Vickie Sullivan

Market Strategy for Thought Leaders

Tips, Trends & Tirades. ®

Vickie Sullivan's Color Commentary for High-Fee Experts

Let’s Bet Big

May 26, 2016 | Vickie Sullivan | Leave a Comment

Many of us in the U.S. are gearing up for Memorial Day weekend. On the usual agenda are backyard barbeques with friends and family. While I do love a good time, I also reflect on those who have made the ultimate sacrifice so I can run around loose. As I say a little prayer for […]

How to Use the Buyer’s Beliefs to Your Advantage

May 24, 2016 | Vickie Sullivan | Leave a Comment

We all know how strong beliefs are and how they impact choice. But this insightful article from McKinsey and Company, Irrational consumption: How consumers really make decisions, takes it one step further: that belief will override personal experience. That’s right. The latest science shows that our belief in something will trump our actual experience. In […]

Two Ways to Make Your Content Marketing More Valuable

May 19, 2016 | Vickie Sullivan | Leave a Comment

As long-time readers know, I’m a big fan of HubSpot. And this simple, easy-to-do article from them—How to Use Medium: A Beginner’s Guide to Writing, Publishing & Promoting on the Platform—is a great example why. Good information on the right topic. Let’s go a step further: check out this content from a value perspective. What […]

How to Carve Your Place In a Crowded Market

May 17, 2016 | Vickie Sullivan | Leave a Comment

If there is money in a market segment, you can bet there will be competition—for attention, for prominence, for the next big client. In an environment of crazy attention-getting stunts, what works and what doesn’t? A recent Fast Company article, How One Man Found Inner F*cking Peace Creating Profanity-Filled Guided Meditations, highlights a great example […]

All Great Thought Leaders Follow this Practice

May 12, 2016 | Vickie Sullivan | Leave a Comment

Whew! As usual, the spring meeting of the Women’s Leadership Board (which supports gender equality via Harvard’s Kennedy School) was a whirlwind. What I love most about the meeting: access. I get research and analysis on big questions. I also get on-the-ground perspectives from fellow attendees. Wow. Watching these visionaries gave me an idea for […]

How to Stay Top of Mind—and Get More Referrals

May 10, 2016 | Vickie Sullivan | Leave a Comment

Everyone loves referrals. So much so that there are experts who focus just on how to get more referrals. It’s good to have a system. Let’s drill down, though, with a short trip to the dark side. Why don’t folks who love you give you more referrals? They said they would. And they do love […]

Filed Under: Sales

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Your Best First Step to Implement a New Strategy

May 05, 2016 | Vickie Sullivan | Leave a Comment

After I present my clients with their new brand and platform, the response usually is, “Wow, this is great! Now how do I execute this thing?” My answer: Slow and steady. Many folks are tempted to jump in with both feet by doing a grand makeover on their website or sales conversations. They are so […]

Don’t Make This Mistake with Your Brand Strategy

May 03, 2016 | Vickie Sullivan | Leave a Comment

Many folks base their platform on their mission. I can understand why. Passion for our purpose can be contagious. It’s also easy to assume that your best clients will get excited about the “why” behind what you do. Here’s what often happens, though: the market ignores you. Why? Because the focus is not on the […]

Filed Under: Branding,Market Strategy

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Three Steps to Show Off Your Brilliance

April 28, 2016 | Vickie Sullivan | Leave a Comment

I love it when brilliant people make the complex simple. Exhibit A: Warren Buffett’s annual letter (PDF) to the company’s shareholders. If you don’t want to read all 30 pages, here’s a cool Strategy+Business article that highlights a key point on pages 23-24 of the letter. My favorite part: the above pages on disruption. Yep, […]

Two Tactics to Help Thought Leaders Stand Out In Crowded Markets

April 26, 2016 | Vickie Sullivan | Leave a Comment

Some of my best ideas come from unlikely sources. A great example: a recent Meetings and Convention magazine article on innovated marketing strategies destinations are using. Look beyond this industry niche, and you can see how thought leaders can use the same ideas. Here’s a look at two you can apply to your own strategies: […]