Seth Godin’s blog had a great post this morning. He clarified the difference between knowledge about your field (content) and having a track record of actually doing effective work in your field and knowing how to do it correctly. I call it the “secret sauce” that a professional brings to the table.

“Venture capitalists like hiring second or third time entrepreneurs because they understand process, not because they can do a spreadsheet.” – Seth Godin

You can purchase individual press releases, sales collateral or white papers all day long, but if you do not have a master market mixer, then you lose the magic that translates to sales and and enduring brand. That’s what you are really hoping to buy, isn’t it?