Expert vs. Speaker: Are you the Coke Machine or are you the Coke?

By Jane Atkinson

Several years ago, my NSA colleague Randy Pennington was talking about positioning as an “expert” vs. a “speaker” and he asked the question “Are you the Coke machine or are you the Coke?” The Coke is our knowledge, our expertise, our content.  The Coke machine is the distribution channel for that knowledge, and speaking is just one of those in most situations. When we sit next to someone on a plane and they ask, “What […]