Featured Blogs
Brands That Only Talk About Themselves Eventually Talk to No One
A brand can have a distinctive voice and still be a terrible conversationalist. I’ve watched companies spend months tuning tone and locking a style guide into place. Then they wonder why engagement keeps sliding anyway. The problem was never that they talked about the company. It’s that the company became the subject of almost every sentence they wrote. An effective brand voice does more than sound like something. It makes…
The Hardest Part of Marketing Today Is Getting People to Care
Any marketer with a credit card can buy attention this afternoon. Boost a post, bid on a keyword, and the impressions arrive on schedule. What no budget can purchase is the moment a buyer leans in, saves the piece, forwards it to a colleague, and remembers your name a month later. That moment is called caring, and it has quietly become the scarcest resource in marketing. Why Attention and Caring…
Most Companies Have a Content Calendar, but No Point of View
The most dangerous document in marketing right now might be the content calendar. It looks like a strategy. It behaves like one in meetings. It fills quarters, satisfies stakeholders, and keeps the publishing machine humming. And in most companies, it quietly hides the fact that nobody has decided what the brand actually stands for. Ask your team what the business believes a competitor would push back on. The pause that…
More Blogs
There is a particular kind of satisfaction in watching a follower count climb, because the number is visible, it always seems to move in the right direction, and it fits neatly into a slide at the end of the month. It feels like progress, and for a long time, our industry has treated it as proof that the marketing is working. Yet I have sat in more than a few…
There is a version of SEO that has quietly taken over the internet, and on the surface, it looks productive. The keywords are researched, the headers structured, the meta descriptions filled in, and the word counts met, so on paper, everything is optimized, and yet so much of this content does nothing at all. It ranks for a moment before it slips, and the people who land on it skim…
Brand recall is the metric most executives never put on a dashboard, and that is exactly why their competitors are quietly winning. Think about the brands that have never left your memory. The Coca-Cola polar bears first appeared in a 1993 campaign and are still instantly recognizable today. The Intel five-note chime debuted in a 1994 television commercial and trained a generation to associate that sound with reliability before a…
Ten years ago this month, JOS officially launched. How JOS Actually Started About a year before that, I was managing a $16.5 million enterprise software development initiative involving roughly 40 developers across six development teams, multiple continents, and stakeholders all over the globe. It was the most ambitious project I had been part of up to that point. During that project, the company changed CTOs halfway through development. The new…
