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The Value of an "Expert"

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  • Indium Corporation
  • As I've said before, in the relay race that is INDIUM CORPORATION Marcom, my role is to receive content and deliver contacts.

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    Sometimes, people do my job for me. These people are so good that they generate very desirable content (information that our customers need and LOVE), become well-known as a source of excellent information, get contacted by customers, and work with our sales team to satisfy the customers with great service and products. These people are known as experts, gurus, the "go-to" people, and all sorts of names that make it clear they're special.

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    It is very desirable to have one or more experts in your organization. If you have one, good for you - make the most of it. If you don't - acquire or cultivate one. More is better.

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    Once you have one or more experts, you must manage their brand and protect it. Having earned this level of respect, it would be a shame to diminish it carelessly. Managing such a brand requires a fine balancing act. You don't want to "marcom" it to death and make their image feel artificial, but you also want to guide the personal brand, and  the person,  since many gurus are not trained or experienced in marcom (and may make the occasional innocent but damaging misstep).

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    Each case is different, so I can't provide a simple set of guidelines. But one thing is for sure - discussing this concept with your existing or potential experts can help. So can a clear refresher of your goals and protocol.

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    Here is one of my experts in action. Notice how, because of his great achievements, my marcom team has very little work to do.

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    Ning-Cheng Lee: Distinguished Author and Distinguished Lecturer
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    INDIUM CORPORATION's Dr. Ning-Cheng Lee was recently recognized by two highly respected industry organizations as both a Distinguished Author and Distinguished Lecturer.
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    SMTA International selected Dr. Lee as a Distinguished Author by "Special Invitation from the SMTA International Technical Committee". Ning-Cheng was selected from authors of exceptional papers and "Best of Conference" award recipients from past events. This honor is part of the SMTA's 25th Anniversary celebration.
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    In addition, the IEEE's Components, Packaging, and Manufacturing Technology Society (CPMT) appointed Dr. Lee  a CPMT Distinguished Lecturer. According to the director for the CPMT Distinguished Lecturer Program, Dr. Lee was nominated and endorsed by several colleagues from the industry. The CPMT Distinguished Lecturer program includes "Fellow Caliber" technologists from all over the world who are available for any CPMT-sponsored venue. The CPMT is the leading international forum for scientists and engineers engaged in the research, design and development of revolutionary advances in microsystems packaging and manufacture.
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