Stop making content YOU care about*

3 steps to make your content plan more engaging to your consumer I check out and consume a lot of…

WHO ARE YOU FOR?

So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off…

MARKETING IS A SYSTEM*

I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics,…

MARKETING CAN’T POLISH A TURD

Over the years I’ve been asked by clients, sales partners, and C-suite execs to create marketing campaigns for “turds”. A…

EVERYONE THINKS WHAT THEY DO IS UNIQUE. BUT IT’S NOT.

It seems like every company I work with, every leader I speak to, all says the same thing – “we’re…

“GROWTH MARKETING” WON’T BUILD YOUR BRAND

There’s an on-going myth, especially amongst early-stage technology companies, that all your business needs is a “growth marketing guru” to…

THE PURPOSE OF PURPOSE*

The concept of brand purpose has lately been taking on a lot of water. After widespread growth of the practice…

EVERY MARKETER NEEDS TO BE A CONSUMER MARKETER

Regardless of what they’re called, every marketer needs to be driven by consumer understanding, data and insights about them, and a focus on addressing their needs.

WHAT IS MARKETING? CONNECTIVE TISSUE*

Marketing today is more complex, varied, and pressurized than ever. Teams I’ve worked with say they are busier than ever…

IT’S BETTER TO BE IM-PERFECT

In business, “perfectionism” has a positive connotation – we think of overachievers obsessed with quality and demanding positive results. And…