success

Differentiation Requires Show, Not Tell

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Image by Eric Lim

The Internet and in particular social media have empowered thousands, perhaps millions, to start their own businesses. One outcome of the social media movement is how easily people become “thought leaders” or topical influencers.

As a result, we have many paper tigers running about, almost indistinguishable from the ones with real teeth with one singular exception: Results.

Last week for PRSA-NCC and this morning during a keynote at Brand Camp NYC I discussed this exception, and its critical role in creating true market leadership.

When content and personal branding techniques online quack and act like ducks, many readers are quick to believe. Yet results are not necessarily associated to the voices, creating a problem. Because we have hit a saturation point, more businesses are becoming discerning in their choices of vendors, digging deeper than what’s published on a blog post or LinkedIn group.

As time continues and social becomes a place overburdened with branded marketing content and voices, differentiation requires more. Pundits are a dime a dozen these days, real businesspeople are not.

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Tim Berners-Lee: You Can’t Quantify Potential Influence

Me and Tim Berners-Lee 2

The highlight of my SxSW experience this weekend was meeting Tim Berners-Lee, best known as the inventor of the World Wide Web. I took the opportunity to ask Sir Berners-Lee what he thought of social influence metrics like Klout, Kred and PeerIndex.

His response was remarkable, but before I share it with you let me frame the scene.

Sir Berners-Lee is clearly a savant. He is so brilliant he struggled with the bloggy attention he received at the IEEE SxSW reception. When he talk, he gestured somewhat wildly, and was clearly aware of the surrounding cameras. It was exactly how I imagine Einstein would function in this 21st century world of cameras, tweets, and instant access… Like a brilliant wild person forced to live in a zoo.

I immediately recognized time would be short with this man, that he would move on quickly. So I listened intently.
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SxSW Success Begins Now

Sxswdemographics

I closed more than $500,000 worth of consulting deals from the past four SxSW interactive festivals.

Every year has produced at least one new successful business relationship, making the event a must attend for me. Yet, many of my colleagues complain about their lack of success at Sx (as veterans call it).

Some ask me how I achieve success at SxSW when others seem to struggle. Here are my tips to make the most of this great opportunity:

Get Started Now

SxSW winners are made before the show, not at the event.
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Break Open and Dominate Your Market

Congratulations to Michael Phelps

Win one of 10 free autographed copies of Marketing in the Round on Goodreads!

Brands often falter after they achieve success and notoriety.

This represents a classic strategic error. Once a market breaks open, a brand should push through, separate from the pack, and absolutely dominate its marketplace.

That’s what makes for a company that becomes a permanent force in its market.

First place is the envy of all competitors in business.
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Winning Beats Fame

In an era where people chase fame like dogs running down a hare in a field, there’s little discussion about winning. That’s too bad, because winning beats fame every time. It’s imminently more satisfying, yields more benefits, and is much… Read More »Winning Beats Fame