Great quote from Maverick’s owner Mark Cuban in American Marketing Association’s November issue of Marketing News: “Don’t look back to the way you have always done things. Look to ways to do things that weren’t easy in the past.” In one sense, it’s a response to the tired “don’t fix it if it ain’t broke” [...]

It’s tempting to spread ourselves too thin in marketing…trying to be all things to all people or seeing our products as right for “everyone.” At first thought, targeting “everyone” would seem to make sense. The more prospects, the more chance they will buy, right? Well…no. By trying to please everyone, you end up pleasing no [...]

If a product benefit is never perceived, does it in fact exist? If a benefit is perceived, but doesn’t actually deliver, does that benefit still exist?