Many traditional marketing thinkers hide their competitive information, and believe that:
Sharing secrets and expertise arms customers with too much information.
Sharing secrets and expertise gives an advantage to the competition.
Neither of these is true.
Most companies believe that their competitive advantage is in some process, some product, some service. That’s hardly ever the case (except maybe for companies like Apple and Google). Anyone, at almost any time, can copy your process, product or service, especially today.
By Joe Pulizzi | http://blog.junta42.com/2012/02/lethal-generosity/
The concept of Lethal Generosity was first coined by social media pioneer Shel Israel in 2008. Simply put:
Lethal Generosity is the concept that the most generous members of any social media company are the most credible and influential and as such, they can devastate their competition in the marketplace.
In short, the company whose representative posts the most tips, links, advice, case studies, best practices that followers find useful will always [rise] to the top, not just in influence but also in search results. The more outbound links you post, the more inbound links you are likely to receive.
Although Mr. Israel focuses this point in a social media context, the application of this idea is much broader.
Those companies that give away their industry insight and expertise on a consistent basis, and publish that information free and through multiple channels, can dominate their industry niche – including social media and communications in general.