So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More
I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics, … More
Over the years I’ve been asked by clients, sales partners, and C-suite execs to create marketing campaigns for “turds”. A … More
It seems like every company I work with, every leader I speak to, all says the same thing – “we’re … More
There’s an on-going myth, especially amongst early-stage technology companies, that all your business needs is a “growth marketing guru” to … More
The concept of brand purpose has lately been taking on a lot of water. After widespread growth of the practice … More
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.
Marketing today is more complex, varied, and pressurized than ever. Teams I’ve worked with say they are busier than ever … More
In business, “perfectionism” has a positive connotation – we think of overachievers obsessed with quality and demanding positive results. And … More
For most marketing organizations, not just small-to-midsize ones, time and resources are finite and scant. Which is why it’s important to know what not to do. In fact, what you don’t do is as important as what you do.