'Thought leadership' is about being honest about what's happening and expressing this. Giving a voice to SMEs about what they're doing, why they're doing it, and where they think this will go; it is ideal Agile, constituting the combination of thoughts from technology, leadership and subject matter expertise. A credible message which parts on their own cannot communicate. Some organisations do this very well.

When it goes wrong is when it becomes sales led.

> I wish I could help others see over the shouting and point to what does work instead of seeing them fall for the hype every time.

That's the point of thought leadership vs sales. What you complain of is people using the term under the guise of sales.