The long tale
(not a typo).
The long tale is the never-ending story you tell your prospects, your customers and your employees.
The hard part is getting a little bit of permission to start telling your tale. The overlooked part, the part that wastes all that permission, is that you forget to keep telling your story.
Are you really the same as you were a year ago? How often do you re-introduce yourself? What's truly new (as opposed to what does the salesforce think is new)? What's the next chapter that matters? Almost all the goodness of marketing comes not from the big announcement, but from the long tale.
When the outside world changes, do you? Does the regulatory or environmental or competitive marketplace have an impact on you or us? That's part of the tale. Share it.