I had a theory about the modern ad agency workspace and I wanted to test it out. In preparation for my talk at the 2017 Gas Can Creative Conference, I went on an unofficial tour, visiting several agencies around Kansas City. I ventured from north of the river to south of 435 and was absolutely […]
Segmentation – Eating the elephant in small bites Market segmentation is not a new marketing practice and the benefits of segmentation are typically pretty obvious – you take a huge, mass audience, bucket it into smaller, more manageable groups according to commonalities, and then hone your marketing efforts to speak in a more meaningful, relevant […]
Create championship-caliber marketing plans with four lessons from baseball.
A few months ago, I suggested that simplicity is liberating for marketers. I make an effort to apply the laws of simplicity daily in my professional life. But earlier this summer, I was reminded of the power of simplicity during the least likely of circumstances: my child’s summer camp.
Simplicity increases consumer recommendations, builds brand value and commands higher prices.
In marketing, simplicity is sticky while complexity repels consumers.