Leading Lights: Junta42’s Joe Pulizzi

In their recent book Get Content, Get Customers, Joe Pulizzi and Newt Barrett make a powerful case for what they call “content marketing.” Their objective is to show how marketers can – and must – turn content into a powerful asset for generating leads and closing...

Leading Lights: Avaya’s Paul Dunay

Illuminating the Future recently spoke with Avaya's Paul Dunay, who is Global Managing Director of Services Marketing. Paul has spent more than 20 years in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, SAP, and...

Reaching Out for Guidance

Given the struggles facing both buyers and sellers in today’s markets, it’s surprising that a shared solution has been so slow to emerge. But the outlines of such a solution are becoming clearer. As we have discussed, buyers now seek assistance in managing...

Why Sellers Don’t Sell

What’s keeping sellers from meeting their objectives for profitable growth? While cyclical trends are certainly in play in today’s markets, there’s more going on here. In markets revolving around considered and complex offerings, sellers are...

Why Buyers Don’t Buy

What’s vexing our prospective customers? What have we as sellers failed — in many markets — to truly resolve for them? Why are they struggling to make successful decisions? While there are different issues to consider in different markets, we can...

Your Gravitational Pull

Sometimes, when people ask me what I do, I tell them I construct “gravity wells.” Huh? Yes, it’s kind of fun to provoke that response. It invites a follow up question in a way that “I’m a dentist” or “I sell life...

The Visible Man: Apple’s Steve Jobs

The second dimension of thought leadership is visibility. We command a lucrative premium in today’s highly contested markets by being highly visible and highly recognizable.  But one won’t be widely viewed as a provider of trustworthy guidance unless one...