In one of the first talks at the Renewd summit in Arlington, Diane Schwartz mentioned that how you name something can have a big effect on the perception of an event. For example, is it a webinar or a seminar? Is it a summit or a meeting? Is it a trade show or a conference?…
As if the CDP landscape wasn’t complicated enough, now we have the additional complication of composable vs. integrated, or packaged CDPs. To unpack this, let’s start with “composability.” From Wikipedia … Composability is a system design principle that deals with the inter-relationships of components. A highly composable system provides components that can be selected and…
Bob Hoffman thinks it’s a marketer’s delusion to believe that anybody wants to interact with your brand. I tend to agree with him. But my friends Lev Kaye and Leslie Laredo believe there are some situations where interaction is appropriate. How do you decide when? That’s the point of The Krehbiel Brand Involvement Matrix. It’s…
What’s the best length for an email subject line? What’s the best length for an article on the web? How many free article views should a reader get before you show the paywall? There are a lot of so-called “best practices” answers to these sorts of questions, and they’re usually nonsense. Bo Sacks distributed an…
We have another “this changes everything” technology to deal with. At some point people will get over that, but it hasn’t happened yet. The latest thing is the Apple Vision Pro. I haven’t used it. My comments are based on what I’ve been able to see online. The new device is like a virtual reality…
On a plane ride this past weekend I read Bob Hoffman’s Advertising for Skeptics, which is worth your time. Bob’s books are nice and short, which I appreciate because almost all business books could easily be one fifth as long. He has a lot of interesting things to say about advertising, but I’m going to…
If I steal your car, you don’t have a car anymore. It’s a physical object. We can’t both have it at the same time. Everybody realizes that’s wrong. But if I make a copy of some digital music you’ve purchased, you still have it. So have I wronged you? I may or may not have…
I’m assuming you’ve used ChatGPT. If so, you’ve probably run into its very annoying super ego. For example, you’re doing some research on nuclear power and it hectors you with grade school morality about the dangers of this and that. It’s quite annoying. But there’s a value in that. It shows it’s possible to layer…
I’m a big advocate of practical tools: checklists, forms, and that sort of thing. When I was a VP of operations at a large association, I learned a lot about frameworks. This post is about one very simple kind of framework: Quadrant analysis. You’ve seen these before. It’s a 2×2 matrix where some value on…