In this episode of Cocktails with Friends, host Bob Cutler sits down with Susan Baier, founder and CEO of Audience Audit, to discuss the art of thought leadership and how to share your expertise in a way that truly makes an impact. Susan shares insights from her research and experience, offering practical advice on how to authentically position yourself as a thought leader, no matter your industry. Whether you're a bartender, chef, or business owner, Susan’s advice will help you turn your passion into influence.

• What it means to be a thought leader

• How to identify and connect with your audience

• The importance of authenticity and providing value upfront

1. Thought leadership is about teaching – It’s not just about being an expert; it's about sharing new, helpful insights that others can implement.

2. Authenticity matters – People are drawn to leaders who are approachable, relatable, and genuine, rather than overly polished or self-promotional.

3. Provide value before asking for anything – Being relentlessly helpful and sharing your knowledge freely builds trust and leads to long-term opportunities.

Susan Baier is the founder and CEO of Audience Audit, a firm specializing in custom attitudinal segmentation research. She helps organizations better understand their audiences to improve engagement and grow their impact. Susan is a speaker and thought leader who brings a wealth of knowledge on how to teach, inspire, and connect with your target audience.

[00:00:00] – Introduction and catching up with Susan Baier

[00:02:30] – What is thought leadership? Defining the term

[00:03:50] – The importance of being authentic as a thought leader

[00:05:00] – Key traits of effective thought leaders: new, helpful, and relatable

[00:07:30] – The role of passion and personal point of view in building influence

[00:10:00] – How to connect with a specific audience and focus your message

[00:12:40] – Ways to get your message out: social media, speaking, and content creation

[00:16:00] – Building your personal brand as a chef or bartender

[00:19:00] – Turning rants and frustrations into thought leadership content

[00:21:30] – Providing value before monetization: trust-building strategies

[00:24:00] – The balance between polish and authenticity in content creation

[00:27:00] – Takeaways: Be authentic, be helpful, and share your expertise