Opinions That Matter

I’ve watched teams publish forty pieces in a quarter around a message that’s wrong and publish them beautifully. The level of efficiency teams have achieved at getting things wrong is astounding. Production calendars? On point. Tone and voice? Spot on. Marketing teams have become efficient machines for saying a thing that isn’t landing. The efficiency […]

The client asked me a reasonable question, and I sat there with nothing. We were on a call, going through a quarter of content, and they said: which of these actually drove the deals? Skip the vanity metrics. Traffic is of no import. Where did the deals come from? They had closed real revenue that