Bob Buday's blog

05/06/2010
  I keep hearing people say that developing great content for thought leadership marketing campaigns requires instituting a publishing process, populated with reporters willing to become “corporate journalists.”   I say that’s partly right and mostly wrong. Too many corporate journalists more or...
04/30/2010
It’s amazing just how ingrained old techniques and old ways of thinking can be.  Especially mine (as my kids often remind me).  But the reason old habits are ingrained is that they work – at least for a long time. Then they begin working less well.  And at some point they don’t work.  Here’s what I...
04/08/2010
For more than 20 years, I’ve seen consultants and other advice-sellers use an array of techniques to try to come up with a big new idea to take to market.  Some of these ideas were total failures.  A few were big successes.  Most were in between, generating some market interest.  And some of these...
04/02/2010
I look at the last two decades, and especially the last five years, as the era in which thought leadership marketing went mainstream – when a large number of professional services firms recognized the value of marketing their expertise in educational (rather than promotional) ways – articles,...
03/26/2010
Anyone looking for a "thought leadership marketing" or "thought leadership R&D" job needs to say the right things on his or her LinkedIn profile.  Why?  Because that's where the recruiters are looking, according to an article in the latest issue of Fortune magazine. The article explains why...
03/22/2010
We all know what happened in the 1980s when the Japanese began exporting cars to the U.S. with fewer defects than those made in Detroit. Toyota, Honda, Nissan (called Datsun then) and the rest began stealing market share from Ford, GM and Chrysler.  For 30 years now, the U.S.-based automakers have...
03/17/2010
The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream.  Hard to argue against it, especially when a professional firm like McKinsey can go from...
03/11/2010
 Several newspaper and magazine columnists have been chiding President Obama for lacking a “narrative.”  New York Times op-ed pundit Frank Rich vented this on Sunday in his column, which you can read here. (It's insightful reading no matter what your political persuasion.)   Rich's Times colleague...
03/09/2010
We know many professional firms whose lead streams remain soft.   And they are worried (as they should be) because they realize thought leadership marketing is not a lead-generating spigot that can be turned on or off.  Developing a compelling, research-based point of view on any topic can take...
03/05/2010
It’s easy to get caught up in the social media hysteria and believe everything you learned about marketing is obsolete.  We heard a similar line a decade ago, when e-commerce and e-everything were going to Amazon every bricks-and-mortar business out of business.  I think Wal-Mart is still in...
11/26/2008
For professional services firm leaders who continue to search for that elusive growth formula, it’s time to ask a fundamental question: Is your firm sufficiently focused? Our experience is that many firms, large and small alike, are spread far too thinly. Investments in service delivery (R&D,...

Pages