Insights
& Resources

Our latest thinking and insights on the world of B2B thought leadership, along with additional resources and access to our webinars.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Overcoming the three tiers of groupthink

Overcoming the three tiers of groupthink

When capable, well-meaning teams produce thought leadership, the desire for internal harmony often overrides the need for original insight.

Insights
Read More
Get into the discomfort zone: why consensus on thought leadership leads to poor outcomes

Get into the discomfort zone: why consensus on thought leadership leads to poor outcomes

If everyone in your organisation loves your latest thought leadership campaign, it has almost certainly failed.

Insights
Read More
AI-powered thought leadership research is starting to reach the mainstream

AI-powered thought leadership research is starting to reach the mainstream

AI-based research in corporate thought leadership was hard to find just 18 months ago. Today, the tide is starting to turn.

Insights
Read More
Synthetic respondents, real problems

Synthetic respondents, real problems

The most rigorous test of digital twins to date finds they capture only a sliver of what makes individuals distinct in real-world research...

Insights
Read More
Avoiding the AI homogenisation trap

Avoiding the AI homogenisation trap

When everyone’s using the same AI tools to analyse the same underlying information, then it’s all too easy to fall into the homogenisation trap...

Insights
Read More
Is thought leadership having a Kodak moment?

Is thought leadership having a Kodak moment?

The Kodak story is a cautionary tale for other businesses that are reluctant, or unable, to give up legacy business models in the face of emerging

Insights
Read More
Thought leader or “vendor with an agenda”?

Thought leader or “vendor with an agenda”?

A large proportion of corporate thought leadership suffers from what I call the “they would say that, wouldn’t they?” problem...

Insights
Read More
How to navigate the paradoxes at the heart of thought leadership

How to navigate the paradoxes at the heart of thought leadership

Paradoxes are everywhere in thought leadership. Do we build brand and reputation, or focus on lead generation and short-term commercial gain?

Insights
Read More
Brand or sales? Walking the tightrope of thought leadership impact

Brand or sales? Walking the tightrope of thought leadership impact

Thought leadership producers are walking a delicate tightrope between brand and performance.

Insights
Read More
An emerging third way

An emerging third way

The combination of quant and qual research has been the mainstay of thought leadership for decades. But an interesting third way is now emerging.

Insights
Read More
"I know it when I see it": the boundaries that slow thought leadership innovation

"I know it when I see it": the boundaries that slow thought leadership innovation

In a 1964 court case, Supreme Court Justice Potter Stewart struggled to define obscene material but said: "I know it when I see it". I often think of this when trying...

Insights
Read More
Novel research methods and data inputs

Novel research methods and data inputs

Exploring and testing new and varied research methods and data sources...

Insights
Read More
Stories in thought leadership are engaging but are they reliable?

Stories in thought leadership are engaging but are they reliable?

Stories and case studies in thought leadership reports are highly susceptible to selection bias because they are almost always used to describe positive outcomes...

Insights
Read More
The Guinndex: inspired research, inspiring example

The Guinndex: inspired research, inspiring example

On top of being a great Saint Patrick's Day story, it’s also a great reminder that the barriers to high-quality primary research are falling, thanks to AI.

Insights
Read More
A blueprint for impact: lessons from the World Happiness Report

A blueprint for impact: lessons from the World Happiness Report

If you want to build a research brand with impact, then consider taking a look at the World Happiness Report for some inspiration...

Insights
Read More
Will AI help boost the quality of content on LinkedIn?

Will AI help boost the quality of content on LinkedIn?

LinkedIn aims to use LLMs to better understand what people are posting about, and to link this more closely with what you prefer to read about...

Insights
Read More
Announcing Aspidistra × Exhibit B

Announcing Aspidistra × Exhibit B

Aspidistra and Exhibit B blend evidence‑based insight with narrative architecture, creating thought leadership and content that influences markets across regions.

Insights
Read More
Standing out from the crowd

Standing out from the crowd

Are there any practical lessons we can take from Citrini Research's AI report?

Insights
Read More
Is AI coming to eat thought leadership’s lunch?

Is AI coming to eat thought leadership’s lunch?

When it comes to thought leadership, discussions are too often framed around the value for the producer rather than the value for the audience.

Insights
Read More
Seven signals that show thought leadership maturity

Seven signals that show thought leadership maturity

What are some of the signs that a B2B organisation has a highly-mature thought leadership function? These are some of the signals you're likely to see.

Insights
Read More
The three eras of B2B thought leadership

The three eras of B2B thought leadership

Over the past few decades, thought leadership has gone through several distinct eras. This article outlines this evolution and explains the model that is becoming...

Insights
Read More
Where AI in thought leadership is going next

Where AI in thought leadership is going next

A lot of the AI in thought leadership today is focussed on boosting efficiency and productivity. Looking ahead, marketers should explore how to create novel...

Insights
Read More
The problem with story-telling in B2B content

The problem with story-telling in B2B content

The problem with story-telling in B2B content The power of emotional story-telling in consumer advertising is well understood but of course it’s not limited to that segment. B2B companies have also...

Insights
Read More
Bad data: how dodgy research can let down corporate thought leadership

Bad data: how dodgy research can let down corporate thought leadership

The volume of thought leadership published around the world is increasing all the time. Unfortunately the quality of the research underpinning a lot of it is not.

Insights
Read More

Ready to build B2B content with impact?

Let’s make it happen.

Get Started
Home
Services
Manifesto for changeInsights & ResourcesAbout Us
Contact Us
© 2026 EXHIBIT B PARTNERS. All rights reserved.
Designed & Developed by morgentau®
Privacy PolicyTerms & ConditionsCookies Policy