All posts by Doug Kessler

Marketing in a crisis like covid-19 is a very hard thing to get right.

Here are some principles that feel important for a time like this.

Should B2B brands market during the crisis? If so how, when and why? If not… what do we do?

What if you could sit on the shoulders of every prospect as they consumed your content. You kinda can.

Why doing something small, humble, playful and quiet can be big, bold, ballsy, fun and HUGELY successful.

Buyer confusion might be the number one killer of marketing effectiveness. Here’s why it happens and what you can do about it.

The vast majority of B2B brands assume their prospects are rational ‘buy-bots’. They’re not. So you need an emotional core too.

Apple was a laggard in content marketing. Then they leaned in… and crushed it.

We all have days when we just don’t want to do… anything. What if they’re actually okay?

As content marketing becomes industrialized we risk losing something important. Here’s a plea to remember our roots.

Maybe we all should stop focusing on the reasons people should buy from us. And start focusing on why they shouldn’t.

Marketing isn’t just a magnet. It’s a filter too. And sometimes it’s used to filter out people like… me.

Just because your product does lots of things doesn’t mean you should talk about lots of things. Think narrow.