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...

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....

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....