Pareto PR: The 80/20 Rule

In the late 1800s, Italian economist Vilfredo Pareto discovered that 80% of the land in his home country was owned by 20% of the population. Pareto was also an avid gardener, and observed that 20% of the peapods in his garden yielded 80% of the peas that were...

Peripheral Vision

It’s interesting how some companies put a lot of emphasis on interacting with their customers, yet neglect the content of their conversations. They love to converse, but have little that’s interesting to ask or say. On the other hand, I have come across...

The Unpersuaded Prospect

You won’t get their attention. They aren’t even listening. There’s simply too much sound and fury already — too many megaphone marketers shouting much the same thing. And, even if they heard you, you couldn’t persuade them. No one wants...

Does Dell Have a Story to Tell?

One notable F500 company that is now engaging the blogosphere is Dell. With the recent launch of its One2One blog, it is welcoming a “direct conversation” with its fans, critics and the many people who depend on Dell for their business and personal...

Touched with Fire

Through our great good fortune, in our youth our hearts were touched with fire. It was given to us to learn at the outset that life is a profound and passionate thing.                                                  –Oliver Wendell Holmes. What is it about that...

The World According to You

AT&T has recently launched an impressive thought leadership campaign. Dubbed “The World According to You,” the elements of this campaign are showing up online and in print. The initiative is all about the power of networking and addressing business...

Storymaking vs. Storytelling

In his most recent book All Marketers are Liars, Seth Godin masterfully explains the power of compelling stories in a “low trust world.” With his own stories stretching from Longaberger Corporation (which lived its “obsession with product” by...

SAS Leads with Analytics

One of the more active thought leadership campaigns I have seen recently is SAS Institute’s "Competing on Analytics." Featuring management guru Tom Davenport (see right side of screen capture below), the campaign is designed to entice prospects with a...

Winning Practices in Thought Leadership

Companies become true “thought leaders” when they generate ideas that get picked up and repeated, driving conversations in the marketplace and, in particular, among their prospective clients. The objective is to create a persuasive and compelling narrative that...

Strategy Consultants Set the Pace

One of the most important aspects of thought leadership is its power to build credibility among prospective clients. The companies that arguably have taken this idea farthest –- leveraging the full potential of thought leadership marketing and continuing to advance...