Redefining Our Purpose
It’s not every day you wake up and kill off your business. But today is that day for Syncresis. Syncresis is becoming “Ideas-Led Growth.” Why? – Because our previous value proposition of thought leadership is no longer enough to help companies make new thinking be the heart of their strategy, sales, and marketing – Because […]
How Content Sours Creativity
This “content thing” is making me into a mean monkey. The mean level of discourse about quality and creativity is making me sneer at ideas that probably deserve better. Mean aspirations beget meager outcomes that I read about and snort at. The need to say or do something, even when you mean nothing, is sharpening […]
The Shift from Filling Spaces to Creating Meaning
Once you start thinking about “content,” it’s over. You’re already in a world of bottomless, numberless containers that need to be filled for their own sake. You’re already shouting messages no one wants to hear into holes no one wants to be in.
A Plea for Purposeful Creation
Once you start thinking about “content,” it’s over. You’re already in a world of bottomless, numberless containers that need to be filled for their own sake. You’re already shouting messages no one wants to hear into holes no one wants to be in. You’re creating meaningless tokens that have no value outside of a game […]
Key Thought Leadership Questions for a Strong 2024
Here we are. It’s just three weeks into 2024. And you may already be falling behind on thought leadership for the year. Here are five core questions to answer now and regain your momentum: Do you have trusted relationships with your high-visibility and high-potential thought leaders? Start building them. Do you have people and processes […]
Decoding Deception
People sure do like making proclamations. You know what I mean…those passing observations or insights, phrased as some sort of universal truth. They seem to work well as hooks.
Marketing That Matters
Marketers often get a bad rap, especially in complex B2B. Their peers in other areas of the business tend to think marketing just doesn’t get it. They overcompensate by trying to demonstrate results with data that is divorced from outcomes anyone actually wants or needs. It creates a disconnect between marketers who are experts in […]
The Bittersweet Allure of Aspiration
Aspiration is sad. Not because people shouldn’t strive or seek to build, but because so often it comes from: It’s easy to become infected by the idea that you should want something when all the aspiration sellers barrage you endlessly with ways to “get” this or that. You buy the thing because you think it’s […]
When Convenience Leads to Poor Judgment
I messed something up. Made a bad judgment call. And now, I’m quite pissed at myself. Although I (hope) I learned a few things. Here’s what I did: I used a tool that sends canned messages to people letting them know about my newsletter. I wrote the content, and it did the work. If you […]
The Marketing Machine vs. the Human Heart
Let’s face it—writers are NOT an asset to marketing. We are a constraint. Because only so many humans can write only so much content during any given interval. AI shows the potential of finally getting writers out of marketers’ way. You can generate virtually infinite content. No supply constraints at all. Of course, the fantasy […]