Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek.

Marketing is the act of inventing the product. The effort of designing it. The craft of producing it. The art of pricing it. The technique of selling it.

The wettest, weirdest environment is human interaction. Whatever we build gets misunderstood, corroded and chronic, and it happens quickly and in unpredictable ways. That's one reason why the web is so fascinating-it's a collision between the analytic world of code and wet world of people.

Dig your well before you're thirsty.

A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.

As soon as we associate reading with a test, we've missed the point.

In other words, If you don't take action, you won't get any results You are not your resume, you are your work