A recent Forbes article states “While business to business (B2B) branding has a reputation for being boring, more companies are taking creative cues from business to consumer branding (B2C). The fact is, we can no longer afford for our marketing to be boring. The buttoned-up, ‘just the facts’ corporate tone associated with B2B isn’t effective anymore.”
When was it that B2B could afford to be boring?
Continue reading “Are Facts Boring?”
We get it. That blog post or article was written for one purpose — to nudge us along the buyer’s journey. They want us to click the link, or call them, or sign up for their ebook. Continue reading “When the Pitch Overpowers the Point”
Groundbreaking marketing campaigns are not typically the result of some isolated creative insight, but of trial and error, failed experiments, and the willingness to be wrong. Solving real marketing problems (the difficult ones that matter) requires that we embrace uncertainty. The catch is that not knowing the right answer feels really, really bad. Continue reading ““Am I Willing to Feel Stupid?””
There’s no shortage of digital marketing metrics to choose from. Google Analytics alone has 150. Facebook export has 70 columns-worth, and Twitter export has 40 columns.
As we’ve adopted new tools to help us make better decisions, we may have lost sight of the relationship between the data and the reality we’re trying to understand. Is it possible that we’re making important decisions based on numbers that don’t actually mean all that much? Continue reading “Drowning in Shallow Data”
Who wouldn’t be thrilled to wake up one morning to find that their blog’s subscriber base tripled overnight? I certainly would. And yet, my excitement would likely be misguided. Continue reading “Better, Not Broader”
Do we spend too much energy trying to come up with better answers to the same old marketing questions? Continue reading “What’s the Better Question?”
Have you ever been on the receiving end of a really aggressive, old-school, face-to-face sales pitch — the type of conversation that makes you feel less like a human being, and more like an unwilling participant in a sales training exercise? Continue reading “Marketing Mechanics or Human Empathy?”
The point of suspending judgement during a brainstorming session is not quantity for its own sake. It’s to use quantity as a tool to help overcome our blind spots and override the judgmental, linear left-brain thinking that limits our options. We’re wired to find a solution quickly so that we can move on to the next challenge. The problem is that the first solution will tend to be the least innovative. Continue reading “Creative Safety”
Creativity isn’t about “knowing.” It’s about seeing clearly, making new connections, and testing every idea to find out what really makes a difference. Discovery, not just productivity. Continue reading “Creative Work”