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Thomas Butta
Thomas Butta
21Weeks, LLC 
As a strategist, creator, and program driver, Tom helps companies establish a place in the world that is vital to their customers. A place that builds a powerful link between business strategy and the marketplace. A place that provokes and seduces.


Apr. 26, 2012 9:21 am
I recently had the good fortune of spending time in Shanghai, China through the lens of a new, US-based venture. We were afforded an insightful peek into China at work, China at play, new China, old China. It was a fascinating experience that offered a variety of learning. Shanghai is second chances. Shanghai embodies the potential of China perhaps more than any other Chinese city....  Read More
Apr. 3, 2012 7:24 am
As most of you know I'm a big believer in the power of alignment. Nowhere is this more critical than the integration between marketing and sales. When you combine in the product group, you've got the makings of a machine primed to drive revenue and higher-level relationships. Add to this the machinery to drive relationships and revenue, and you've got a powerful one-two punch. Marketo adds that...  Read More
Apr. 2, 2012 1:17 pm
I recently read an article in The Economist about Jim Collins , the author of Built to Last, Good to Great , and, most recently, Great by Choice . The piece reviewed the merits of Collins's overarching point of view -- that greatness is largely a matter of choice and discipline -- relative to other approaches including a transformative one. What surprised me wasn't the comparison of...  Read More
Mar. 14, 2012 1:16 pm
In The Road to Value (Part 1) I revealed a powerful way to lead a changing or emerging industry by developing a roadmap that delineates the way to create and capture value in that industry. The post showcased market-based benefits to doing this leading work. It also referenced the internal value that could be gained inside the company architecting the roadmap. Internal value is the...  Read More
Mar. 1, 2012 8:10 am
Much is written about value . Even more is said about it. Value just might be the most overused word in business today. At the organization level, we hear about customer value, shareholder value, and enterprise value. At the department level, Product Management wants its products to be perceived as good value not high cost. Sales wants to sell from value rather than feature/functions. And,...  Read More
Feb. 29, 2012 9:00 am
The act of going from where you are to a higher, more valuable level is often expressed in a number of funny ways: Breaking through. Getting to a new level. Making big strides. But, the one I like best is taking a leap. Taking a leap captures the emotion in doing something dramatically different. It’s exhilarating, but it’s also a bit scary. To make a bold move you have to get out of your...  Read More
Feb. 23, 2012 6:00 am
Much is written about value . Even more is said about it. Value just might be the most overused word in business today. At the organization level, we hear about customer value, shareholder value, and enterprise value. At the department level, Product Management wants its products to be perceived as good value not high cost. Sales wants to sell from value rather than feature/functions. And,...  Read More
Jan. 26, 2012 8:30 am
Do you remember the popular book, Dress for Success ? It sold millions of copies based on a simple concept: If you want to get ahead you need to look the part. And that starts with what you wear. Wardrobes were updated everywhere. Dress for Success was itself a resounding success because it nailed the fundamentals. Its basic premise made sense -- appearances matter. And, it was easy to...  Read More
Jan. 17, 2012 9:00 am
I couldn't agree more. They say actions speak louder than words, but words are what motivate, inspire, and entice us. If we begin with the right words actions will be all the more effective. By Bob James , I enjoy consultant Alan Weiss’ monthly e-newsletter Balancing Act . Weiss is the Andy Rooney of the corporate boardroom. In the current edition, he bemoans our...  Read More
Jan. 16, 2012 5:54 pm
It's fascinating to watch how quickly things are moving in the world of digital content and distribution. Those that understand the importance of time as an asset are moving as fast as possible. This is another example of the benefits of having a sense of urgency. Those that have a bunker mentality and yearn for the way things were will forever be left behind. BY ALEXIA TSOTSIS Google ...  Read More
Jan. 3, 2012 1:29 pm
This is the time of year when we attend to the annual ritual of making resolutions for the New Year. Is it worth doing? Does it help? If we were honest, we’d probably conclude that while the idea of making resolutions is relevant, our execution falls far short time and again. Why is that? I believe we do short shrift to the process of making resolutions because we don’t see it for what it...  Read More
Dec. 21, 2011 3:08 pm
For all the benefits of moving quickly we must remember to stop, to think, to see. It is in those quiet moments when we usually see much more than we've ever seen before. And that's where magic can happen. By FRANK BRUNI (read the o riginal article )Published: December 12, 2011 Above Rome’s pale yellow and dusky orange buildings, the sky somehow looks bluer than it does almost anywhere...  Read More
Dec. 20, 2011 9:48 am
Do you ever wonder about motivation? Now is certainly the time of year when many of us reflect on where where we’ve been and where we’re going. Reflection is good, after all. But, do you ever consider why you’re motivated to do certain things? Do you wonder what’s driving you? When I look at my friends I see a group of highly motivated people. Some are starting something new -- most with...  Read More
Dec. 8, 2011 7:34 am
By Thomas Butta, NY Business Strategies Examiner Writers Note: This post is about what’s possible for those of you facing an opportunity to accelerate your organization to a higher level of value . It showcases a company that had the courage to challenge the status quo and heavy-duty competition. The story is longer than normal, but it’s a compelling case study that needs room to...  Read More
Nov. 30, 2011 8:33 am
Cutting back on R&D ecosystem equals long-term decline for companies and nations. No new drugs? Big drugmakers are submitting to investors' short-sightedness instead of doing the right thing . FORTUNE -- Earlier this year, drug giant Pfizer ( PFE ) announced plans to slash spending on research and development by a third. Its shares closed that day up more than 5%. Two days later rival Merck...  Read More
Nov. 27, 2011 8:40 am
Breakthrough strategy = well-executed vision. So widespread, it deserves an acronym: CLASP. You have a clasp when people criticize your new strategy because they don't know how to execute it. Yes, a new strategy has to be executable, or it's merely a wish. No, the logistics behind it don't have to be tried and true. It's one job to dream up a strategy and another job to execute it. Whining...  Read More
Nov. 19, 2011 8:46 am
Inertia is a force far greater than momentum. By Adam Hartung , Contributor There is a big cry for innovation these days. Unfortunately, despite spending a lot of money on it, most innovation simply isn’t. And that’s why companies don’t grow. The giant consulting firm Booz & Co. just completed its most recent survey on innovation . Like most analysts, they tried using R&D spending as...  Read More
Nov. 18, 2011 8:43 am
Good piece by Polly LaBarre. Some fifteen years ago, in the early days of starting up Fast Company magazine, co-founder Alan Webber, shared one of his rules of thumb with me: "a good question beats a good answer." That pithy wisdom sunk in and took hold immediately. In the course of hundreds of reporting journeys and thousands of conversations with leaders, entrepreneurs, thinkers, and...  Read More
Nov. 9, 2011 8:26 am
Yes. Brands are about voice, value & points of view. Five Years after Golden Rules of Conversational Media, an Addendum By John Battelle It's illuminating to remember that five years ago, Twitter was three months old, and Facebook had just opened to non-students. Neither company had a business model. Oh, and Digg was considered the pre-eminent social news service. Over the next...  Read More
Nov. 4, 2011 10:07 am
Activation and action are key. By Roger Ehrenberg Roger Ehrenberg is the founder and Managing Partner of IA Ventures. Throughout my business career, I’ve observed that people love to label current fashions. “Web 2.0,” “Cloud” and “Social” are three which are currently in vogue. In my lifetime likely none was bigger than “.com,” describing a business and its recognition of the importance of...  Read More
Nov. 2, 2011 9:30 am
Visualizing the results of 5,006 completed surveys at, data shared exclusively with Fast Company.  Read More
Nov. 1, 2011 9:00 am
Say what you want about the Occupy Wall Street movement, but we can surely agree it has garnered attention and sparked debate. The question is why. Why has the Occupy Wall Street movement -- and the related activities it has spawned -- tapped our interest and emotions? What is there to learn from this change platform? I can tell you I have questions about the movement, especially its...  Read More
Oct. 25, 2011 9:00 am
Never put off until tomorrow what you can do today. How many times have we heard that refrain? How many times have we ignored it? How many times have we believed that nothing will change because of another day? If you want (or need) to do something then why not get on with it? Whether it’s energizing your company, reshaping how you do things, or simply making contact with someone you’ve been...  Read More
Oct. 21, 2011 12:30 pm
Congratulations to my former employer. Open source matters. Based on the run rates of the current quarter, Red Hat will likely reach $1 billion in annual revenue in 2011. Only a handful of companies, probably less than 20 software firms, have ever hit this milestone. Red Hat will be the first open source-focused company to break the billion dollar barrier. Certainly Richard Stallman did not...  Read More
Oct. 19, 2011 10:26 am
Highly relevant development for companies doing process automation. From Ben Horowitz's Blog : You would never knowIf you could ever beIf you never tryYou would never see—Lupe Fiasco, All Black Everything A year ago I wrote about a very special entrepreneur, Christian Gheorghe, who escaped Communist Romania, migrated to America, and—after starting here with $27 as a limo driver and...  Read More
Oct. 14, 2011 6:00 am
Organizing for Success Third, given the importance of transformation, should organizations consider making transformation a business function? I would argue yes. Organizing for success is key. Where can we find the best candidate to lead the transformation effort? The Office of the CEO would seem to be a natural candidate, but it’s not my choice. While the Office of the CEO sets company vision...  Read More
Oct. 12, 2011 6:00 am
If transformation is the lifeline for businesses desperately in need of leaping beyond their current state to a place of higher value, why do so few organizations achieve sustainable transformation? Why is transformation so challenging? Let’s take a look at what usually happens. Transformation efforts are commonly dominated by the planning and setting strategy. As you have surely witnessed,...  Read More
Oct. 7, 2011 6:00 am
"Entrepreneurism isn't just about owning a business - it's the spirit you bring," says Amy Cosper , vice president of Entrepreneur Media Inc., and editor-in-chief of Entrepreneur magazine. Cosper embodies that philosophy. She didn't launch Entrepreneur magazine, but she revitalized it to be relevant and true to its word. Recruited into the magazine to transform it, Cosper arrived bursting...  Read More
Oct. 5, 2011 6:42 am
I am sure you would agree that people don’t often put ‘brand’ and ‘business model’ in the same sentence. While both are critical to the success of a company , they are often seen as different and separate. Does that make sense – especially in an era where vision, velocity and precision must go hand in hand? I think not. Before you introduce marketing and sales best practices into a company, you...  Read More
Oct. 5, 2011 6:23 am
Important debate that deserves to be surfaced...especially for marketers. Can the ad business take on the technology business? Martin Sorrell, the chief executive of WPP and, arguably, the dominant voice in the advertising business, recently gave an interview in which he challenged the basic efficacy of social media as an advertising tool. Mind you, this is against a backdrop of the entire...  Read More to Shut Down Permanently on December 31, 2017

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