model

Zero Plan Part 2: Hedging

How to bet on your worst outcome.

Zero Plan Part 1: Honest Assessment

What will go wrong if you get zero results?

Crisis Model: Zero Plan

How to plan for the worst marketing outcomes.

Model: New tech, old marketing

A marketer’s approach to new tech like AI.

Model: Organic content in an AI world

It’s time we talked about AI.

Model: Efficient Persistence

The only thing you need, the one thing you can’t do without.

Model: How far away are your customers?

One of the most common questions I get is simply: “Where do I go to reach people?”