leading that change?’ I believe we all have a choice to step up into personal, professional and social leadership. We have a choice to become agents for change, amplifiers, thought leaders to upgrade our thinking and lead our very own revolutions.”

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Entries in thought leadership (101)


The thought leader's sales pitch 

When you are what is for sale, you can often confuse the client by rambling on and stuffing up the sale or pitch.

Thought Leaders often have to talk about themselves. I sometimes talk about Matt Church in the third person (second sign of madness). I've been doing this for so long that I have learned a couple of tricks to help me talk about this Matt Church guy.

Stage Names: My name is Matthew but I promote Matt Church. It is not ‘Beyonce' or ‘Will.i.am' status, but it helps.

Diagrams: I often rely on contextual diagrams or models to explain what I do. This way the focus is less on me, and more on my message.

Analogy: If I can explain what I do through an analogy it is easier to talk it up than if it is simply me I am talking about.

Future: Always focus on what is coming up as opposed to what you have done. What you have done is bragging. What it is you hope is going to happen, is exciting.

Rapport: People buy people. Be gracious, generous and positive in your conversations. If asked about a competitor the same rules apply.

Often as experts and Thought Leaders, we wish for someone else to sell us. The bottom line is, there is no-one better than you, to sell you.



The 12 questions every thought leader needs to ask

As a thought leader, when selling your ideas to current and future clients, you need to break down your business into six key activities - marketing, sales, relationships, referrals, recommendations and positioning. These activities are then divided into two defined categories, Push and Pull. Based on these activities, ask yourself these 12 questions… 


Marketing is where it all begins. It’s about generating new interest in what you do. Ogilvy, the original adman said, ‘we know half your marketing works. We just don’t know which half!’This is why split-testing and online analytics are so exciting. They let us test and validate our marketing efforts.  

1. Are you able to measure the effect of any marketing right now? 

2. How can you use social media and other strategies to raise the profile of your business?


If marketing creates new interest, then it’s your formal sales process that generates new business.  Meet new people, understand their needs and make offers.

3. Do you have a clear understanding of how 'what you do' differs from others? 

4. Have you identified what problems you fix? Do your ideal clients express these problems as true for them?


It’s easier to sell more to an existing customer than it is to findnew customers. This is such a fundamental truth. You already have trust, and you already understand their business. So, be sure to find out how you can give more to the people you already serve.

5. Have you classified your clients into A, B and C categories? 

6. Are you working in your A categories to offer them more value every quarter?

These three activities - marketing, sales and relationship development are what we call PUSH activities. They require pretty significant exertion, but they do result in more business. The next three activities are PULL based.


Word of mouth is powerful and most definitely one of the most impactful ways to grow your business. Do good work, create raving fans and enjoy the glory. The bottom line is that referrals are about getting great at what you do and then getting known for that greatness by giving extraordinary service, going the extra mile and consistently doing great work.

7. Do you know how customers find out about you?

8. Do you have a system for saying thank you? 


This is what happens when you enter into formal and informal joint ventures. These relationships become active referrers and may, in some cases, involve profit sharing and commissions. Pathology labs work with medical practices in this way.

9. Who already has your client’s trust?

10. Is there a way you can partner in value with them? 


This is about being the market leader. It’s about being known for what you know. Market leaders are often innovating and driving best practice. They don’t follow, they set the standard that others chase and embrace. They are the industry Thought Leaders.

11. Who is the market leader in your industry?

12. What opportunities can you identify where you can speak, write or comment on how things should be done in your industry? 

You need to be across all 6 activities but work from the top down as well and not simply the bottom up.


Just do what you do best

I think the smartest thing we can do is get clear on what we do best and do that.

If you are best at building relationships in person, then set up your life so that you do more of that and less of the things that take you away from that.

If you are best at walking through the details of a project - line-by-line, then set up your life so you get to do more of that and less of the things that take you away from this strength.

The simple idea is to focus on your strengths. So why don’t we do this more? Here are three possible reasons:

1. We don’t think we are gifted in anything
2. We think we are gifted in everything
3. We don’t allow others to help us fill the gaps.

I will give the first two a few lines and then get on with the major one.

Problem 1: We don’t think we are gifted in anything.  
ANSWER: Get over it!

Problem 2: We think we are gifted in everything.  
ANSWER: Get over yourself!

Problem 3; is where most people fail to work in their strengths. Assuming you don’t suffer from the first two, then you need to accept that for you to achieve anything, you will have to learn to rely on others to get things done. This is hard because you believe either or all of the below;

  • They don’t do it well
  • You don’t trust them
  • They don’t do what they say they will
  • They don’t seem to get what you are saying

Fix all of these and others, by identifying their unique intelligence and building teams that tap into those talents.

So why do you think we don't focus on our strengths?



Can you feel it?

There is a critical mass developing in the world of smart. Smart people are speaking out for what they want. And, there are many types of clever!


  • It's in the massive shift from monopolies and control paradigms to meritocracies and empower paradigms - The net is driving this.
  • It's in the discernment around substance and value with commercial offerings. People are moving away from long form sales letters and money-back guarantees to legitimate learning partnerships - Gen-Y is hugely responsible for this.
  • It’s in the shift from annoying marketing to 'Just for me, the way I want it' - Highly competitive marketplaces are driving this.
So, what to do?
  1. Focus on servicing people around what you know and love. There is no room for you to exploit a marketplace you know nothing about. Your expertise is what it is and always has been.
  2. Become obsessive around delivering value. Work on a 10x return on investment with anything you sell. Can the end user get 10 times the value of the their physical and intangible investments? (BTW: It's about aiming for this, not promising this! You are 100% responsible for your end and so are they...)
  3. Reboot your knowledge every 90 days. Thought leaders are at the leading edge of thinking. Imagine that everything you knew last quarter was out of date this quarter (it’s not, but that’s a commercially useful mindset).
The smart (and no, I don’t mean high IQ) will drive all value and lead many of the commercial innovations going forward.

That’s why we at Thought Leaders have hitched our cable to the mantra “Helping Clever People Be Commercially Smart”.


When preparing for a recent keynote, I was thinking... "What five things can I do to be 10 times 'more betterer' for this presentation?"
This is what I came up with... 

1. Start with 'Why'
  • It's rude not to
  • You get more of what you want if you do
  • It’s what leaders do

2. Move around a bit

  • You are your message
  • Bring more of you to the stage
  • It’s live, so live it up!

3. Repeat yourself

  • Nobody is listening
  • They don’t care
  • You don’t matter

4. Draw a picture

  • Context is powerful
  • A picture is the ultimate frame 
  • Creates a Halo effect on rest of your material

5. Turn it up

  • Meet and match
  • We want to be inspired
  • If nothing changes, why did you bother?


Think about these five things when preparing for your next presentation to really amplify your speech, ten times over!


Complimentary Download | White Paper: Amplifiers eSampler

Amplifiers: The Power of Motivational Leadership to Inspire and Influence by Matt Church

Leaders today need to go ‘old-school’ – they need to get back to those original base actions of meeting, talking and inspiring the people around them. They need to get out from behind their strategy and bring leadership to life. 

In a media-dominated social-networked world, leaders can no longer lead from behind a desk or strategy. They need do much more than just make decisions; they need to inspire those around them to excellence and form the vital link between strategy and execution.

In Amplifiers, Australia’s foremost authority on Thought Leadership, Matt Church, explains how great leaders use the art and practice of motivational leadership to light the path to success and inspire others to take that journey with them. Amplifiers are the masters of maximising human potential and developing other great leaders.

According to Church, “motivational leadership is not a ‘nice to do’: it’s a necessity, and one that becomes increasingly needed as we move further into the technological age where we find ourselves time poor and information rich. We need leaders who can take this data deluge and provide meaning, engagement and relevance around all the stuff that matters.”

Using lessons from leaders as Julius Caesar, Winston Churchill, Bobby Kennedy, and Barack Obama, Church explains how great leaders use the art and practice of motivational leadership to light the path to success and inspire others to take that journey with them. Likewise, readers will also learn how successful companies such as Apple and Nike have discovered and profited from the power of motivational leadership. 

In Amplifiers, Church guides readers through the essential skills and strategies of motivational leadership, from effective communication frameworks and roles to proven guidance on choosing high-impact words when speaking to others.

Great leaders aren't born; they're made. For anyone who leads people, motivational leadership is the key to turning strategy into success.

Read Amplifiers and boost your leadership skills to a higher level.



Full Spectrum Ideas

The key to creating great messages is to structure them so that they dance across the full spectrum of left brain logic through to right brain creativity, and then from concrete specific examples up to high order contextual ideas.




In the spectrum model above, you can see that every idea exists at various levels of abstraction (the vertical axis). At one end of the scale, you have very concrete expressions. Tracking ideas across their compass points (speaking metaphorically) is an important part of motivational leadership.


Ideas also exist at various levels of logic and creativity (the horizontal axis). Just as we need both hemispheres of the brain, we need to mix logic and emotion.   


When you try to connect with someone, the attempt can be seen as a battle between putting in too much information (south point in the model), resulting in the essence of the idea being lost, or making the message so simple (north point in the model) that is not seen as practical or relevant by those listening to it.


A snapshot of the five components of an idea is outlined below, and the full pink sheet process is taught as part of the MDE Program.




Make sure your ideas are full spectrum so that you can create great messages.



The 3 Treasures

There are three things you need to treat as treasure in your career or business: 

1. Time 
Probably the greatest treasure for all of us is time. We need to become masterful at how we use it, what we do and what we don't do. One of my friends asked himself, 'How many summers do I have left?' The answer caused him to re-prioritise his days and how he spent his time. 

Value the time you have left and make it count. Value the time of your people and focus on high value work. 

2. Money 
Pay and Pray is gone. Businesses can not invest money on a chance. We need to make sure that every dollar returns value. Risk is good, but uncalculated 1980's excess is gone. 

Be smart with your money and where you spend it.Develop an evidence based decision making process. 

3. Attention 
If you have my attention, don't waste it! Don't speak to a group in a boring way, don't send out emails that say nothing and stop holding meetings because you think you should. Turn up prepared any time you have my attention. 

Build relationships with clients. Be relentlessly generous with your thinking. Share value often.

Get help

Every super hero had help and it's about time you did as well. You just can't keep trying to do everything yourself. There are not enough hours in the day for you to realise all of your dreams, if all you do is hold on tight to every activity in your day.

It's a pretty simple four step formula:

1. What are you good at? Do more of that!
2. What are you not good at? Get some help with that!
3. What do you love doing? Do more of that!
4. What does someone else love doing more than you? Find them and let them do it!

It begins with you analysing what you are doing each day and making sure that you are doing the high value activities as much as possible and obsessing about replacing the rest.

It's no surprise that my focus this quarter is on you getting more done, in less time, with greater happiness. Everything I will share across this next 90 days is around these three goals... it's selfish because I am continually challenging myself to do so and invite you to come along and share the journey.

Bottom line - GET SOME HELP!

P.S. Chris Ducker, the master of leveraging virtual assistants to achieve more, is in town on Tuesday 10th September for one day only. Register to attend the Chris Ducker Master Class and join 25 Thought Leaders who will have a business that is 100% lighter and 50% easier by Christmas.


Amplify your authentic self

Leadership authenticity requires amplification. Leaders are in the spotlight. Their actions, comments and responses to almost everything are put through a filter. It's like living under a microscope.

A senior business leader friend of mine went through intense scrutiny a while back and every email, every report was put through a high level of analysis. He is a man of great character and so nothing was amiss, it was a witch-hunt.

The thing I most understood, after watching my mate from a distance, was how important it was for his actions, words and deeds to be truly his. Without that consistent character, that genuine authenticity, there would have been a terrible outcome. I don't think we will all have to go through a trial by fire like my friend, but we can learn from his example.

  1. Know who you are and what your strengths and weaknesses are.
  2. Be strong in your weaknesses. Own and be OK with what you are not good at.
  3. Make no promises you cannot keep.
  4. Be impeccable with your word.
  5. Encourage truth, trust and transparency.

This last point was taught to me by another friend and teacher David Penglase. He teaches many things, including leadership and ethics. His test is a simple one. If kids were watching you do something, would you be OK still doing it? As a dad this one strikes home.

As a leader, you need to amplify your authentic self. Turn up YOU when you turn up.


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