Build a Thought Leadership Brand Around Ideas (Not Just Services)

My guest Christina Larocco helps nonfiction writers wrangle mountains of research or a lifetime of knowledge into meaningful, manageable books and essays.

Christina came to our session with a much bigger question than just marketing. After working hard in The Hive to build her client base, she realized she doesn’t want to be known purely as a coach or service provider. Instead, Christina wants to build a business grounded in her curiosity, writing, and thought leadership. We talked about what it actually takes to make that pivot.

Together, we tackled how to talk about this new direction, how to build an audience around big ideas instead of traditional services, and whether this model is even sustainable. Whether you’re a coach, writer, or creator, there’s a lot here about finding your real voice and crafting a business that feels like home.

Let me highlight the steps Christina and I mapped out to help her transition from coach to public scholar and idea-driven entrepreneur.

Step One: Get Clear on What You’re Genuinely Curious About

Before you try to package or sell anything, clarity about your core curiosity is everything. For Christina, that meant asking, “What do I want to think, ask, or write about in public?” and discovering her persistent fascination with what we called the “abundance paradox”: how humans make meaning when there’s just too much information, advice, or content everywhere.

If you’re feeling stuck or misaligned in your current business, start here. Pinpointing the big question that refuses to let you go will give you integrity and energy for everything that follows.

Step Two: Talk About Your Work from Your Stance or Core Question

When you introduce yourself, lead with your perspective instead of a laundry list of credentials or services. For Christina, saying “I’m exploring the abundance paradox, how we make meaning out of too much noise” sparks more genuine conversation than any boilerplate niche statement.

Don’t stress about sounding perfectly polished. Be honest about what you’re investigating right now. Your audience will connect much more deeply with your authentic curiosity than with a stock elevator pitch.

Step Three: Find the Right “Town Squares” for Your Audience

Audience building is a matter of showing up where fellow curious minds are already congregating. For Christina, that means guesting on idea-driven podcasts, writing guest essays, submitting to publications, and nurturing her email newsletter (potentially paid on Substack).

Don’t just stick to platforms for “coaches.” Go straight to places—be they podcasts, lecture series, or events—where people are hungry for thought-provoking conversations. This puts you in relationship with those who care about your ideas, not just your services.

Step Four: Monetize Through Multiple Small Streams

To make the “public scholar” model sustainable, think beyond the typical one-to-one client work. We brainstormed ways Christina could earn through a mix of paid newsletters, VIP day consulting, intimate retreats, speaking gigs, book deals, mini-courses, and perhaps even a low-lift membership for idea lovers.

No single stream needs to carry all the weight. Let each offering support your curiosity and serve your people in unique ways. Over time, these streams can add up to the income and inspiring work you want.

Finally: Invite Your Audience to Co-Create With You

Rather than building in the dark, bring your list and community into the process. Christina’s next move is to beta test a group offer for curious thinkers with a series of live sessions where she helps participants clarify and communicate their own big ideas.

You can start small, get feedback, and let your new identity come alive in conversation with your people. Testing and talking out loud is how thought-driven businesses actually get traction.

And here’s a nugget you don’t want to miss: Don’t tie yourself in knots over having your new “offer” fully formed before you announce it. The act of inviting others into your curiosity process will both clarify your ideas and signal to your audience that you’re someone worth paying attention to.

We barely scratched the surface when it came to all the ways Christina could structure offers, workshops, and community experiences around her new direction. If you’re curious how we framed a first beta offering or want to hear Christina light up about what’s next, give the full episode a listen.