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Articles

December 16, 2014

 

Many, many people refer to themselves as professionals. You can’t blame them. After all, who wouldn’t want to be a professional? It’s a really strong word, with only positive connotations. But it’s also kind of vague. What is a professional? Is it someone who’s really good at their job, like a professional stuntman? It someone who just does something for...

December 9, 2014

 

A little while ago, I contacted someone at a firm in my hometown. They’re a small, boutique company—probably too small to have their own marketing department—and I thought that they might be interested in my services as a marketing consultant. I emailed their business development person one morning and was able to schedule a quick call for that afternoon...

December 2, 2014

One-line takeaway: Companies that begin by appealing to consumers as a normal, approachable or alternative option in the marketplace have to adapt their image once they become the dominant player.

 

In a world of prima donnas and pop divas, Taylor Swift has mastered the art of the girl-next-door image. From her seemingly drippingly-honest lyrics to her “I d...

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