Playing with Sunk Costs

January 2nd, 2014

The growth phase of a startup is a time when the emphasis is on growth over profitability. This relaxing of constraints when it comes to spending money creates some short term opportunities that can create long term value, and not just with marketing spend.

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Planning for Positive Externalities

December 4th, 2013

With the emergence of green products and the sharing economy, many are exalting our younger generations for their generosity and renewed sense of commitment to their own communities and not just themselves. But there is an undercurrent driving these trends that involves neither generosity nor community. Unlocking its power can do more to provide social change than most realize.

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The Power of Physical Evidence

August 4th, 2013

In the jump from the offline to the online world, service marketers have left one key component of their marketing mix behind. Some companies have started to realize the value of bringing this physical tool back into their marketing mix, and when done correctly, it can be very effective.

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