[...] In conversations with another McKinsey colleague, Tom Hayes, a former NYT reporter, we came up with the term “corporate journalism” to describe what we were doing inside of the Firm: applying classic reporting techniques inside of an organization to determine what, if anything, was “interesting” and deserved attention. That filter, “interesting” is subjective. Through McKinsey’s lens it meant information that could enrich the firm through more client engagements and increase the effectiveness of its consultants.
This takes me back to a phrase that Mark Tolliver used lots when I was at Sun: “evidence based marketing“. In short, get rid of all the platitudes and well-worn phrases and start with the evidence – then back into they hype if you must. These two concepts together are powerful – communications, message-making, marketing, the act of business, all should start with investigative rigor and evidence. From there, a fair dose of honesty and transparency is required.