Your business doesn’t deserve to exist… probably.
This piece first appeared in freshbusinessthinking.com Does your company deserve to exist? “Of course!” I hear you answer. But does it really. Because these days most don’t. There are exceptions of course. That busy little coffee place down the road from you? They deserve to exist. They’ve answered a need. They’ve set up shop in a […]
The Strategy For “Cool”
This piece first appeared in the December issue of Marketing Magazine. It’s common knowledge that advertising has an authenticity problem. As transparency increases and brands lose control of their message, the public is starting to notice the gap between brand ideals and the humdrum reality of the business that lurks beneath. But what about those that […]