Passing the Recession Test

For the CEO who, until now, has failed to create customer-validated differentiation in his company’s messaging, the current economic downturn will become the ultimate test of survival. Look around. Businesses are cutting expenses, laying off employees, and...

Advertising Is Not Entertainment

Advertising — whether print, radio, TV, or Internet — has one purpose: compel the target customers to immediately purchase the underlying product or service. That’s it. Any desire to entertain or win awards via advertising is naïve disregard for...

GutShare vs. Mindshare

As you examine your life, what affects you most deeply about your best and worst paramours, jobs, bosses, songs, movies, paintings, victories, vacations, homes, and cars? Is it what you process mentally about them? Far from it. The exceptional people, escapades,...
 

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