By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.

So You Want to be a Thought Leader: Introducing Grasslands' 10 Tenets of Thought Leadership

Published on
May 16, 2019
Ricardo Baca takes the stage on Ted Talk

Ricardo Baca is a 20-year veteran journalist, keynote speaker, TEDx veteran and thought leader in modern media and drug-policy circles. He served as The Denver Post’s first-ever marijuana editor and founded news vertical The Cannabist, where he extensively covered the advent of adult-use cannabis and related issues across the country and around the world, as seen in the feature documentary Rolling Papers (Netflix).

In 2016, Ricardo launched Grasslands: A Journalism-Minded Agency to work directly with business leaders in highly regulated industries, including cannabis, energy and traditional healthcare. Named Marketer of the Year by AdCann in 2019, Ricardo has received numerous accolades for his trailblazing work covering drug policy, cannabis business and culture, and continues to columnize and host podcasts for a number of top publications.

Three media outlets I check every single day: The Denver Post, Vox, The New York Times

Super inspired by: Ruth Bader Ginsburg

My monthly #GrasslandsGives donation: The Marshall Project

When I’m off the clock (in five words): Travel. Design. Writing. Feminist. ENFP.

Everybody wants to be a thought leader these days.

Can you guess how many professionals describe themselves as thought leaders on LinkedIn? (Hint: It’s nearly a million.) When Bill Murphy Jr. at Inc. quizzed prominent executives and entrepreneurs about which corporate clichés they loathed the most, thought leader came in at No. 1.

So why are so many styling themselves as thought leaders if that term makes the rest of us roll our eyes?

The reality is, true thought leaders are not cliché, and real thought leadership isn’t irrelevant—far from it. I’d argue that, in this era of actual fake news and widespread misinformation, we need thought leaders now more than ever. In today’s crowded field of advertisers, infotainment, carnival barkers and dwindling attention spans, bona fide thought leaders stand out and command respect.

In a recent survey of 1,200 business decision-makers by global communications firm Edelman, 58 percent of respondents reported that thought leadership directly led them to award business to particular organizations.

Thought leaders like corruption and fraud prosecutor Preet Bharara, professor and social science guru Jonah Berger, cannabis visionary Steve DeAngelo, racial justice advocate DeRay Mckesson and Silicon Valley muckraker Kara Swisher have gained public trust by sharing their hard-won experience, asking tough questions, making compelling arguments and shining their spotlights on pressing issues in their industries and communities.

Once it’s earned, the title “thought leader” conveys an authority, gravitas, visibility and credibility that money can’t buy.

But earning it is the key here.

How to Attain Legitimate Thought Leadership

The eye-rolling starts when individuals who haven’t done the hard work simply dub themselves thought leaders.

That’s not how this works.

If you really want to develop your thought leadership and avoid getting written off as just another big-talking corporate drone, you must observe some essential principles—which is why I’m introducing Grasslands’ 10 Tenets of Thought Leadership, a how-to blog series (and soon, a book) for entrepreneurs, influencers and executives looking to elevate their public presence, amplify their industry-specific expertise and offer meaningful insights to their peers and the wider community.

I’m crafting this series / book to discuss the bedrock principles of true thought leadership, as my colleagues and I have developed them in-house at Grasslands, our journalism-minded communications agency. From effectively gathering and sharing your thoughts to pitching the proper outlets, curating your social media presence to practicing the art of subtlety and staying authentic and true to yourself—I’ll discuss the ways you can do this work yourself, or partner with an agency like Grasslands to help you get there.

I founded my own full-service agency after more than two decades in Pulitzer-winning newsrooms—and when it comes to modern thought leadership, I’ve assembled a wealth of experience about what hits, what misses and what absolutely crushes.

So if you’re ready for some real talk about how to separate yourself from those hundreds of thousands of “thought leaders” on LinkedIn and actually start influencing and leading in your industry, keep an eye on the Grasslands blog—where we’ll start releasing this series, tenet by tenet.

We're always happy to talk shop at Grasslands. Drop us a line.

Related Hand Curated Articles


From Ricardo’s Desk: Activism, Progress and 4/20

For many, 4/20 is St. Patrick’s Day for stoners, an opportunity to party with your friends. For others, the holiday is all about advocacy and activism, a reminder that we still have so much work to do ahead of us.
April 12, 2021
5 min read

Meet Grasslands president Ricardo Baca: Toronto, Latvia, Amsterdam, Denver, etc.

Grasslands president Ricardo Baca will be speaking at these festivals, conferences and events in 2017. Contact Ricardo now to connect if your paths are crossing — or to set up a call to discuss your business’ strategy.
January 1, 2017
5 min read

What Is the Current State of the Cannabis Industry in 2022?

The cannabis industry has continued to grow nationwide at a steady clip, in both economic scale and cultural clout. But the picture can look quite varied from state to state and country to country, given the wide variation in market maturities and regulatory details.Getting a practical snapshot of the current state of the cannabis industry requires not just the latest data, but also a certain level of intuition and nuance. So where are we at in 2022? This is the latest.
June 22, 2022
5 min read

Ricardo Baca’s 2022 Cannabis Industry Trends Forecast

What lies ahead for cannabis? It’s a question many in the industry are asking as we hit the ground running in Q1. From old-school matters like mergers and acquisitions to emerging cannabis industry trends like delivery models that took off during the pandemic and are here to stay, there’s a lot to assess in predicting which cannabis products and services will be pivotal to business success or become a major problem.
January 12, 2022
5 min read