Why ‘Adjacent Possibilities’ Are More Profitable Than Bright Shiny Objects
Performance Marketing
Identifying "adjacent possibilities" in your organization’s products and services has the potential to create something new, without the risk of chasing far-flung shiny object ideas with questionable ROI. I was [...]
Filmmaker Robert Rodriguez Has Some Encouraging Advice for Creative People
Brand Marketing
Failure has been key to Robert Rodriguez's success.
Data Athletes in Modern Organizations
Performance Marketing
Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has evolved during the many years I have been involved with [...]
Direct Mail Design: Layout
Performance Marketing
Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since this can be a real challenge, we will take on each section in depth [...]
Beware of Dubious Data Providers: A 9-Point Checklist
Performance Marketing
Are you hounded by email pitches offering access to all kinds of prospective business targets? I am, and I hate it. As a B-to-B marketer, I am always interested in [...]
Gamification: Game Playing? Or Game Changing?
Performance Marketing
Direct marketers have known for years that involvement devices in direct mail draw the reader in and often result in higher response rates. A couple of recent articles about "gamification" [...]