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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  |  October 24, 2017

What Small Business Owners Can Learn from Amazon

What Small Business Owners Can Learn from Amazon

Whether we like the company or not, Amazon is the 500-pound gorilla in the room. It can go and disrupt any market it takes on. This cool Huffington Post article is a great analysis of how they pull those stunts off.

Check out the discussion on tools vs. the goal. This is the #1 mistake small business owners make in using thought leadership to stand out. Too many principals see thought leadership as a goal – something they should launch upon the market. The reality, though, is thought leadership is a tool to help you stand out in a crowded market.

When you see thought leadership as a tool, more options open up. Instead of focusing on the tactics (speaking, blogging, etc.), the focus goes on what you want the world to know about your company. What is the secret you want to tell? What impact do you want your brilliance to make?


Listen: Signs that you are confusing tools with goals


When you focus on your goals, the role of thought leadership is put in proper perspective. It is aligned. It is integrated with other sales and marketing efforts. It paves the way for you to be a front-runner in your space.

Many thanks to Randy Pennington for sharing this article.


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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.