Essays on differentiation, building and growing startups.

What doesn’t change in Marketing

We’re obsessed with the New. But a lot of things are constant. And sometimes it is more beneficial to make use of what does NOT change than that which does change. Let’s see how business can make the most of constants in marketing.

Advertising is not all bad

Advertising is maligned. But it’s one of the most important acquisition methods for small and medium-sized businesses. This is article is about why advertising is necessary to stop large companies from gobbling up the whole market.

How to build a tool that attracts web traffic (aka a traffic magnet)

Most companies spend a lot of money on ads to attract traffic. What if you could get users to seek your business out instead? Here’s an article that looks at some prominent examples and attempts to map out how every business can build a Traffic Magnet of their own.

Brand Activism: How companies do it wrong

Many brands and companies align with social causes. They bring out big brash statements and often try to offend as few people as possible. But by doing that, their message is often diluted and doesn’t resonate. Here’s an exploration as to why that may be.

Bad reviews are good for business

Bad business reviews are horrible. Or are they? Customers who look for bad reviews are 67% more likely to buy. Here’s a counterintuitive way few businesses are using to make more money with bad reviews.