David Rosenbaum's blog

05/24/2018
Last summer, I posted an article, “How to Get Your Thought Leadership Published in Harvard Business Review and Forbes,” boasting a bit of Bloom Group’s record in helping our clients get their articles published in those aforementioned journals and sharing some of our secrets for doing so. A secret...
03/20/2018
You know your thought leadership content is going to come from your subject matter experts and what they’ve learned from their client engagements. You know they have a deep understanding of the ways various businesses work (or don’t work), the latest and greatest business models and technologies,...
12/13/2017
2017. Weird year, no? Weirdest I can remember. Lots of creepy stuff erupted from America’s collective unconscious and danced that mess around. Mass murder. Racism. Nazis. Then there were the hurricanes (climate change anyone?), and, of course, sexual harassment and the #MeToo tide. Women were not...
11/29/2017
There’s an ugly phrase that became popular around the time of the dotcom boom: “We eat our own dogfood.” Software vendors used it to give potential customers confidence that the vendors believed so strongly in their own products they used them to run their own businesses. (In retrospect, that doesn...
11/03/2017
After King Kong was machinegunned off the top of the Empire State Building by a swarm of biplanes, the movie’s filmmaker/explorer, Carl Denham, stood over Kong’s carcass and sonorously proclaimed, “Oh, no, it wasn’t the airplanes. It was Beauty killed the Beast.” That’s nonsense, of course. It was...
08/29/2017
Over the past two years, Bloom Group helped our clients publish 26 articles in Harvard Business Review online, and Forbes.com. That’s excellent, considering that HBR rejects over 99% of the submissions it receives (we know because they told us), and Forbes, which rejects 95%, is almost equally...
07/17/2017
My last blog gave you three rules for writing better blogs. Now, I’ve got three more rules for how to structure them.      Rule 1. Write about One Idea I’m sure you have a lot to say about your business or your product or your life. Everyone does. But a piece of writing that’s between 500 and 1,...
07/14/2017
Everyone is telling you to write blogs, but no one is ever telling you how. Today let’s focus on making yours better.     Why Blogs? First, why blogs? People say blogs are the best and cheapest way to get your business out there, to be seen on Facebook, LinkedIn, and Twitter, linked to your...
06/12/2017
In the thought leadership content game, we are awash in a sea of superlatives. All projects are highly successful, and most are profoundly transformational. Experts are deeply experienced, and company employees are greatly empowered by extraordinary change management programs. These superlatives...
05/31/2017
Why do journalists call an article’s opening paragraphs – which in a news story ideally contains the five W's (who, what, where, when, and why), and in a thought leadership article should convey at least the what and the why – the lede? Anecdotally, lede was misspelled intentionally by newspaper...
01/11/2017
Quite some time ago, I wrote a Bloom Group blog titled “Why Corporate Writing Stinks.” One of the reasons I suggested was fear – the fear among experts that ideas expressed in plain English, without jargon, hyphenates and buzzwords, might be deemed too simple and therefore not worthy of being...
12/16/2016
As the curtain comes down on the annus horribilis of 2016 and rises on 2017, here are five things thought leadership could do without that might – just might – make 2017 marginally better, at least for those of us who toil in the thought leadership industrial complex. Using the number of Google...
08/16/2016
Everyone knows why professional services firms and B2B organizations put time, money, and effort into producing and publishing thought leadership content. Thought leadership works. It attracts business, leads to sales, and brings in revenue. According to a 2015 Bloom Group and Rattleback survey of...
06/30/2016
A large slice of the work we do at the Bloom Group involves ghost writing for professional services firms and other companies to get their experts’ thought leadership published on their websites or in journals such as Harvard Business Review and Forbes. We’re generally engaged by content directors...
06/01/2016
You’ve doubtless heard of the Gartner hype cycle that describes how technologies and strategies rise swiftly to a “peak of expectations,” and then precipitously slide into a “trough of disillusionment” before attaining a “plateau of productivity.” But as something is rising, one rarely thinks of...
05/02/2016
                    This happens all the time. A subject matter expert at a professional services firm tells a content director, or a writer hired to help her, that she has written a thought leadership article about whatever. All it will need, she says confidently, is a light edit. Then you read it...
04/19/2016
I think it’s fair to say that this season’s presidential contest has become historically unpleasant and weird, or weirdly unpleasant. While the intensity of the weirdness, and unpleasantness, may have surprised some, the fact that politics is rough surprises no one. Most people consider politics...
03/04/2016
It is a truth universally acknowledged that most work today is team based. A recent Harvard Business Review study was predicated on the proposition that “teamwork is . . . a key to organizational success.” Producing thought leadership is also a team effort. Subject matter experts can’t always...
02/18/2016
There are scores of widely accepted laws that accurately describe the realities of business. The Peter Principle: People are promoted to their level of incompetence. That means a person will rise within an organization until he or she is placed in a job they are really bad at. Parkinson’s Law: Work...
12/23/2015
Writing is my business. I write almost every day, and practice, they say, makes perfect. I’m far from perfect, but I’d like to think I’m better than the average bear. So in the holiday spirit, I offer five simple rules I follow in hope they’ll help you write better. 1. Avoid adverbs Communicating...

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