As a content marketer, you want to dive in and start work immediately. You know it’s best to lock in a brand position but you wonder: is this so important? Consider: would you build a skyscraper with no blueprint or do a heart by-pass with no diagnosis? Here’s the story of one Chicago-based private-equity firm with whom I worked that I’ll call Gaga Capital. They learned the hard way what can happen when the work is done out of order.Continue reading