This is 2006. By 2010 you’ll be aware of companies you haven’t heard of yet but that will by then have made a tremendous difference. They’ll be on their way. These will be bold companies… companies with a voice and the volume to match… companies willing to take heat. These will be the companies that are are passionate about an idea and willing to tell competitors, "You’re wrong; we’re right."  Their messaging will be filled with competitive differentiation. They’ll be willing to name names. They’ll be the companies that bypass the influencers and go direct to the end audience– the customers, the prospects. As for the others: derivatives, subcategories, line extensions, incremental innovations… who cares! They’ll be absorbed; at best the venture guys will get their money back with a marginal premium.

Here’s the problem. Some of you are with organizations that have genuinely innovative ideas but a ‘fraidy cat’ management! Your executive ranks are filled with people too afraid or too out of touch to know the new rules. The new rule is this: if you’ve got something to say that’s really important, say it. Sideline the wordsmiths, the lawyers, the advisers, the consultants, and the PR cotton candies. Just say it.

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