Her tone suddenly changed. She had just asked me how much I would charge for a brand strategy and the answer damn near shocked her. That's the trouble with intellectual work - like art, many people think it's easy. And even though it's the thing that can make-or-break their business, it's oftentimes the thing they least want to pay for. Which is awesome, because many disqualify themselves from working with me. This way, when I actually take on a client, I know two things: they're serious and they respect my work. A positive working relationship is impossible without either of these prerequisites. So when someone doesn't take "thinking" seriously, I know we're not the right fit.
Even someone brought up in the concrete jungle, such as myself knows there's a fundamental principle in fishing. You catch fish with what fish likes, not what you like. This concept is equally important to both fishermen and business owners.
Rumination about a home made meal
I've been thinking about this moment for a week. The moment I finally sit down and words begin to appear on the canvas in front of me. Few things are more intimidating to a writer than looking at a blank page.
Buzludzha, Bulgaria
Less is sometimes more. This is one concept new business owners have a hard time accepting. Oftentimes when I consult a new client, it turns out they try to be all things for all people. Then I start to explain why that's a bad idea. But even then, there's some doubt lingering in the air.
Trail lights long exposure
There used to be a cute little cafe in my town. They had the best coffee selection for miles. Not to mention the place was very tastefully decorated and had a welcoming atmosphere. The only problem? It was on the other end of town. Since I don't have a car and I rarely use public transport, I had to walk for 40 minutes to get there.
Red bull marketing, positioning and branding

Being irrational can lead to billions of dollars in revenue. Especially when you're the new kid on the block and want to create a name for yourself. Quickly.

This is what Red Bull did. Thanks to genius marketing and killer positioning, they managed to carve up an entirely new market for themselves. How did they do it? Let's dive right in.

Conversion rate optimization problems usual suspects
Conversion rate is the percentage of visitors who end up becoming paying customers. In essence, you want that number to be high. You're spending a bajillion dollars on Facebook ads, Google ads, SEO, and black magic just so you can get people on your site. If they leave without buying anything, you're effectively losing money.