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Cover-Your-Ass Marketing

Have you ever seen an ad with too many bullet points? Or a powerpoint? Or web page? Who decided to throw every possible brand attribute onto one page? What happened during the creative process that left the customer with so much reading to do? Here’s how it...

Complexity Is Easy

We often think of complex systems as something to be admired. And in some cases, they should be (like Google’s algorithms or The Wire). But too often we make our lives and work unnecessarily complex. What’s often overlooked is that complexity is easy to...

Increasing Conversion With Dressing Rooms

Why are dressing rooms always in the back of stores? They can be hard to find (looking at you J.C. Penny), usually on the periphery. In past posts we’ve looked at how in-store sampling increases sales (free samples in grocery stores). So aren’t dressing...

Creating Observable Behavior

Here’s the challenge: taking a product or service that most people consume in a non-public way and making it publicly visible. If you’re Ford Motor Company, then the cars you make are mobile billboards for your brand. But what if you’re the local car...