So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More
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, … More
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 … More
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 … More
“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 … More
THE PURPOSE OF PURPOSE*
The concept of brand purpose has lately been taking on a lot of water. After widespread growth of the practice … More
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 … More
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 … More
DO LESS, SO YOU CAN DO 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.