“Always adapt your technique to the idea, never the idea to the technique”

- Bill Bernbach

What the world needs now is love, sweet love. It’s the only thing that there’s just too little of – Hal David & Burt Bacharat

Even if you’re in the market to dine for $525 per head before drinks, no matter how old you are, nothing compares to …

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Its easy to make the assumption that since your brand is on facebook or twitter, you’re automatically in the Connection Economy.

In reality, most brands are still actually Industrial brands struggling in a Connection environment.

Industrial marketing techniques may work in the short term, but fall well short of the highest and best use of the Web.

Here’s a simple 3 question test, to see if your brand is, in reality, a Connection Economy brand …

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In an assembly line, waste is expensive.

To increase profits, we need to cut waste thereby improving efficiency.

In a relationship, however, waste is valuable.

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One of the reasons why Industrial Age marketing worked on Baby Boomers was that they simply needed stuff.

During the post-war years, materials were scarce, money was tight and nobody had anything.

Stuff was shiny and new and needed.

One of the reasons why Industrial Age marketing is falling apart is (at least in the western world) we are now living in the opposite environment – stuff is cheap, plentiful and wasted.

We no longer need stuff.

We want stuff…

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“I get in trouble a lot, which is a choice I made a long time ago”

- Tinker Hatfield, Nike sneaker designer

Management is efficiency in climbing up the ladder of success, Leadership determines whether the ladder is leaning against the right wall – Stephen Covey

I’m subscribed to a lot of email newsletters and attend a number of conferences every year connected with the online advertising space.

It appears to me that even today, in 2015, 90% of what I hear and see are ways to ‘hack your leads’, ’10x your clicks/views’, ‘formulate your headlines’ and so on. All of these are good but are temporary devices used to game the system.

What this advice continually overlooks is …

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