The approach here is as simple as it is difficult: If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order. Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count. If you’re buying brand marketing ads, be

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Byron Sharp, whose How Brands Grow book has taken the marketing world by storm over the last decade, has some relevant things to say about purpose and positioning. Specifically, he argues that brands should shift away from positioning—thinking about how they line up against competitors—and towards salience: the “propensity to be noticed or come to... See more

Traits of Great vs Lousy Investment Funds. In my quest to think about what goes into creating a great investment fund, I thought deeply of what goes into a lousy one instead and to invert as Charlie Munger says. This will get us closer to avoiding what is lousy, and do what is needed to... See more