• How good is your strategy?
• Today isn't yesterday.
• Why most ads (and even websites) don't work.
• You can't win without a tribe.

Why most ads (and even websites) don't work.

Why do people ignore the vast majority of what they see and hear? Because it's not about them. It's all about a particular product or service. These are known as "inner directed" communications. They point inward, toward the advertiser. They say, "Hey, isn't this great?" But the consumer says, "You know, I'm just too busy to care."

Then there are the rarer, "outer-directed" messages. These make the customer (and not the product) the hero of the web site or the advertising. They're involving. Engaging. Memorable. They break down the barriers people have built up against ordinary, mundane selling. That's why they work. And why we like to help create them.