McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg

What does it take to build demand through ideas at the world's most prolific thought leadership organisation? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice. In this episode, Daphne covers: - How McKinsey's codification culture turns every client engagement into compounding commercial advantage - Why distinctiveness is the bar for publishing, not volume - How peer review makes thought leadership credible at scale - How McKinsey built its own LLM (Lily) three years ago and how AI is used in the marketing team today - How to grow your brand's presence in AI platforms without giving away insights - The practical moves B2B marketing leaders can make to build reputation and demand without McKinsey's resources - The growth advice Daphne would send back to her younger self 🔔 Subscribe for more of The Growth Leaders Series episodes featuring marketing leaders from the world's most innovative brands. New episodes launched every Wednesday throughout June 2026. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Follow Daphne Luchtenberg on LinkedIn: https://www.linkedin.com/in/daphneluchtenberg/ Watch this episode next: https://www.youtube.com/watch?v=3FOxsfShClE&list=PL6KnGdn57AO8KOvEpkAZ0ub6Yh2utXNSm&index=1 ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Book a consultation call 👉 ⁠https://exposureninja.com/ ==================== Recorded by: Charlie Marchant Edited by: DirekVim Thumbnail by: Kelly Wilson Produced by: Charlie Marchant