At larger companies, the phrase “maximize shareholder value” has become a trite summary of what they believe is their core purpose. At smaller companies, it’s usually translated into plain English: “Make the owners a bunch of money.” If you dig deeper, the actual purpose is almost always different. …
A slogan won't cut it. When purpose saturates every role, performance explodes. The data's staggering and the wake up call stings. Get uncomfortable, get aligned, and watch revenue multiply.
Rediscover roots. Trade trend chasing for clarity by answering tough questions about purpose, values, positioning, audience, style, and vision that realign teams, sharpen decisions, and build momentum.
Far too many experiences are designed around the assumption that people want to be engaging with them. It’s an easy mistake to make. If you’re designing, say, an ecommerce site, it would be natural to assume your customers have an internal drive to find a product they want, add it to their cart, a…
Customer research is fundamental to the design process. It’s been well established that relying on assumptions alone leads us to make biased decisions that often fail to reflect the reality of the customer’s needs and wants, leading to poor results (including reduced revenue). Basically, it’s more e…
Inexperienced marketers tend to fall back on a benefit-focused approach, believing they’ll win customers by listing their virtues (better products, better customer service, technical improvements, etc.) Unfortunately, most practical benefits don’t address the issues that really frustrate consumers: …
When I think of the people who were the most influential role models in shaping my approach to business and life, I keep coming back to astronauts. I don’t know where I’d be if it weren’t for astronauts. You see, I’m an emotional guy. I cry easily at movies. My blood pressure rises when I see injust…
Coca-Cola may already be one of the most recognized brands in the world, but they nevertheless spend billions of dollars every year on their marketing efforts. (And you can bet they’re not doing it on a whim. They know exactly what those dollars will bring them in return.) On the other side of the s…
Stop waving the same tired values as everyone else. Customers assume basics like quality and service. Ditch the defaults and uncover what truly sets you apart, something competitors won’t claim.
Being first rarely wins anymore. In a fast moving market, underdogs iterate faster, learn from others' mistakes, and take the lead unless patents or relentless innovation protect an early edge.
Drop the buzzwords and watch how primal Friend or Foe instincts shape every click. Build consistency, character, and reassurance, or keep losing silent prospects who never call back.
Science fiction’s bleak futures mirror your customers’ daily frustrations. Trade quick wins for human-centered marketing that honors real lives and belonging. Solve problems, restore connection, and watch your brand grow.
Agile began as a manifesto and became an industry. When design teams adapt it without dogma, tension turns into flow, scope changes stop derailing, and client collaboration beats paperwork.
The basic elements of highly successful online videos are really just fundamental principles of human interaction, and you can apply to nearly any form of communication (especially marketing). While there's no way to guarantee that anything will "go viral," studying and applying those basic elements…
When people talk about their company’s target audience, you typically hear things like “individuals between the ages of 13 and 25 who enjoy playing video games and have a mobile phone,” or “active consumers between the ages of 25 and 45 who like to hike and rock climb” or “procurement officers at Fo…