One of my favorite books of the last year is the Heath brothers’ Made to Stick. It discusses in depth the various attributes that make ideas and messages stick in our minds. I’m working on a case study for a software client. The majority of the information gathering/interviewing process is done. I’ve written many case studies, and I have the format down (situation/problem, solution, benefits). ‘Sticky’ as the brothers define it, is understandable, memorable, and effective in changing thought or behavior. Exactly what a case study should be, so I think I’ll use the six Made to Stick principles to turbocharge this case study’s effectiveness. Continue reading Sticky Case Studies...

Have you ever had the experience of buying a new car, and then suddenly you start noticing how many other cars just like it are on the road? There was no appreciable increase of that make and model driving through your town. You just became sensitized to it. That’s what has happened to me in regard to content marketing. That, and the fact that more and more companies are adopting… Continue reading Why is Content Marketing Like a New Car?...