In the game of baseball, the best hitters develop a good eye for pitches that are right in the strike zone. In criminal investigations, the great detectives know how to zero in on the real suspects and avoid wasting time … Continue reading →
Whatever you’re selling – a product, a service, even an idea – you need to communicate its value. But value, like beauty, is in the eye of the beholder. That’s a universal truth. Value is only meaningful in context. To … Continue reading →
These kinds of things happen all the time. But when it happens to someone you know well, you pay more attention. A producer friend I’ll call Ruth was getting ready to renew the business insurance for Don, a loyal and … Continue reading →
Years ago, Rolling Stone magazine launched an ad campaign aimed at changing the view of potential advertisers who saw the magazine as a cult music paper read by anti-materialist hippie dropouts. The campaign used a series of print ads split … Continue reading →