Secrets of the Guidance Economy

We are clearly going through a wrenching economic transition. But what comes next? The next economy, as I see it, should be thought of as the guidance economy. What do I mean by this? Our economy has evolved from commodities to products to services over the years. It...

The Case for Compelling Perspectives

To set yourself apart in today’s guidance economy, it’s increasingly critical to demonstrate  you have a clear and engaging point of view on issues that matter to your prospects and customers. I call this a compelling perspective. By presenting a vivid...

Who Gets the Irving Thalberg Award?

The Irving G. Thalberg Memorial Award is presented periodically at the Academy Awards ceremonies to "creative producers, whose bodies of work reflect a consistently high quality of motion picture production." The award is named for the legendary head of the...

Who Will Fill the Vision Vacuum?

In the past, buyers might have relied on third-party sources such as the press, analysts and independent consultants for insights that would facilitate their decision-making efforts. They still do. However, there’s a growing gap between the types of research and...

Why White Papers?

White papers, which I like to call "position papers," have become an essential element in the B2B marketing toolkit in recent years. But should they be? As a new study from Information Week suggests, the answer is unquestionably yes. The research —...

Compelling Insights Build Brand Equity

Too often, B2B marketers fail to recognize that their own thought leadership is essential to market leadership. The top companies – Microsoft, SAP, Accenture, Cisco, IBM – recognize this fact and tend to invest heavily in thought leadership activities....