Our Latest & Greatest Ideas

Hot take: I’m against the “Send Later” feature in Outlook. The issue of thinking for our email recipients doesn’t just apply to how we communicate with other people. It also applies to the world of marketing and how brands communicate with their audiences. The next time you’re about to make an important marketing decision, consider if you can accurately predict what your audience is thinking and what they want. If not, and that’s likely the case, pick a path that optimizes for options. Give your audiences the flexibility to engage in whatever way they want.

Emotional marketing isn’t just for the B2C industry. More and more B2B companies are shifting their story from “what we do and deliver” to “what we can enable for you” to create stronger emotional engagement with customers. These companies aren’t just in their feelings, using empathy in your marketing through your tone and visuals can make buyers feel more understood and influence buyer behavior.

Group brainstorms are a great way to invite diverse perspectives, allowing one person’s idea to inspire another’s until you’ve reached an innovative solution that you probably wouldn’t have on your own. The challenge with group brainstorms? They’re easy to botch. Follow these rules of the road to help you lead and participate in effective brainstorming.