When I started writing white papers for B2B technology companies, I made the false assumption that all of my potential clients knew exactly what a white paper is.
The assumption was my mistake. That’s because the term “white paper” means different things to different people.
And anything can be called a white paper.
It wasn’t enough for me to understand the awesome persuasive power of white papers. If I was going to help B2B technology companies grow their businesses, I needed to create a clear definition of the modern white paper.