January 01, 2006
Blog Entry

Wisdom - Business to Business 55

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This past year, we conducted a thought-leadership study. The title was “Define What’s Valued Online.” Everyone involved in the survey’s creation, development and implementation thought it was a great title, capturing and describing the essence of what we were trying to discover. What we found out was that the title was too vague and actually didn’t inspire understanding of what the report was about. The lesson we learned was that because we were too close to the project, we weren’t able to really understand all of the implications of our title choice. Next time, we will consider pre-launching the study to a select group of trusted marketers in the industry to gain their input and thoughts before we publish it.

Amber Reed, KnowledgeStorm, http://www.knowledgestorm.com

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