In Episode 3, Responding to the Threat of Content Marketing, Jason and I tackle the approaches professional services firms can use—must use—to defend themselves from the SaaS onslaught and the commodification of “proprietary” intellectual capital.
Most firms think of an intellectual capital agenda as simply documenting, codifying and emailing “thought leadership.” Knowledge assets undergird core capabilities of any firm’s business model. But, they are of limited value unless they are being applied as engines of growth and a source of competitive advantage.
It is time for your firm to think differently, see beyond past success drivers, and dial-up a strategic intellectual capital agenda that fuels supply creation as much if not more than demand generation.
Learn how to make the moves that will help you survive the shakeout.