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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  |  November 09, 2010

The $10M Reinvention?

Everyone is talking about reinvention nowadays.  My take:  we are not re-inventing.  We are finding new uses for what we already know.  My favorite example:  historian Bruce Weindruch uses his academic training to help organizations create their histories for branding purposes.  His company, The History Factory, is considered the pioneer in the “heritage management” movement and works with market leaders such as Boeing and Brooks Brothers.  The result:  a staff of 30 and annual revenues of more than $10M.

How did he do it?  Mr. Weindruch took what he knew best (principals of archival and history gathering) and invented a new discipline (heritage management).  He then used a variety of tools — such as videos, books, websites, corporate documentaries — so he wasn’t limited to one product offering.  Instead, he took advantage of the C-suite’s interest in communication by adding a new perspective on creative strategy.  That helped him bypass the lower-level buyers who would beat him up on price.

The good news:  this success story happens all the time.  When will you start this journey?  If you need some inspiration, click here for Mr. Weindruch’s story.  (And email me at vsullivan@sullivanspeaker.com when you are ready to move.)


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.