A friend of mine was researching some prosumer camera gear and said something about the process that made my ears prick up: it was impossible to search for.

The problem, it turned out, wasn’t a lack of information about this particular area.

It was the opposite – there was too much information..

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Years ago, petrol stations in Australia removed personal service – now you have to fill up your own tank.

Coles & Woolworths are also well on their way to removing check out staff, replacing them with self-service stations.

Even McDonalds is on the way, installing new self service touch screens that replace the need for counter staff (conveniently coinciding with the launch of their Create Your Taste menu).

The more that we become trained to accept self-service, the more that …

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“Advertising is what happens on TV when people go to the bathroom”

- Eric Silver

If you’re starting a business in a mature market, like Melbourne’s coffee scene, a strong Backstory is a non-negotiable to starting off on the right foot.

But even once you know your backstory, how do you use this to lead your tribe to greater connection with yourself and each other?

Serotonin recently opened their doors and is a model of how to disrupt a regular mature market using Connection Economics…

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Promise me that you’re building your number one digital asset – your email list?

Boring old email is *still* the new ‘black’ when it comes to online marketing.

If you’re not collecting email addresses, you are 100% leaving money on the table, not to mention wasting ad spend…

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Possibly the biggest recent buzzword in the online marketing world has been programmatic advertising.

Programmatic is to advertising what derivatives are to investing – holding the promise of leveraged gains over and above regular returns, but needing to be driven by rocket scientists.

The problem isn’t that marketers now have programmatic advertising, the problem is marketing doesn’t attract rocket scientists.

For this reason, programmatic is problematic.

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Dear Brand,

Please take another leap of faith.

– Your Fans

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