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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  |  May 07, 2013

Let’s Experiment

Dove Soap has done it again.  I remember raving about them years ago when they lifted the curtain on photoshopped fashion shoots.  For those of us who wake up in a new world every day, Dove came out with another social experiment — a forensic artist drew composites based on the subject’s description and from the eyes of a stranger.  The differences were shocking.

Did you notice that last month’s “Real Beauty” campaign got the same national coverage?  That everyone was talking about it?  Here’s why:  instead of telling us “hey, you look better than you think”, the campaign created an experience that SHOWED US!  Yes, we got to experience the difference up close and personal.

Folks, we can do the same thing.  We can turn our point of view into an experiment.  Ask yourself “How can I PROVE my message instead of telling a story?  Or just using a metaphor?”  This is what we call engagement.

This Fast Company article has a cool slide show; check it out for yourself.


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.