By Chris Eifert

It’s strategic planning season. That means team meetings, follow-up meetings and plenty of homework. When complete, hopefully you’ll be looking at objectives, initiatives and activities that will guide your next 12 months and beyond.

To do strategic planning well, we marketers need to play an active role. Our connectivity to the competitive environment, product development/acquisition...

By Jack Lilienthal

Whether it’s called a white paper, technical treatise, opinion piece or technical blog, you want to attract the widest audience possible to stop and read the article. This is best accomplished by breathing life into the project through an informative yet entertaining “story.” Once that includes factual data, empirical knowledge is expressed in real-life examples (e.g., case histories and...

By Jon Berry

Starting in 2011 and most recently last month, Google implemented new search algorithms that have significantly changed the game of traditional search engine optimization (SEO). Named after cute and cuddly critters, Panda and Penguin updates have wreaked havoc on website rankings and have created a cycle of fear each time a new update is introduced. At an SEO conference this week, one of...

By Jack Lilienthal


“There is no expedient to which a man will not resort in order to avoid the real labor of thinking.”

—       Sir Joshua Reynolds, 18th century English portrait painter

When considering information in terms of our need to define advertising, we recognize two types, nominally termed as “inside-out” and “outside-in” information.

The former includes data...

By Chris Eifert

A recent article on Yahoo! Finance described the serious shortage of factory workers in the United States, with manufacturers reporting 600,000 unfilled jobs nationwide. The article describes typical annual earnings of $70,000 to $80,000 for experienced workers, with some earning more than $100,000 by age 28. Wow. But the fact is, these jobs aren’t being filled and, like most things, the...

By Chris Eifert

If you know me at all, you know I can be a little jaded when it comes to the oblique, contrived language that seems to hatch in the secret meeting rooms of our nation’s most important enterprises and institutions. Businesses of all sizes (but mostly large) are awash in inane metaphors and nonsensical letter combinations that give users a sense of self-importance while alienating outsiders. I...