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INSIGHTS

INSIGHTS

Monthly Archives - April 2025

26Apr

Your Marketing ROI is Confusing. Here’s a One-Page Reset.

"THINK." The word that built IBM's early culture. And right now, it's what small businesses need to do more than ever when it comes to their marketing. A few days ago I finished reading Making Numbers Count by Chip Heath and Karla Starr. The subtitle is “The Art and Science of Communicating Numbers.” Like most people, I don’t naturally love numbers. They feel abstract. Cold. Easy to misunderstand—or worse, easy to ignore. Turns out that's normal. “Numbers are like foreign language. You need to translate...

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19Apr

The One-Word Expectation That Built a Billion-Dollar Company

"Think". One word. No fancy strategy deck. Just a sign. And that sign transformed a dying company into IBM. Sometimes, clarity isn’t just a value—it’s the entire difference between growth and confusion, trust and resentment, momentum and stall-out. And most businesses don’t lose because they’re lazy. They lose because expectations are fuzzy, assumptions are silent, and no one wants to ask the awkward questions. Before returning to the IBM story. Consider this: Misalignment Kills More Deals Than Mistakes Most relationships don’t break because of bad...

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12Apr

Marketing Moves to Make No Matter What Happens in Washington

Blindsided About 12 years ago, a couple of years after starting Expio, I was working on a new marketing campaign launch with a client. Everything was lined up—creative was approved, content scheduled, budget locked in. As a marketing company of barely over a year old at the time this was a large campaign for us. I was naive, excited, and not expecting what happened next. The day before launch, I got a call: “We have to pause. Our packaging and shipping costs just...

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05Apr

Are We Marketing to Impress Ourselves or to Move the Market?

The Most Embarrassing Day of My Life I was in the zone and running as fast down the field as I could. NO ONE could catch or stop me. It was 10th grade football and a day I'll never forget. I caught an interception and sprinted down the field—wide open, no one in sight. I was locked in, fully committed, adrenaline pumping. There was a ton of yelling from the sidelines that I assumed was cheers. It wasn’t. I was running the wrong way. Before I...

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