Strategy Driven

NOVEMBER 25, 2015

It’s no secret that most companies value leadership over just about anything else. However, in my experience, there’s another component more important than strong leadership—an element that rarely gets the spotlight, because it’s all about not stepping into the spotlight. That’s not to say leadership isn’t important.

Leadership 50

Leadership Early Adopters Follow-up Long-term 50

Harvard Business Review

JULY 31, 2014

Consider Adobe’s new content-marketing strategy. Those insights came from the research Adobe had done to develop the platform, as well as the data the platform was already generating from early adopters. They used content marketing for thought leadership, in the true meaning of the term.

Content 10

Content Marketing B2C Early Adopters 10

Harvard Business Review

JULY 18, 2014

When it is eventually launched in the market, there is an initial flurry of sales to early adopters, but then sales cycles become sluggish. Pilot customers are enthusiastic, but broader adoption is slow even with customer support and training. Shifts in mental models go deeper than traditional thought leadership.

Productivity 14

Productivity Products Software Innovation 14