April 13, 2011

Thought Leadership

Are we not drowning in thought leadership these days?
  • "Leading brands are harvesting the unrealized potential of the mobile experience."
  • "In the social economy, gratitude is the new PayPal."
  • "Without a viral presence, you may as well be Montgomery Wards".
  • "In order to succeed in today's challenging business environment, one thing is certain ... you must be great."
When reading all of this new media stuff, ask yourself a question:
  • "What is the author selling when writing content?"
Often, the author is selling thought leadership ... designed to move a client into the consulting purchase funnel.

Not that there's anything wrong with that ... I do it all of the time, a guy's gotta eat, right?

The challenge, of course, is to tie the content to reality.  A catalog marketer is not likely to experience unfettered success by replicating the viral aspects of a video created by a thirteen year old musician.

Next time you read something from a thought leader, ask the thought leader to demonstrate one instance where the thought leader implemented her strategy at a brand you compete with, and helped that brand experience a ten percent sales increase, on an annual basis.  If the thought leader provides you with appropriate references, then by all means, partner with the thought leader!

Hillstrom's Total Package

Yup, it's time for another booklet, this time including 80+ pages of goodies for the New Marketing Leader ... it's called Hillstr...