She uses the acronym “REAL” to explain the four main attributes which she says turn a person into a “Real Thought Leader” – not just an expert in their field, but “the expert” in their field – the “go-to person”.

R – reach

E – engagement

A – authority and

L – longevity,

but if the neatness of that makes you think “Here comes another trite business book by an ‘expert’ in the blindingly obvious!”, think again.  It’s solid stuff – but not stolid.  Yes, there’s a lot of business common sense in there – but there’s also a lot of uncommon sense.

Mindy and I have met a few times on the networking circuit, but I didn’t realise how much common ground we have until I read the book.  She recommends getting “REAL” by writing a book, because that’s her specialism and there’s still no substitute for giving someone something tangible to remember you by.  I recommend getting “REAL” through podcasting, because that’s my specialism and there’s no substitute for the human voice.  Every aspect of that acronym applies to using sound as it does to print.  I’m not anti-print by any means, as you know – I’m about to go into it myself!  As an obsessive communicator, I’m not anti any medium.  A couple of weeks ago, when I was having a go at the BBC Strategy Review, I said I was a “multi-dimensional person” whose needs couldn’t all be met by one product.  All the different ways of touching people – personal meetings, phone, email, the printed word, audio, video, online interaction –have their respective strengths and weaknesses.  So they all have a place and work best when they work together – like people really.