Polaris is a production of Synozur – the transformation company. Synozur reimagines business for our clients, navigating the complexities of transformation and strategy with ease.

In this episode of Polaris, Chris McNulty speaks with Kelly Schuknecht, CEO of Two-Mile-High Marketing, about the importance of thought leadership in marketing. They discuss Kelly's journey from being an employee to starting her own marketing agency, the significance of establishing authority, and how to effectively connect with audiences. The conversation also covers the role of messaging, the benefits of podcasting, and the evolution of authorship in building credibility. Kelly shares insights on client success stories and strategies for post-publication marketing, emphasizing the need for a holistic approach to thought leadership.

Takeaways

• Thought Leadership Drives Business: Establishing yourself as a thought leader can directly lead to business opportunities – according to an Edelman/LinkedIn study, nearly 60% of decision-makers awarded business to a company because of its strong thought leadership content.
• From Support Role to Leader: Kelly's career journey shows that transitioning from a behind-the-scenes supporter to the public face of a brand can be scary but rewarding. Being laid off pushed her to start her own firm and step into the spotlight, illustrating that sometimes adversity sparks growth.
• Authenticity and Focus Win: Not every company needs "thought leadership marketing," but for relationship-driven businesses (like professional services), investing in personal brand credibility pays off. Authentic content that addresses your audience's pain points will resonate more than generic marketing.
• Speaking and Content Build Credibility: Consistent speaking engagements (conferences, podcasts) and content creation (articles, videos) help establish authority. Kelly advises starting with podcast interviews to refine your message. These low-cost opportunities help you practice answering questions and learn what resonates with your audience.
• Don't Fear Repetition: If you feel you've told your story a million times, remember it's likely brand new to each audience. Kelly reminds us not to get bored with our core message – your enthusiasm (or lack thereof) will transfer to listeners. Consistency and passion make your message powerful every time.
• Books Boost Authority (Strategically): Authoring a book (or working with a ghostwriter) can elevate your expert status – it's a credibility booster when you're on stage or pitching. But don't just publish and pray: use the book in your marketing strategy (speaking, social media, press) so it genuinely amplifies your reach.
• Face Your Fears: Personal growth is part of the thought leadership journey. Despite helping others get on stage, Kelly herself feared public speaking for years. She overcame that fear by pushing herself (100+ videos, frequent talks) – a reminder that stepping outside your comfort zone is often necessary to lead and inspire others.

Sound bites

Notable Quotes (for promotion):

"For 20 years I was the 'person behind the person.' Being laid off pushed me to step out of the shadows and start my own company."

"Even if you've given the same message a dozen times, for a brand new audience it's the first time they're hearing it. It's still a powerful message – don't get bored with it, or your audience will feel that too."

"Getting on as many podcasts as you can early on really helps you refine your messaging and figure out what people are interested in."

"It might be ironic, but I was terrified of public speaking – and I run a business around it! Facing that fear changed everything for me."

"Not every company needs a 'thought leader' — but if your business runs on relationships, you'd better put a face to your brand."

References

Edelman-LinkedIn B2B Thought Leadership Impact Study – Research (2019) showing nearly 60% of decision-makers said strong thought leadership content led them to award business to a company (and 29% decided not to if content was poor).

Two-Mile-High Marketing – Kelly Schuknecht's marketing agency focused on thought leadership (headquartered in Leadville, Colorado and named after Leadville's ~10,000 ft elevation, "two miles high").

"Personality Isn't Permanent" – A self-help book by organizational psychologist Benjamin Hardy. Kelly cited this book as a catalyst that encouraged her to face her fear of public speaking.

Crissy Conner – Marketing strategist known as "The Visibility Queen." Mentioned in the episode as a former guest who overcame her on-camera fears by doing 100 live video broadcasts in one year.

Memories Matter– A 2025 nonfiction book about caregiving for a loved one with Alzheimer's, authored by Dawn Brenniman Wirtz. This book (written through Kelly's course) led to the first-time author being invited to speak at an Alzheimer's event and even a local news interview – an example of authentic content opening doors.

Kelly Clarkson – Singer and TV personality. Referenced when Kelly mentioned an author sending Clarkson a book in hopes of a shout-out (part of a story about creative book promotion).

Events

FY26 Forward - Microsoft Partner Success Strategies - July 29. I'll be sitting down with our CEO Michelle Caldwell for a fireside chat about Microsoft's plans for its new fiscal year and how Microsoft partners can align for success.

TechCon 365 Atlanta 2025 – A Microsoft 365 and Power Platform conference (held August 11–15, 2025 in Atlanta, GA).

TechCon 365 Dallas 2025 – The Dallas edition of the TechCon 365 conference series (November 3–7, 2025 in Irving, TX).

Microsoft Ignite 2025 – Microsoft's flagship annual tech conference (scheduled for November 18–21, 2025 in San Francisco, CA).

ESPC25 – A major European Microsoft 365/Azure conference (December 1–4, 2025 in Dublin, Ireland).

Production

Polaris is produced with the help of our friends at Riverside.fm. Our theme song, "Alternative Dream" is provided courtesy of Adobe. Additional music and sound provided by IndieGuy Records. Graphic design by Josh Brantley.

Polaris is available on Apple, Spotify, Amazon, YouTube or wherever you get your favorite podcasts. Thanks.

Chapters

00:00 Introduction to Kelly Schuknecht and Two-Mile-High Marketing

01:10 News and Data Points

05:37 The Journey from Employee to Entrepreneur

07:34 Defining Marketing and Its Importance

10:06 Identifying Ideal Clients for Thought Leadership

12:37 Balancing Brand and Personal Marketing

14:48 Success Stories and Client Experiences

16:02 Navigating Speaking Engagements and Event Selection

17:55 Refining Messaging for Effective Speaking

20:02 Using Podcasting as a Tool for Growth

22:44 The Role of Book Publishing in Thought Leadership

26:17 Post-Publication Strategies for Authors

28:53 Future Plans for Two-Mile-High Marketing

30:24 Cultural Influences and Personal Growth

32:16 Closing Thoughts and Resources

33:11 Upcoming Events in Tech

34:16 Leadership Insights for Emerging Companies