"This sentence has five words."

This is obvious, isn't it? It's not something we need to debate. Saying, "This sentence has five words" is self-defining. It's a truism - something correct and unarguable.

Now, if I were to say, "This sentence has lots and lots of words and syllables," I might be right and I might be wrong. It depends on what you happen to think is "a lot." It's subjective, subject to debate and very arguable.

Our first sentence - "This sentence has five words" - is an Eigen Value: a self-referencing, self-defining concept. Our second sentence is not.

Why is this concept important to your idea, your brand or your movement? Because creating Eigen Values is what marketers do when they're doing their very best work.

The concept of Eigen Values should change how you look at the marketing discipline completely.

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This Sentence Has 5ive Words is a discussion of how to create Eigen Values in your branding, marketing and customer touch points so that every interaction is more than just consistent and on-message: each is self-defining.

Using the Eigen Value lens focuses our attention in a different way. We no longer accept operational silos, check-the-box activities or "the rest will take care of itself" projects.

Beyond describing the concept and its necessary steps, I will describe four case studies that animate Eigen Values in action, from customer experience to HR, product development and pricing.

About shdenny: | Stephen Denny is President of Denny Marketing, a strategic marketing consultancy focused on branding & messaging strategy, demand generation, channel development and go-to-market strategies, working with clients ranging from technology start-ups to established brands north of $100 million in revenue. He has lived and worked in the US and Japan, holds several patents, has lectured at top graduate schools and industry forums, and has an MBA from the Wharton School. Denny is a frequent contributing editor to The Daily Fix and Marketing Profs, and authors the marketing blog, StephenDenny.com. His book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, will be published in March, 2011, by the Portfolio imprint of Penguin Books.

Web site: http://www.stephendenny.com