Education, training and strategies for companies that thrive on unique expertise

Bob’s Vault

Articles from Bob’s archives.

How Fear of Ghosts Can Keep Your Thought Leaders in the Dark

Bob's Vault, Building capability, Compelling content /

Authors of many bestselling business books, Harvard Business Review articles and research reports don’t actually write the words. The ideas are theirs, but they leave it to expert communicators to express it compellingly. After 26 years of watching consultants and other advisers successfully use ghostwriters, I was stunned recently to hear a professional services marketer […]

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Thought Leadership Strategy Step #1: Sell It to Your CEO

Bob's Vault, Thought leadership strategy /

How do you get top management to see that thought leadership is vital to their and the company’s success? We see four key aspects in making a compelling case. Many B2B companies (and not only professional services firms) are investing vast sums today to be regarded as “thought leaders” – as renowned experts on the

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Do Thought Leadership Marketing and Knowledge Management Relate?

Bob's Vault, Thought leadership strategy /

Thought leadership marketing uses the content that knowledge management collects to give prospective clients a way to preview what your company can do for them. The term “knowledge management” was big in the mid-1990s when big companies saw the need to share expertise beyond those proximate to it. A decade and a half later, the

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Organizing Brilliance: Creating a Thought Leadership Content Machine (Part 1)

Bob's Vault, Compelling content, Groundbreaking research /

Creating a department of people who produce compelling content that demonstrates their firm’s expertise is no easy task, even for the biggest consulting firms, In just the last two years, we’ve been asked the same question by six very large B2B firms (two consulting, two IT services, one financial services and one software company): how

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