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Certainty.  We all crave it and, in some cases, demand it from our colleagues, partners and suppliers.  But of course, there is no such thing as certainty.  As William Goldman said of the entertainment industry in 1983, “nobody knows anything”.  Which is perhaps more true...

What we measure is what counts.  A universally acknowledged truth is that people adapt their behaviour based on how they perceive they will be measured/compared/judged.  For those of us in the marketing and communication fields, what we measure has largely defined the industry we now...

Here at Sonder, we were excited by recent news that Mountain Dew in the States was reclaiming their digital audience and creating the first ever brand-owned multichannel network (or MCN as they are known). An MCN is an aggregation business which consolidates thousands of digital videos...

For decades it was all about new inventions. "What will they think of next?" people used to cry. We were amazed, intrigued and expectant with the wave of new inventions presented to us. The rocket ship, the personal computer, the mobile phone and the electric...

Dopamine.  The neurotransmitter that is the cornerstone of consumerism. It’s triggered by the promise of a reward and peaks at the moment just prior to a perceived reward.  And it’s not just major paybacks that trigger dopamine.  When you reach for your mobile phone and press...

In a world where growth is the only metric upon which most professionals are measured against, more is becoming the default reaction.  Want to grow sales?  Spend more on advertising.  Want to grow the connections you have with customers?  Create more content.  Want to grow...

Most people loathe waste. Especially people in the marketing and media fraternities where the wastage of money is considered a sacrilege.  Yet wastage is universally acknowledged as a given.  In 1911, John Wannamaker estimated 50% of his advertising budget was wasted, he just didn’t know which...

In the olden days, an ambitious farmer, who owned no land, paid a local landowner to grow crops on his land in return for rent. A few years passed and the farmer was quite content, he always had enough food for his family and had...

Not the most glamorous of thoughts. Isn’t marketing supposed to be sexy? Well, in fact, this quote comes from someone describing one of the sexiest, most successful businesses of our lifetime; Apple.  "Logistics means marketing" is a quote from Regis McKenna, the man who in 1976...

Nowadays, innovative thinking rarely comes from the lightbulb moment in the bath. In today’s over-commoditised world, innovation is less about invention and more about finding a better way to do something than it was done before. For years brainstorm facilitators have used techniques to encourage participants...