Why your spreadsheet will outlive your job, your company, and your byline, and what a 1982 home computer already knew about it An article gets read once. A spreadsheet gets saved, renamed, emailed to a colleague, uploaded to a shared drive, and opened again in 2031 by somebody who has never heard of you but…
Why the Twelve Best Clients You Will Ever Have Live Within Forty Minutes of Your House and Have Never Heard Your Name A firm can publish at a rate that would embarrass a small newsroom, build an audience measured in tens of thousands, and still be a complete unknown to the twelve best-fit buyers within…
Why the warmest prospect in your market is a person who just changed buildings, and why your CRM is the last place you will find them. Q1. Give me the whole argument in one breath. Your CRM is organized around buildings. Your revenue is produced by people. When a person leaves a building, the system…
The only channel in American marketing where attendance is a legal obligation, the audience files paperwork proving they consumed your content, and your name stays in a government catalog for years. There is a room in your industry right now with forty licensed professionals in it. They paid to be there. They cannot leave early.…
Every trade vertical is littered with dead assets that still hold real attention. Nobody bids on them, because they are not businesses, so no broker lists them and no banker calls. This is audience acquisition as ordinary M&A, with a much smaller decimal point. 1. The Whole Industry Is Buying Scratch Tickets Received wisdom says…
What Bob Benson of Mad Men Still Teaches Us About Marketing – and What the Fake-Credential Economy Looks Like Sixty Years After He Faked His Way Into the Room In season six of Mad Men, a junior account man named Bob Benson walks the halls of Sterling Cooper Draper Pryce carrying two cups of coffee.…
Why your biggest campaign runs in March when your buyer’s money dies in November Somewhere right now a marketing team is deciding whether the spring campaign launches the second week of March or the third. They will settle it. They will brief the agency, book the media, and ship on a Tuesday because somebody read…