This is our very own Story Hub, pulling together content from our blog, podcast, newsletter and more — all designed to help you cut through. As Louie would tell you if he could talk, it’s important and gratifying to eat your own dog food.
Too Many Personas, Too Little Brand
The first time I bristled at the word “persona” was around 1998, when we were working on one of the early websites for Panasonic. One of our clients had come back all pumped up from a Forrester conference at which they declared personas were the only way to drive effective customer experiences. Next thing you know, we’re drafting faux bios of stereotypical visitors like Donna Dealseeker and Tom Techie ...
157: From Shepherding to CMOing: How Simon Schaffer-Goldman Helps Case Paper Cut Through
CMO & VP of Business Development, Case Paper
How Adobe Stays Fresh as a Renegade Marketer
My Eclectic Summer Reading List
When I call my summer reading list “eclectic,” I’m not kidding. I’ve bounced from a Mary Renault classic to Lee Child’s latest; childhood memoirs from Trevor Noah and Tara Westover; biographies of Ben Franklin and Richard Holbrooke; Yuval Noah Harari’s look at the future and Georgia Hunter’s reimagining of how her Polish relatives survived the Holocaust. Since I listened to about half of these ...