Tony Hallett
Author posts
The internet is thick with business guru after business guru telling you to sell painkillers rather than vitamins. What does that mean? Well, the theory is that we all know…
Read MoreThis story is a little old now but it says so much about how a company becomes trusted and wins new business. Steph Curry is among the best basketball players…
Read MoreB2B folk, how do you measure your content? Funnily enough, if you’re one of the rare professionals who says, “We don’t”, you get a pass. For now. The worse answer…
Read MoreThe devil is in the detail, they say. But sometimes it’s the good stuff you find in the detail – in work or play. I recently visited several universities with…
Read MoreI’ve had several conversations in the past few weeks with contacts at large, US-headquartered, global companies and the conversation always turned to whether (or not) they speak internally about the…
Read More1. Thought leadership in the AI age belongs to those who connect, not control How do you connect with people when everyone – in theory – can know the same…
Read MoreI’ve got an earworm. If you don’t know, an earworm is a part of a song – a melody, a key lyric etc. – that you can’t get out of…
Read MoreI recently flew on British Airways, and much as I wanted to write a piece about the decline of in-flight magazines — one of the great forms of brand publication…
Read MoreWhy do your customers choose you? This is one of the biggest questions in business. Companies that don’t know the answer are flying blind. We always ask this question of…
Read MoreTrust. Some would say everything has always been based on trust. From a member of the tribe guarding the cave opening at night while you sleep to… less important but…
Read More1. Your ‘critical thinking’ makes you unique – and GenAI can’t help you with that This was another big year for Collective Content’s ongoing efforts to make sense of and…
Read MoreDon’t lie. You’re not thinking that policies are sexy. But we’re kind of making a big thing about the latest version of our AI policy, aimed mainly at our writers,…
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