Philosophy

March 27, 2019

On the RFP as Beauty Pageant

Marketing leaders and agencies, in particular,  should be aware of RFPs. Ultimately, such competitions become a “beauty pageant” gone wrong, with each vendor trying to look […]
March 14, 2019

On the Connection between the Value of Science and the Values of the Marketer

The marketing leader needs to place value on science, but the value of science is dependent on the values of the marketer. Marketers who do not […]
February 13, 2019

On Conversion as the Point of the Spear

Conversion is the point of the marketing spear, but it is not the entire spear.  In battle, a sharp point won’t defeat even a dull spear. We are […]
February 5, 2019

On the Deeper Implications of Marketing

It is important for marketers to realize the deeper implications of their discipline. We are doing more than toying with some product campaign; we are working […]
November 21, 2018

On Marketing as an Expedition into the Mind

Marketing should not be a battle of opinions between marketers, but rather an expedition into the mind of prospective customers. Salesmen make claims, but marketers shape conclusions.
November 19, 2018

On Conversion as the Apex Unit of Transformation

Transformation is a grand word used by everyone, but conversion is the humble precipitator of transformation. At the fundamental level, it is a stasis change “from-to,” as […]
November 14, 2018

On Marketing and Knowing What You Don’t Know

Good science can make anyone look foolish. If you are using your marketing to prove what you know, then you are consigning yourself to mediocrity. Brilliant […]