Author: Ian Truscott

Imagine if your product had no differentiation, made from a recipe mandated by federal law; why would a consumer choose it? You guessed it, this week’s topic is brand.

A Tweet by Dennis Shiao inspires this week’s thought, Dennis seemingly wanted to download something, he ran into a content gate that refused a Gmail address. In his Tweet, he asked – “Disallowing Gmail addresses for a white paper download. Your thoughts?” Why yes…

A couple of coins to drop on top of last week’s 2¢, change is maybe the bigger challenge for B2B buyers, so, what do we do?

Buyers don’t always think of who can solve their problems like you do. A quick story, quoting Seinfeld and Levitt, suggests that maybe the thing that stands in the way of your business, your enemy, is not always a competitor.

If you listen to my podcast, especially the bit in the virtual bar with Robert Rose, we often touch on content teams and how they are measured. This week some thoughts on that.

You’ve bought my email address, I don’t mind you using it, but you can probably do better than that.

Being different, differentiated, a purple cow, that’s what we are all here for, but it’s a dance, or a Monty Python sketch or from Star Wars…

Inspired by something a little more international this week, not a van or a pub, but one of my favourite podcasts….

Last week I was inspired by a van, keeping it nice and provincial, this week, I walked past a pub. 

Yep, crocuses are the inspiration of this week’s thought, that and my podcast interview last week with Christoph Trappe