Vickie Sullivan

Market Strategy for Thought Leaders

Tips, Trends & Tirades. ®

Vickie Sullivan's Color Commentary for High-Fee Experts

Why Great Opportunities Slip Away

April 23, 2015 | Vickie Sullivan | Leave a Comment

Have you ever had a situation where a great opportunity was just around the corner…and all of a sudden it slipped away? Someone reached out to you, asked for help, was all ready to work with you, and POOF, just disappeared? I have and I’m sure you have too. In my early years, I used […]

Why Executives (and the rest of us) Act Stupid

April 21, 2015 | Vickie Sullivan | Leave a Comment

So many of us talk about the dark side of workplace dynamics — the backstabbing, the political games — with very practical ways to stop. The problem: these tactics very rarely work. This article from Harvard Business Review sheds some light on why. I like the research angle here. Yes, the sample is small but […]

Make Your Thought Leadership Practical

April 16, 2015 | Vickie Sullivan | Leave a Comment

Confession:  Google analytics makes me crazy. I don’t understand half the stats. The question that always pops into my head: as compared to what? Example: bounce rates. I see the percentages and have no idea how they compare to industry standard. Without that knowledge, how am I supposed to know if this is a problem […]

How to Make Your Ideas Stand Out

April 14, 2015 | Vickie Sullivan | Leave a Comment

Too many thought leaders distribute content that educates. That doesn’t cut it anymore in this noisy marketplace. What works now: benchmarks that diagnose. Enter Exhibit A: This Fast Company article on finding good leaders. Tom Rath first sets himself apart by changing the benchmark. He points out conventional wisdom (selecting leaders based on competency) and […]

How To Make Your Ideas Stand Out

April 14, 2015 | Vickie Sullivan | Leave a Comment

Too many thought leaders distribute content that educates. That doesn’t cut it anymore in this noisy marketplace. What works now: benchmarks that diagnose. Enter Exhibit A: this Fast Company article on finding good leaders. Tom Rath first sets himself apart by changing the benchmark. He points out conventional wisdom (selecting leaders based on competency) and […]

Top TED Talks, Part 2

April 09, 2015 | Vickie Sullivan | Leave a Comment

We continue our last post by rounding out the top ten TED talks and the branding lessons we can use. Best glimpse into new worlds: urban sociologist Alice Goffman inserted herself into a world few of us want to be in. Her slice-of-life stories show the impact of going narrow in storytelling. And her drilling down […]

Top Ten TED Talks, Part 1

April 07, 2015 | Vickie Sullivan | Leave a Comment

A friend of mine once told me “When I see a speech, I see a performance. When you see the same speech, you see a brand strategy.” She’s right. So here is the first part of my tope ten TED talks and the branding lessons we can all apply. Best use of story: New York […]

Which Book Are You Really Writing?

April 02, 2015 | Vickie Sullivan | Leave a Comment

I get a lot of calls from authors who say “ta da — my book is finished. Now I need your help in marketing this thing. Show me the money!” I cringe when folks say that and here’s why: too many authors write the wrong book for their market strategy. They forget that the book […]

The ‘Right’ Question Changes Everything

March 31, 2015 | Vickie Sullivan | Leave a Comment

I love provocative questions, especially those that hit me upside the head. At first, I read this Fast Company article on turning your hobby into a career because I come from a family of crafters, some who worked for less than minimum wage. Little did I know that the insights here could be applied to […]

Are Referrals Your Best Market Strategy?

March 26, 2015 | Vickie Sullivan | Leave a Comment

Generating referrals has become a top priority for a lot of mid-market business owners. What’s not to like? A good referral can collapse the sales cycle. Access to a few qualified buyers are worth a lot of outreach, right? Not necessarily. Two big blind spots here: Many referrals can be just as unprofitable as those […]