Most brands don’t fail because their strategy is wrong. They fail because they are boring. Boring brands get ignored, and in a world where attention is the most expensive currency, “ignored” is the most dangerous position you can occupy. According to System1’s Cost of Dull report,...
Somewhere along the way, “reach” became a bad word. Marketers started saying it with hesitation, as if being broad or inclusive meant being wasteful or unfocused. I don’t see it that way. After years of helping brands grow, I’ve learned that reach is the foundation of relevance. Too often,...
The travel and hospitality industry lives inside a trillion-dollar illusion: the belief that loyalty is something you can buy with points, perks, and programs. It isn’t. After decades and millions of miles, I’ve learned something that every brand, hospitality or otherwise, needs to hear: Loyalty doesn’t come from...
Business decisions have always balanced three ingredients: gut, guesswork, and a little hope that the data you pulled from five different places is still relevant. That’s starting to change. With Google’s new location intelligence tools, we can finally bridge the gap between intuition and insight, turning what...
For us, effectiveness goes far beyond clicks, views, or lift reports. We define effective creative as work that moves people and moves the brand forward. In simple terms: Remarkable work that works remarkably. Remarkable means it has a soul. Strategically grounded in the brand’s truth Emotionally resonant enough to be...
According to the World Advertising Research Center, 41% of agencies still bill by the hour. Only 24% of marketers want that model. That gap says a lot. As AI speeds up production and automation reshapes workflows, billing for time makes less and less sense. Should a client pay...
There’s real wisdom in finding a great coach or teacher. But there’s even greater wisdom in becoming a great learner. When we’re truly open to learning, teachers start showing up everywhere. Not just in books, podcasts, and in posts like this one. The person checking out your groceries can...
Every time a new report drops on the state of retail or luxury, I pause before opening it. Not because I expect surprises, but because the numbers always reveal a deeper story about how people are changing. The recent Forbes piece on declining luxury brand valuations...
For as long as I’ve been in marketing, I’ve heard the same warning: media is fragmenting. Every new platform, app, and device supposedly splits audience attention into smaller and smaller pieces. But when I look at the data and at real human behavior, I see something...
It’s a question I’ve been asking myself for decades. Not just about projects or clients, but about learning itself. For most of my working life, I’ve been on a quest to understand what truly makes the work better. That journey led me deep into the worlds of...