You can have the best product in the world, but if you can’t market it it’s worth nothing

Touker Suleyman, Dragon Investor – Dragon’s Den

Leadership is getting people to do want you want them to do willingly – I also think that’s what copywriters do

Mark Budden, MBE, former bomb disposal officer (via Copy Capital 2018)

Write as little as it takes to be persuasive

David Abbott, copywriting genius

As long as marketers position themselves as experts in advertising, brand positioning, millennials, etc. – instead of being growth drivers – we’ll see more CMO positions disappear. The message is simple: as a marketer, stand for growth – or else.

Thomas Barta, marketing speaker & former McKinsey Partner

Three basic questions to kick-start the marketing briefing process

“To deliver marketing activity that stacks the odds in your favour of delivering growth, the first step is a great brief. You must challenge and work with the business to understand:

1) where your best sources of growth lie;

2) what is stopping the business from unlocking those opportunities; and

3) how will we know if we’re on the right track?”

courtesy of Stack for Business

Never use abstract nouns when concrete ones will do. If you mean “More people died” don’t say “Mortality rose.”

C.S. Lewis, author

How content and brands get shared and get big

“To make popular content, it’s not enough to know your friends or your followers. It’s about knowing the friends of your friends and the followers of your followers. For something to go big, it has to be interesting to those beyond your immediate audience – the audience of your audience.”

Jure Leskovec, computer scientist, Stanford University