Using the Minto pyramid to start a white paper? Stop right now.

July 28, 2016 Blog 0 Comments

Not long ago, a new client asked if we were familiar with the Minto Pyramid…

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Why Thought Leaders Should Never be Writers

July 6, 2016 Blog 0 Comments

Imagine this: a senior partner has a great idea for an article. She jots down a few thoughts during a break in her client meeting. She writes up that idea on the plane ride back from the client. Done! Published. Posted. Right? Not right.

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What Makes You Think Your White Paper Is Any Good?

May 31, 2016 Blog 0 Comments

After months of debate and discussion, your big new white paper is out. But is it really any good? How will you know? Hint: scorecards.

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What Trump Can Teach Marketers About Thought Leadership

May 10, 2016 Blog 0 Comments

The snarky rejoinder: “You mean, at Trump University???” OK, now we’ve gotten the cheap laugh…

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4 Reasons Why Thought Leadership Projects Fall Flat

August 11, 2015 Blog

Because the competition for mind space is so acute, you must avoid the pitfalls discussed here. With this approach, you’ll convince readers that your insights have value, and that your thought leadership is worth following.

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Where Thought Leadership Ideas Should Come From

July 20, 2015 Blog

There should be broad agreement about what thought leadership is and how it’s created (and, by the way, how it’s used).

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Content Creation: 4 Reasons Why You Need a Fox, Not a Hedgehog

June 30, 2015 Blog

A fox, not a hedgehog, is your best bet when you need to create content for thought leadership. Here’s why…

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Is your strategic content on an assembly line or coming out of skunk works?

April 27, 2015 Blog

Imagine you’re in a luxury automobile factory, watching cars come together on the assembly line….

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So NOT Thought Leadership

February 25, 2015 Blog

When is a white paper not a white paper? When it’s a brochure (and for…

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The Art of Story Telling

February 18, 2015 Blog

Ever sit in on a presentation as you strain to read the small font delivered in a …

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