the secret to good advertising

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The innovator’s (shortest) credo

Making creative leaps forward often means challenging preexisting assumptions, rules, and beliefs about how things can and should be done. When we do this, however, we enter new territory and it becomes much more difficult to predict the outcome. There is likely not enough data to accurately foretell the odds of success.

This may sound risky, but consider the alternative: Convention/normal/average/regular… boring! Sure, it’s the most predictable option, BUT it’s not necessarily the safest…

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Make it personal

It seems that there is often an undeclared battle among start-ups and entrepreneurs to look more “professional” and “slick” than the next guy over. Desperate to be taken seriously and build credibility, entrepreneurs opt for a polished image to set them up for success. Ironically, they end up blending in the crowd.

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