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 […]

The Gremlins and The Grammys

By Jane Atkinson

For those of you who follow my work, I LOVE music.  All music.  And therefore, I love watching the Grammy’s to see the talent and the collaboration. I have to say I wasn’t blown away this year. When I watched it back, I realized there were many performances that were solid.  But which ones did you remember?  “Solid” wasn’t enough to get talked about the next day. There was Madonna who offered “sizzle” but doesn’t […]

How Strong is Your Carrot?

By Jane Atkinson

How many times have you gone onto a speaker’s website and read the words: SIGN UP FOR MY NEWSLETTER. Yaaaaaaawn! We need more enticing copy when asking people for their e-mail address. With today’s spam, our “@” has become our most preciously guarded possession. And some would say, there’s no reason to even have a website if you are not capturing names and addresses for follow up and “fan” development. Chances are people may not […]

If Content is King, Are you Royalty?

By Jane Atkinson

Last week I tweeted this idea and it sparked a mild debate about which was more important – content or presentation style. So let me preface this post by saying you MUST be good on stage. Marcus Buckingham is a great example. He knew right out of the shoot how to be engaging and funny on top of great content. Because of that (a few bestsellers and being a hotty didn’t hurt) he rocketed up […]