Speed to cool – Be the Voice podcast

by David Spark on October 14, 2008

Bill Ryan is the cofounder of Mandala, a branding and messaging services company. I sat down with Bill Ryan in his home in San Francisco to talk about how his business architects all the pieces of a company’s voice from branding to PR to messaging and to marketing.

What is the “Be the Voice” podcast? Interviews with individuals developing thought leadership for themselves and their organization to drive business growth.
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Here are some of the highlights from my interview with Bill Ryan:

Bill Ryan of MandalaSummary (Bill Ryan):

  • Companies poorly communicate their story to those that need to hear it (e.g. analysts, bloggers, journalists, and customers)
  • Nobody wrote a check because they thought your company was “interesting.” You need to get them to the point where they say, “cool.”
  • You need to sell the problem or the opportunity before you sell your solution.
  • The lenses for which you and your audience look at your company are completely different.
  • You need to be out in front telling your company’s story before your audience does it for you, which may not be to your advantage.
  • If you have a situation where there’s no market, then you need to evangelize the space, bring interest to it, and own it.
  • Increase discoverability by getting to every point on the influence chain. The further back you get, the more powerful it is.
  • The biggest complement you can pay to a writer is to demonstrate that you’ve read what they’ve written.

Read the entire article and listen to my interview with Bill Ryan [33:11 m].

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