I conceived and wrote a series of industry-specific "special reports" based on interviews with Perceptive Software sales executives who covered various industries. These full interviews were available for download in PDF format after site visitors had read a short "teaser" of each associated interview published on Perceptive's influence marketing-based online publication, InContext. This is an example of one of them. The key to making a piece like this engaging is taking a long, sometimes rambling interview transcript and distilling it down to the point of the topic, which means combining answers, rewording phrases, cutting out irrelevant tangents,and generally attempting to capture the spirit of the conversation, rather than the exact words. However, the interviewee's own words are usually the inspiration for the theme or title of the interview, in this case, "leaky risk."