Know-How Exchange : Strategy

Do 20 different profiles. Make them a mik of clients and employees/founders. Start with a founder and work your way through the last 20 years. A customer from the 2nd year and employee from year 3, etc. Be sure to give recognition to both the employees and customers that mate your great.

You could make one document with all 20 years or if you had an email list send out one profile every week. Ask people to become a part of the next 20 years.

Hope this helps,
Mike

If you are in the software business, you might want to think twice about how you promote a 20th anniversary.

Longevity hopefully gives you a unique perspective on the industry that you serve and how software has evolved to support it But be advised that not everyone looks at longevity that way - especially in an area that is thought to require constant innovation and fresh ideas.

I've been a marketing and PR consultant for 25 years - and I'm careful of when and where I mention that - due to some of the reactions I've gotten a few times in the past when I mentioned it in passing. So I just let potential clients get a hint of it from the nature of the questions I ask them and the solutions I put on the table. The savvy ones realize they are dealing with a lot of experience - without any mention of years.

You might consider having an invitation-only, private, catered event for your clients - where you give a brief presentation of how your company (and software) has evolved with the changes in the industry and technology - and how you see continuing to evolve in the coming years - blending both experience and innovation.

For the rest of the world - you might simply refer to yourself as the "Platinum Standard" (a word play on the "gold standard") in your industry, since 20 years is a platinum anniversary (modern interpretation - china is traditional).

Again - think twice about the impression made by a 20th anniversary in what is considered an area of innovation (software) - it may not be what you want or expect. You don't want people doing the math and thinking to themselves: "Wow - these guys are from the '80's."