Just Enough to Start

Back when we still had offices in downtown buildings, a panicked freelancer pulled me aside and said, “you’re asking us to build a plane in mid-air. It’s just not possible.” Good UX designers know the power of discovery and upfront research. They know that only through interviews, observations, and mining available data can they begin…

The Role of Content on a Website

Content sets the tenor and tone for how a brand communicates with customers, prospects, and search engines. The top three things it must do are: 1. Establish Foundational Domain Authority Allow customers to learn about the brand and product offerings with accurate, clear, and informative product content, related content, and proof points. 2. Deepen Emotional…

The Many Colors of Apple’s Dominance

To become the world’s second-most profitable public company – trailing only Saudi Arabia’s state-owned oil giant Saudi Aramco – while simultaneously being recognized as the world’s most beloved and relevant brand, requires a special kind of marketing jujitsu that only Apple can pull off. Such mastery and long-term commitment allow the company to position itself…

Transformation Nation

Indoors and unbound, a restless nation begins to imagine its digital future Our collective anxieties, heightened by both the real and imagined threats of the pandemic, helped accelerate a year of business digital transformation so historic that the long-term impacts are still being unpacked. For nearly a year since the pandemic began, people have had…

Prime Day Revelations

The annual sales event offered marketers a treasure trove of data to observe a nation at nest Prime Day aka “Black Friday in July” began six years ago as a way to reward Amazon Prime subscribers with a day of deals. For 2020, a year with more horrifying twists than HBO’s new science fiction hit…