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Steve Jobs: Lessons From the Master Tweaker

Steve Jobs was not an inventor like Thomas Edison or Benjamin Franklin, he was something perhaps more important than that. He was, to use an English term, “a tweaker.” He was a person who could take a pretty good idea and by the sheer force of his intellect and personality turn it into a fantastic idea.

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The Paradox of Hiring An Experienced Agency In A Time of Disruption

It’s hard to hire an agency for innovation. The answer is to look for partners who can help you be lean in the planning process and agile in development.

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Agile Strategy: Making Stuff Instead of Planning To Make Stuff

Agile development focuses on getting product completed and in the hands of customers and iterating that based on feedback and needs, rather than trying to gather comprehensive requirements for a much bigger waterfall effort. Can Agile be applied to business strategy and marketing? The idea of the “always on” campaign platform makes more sense in the iterative model of Agile than the kinds of big, expensive media campaigns that consumer brands launch and re-launch a year later.

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Personas Are Back In Style

Personas are making a comeback in account planning and strategic planning. As the social Internet fragments audiences understanding the coherent behaviors of the increasing number of audiences segments is becoming the critical first step in account planning. The modern use of personas as far as my research found, dates to the 1980s. Angus Jenkinson began to use them to develop the first CRM strategies as the CEO of a database marketing firm in the UK, and they were adopted by OgilvyOne as the centerpiece of their strategy development

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