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…
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This 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…
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B2B 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…
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The 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…
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I’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…
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1. 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…
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I’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…
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I 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…
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Why 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…
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Trust. 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…
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1. 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…
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Don’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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