A Cautionary Tale of Hiring Writers
A parable about hiring thought leadership writers… Imagine buying and paying for a Range Rover, but ending up with a terrible car that is clunky and doesn’t even go where you want it to. It’s frustrating. Infuriating. What’s even more galling—people are expecting you to take them places. You then have to spend even more […]
Cracking the Code: Boosting B2B Sales Efficiency Beyond Marketing Expenses
A study of B2B companies found that just one in 20 was able to consistently grow sales faster than sales and marketing expenses. (Cited in Harvard Business Review) Measuring “commercial productivity” is a great way to quantify the symptom. However, it’s more important to find and fix the causes of low productivity. Here are a […]
Five Use Cases for ChatGPT in Thought Leadership
1. Ghostwriter Interview Prep Prompt: “Act as an [industry] expert. What are the 5 most important things I need to know about [topic]? Explain it to me like I am [audience description].” Value: Saves time in creating interview questions and learning topic basics 2. Conventional Wisdom Detection Prompt: “Why is [section or paragraph focus] important […]
Thought Leadership As a Way of Being and Doing
Thought leadership is not just a piece of content. It’s a way of being and doing.
Unlocking Lead Conversion
Do you struggle with generating high-quality leads who actually convert into customers? The solution is thought leadership.
Standing Out in the Age of AI-Generated Content
ChatGPT and future iterations of generative tools are going to put several things at a premium. Standing above and beyond the seemingly infinite proliferation of generated content will require these.
Breaking Down Barriers to Thought Leadership
Organizational limits have much more impact on corporate thought leadership than any one person’s willingness or readiness. They tend to pile up one onto the other.
Thought Leadership and Perfect Pop
Good thought leadership can work like a perfect song. The lyrics resonate with you even when they have nothing to do with you. You project your own experiences and situations onto what you hear. You’re captivated by the singer. Sometimes the video adds something, and sometimes it’s just distracting You can’t get the melody (i.e., […]
A Big Year for Thought Leadership
If my first day client calls are any indication, 2023 is going to be a big year for marketing via thought leadership. Why? It offers an optimal balance between impact and cost. Distribution is measurable. It creates significant opportunities to reuse, reframe, and repurpose. It helps companies stand apart from others with similar offerings. It […]
The 4.5 Questions
Here’s a simple way to spare yourself an enormous amount of crap and get lots of your own time back. In just 4.5 questions: What is this? Why does it matter? Is what I am hearing true? And in which contexts? Why is THIS person saying it? The harder part is learning to replace immediate […]