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If your customer walked into your office today, could you have a real conversation with them?
Knowing someone requires interpretation and empathy, and no spreadsheet has ever contained either one.
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The database acquisitions nobody covered in 2008 explain why your marketing data costs w…
The most transformative consolidations happen in plain sight, disguised as boring transactions nobody bothers to question.
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The Super Bowl is a $4 million conversation you can join for free
The most valuable currency during the Super Bowl is relevance, and relevance costs nothing to manufacture.
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Millennials still open their mailboxes, and marketers keep forgetting that
The most overlooked channel in your marketing stack might be the one sitting at the end of someone's driveway.
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Corner stores learned to survive by becoming everything a supermarket refused to be
Survival in retail belongs to those who solve proximity, not those who maximize variety.
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Budget cuts made your marketing safer, and that’s the most dangerous thing that co…
Strategic risk through small, rapid experiments is the only real safety net when resources are scarce.
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Verizon spent two decades building a logo that seven out of ten people couldn’t na…
Familiarity without meaning is the most expensive illusion in corporate branding.
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Consumers already told you how they want to be reached and you’re still guessing
The most powerful marketing strategy is listening to what your audience already said and acting on it.
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Half your customers still want something in their mailbox and you stopped sending it
The most effective marketing channel is the one your customer actually wants to engage with, even if it requires a stamp.
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General Mills saved $1.8 million by stopping the habit of recreating what they already o…
The competitive advantage hiding in your disorganized folders may be worth more than anything you create next.
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Your email list got bigger and your marketing got worse
A bigger audience means nothing if your message has forgotten how to speak to a single person.
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Personalization arrived years ago and most marketers still aren’t ready
True personalization requires understanding people as people, and most organizations still treat them as behavioral data points.
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Personalization stops feeling helpful the moment you realize you’re being watched
Personalization earns trust only when it serves the person first and the conversion funnel second.
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Your sitemap is perfect. Google is ignoring it anyway.
Your sitemap is a conversation with a machine that decides whether to listen based on your credibility, not your formatting.
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The USPS surcharge was supposed to end when the recession did. It didn’t.
Institutions that frame permanent price increases as emergency measures erode the trust that sustains them.
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Hilton figured out that loyalty lives in the details nobody asks about
Loyalty forms in the spaces between transactions, where brands prove they were paying attention when no one required them to.