Ilana Ettinger

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

What others may see as a moat, we may more earnestly see as “stickiness” or “defensibility” rather than as an outright moat. As we wrote about in  “What is a “Moat” and why does it matter?” , we define moats as  “Proven, perpetuating and permanent unit economic advantages from peers within a competitive set” . These moats need to be rooted in

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How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community. 10. Pick noble... See more

Overemployment is more than just a style of work. It’s an ideology of individualism and self-reliance held by many who feel that corporations have turned their backs on workers.

“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)

Hell is a collection of individuals who are spending the bulk of their time working on a task they don’t like and are not especially good at.