03
WELCOME TO
ISSUE 9
We believe a workshop can be an experience, rather than just a class. Thus, our workbook can be more than just a workbook. understanding content-driven strategies
"We shall not cease from exploration. And the end of all our exploring will be to arrive where we started. And know the place for the first time."
- T.S. Eliot
From The
Chief Troublemaker
Allow me to explain myself. Here at TCA, we spend about 90% of our time writing, teaching and/or evangelizing the use of smart content strategies to make business (and specifically marketing and communications) more effective, more efficient, and more innovative in today's marketplace.
Centralizing all of the amazing thinking - especially that which centers on the larger business transformation felt like an important thing to do. But it felt like it should be a different experience than simply a blog (though we have
that as well). And in looking at my favorite go-to experiences (like the Harvard Business Review), it struck me that we could create something new. We said:
"Let's create a print magazine experience, that doesn't scale very well."
Yes, you read that right. It's not about scaling. It's about delivering the right experience to the few that care.
Welcome to Issue 8 of our experiment. We aim to provide the big
ideas around content-driven customer experiences and how it's transforming business, as well as the place for you to put your ideas during our workshop together.
This is hopefully not just a workbook for you, but a calling card for change in your business. With just a few forward-leaning, big ideas that you won't find anywhere else. We feel like it's an opportunity - to help understand what really matters. We hope you enjoy it.
- Robert Rose
Robert@contentadvisory.net