Nothing pegs you as an industry outsider faster than using the wrong language.
Not All Association Improvements Are Additive
We can’t just keep adding new products, benefits and services. At some point we have to take away.
Who Gets to Decide?
There are virtually no professional jobs where are not the occasional turf wars. Within ad agencies who gets final approval before the creative goes to the client – the creative team or the account managers? In a consumer products company who gets final approval on a new product – marketing or sales? Who gets to […]