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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 12, 2010

Competing Against Commodities

Think your market space is getting crowded with low-cost competitors?  Check out the music industry, where traditional record companies are taking a beating thanks to iTunes.  But out of the ashes comes innovation.

Enter the “360 deals” many labels are cutting with artists.  The upshot:  intimate, transparent and lucrative deals that share in all facets of a musician’s platform:  the music, the tours, the merchandising.  All of it.

My question:  what other areas could you help your clients with?  How can you use your platform to bring value to more facets of the client’s business?  For inspiration (and a kick in the pants) check out this Fast Company article.  Their prediction:  people won’t pay for ownership; they will pay for access.  Lessons for all of us with ideas to sell…


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.