For B2B, it’s less about what you sell and more about what’s behind it.  It’s less about product attributes, but corporate promise.  It’s less about brand awareness but brand relevance.  Consumer products can get away with being skin deep because these products tend to be tawdry and less involved.  So less is expected of them, like the Kardashians.  Granted, some companies buck that trend and market beyond attributes, but by and large consumer products are marketed like their price point – cheaply and insignificantly yet sometimes enjoyable.

In B2B, the truly alluring companies possess depth and commitment to progress, category leadership, evolution, and change.  We marvel at them and stay glued to their ascension.  Best yet, they let us watch and provide constant, recurring glimpses into their brilliance via websites, blogs, speaking opportunities, paneling, interviews, and more.  They let us look deeply into their eyes and we stay transfixed.

When the market (consumers, vendors, analysts, retailers – everyone) sees a company setting the agenda for the entire category, not just for their own profitability, they bubble toward the top.  They have a presence others do not.  Their products matter.  Their intellectual capital matters.

Those promising parity performance at a lower price usually sink to the bottom because they are followers, not leaders.  They play the role of keeping category prices anchored.  Yes, they serve a role but one that generates not nearly the attention as their more intriguing counterparts and they never age well.

Followers are not sexy.  Leaders are sexy at any age.  Leaders are smart and continually showcase their brains.  Smart is not only the new black, it keeps them in the black as well.