Quality of intellectual capital is, of course, subjective. With notable exceptions, too much so-called intellectual capital doesn’t deserve the label. People dive in to “write articles,” “write a white paper,” or “deliver seminars” because these are “good marketing things to do.” Without rigorous inquiry and attention to quality, they’re bad marketing things to do.
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When we deliver our executive breakfast seminars, we ask registrants beforehand what they’re hoping to learn at the program. This week we’re delivering Strategic Growth for Professional Services in Newton, MA. One attendee wrote to us before the program asking:
I’d like information on creative ways to stand out in marketing a professional services firm, especially considering the economy. We’re a small business and budget-friendly ways to stand out from competitors, etc. are always good to hear about.
In terms of business development, I think it’s the same idea – what are people doing, what are some new ideas, etc. I feel like traditional means of business development have gotten a little stale, especially given the economic conditions… and the so-called “new” media such as LinkedIn and similar technologies aren’t necessarily working out to be business development tools.
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