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Insight and commentary from some of our favorite thinkers.
Seth Godin's riffs on marketing, respect, and the ways ideas spread.
Drawing a line in the sand
There are two real problems with this attitude: First, drawing lines. Problems aren't linear, people don't fit into boxes. Lines are not nuanced, flexible or particularly well-informed. A line is a shortcut, a lazy way to deal with a problem...
Squeezing the last minute out of a session
It's too late now. If you're the moderator of a panel and you want to rush through one more question... Or if you're the speaker and you need to race through three more slides... Or if you're a writer or...
Our worldview casts a shadow in the words that resonate
One reason it's difficult to understand each other is that behind the words we use are the worldviews, the emotions and the beliefs we have before we even consider what's being said. Before we get to right and wrong, good...
Identifying and clearly communicating an effective value proposition can lead to significant business success. But it is a complex topic. So when my colleague Steve Stone whipped out a simple Excel tool he created to help your team collaborate on discovering your company’s value proposition and include feedback from all internal, agency, vendor and partner stakeholders in an easy and systematic way, I wanted to share it with you all.
How do we know that our sites are performing at their maximum ability for our given objectives? Is it because we used A/B testing to get a set of iterative performance bumps? Or is it because we used a supposedly high performance template we saw someone else using? In this week’s Quick Win Clinic, Flint McGlaughlin talks about seeing through the best practices and into the customer’s thought sequence on a page submitted by Paul from Rosetta Stone.
Digital marketing for industrial products has a specific set of unique challenges. For one, most industrial businesses are way behind the curve in both technology and marketing strategy. And for another, industrial product manufacturers are generally selling on two fronts: Direct B2B sales and indirect B2C sales through distribution partners. In this Quick Win Clinic, Flint McGlaughlin talks about how clarity and credibility in digital messaging on industrial company AIRSEPT’s homepage could improve its metrics.