How to develop topic ideas

In a thought leadership campaign there's a whole load of thinking that goes up front (which I've covered in another post), but at some point the question becomes, "what do I write about?"  The answer is complicated, although of course ultimately it becomes simple. 

I compare it to those exercises in brand marketing where you see what products seems to fit to - or jar with - particular brands.  Durex toothpaste?  Probably not. Tesla batteries? Sure. Rice-a-roni Shoe Polish? Unlikely. Apple Scooters? Not sure.

These are gut reactions that come down to a simple question of fit.  

And that's one way to establish whether your customers will give you permission to write about a particular topic in a Thought Leadership campaign.