Curate the Industry Without Promoting Your Competition
12touches.com, Friday, September 4th, 2026
There's a reason a lot of enterprise IT reps think about starting an industry newsletter and then quietly drop the idea. It isn't the writing. It isn't even the time, though that's the one they'll say out loud. It's a specific, uncomfortable scenario that occurs to them about ten minutes in: What happens the week my biggest competitor announces something great?
Many reps abandon the idea of an industry newsletter once they picture the week their biggest competitor announces something great — publish it and you've advertised a rival to your whole prospect list; omit it and you're the biased vendor mouthpiece you were trying not to be.
Filtering by hand fails under volume and produces a feed that reads as a brochure. The fix is taxonomy rather than vigilance: because vendor news is filed under vendor names, category sections are neutral by construction, while your own company's section is held to the same usefulness standard as everything else.
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