Blog

  • Buyer Education: Why “Educated Buyers Convert Better” Is Circular

    Ask a marketing team how it knows its content works and you will usually hear the same story. The buyers who download the guides, attend the webinars and open the…

  • How to Write Marketing Copy That Reduces Cognitive Load

    There is a particular kind of failure in marketing that is almost invisible. The page looks fine. The design is clean. The copy has been reviewed by six people. The…

  • Is this the end of the social contract?

    The title should be “Are we witnessing the decline of the social contract?”. The concept of the social contract—a philosophical theory suggesting that individuals consent explicitly or tacitly to surrender…

  • What makes a great leader according to AI?

    I have probably close to a thousand books on business, and maybe hundreds on leadership. Almost always, when I am reading a book, I highlight passages that are meaningful to…

  • Crafting Your Professional Narrative: A Guide to Personal Branding for Technical Professionals

    The Imperative of Personal Branding In the professional services sector, crafting a distinctive personal brand is more than a strategic advantage—it’s an imperative. As seasoned experts in technical fields, we…

  • Bravery and Data-Driven Creativity: How AI and Humans Unite for Success

    In an era where data rules and technology continuously advances, the worlds of creativity and analytics are becoming increasingly intertwined. This fusion has given rise to a concept known as…

  • Bravery and Data Driven Creativity

    Some data you may already be aware of. For instance this old snippet: “Up to 97% of programmatic campaigns lack a targeted creative for each audience segment,” according to research…

  • Data Driven Creativity

    Data: Businesses that have successfully integrated creativity and analytics have grown twice as fast than those that haven’t. (McKinsey) A majority (70 percent) of integrators employ advanced analytics for consumer insights,…

  • User Generated Content Campaigns

    Building customer feedback systems into your marketing is essential. Building customer collaboration into your marketing process is the next natural step. Almost every marketer acknowledges that customer feedback is important.They…

  • The top skills of CMOs? Industry, Digital, Sales and Marketing Strategy.

    Hypothesis My original hypothesis was that CMOs would have a relatively broad set of skills, and would major in marketing and sales, and minor in something like communications and brand.…