Comments on the wine and spirits business

Viral is an Outcome, Not a Strategy

So the client says, “OK team, here’s our new plan, we’re going to make a viral video.” I’ve heard that statement or variations thereof a number of times.  And the fundamental problem I have with it is that it confuses an outcome with a strategy. Sure, having a video (or a Facebook post, a tweet,...

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Four Step Progression to “Data” into “Action”

I remember it clearly.  I was on a plane (in domestic first class when it meant something) with a marketing mentor of mine, Dan Sherr.  He has a way of talking that was really teaching.  And the lesson he gave me on that flight that has stuck with me for decades.  The most interesting thing is, it...

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