“Can’t we just go for the middle?” They asked. I started to search for a friendly way to say: “No, we can’t”. The middle is a clear indicator that you don’t stand for anything. That’s the cardinal sin in any campaign: Not communicating why people should choose you. Choosing to stand for something forces people […]
The search and social behemoths receive nearly 20% of all advertising spending in the world. They receive those billions without a lot of rules — let alone oversight — and they want to keep it that way. The American congress is investigating wether or not the online advertising market needs to be regulated (spoiler alert: […]
Farnhamstreet with another one of their great mental models. This time on how you can create leverage in life and in business.