Thoughts

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  • The Search for Clarity

    It’s the new year, and you’re staring down this list of things to do: find new opportunities, win new clients, get the signature on the big deal. The list is one thing, executing is quite another. We know, we have that same list! And, probably like you, we’re cleaning up some projects that are continuing from last […]
  • The Art of Consistency

    Let’s talk for a second about consistency and its importance. In fact, let’s frame the discussion with a quote from John Wooden: “Little Things Make Big Things Happen.” First, what are the Big Things? Fairly obvious, right? In marketing and communications, they are: return on investment, impact, recollection, information broadcast, behavior change and, the holy […]
  • In Defense of Content

    Just the other day, I was on the phone with Judi Muller, the designer I work with on the Williams-Sonoma’s Connoisseur newsletter, and we got to talking about the projects she’s working on at her agency, Media 27. They do some great work over there and have a great eye for style, design and photography. […]
  • The Year of Being Proactive

    Many businesses have taken a reactive marketing position ever since budgets began to tighten and fears ticked upward. Rather than being out in front and leading the way — proactive marketing — they are electing to respond to what their competitors are doing with little foresight to where they want to push their own marketing […]
  • Looking in the Mirror

    There’s an old adage that businesses that don’t take stock are doomed for failure. Well, after an extremely interesting year, F.W.I.W. Creative, LLC and Tidal Wave Social’s principal David Farinella has spent the past month looking at where we’ve been, what we’ve been doing and where we want to go. It was eye opening in […]
  • Hiring a Pro

    There is no way that this is going to sound objective. In fact, it’s damn-near self-promotional. Well, actually, it’s more profession-promotional than self… Anyway. Just letting you know that right off the top. Last week I was on the phone with an old friend and sometime client, talking about some website and PR work he […]