Education, training and strategies for companies that thrive on unique expertise
Articles from Bob’s archives.
In desperate times, a firm will placate customers who are unreasonable or even nasty, just to hold onto their business. This is Dante’s ninth circle of hell. Good marketing generates many leads. It also gets a firm recognized by companies that don’t need help at the moment but will in the future, what marketers call […]
Discretion and Dignity: What Great Marketing Gives the Marketer Read More »
Successful thought leadership marketing — a great book, Harvard Business Review article, seminar series or other marketing tool — paints a firm as a leading expert on a certain issue. In my last post, I cited five factors that determine how proficient a company will be at thought leadership marketing – whether it becomes the
Thought Leadership Success Factor No. 1: A Big Appetite for the Best Expertise Read More »
There are no short cuts to thought leadership. None. Anyone who tells you otherwise probably sold a get-rich-quick scheme in a previous career. In my last post, I laid out the first factor behind companies that excel at thought leadership marketing: a big appetite for differentiating their product/service offering on the basis of possessing truly
Thought Leadership Success Factor No. 2: Patience Read More »
From doing this work for decades, I see five factors that are key to determining how well a firm plays the thought leadership game. It’s great to see so many companies today that want to be recognized as “thought leaders” on the business problems their services and products address. Consulting firms, research houses, and professors
Getting Real with Thought Leadership Read More »
Harvard Business School Dean Nitin Nohria, who took office in 2010, is a thought leader who has led many other thought leaders. I was delighted to hear last week that Harvard Business School selected long-time HBS Professor Nitin Nohria as their next dean. (Here’s the news on that from Harvard Magazine.) I caught of glimpse
Nice (Smart and Passionate) Guys Can Finish First Read More »
Thought leadership can be seen as an evolutionary timeline with five phases. Here’s how to move up the scale so you can generate revenue through thought leadership. B2B companies vary tremendously in the ability to gain recognition for their expertise. Many firms with deeper and more differentiated expertise are not nearly as well known as certain
Part 1: Moving Your Firm up the Thought Leadership Evolutionary Chart Read More »