Do it better or do it different

Michael Porter, the godfather of modern marketing

A blistering perspective on agile marketing

“Brands need discipline. They need strategy. They need focus. They need to deliver. What they don’t need is a bunch of mercurial horseshit about being agile, which – let’s be honest – essentially means they bin the strategy and head in whatever direction the wind happens to be blowing at that moment. Most marketers need less agility, not more. They need to stick to the fucking plan. Or, in most cases, actually spend time building a plan to stick to.”

Professor Mark Ritson, via Marketing Week

The start of any communication requires some drama to draw attention to the message

Al Ries & Jack Trout, the fathers of ‘positioning’

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.

Sun Tzu, military strategist

If you give a shit – really, really, really give a shit – those whom you communicate with will know it in a flash

Tom Peters, Business Author – In Search of Excellence

News is what people don’t want you to print. Everything else is just ads.

William Randolph Hearst, media magnate

The best way to enter the mind is to over-simplify the message.

Jack Trout, renowned brand strategist