Writing
Thirty years of marketing habits, one at a time. Some of it's uncomfortable. Most of it's obvious once someone says it.
- Brand versus performance is the wrong fight
- Why you keep losing the brand argument
- Six questions before you hire a fractional CMO
- Dull is expensive
- Six signs your marketing is costing more than it brings in
- Everyone has an opinion on marketing. That's our fault.
- You were told you can't afford it. Nobody checked.
- The chair is disappearing, and we helped
- Marketing is not a revenue function
- Dark channels are real. The panic isn't.
- The wrong question, measured brilliantly
- $3m a year to win customers worth $40
One letter a month
Everything here arrives there first.