I spent a few winter months of my childhood living in an 1800s watermill on a small farm in England. Inside the traditional farmhouse kitchen sat a large, blue, four-oven Aga cooker. Little did I know when I first experienced the warmth of that Aga stove that one of the most famous Madison Avenue advertising men of all time – “The Father of Advertising” – got his start in his early 20s as an Aga … [Continue reading]
What to do when your competitors are all screaming for attention
I’m sitting here on the plane about to take off from Vancouver, BC where we just presented messaging and positioning ideas to a great technology client in a very hot space. As always, we took a look at their competitors’ messaging. It turns out, almost all their competitors are positioning as the leader. No surprises there. We see this pattern across a lot of industries. What was surprising were the grandiose superlatives rampant in the … [Continue reading]
How to explain what you do in eight seconds or less
There’s a stat floating around the web that the average attention span of a human in 2013 was about 8 seconds – down from 12 seconds in 2000. According to the same sources, the average attention span of a goldfish is 9 seconds. As it turns out, that may not be entirely true (even though it’s been quoted by some pretty credible sources). However, when you take a closer look at the numbers, there’s an … [Continue reading]
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