Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
Stairs to your North Star are worth the Climb
In life and in marketing, keeping stuff easy on one level seems… Smart. But is it really?
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
What happens when you break a promise…
What are they doing? Lying to their customer. Because they have zero intent to be there the next day.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.
What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
The Future of Creativity: AI, Art & the Heart
AI can emulate the habits of the greats. But does it say what they would have said? Does it move you?
Why Am I Spending More on Marketing For Fewer Leads?
The real problem is almost never that you're spending too little.
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Don’t Let The Legal Department Kill Creativity!
They make you as bland as possible to snuff out any chance of going to court. But the edge is what made it funny.