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Thought Leadership Snark

I love this description of white papers from Jay Baer on Get More Bait in the Water ( yes I’m a victim of my own snark having posted multiple white papers on our Web site) :

The old method of thought leadership was to create a white paper. A carefully crafted, highly edited, incredibly boring, 18-page tree killer that you provided for download on your Web site.

Guess what? In a 140-character world, a white paper feels like reading Moby Dick. Backwards. While covered in maple syrup.

Yummy, white paper…

  1. October 21, 2009 at 4:09 pm

    Thanks so much. I appreciate the link, and I’m delighted that you enjoyed it.


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