![]() ![]() These are the challenges that businesses have to address and are filling up agendas in boardrooms around the world. Today, it is topics such as sustainability and ESG, digital transformation, artificial intelligence and smart cities. Vuja de, in other words.Īt any time, there are always a handful of issues that are top of the business agenda. Rather than searching for that elusive white space, it is more practical and useful to look at core business issues and offer a fresh perspective on them. Using vuja de to your advantage with hot topics It may make the content producer feel good that they have come up with something new and clever, but it probably won’t perform the core function of most B2B content: answering the pressing questions that are on the minds of our audience right now. It is great when it happens, but it is rare.īut more importantly, this is not really what our audiences want from us most of the time. For one thing, it is incredibly difficult to come up with a groundbreaking, entirely new insight. I have always found this approach questionable. They prioritise differentiation over distinctiveness, seeking to say something different from their competitors rather than focusing on what really matters to the audience. ![]() They spend a lot of time trying to identify and occupy an entirely new topic area, because they think that they are not really doing thought leadership otherwise. There’s a tendency among content producers to be on a never-ending hunt for ‘white space’. It strikes me that vuja de is an essential skill in the world of B2B content and thought leadership. Is it time to abandon the quest for white space? The central idea is all about looking at an existing problem with fresh eyes, figuring out new angles on well-trodden topics and rejecting the default way of looking at the world. Welcome to vuja de, a concept that has been knocking around the innovation and business circuit for a number of years. But what about the opposite, when you see something familiar but have a different perspective or lens on it? We’ve all heard of déjà vu, that strange sensation you get when you’re confronted with something new but it feels very familiar. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |