The Parity Fallacy
One of the arguments that kills new ideas and products before they ever launch is concern that consumers will reject them. But this is often a fallacy.
3 Reasons to Personalize the Digital Experience
Marketers have been personalizing collateral and targeting discreet messages by segment for decades.
Four Ways to Increase Customer Value
Most business value is created through customer behavior; therefore it's important to clearly define which specific customer behaviors you want to drive so that you can focus on how to motivate and measure those behaviors.
Is Strategy Useless?
Some of the words we use in business are just plain worthless, and the word “strategy” is one of them.