Insight always packs the biggest punch when it's demonstrated rather than discussed. It's a the biggest reason that the concept of Thought Leadership desperately needs an overhaul as a brand-builder. I'm certainly not alone in this view.
David Weinberger and Jerry Michalski are two great thinkers on the subects of business, marketing, and brand.
Check out their ideas about new conceptions of PR -- more on creating new connections, relationships, and conversations.