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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 21, 2012

When The Market Changes

What to do when a new competitor poaches your best clients?  Create a new reason to stay, according to this Fast Company article by Duke University professor Cathy Davidson.

Her answer to the backlash against higher education:  redefining the liberal arts education towards today’s cross cultural environment.  Her solution:  curriculum in many forms that build “soft” skills employers need now.

Look past the education industry slant.  Notice how she went beyond the details of what universities currently offer.  How she mashed-up a wide variety of learning.  This is a great example of answering core objections.  She saw the gap between the current experience and what was needed.  Then she used different modes to get there.  This is something we can do.  Quickly.  With a simple announcement on our websites…presto!  A new solution is born.

Moral of the story:  Broaden your focus, change your offer.  To do that, we need to be real about what is happening and go beyond the details.  I hope her plan gets implemented.


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.