GM recently launched a program called the GM Proving Grounds. As part of it, GM takes 100 or so of its cars on a "road show" during which potential customers, at various show venues, can test-drive GM cars in a no-stress (no salesperson) environment. It's just the customer, a GM rep, and a GM car. Trouble is... an event like this has a very limited reach, unless you know how to leverage it. GM did just that through www.gmprovinggrounds.com. There, prospective customers can explore GM cars online and, best of all, see clips of people who attended the live event. You might think the clips are nothing more than your typical video testimonials, but they're not. They're real. They're not over the top. And for those reasons, they work. Many of the clips capture regular people behind the wheel sharing their thoughts about the car. Rather than scripting them to say, "Wow, this is the best car I've ever driven!" GM lets the people say what's on their minds. You hear prospective customers say things like, "I'm surprised this car has this much power." And, "I've never bought a GM car, but I think I might test drive one the next time I do buy." GM's not only using video effectively, it's also using customer leverage effectively by transforming a limited-power B2C one-to-few event into a powerful one-to-many event; something that should provide much food for thought for all B2B companies as well. Steven T. Nicks, Partner steven.nicks@phelongroup.com