Creativity The Knowledge Economy has unique potential, but requires unique - and sometimes brave - solutions. Mimicking your competitors doesn't cut it.

Differentiation Differentiate or die. The key to surviving and thriving in the Knowledge Economy will be projecting your unique identity through your unique intellectual capital.

Identity Understanding your corporate identity - in all its dimensions - is the foundation of competitive advantage.

Image An effective corporate image - what the consumer actually retains of your corporate identity - must have four qualities: it must be precisely aligned with your corporate identity, widely held among the target audience, deeply rooted within the individual's memory, and durable in a world of constantly growing competition.

Responsibility Ultimately your company - not tactical agents such as PR firms, ad agencies, or new media developers - carries the responsibility for all its core messages: their definition, their projection, and their ongoing refinement.

Clarity Taking stock of your corporate identity and capitalizing on your Knowledge Marketing potential may require an outsider's objectivity and rigor.

Content In a world of marketing fads and graphics mania, the importance of content - original, compelling content - cannot be overstated. In a sense, you are your own publishing house.

Mining Intellectual capital is often hidden, and needs to be unearthed.

Diversity Use a diverse range of Knowledge Products that put the right content in the right form. Remember, a web site, for example, is only one type of Knowledge Product.

Synergy Create synergy through an integrated fabric of Knowledge Products that reinforce and promote one another.

Stamina Sustain your strategy and creativity through the development of each individual Knowledge Product.

Stardom Don't fear the intellectual capital of your best people. While they're in your fold, create intellectual stars with personal knowledge products that will promote the company's capabilities and bench strength.

Leadership Your company can become a thought leader - no matter what your industry.

Strategy Marketing your knowledge takes a genuinely strategic approach - to generate both its short-term and long-term impact. Embrace strategy, and invest the time and energy to do it right.

To read about some Classic Knowledge Products, and why they are effective, click here