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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  |  January 06, 2011

What Are Your Labels?

I’ve been preaching for years about using labels to describe who you are and how you work.  Saw this in full force last month at the TEDWomen Conference.  My favorite examples:

  • Three sisters redefined chamber music with a stellar and innovative performance.  They call themselves “artistic hackers”.
  • PhD student calls herself a “Social Roboticist”, and her work “an intersection of robots and entertainment”.
  • An agricultural expert calls herself a “scientific farmer” who specializes in “food security”.

The common theme:  two words that usually don’t come together create a mental picture that makes us want to see more.  And this technique can describe anything — from who you are to your solution.  The key:  create juxtaposition.  The more you meld unrelated things, the more compelling you become.

My question for the New Year:  how will you describe your work?


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.