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First The Bubble, Then The Burst

In a suburban Los Angeles garage, Chris Robinson stands uncomfortably, his arms not quite covering the text on his white t-shirt: “BANKRUPT BY BEANIE BABIES.” “This is like admitting to […]

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Don’t Slack on Story

When email gained popularity in 1993, it heralded the arrival of faster, more effective business communication. But as email became ubiquitous, it quickly gave way to torrents of messages and […]

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Don’t Make Them Search

How to ensure your brand stands out in a sea of sameness For children who grew up in the 1980s and 1990s, meticulously combing through dizzying puzzle pages in pursuit […]

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Mind Over Market

When note taking app KustomNote rebranded itself as Transpose, “the easiest way to run your business,” they had good reason to think it would be successful. The B2C startup had […]

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Your Company Isn’t the Uber or AirBNB of Anything

(And that’s okay.) “We’re the Uber of babysitting.” “It’s like Airbnb for bikes.” “Imagine Uber for dog walking.” It’s the shorthand founders of supposedly innovative companies use to describe their […]

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What’s at Stake in Your Sales Funnel?

When customers discover a consistent story of change—they can’t wait to buy   In late 2023, LinkedIn’s B2B institute analyzed 7,046 brands on its platform. It found only 16 percent—16 […]

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Build a Playlist That Keeps Your Customer on “Repeat”

Are you one of the 160 million people who shared a Spotify Wrapped playlist last year? Music is a deeply personal and emotional experience. It tells others who you are. […]

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A New Audience Doesn’t Mean a New Story

Among the 70,808 people in the rowdy crowd of Buffalo Bills fans at the 2024 AFC East Championship Game was third-grader Ella Piazza. Like most eight-year-old girls, Ella had never […]

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You Are What You Buy

Every year, around 4.4 million new businesses are launched in the United States, but between 15 percent and 25 percent of them won’t make it past their first year. In […]

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Making Customers’ Stories Your Own

Who’s the protagonist of your brand’s narrative? Essential brands build their strategic narrative around their customer, sharing the story of how the customer can overcome their challenges with the help […]

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