The business economy has been brutally beaten lately. With so much volatility and unpredictability, company profits are getting squeezed. So, what can B2B companies do about it? When profitability suffers, the first step is often to lower company costs. Applying lean...
At a branding rescue workshop with a national fintech company, we were updating a mission statement that had been used for ten years. In an effort to craft something meaningful and full of pith, the leadership long ago came up with a mission statement that sounded...
I was speaking at a genetics conference a couple of years ago. After the last panel discussion broke for the day, I stood chatting with a few people about our agency’s marketing history within the genetics space. I politely shared a few generic details, not...
Creativity’s power to persuade people to take action has been around for centuries. In a world of marketing sameness where a committee often makes creative decisions, or from consulting a spreadsheet, the value of unique and powerful creative cannot be...
Change is No Picnic Making a change is difficult. Tiptoeing into the shallow end of change and hoping for a positive outcome never works. To be successful, one often has to commit, run at the cliff, and jump out as far as possible. “Let’s see how this goes.”...
