Blog Posts

05/11/2015
  In the early days of my career in tech journalism, back in the nineties, reporters and editors received a steady stream of pitches from public relations pros touting expert sources we could interview. These pitches rarely worked. There were too many of them, and they were usually just excuses to...
05/05/2015
Author : David Rosenbaum
A recent article on Forbes.com, with the SEO- and listicle-friendly (albeit long-winded) headline, “The Three Big Mistakes Professionals Make Attempting to Become Thought Leaders,” here, is a not-very-novel enumeration of three obvious thought leadership bloopers; to wit, creating content that’s...
03/23/2015
Author : David Rosenbaum
You’re the CMO or editorial director of a professional services firm and you’re looking at the illustration Bob, your designer, has produced for a thought leadership article. You’re unhappy. The illustration just isn’t telling the story. You wonder, “Has Bob even read the article?” Stop wondering....
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12/23/2014
Author : David Rosenbaum
So North Korea (allegedly) hacks Sony pictures because it’s ticked off about The Interview, an (allegedly) humorous movie about a plot to assassinate North Korean supreme leader Kim Jong-un. The hack exposes all sorts of embarrassing Sony secrets (like who’s paid what). Sony cancels the offending...
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12/22/2014
Author : David Rosenbaum
In a recent blog, here, I noted that people attempting to establish themselves as thought leaders would do well to find themselves a nice niche. That is, trying to be recognized as a thought leader by writing about “innovation,” “disruption,” “competition,” “social media,” or “business strategy”...
Blog Tags: TL Strategy
12/15/2014
Author : David Rosenbaum
Thought leaders are hard to shop for. That special thought leader in your life already has a lot; thought leaders tend to. But to make 2015 an even better year for your thought leader, the Bloom Group offers the following suggestions for holiday gifts no thought leader should be without. A novel...
Blog Tags: TL Strategy
11/18/2014
Author : Tim Parker
If you read the press releases companies put out, and visit their home pages, you could be forgiven for thinking that as everyone is doing thought leadership you need to leap aboard the TL train before you’re left behind, waving as it leaves the station bound for market glory. Well, pause before...
Blog Tags: TL Strategy
11/18/2014
Author : Tim Parker
Right now, the roar surrounding thought leadership is deafening. Here’s some of what’s making my ears hurt. I receive a Google Alert for every article published that mentions thought leadership. (I set up the alert because I’m in TL the game and it behooves me to track what’s going on.)  My alerts...
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11/12/2014
Author : Bob Buday
“If we knew what it was we were doing, it would not be called research, would it?” -- Albert Einstein “Basic research is what I’m doing when I don’t know what I’m doing.” -- Wernher von Braun   Primary research is at the center of novel and substantiated ideas that get managers to act differently....
10/21/2014
Author : David Rosenbaum
Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. Moneyball was a huge if unlikely hit in the business world. Unlikely,...
Blog Tags: TL Strategy
10/08/2014
Author : Bob Buday
Should a professional services firm trademark a marketing slogan? While I’m not a lawyer, I believe that practically speaking, trademarking (more accurately, servicemarking, the term used to secure the naming rights to a service rather than a physical product) a word or phrase to promote a...
Blog Tags: TL Marketing
09/29/2014
Author : Tim Parker
  This was the vexing question put to me recently, in good humor, by a client. “You have your seven hallmarks of thought leadership,” he said. “I believe they’re spot on, and I encourage their use in our firm. But they include validation – examples of the solution in practice that prove it works....
09/23/2014
Author : Bob Buday
Is self-publishing a wholesale replacement for publishing in other people’s channels? Do we really need to deal with the Harvard Business Reviews, Sloan Management Reviews, and their ilk these days, trying (often in vain) to convince them of the merits of our articles? Should we continue to reach...
Blog Tags: TL Marketing
07/31/2014
Author : David Rosenbaum
Traditional print journalism seems to be dying a relatively quick but still gruesome death. According to the Pew Research Journalism Project’s State of the News Media 2014 report, “Full-time professional newsroom employment declined another 6.4 percent in 2012 with more losses expected for 2013....
07/25/2014
Author : Bob Buday
Whose names should appear atop an article or research report? This may seem like a minor issue, as inconsequential as choosing which charts or photos to use in a white paper. But it isn’t at all. In fact, handled poorly, it will dampen a firm’s best efforts to get its experts to contribute ideas....
06/25/2014
Author : Bob Buday
Many definitions of thought leadership are floating around on the Web. (I'll have an updated version shortly.) And people opining about the characteristics of thought leadership abound as well. (I'm guilty of that too.) These criteria become important when you try to get experts to develop their...
06/17/2014
Author : Bob Buday
I was asked this month at a training session that I led in San Francisco whether the Bloom Group’s eight criteria for thought-leading content were too strict: Relevance – Addressing a burning issue for your target audience Novelty – having a fundamentally new way to solve a problem Depth –...
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06/16/2014
Author : Tim Parker
As much discussed on this site and elsewhere, marketers’ need for good content has risen substantially in recent years, and likely is still going up. Some firms have responded to that by putting their noses to the proverbial grindstone to find ways to create more and better original content....
06/13/2014
Author : David Rosenbaum
The thought leadership industrial complex churns out an endless stream of articles full of advice about how to become a thought leader. One nugget invariably is to get quoted in the media. But these articles never tell you how to do that. The funny thing is, it’s not that hard. In truth, getting...
Blog Tags: TL Marketing
06/11/2014
Author : David Rosenbaum
It’s becoming increasingly hard to be considered a thought leader these days unless you have something to say about social media, as my colleague Tim Parker noted here.  Inevitably, chiming in on social media to establish one’s thought-leadership credentials has resulted in a great deal of wrong-...
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