First we were employees, plain and simple. Then we were knowledge workers. After that came "Brand Me" and the notion that we were all CEOs of Me, Inc. Now our taste for hyperbole in describing our place in the economic order has become still more rarefied: what every modern worker aspires to be is a thought leader.

The blame for this latest craze rests with the editor of Strategy and Business , a management magazine. In 1994, he needed a name for a new interview slot and came up with "Thought Leader". Back then it seemed a forgivably pompous title for the pompous thoughts of management gurus. Thirteen years on, it has come to be a much less forgivable name for any old fool in possession of an ego and a blog.