3 Dimensions of Thought Leadership

What does it take to become a thought leader and trusted authority in today’s markets? What positions us as providers of superior guidance? Three things: vision; visibility; and credibility. Whether one is giving a presentation to a new audience of prospects,...

The Power of Positioning Projects

One of the most valuable reasons for creating new content — be it a white paper, case study, presentation or some mix — is to crystallize your position on a key issue. Some people make the mistake of treating this marketing content as an end in itself....

Mastering Hope and Hype

Every new innovation — every breath-taking change in the order of things — is built on hope and hype. Unfortunately, the things that dazzle us early on also tend to disappoint us eventually. The question is whether we can (and should) commit ourselves to...

Are B2B Marketers Acting like Mad Men?

Matthew Weiner, the man behind AMC’s hit show Mad Men, describes the fellows at the Sterling Cooper ad agency as dinosaurs. I’m wondering if many of today’s B2B marketers, who are now obsessing over new technology and its promise of scientific certitude, may soon find...