Thought Leadership with Mitchell Levy and Michael Procopio, Episode 37: Aug 28, 2014

Thought Leadership with Mitchell and MichaelIn this episode of Thought Leadership with Mitchell and Michael (#TLL) we interview

In this episode, Mitchell and Michael 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.

Whitney VosburghTalking 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 a couple of aha moments from the episode. See more in the “Aha Moments from Thought Leader Life” books available in the THiNKaha App:
• 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

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This episode was sponsored, in part, by, helping experts become thought leaders.

You can connect with Mitchell at, @HappyAbout on Twitter, or join his Thought Leadership Best Practices Group on LinkedIn; and with Michael at, on Twitter: @MichaelProcopio; or LinkedIn:

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Posted by Michael Procopio on 08/28 at 11:55 AM






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