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He told me about the scandalous behavior of Puma and Adidas throughout the Games. The world’s two biggest athletic shoe companies—run by two German brothers who despised each other—had chased each other like Keystone Kops around the Olympic Village, jockeying for all the athletes.
The approach here is as simple as it is difficult: If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order. Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count. If you’re buying brand marketing ads, be patient. Refuse to measure. Engage with the culture. Focus, by all means, but mostly, be consistent and patient. If you can’t afford to be consistent and patient, don’t pay for brand marketing ads.
This Is Marketing
Seth Godin
To truly decide whether you want to keep something or to dispose of it, you must take your things out of hibernation. Even the piles of books already on the floor will be easier to assess if you move them to a different part of the floor or restack them.
The Life-Changing Magic of Tidying Up
Marie Kondo
...catch up on these, and many more highlights
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