Standing out in a crowded market increasingly depends on carving out a clear niche and owning it with confidence. In this episode of CMO Series Rainmakers, Sarah Strachan is joined by Tom Whittaker, Director and Head of AI (Advisory) at Burges Salmon, to explore how lawyers can build authority by becoming the go-to voice in an emerging area. Tom shares how an early interest in writing evolved into a focused thought leadership strategy, positioning him at the forefront of AI regulation long before the space became crowded. They discuss when thought leadership first clicked for Tom, how he identified an opportunity in a fast-moving regulatory landscape, and the importance of consistency and clarity in building credibility.  Tom and Sarah cover: The early stages of Tom's career, and the moment he realised that writing and thought leadership could play a meaningful role in his development How he began positioning himself in the AI space before it really gained traction The shift from specialising in AI to becoming the person clients and government bodies actively seek out  How thought leadership has helped build a profile and generate new opportunities How to keep insights timely and build visibility in a fast-moving regulatory landscape How to encourage a culture of writing, collaboration and knowledge-sharing inside the firm Practical steps for lawyers looking to carve out a niche