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 | July 07, 2015
Why Brilliant Thought Leaders Get Ignored
What happens when you put three brilliant women together? Too much fun. And that’s exactly what happened when Patty Azar, Kathryn Prusinski and I got together on this radio interview.
While we were cussin’ and discussin’ what’s going on in the marketplace, I dropped a verbal bomb that shocked everyone. Due to time constraints, I couldn’t fill in the blanks. Let’s do that now.
What I said: in this crazy, noisy marketplace, style is getting more attention than substance. For thought leaders and business owners alike, our “voice” is becoming more important than the insights we share. Lack of intriguing voice is why many brilliant people get ignored.
And here are three reasons why style is now trumping substance.
- Right or wrong, many people believe they can get all the substance they need on the Internet. For free. Think about it: how much research can you Google and get the inside scoop on? Too much. Which then begs the question: why should any of us pay for insights? Answer: we don’t.
- Substance has a bad reputation. It’s known for being boring and time-consuming. Yes, I know that’s not true. Perception is reality. Exception: information about the specific reader such as online personality / behavioral test findings.
- And I saved the best reason for last: people feel before they think. This is why the “encouragers” in the marketplace are booming right now. If you feel good, you’re gonna think good. The road to impact is paved not with insights, but stepping stones built with a strong voice.
Bottom line: due to the information overload out there, our filter (and attention span) is shrinking fast. If your insights do not intrigue in eight seconds or less, your perspective will be ignored. Bite-sized brilliance is the new normal.
Other Resources You Might Like:
- Yes, The World of Expertise is Changing
- Trite, Banal and Boring: How to Generate Content That Creates High-End Brands
- Thought Leaders