Leadership & Career

TL;DR See, Think, Do, Care maps content to four intent stages Avinash Kaushik defined: broad awareness, active consideration, ready to buy, and existing customers. It beats funnel-only planning for digital journeys that bounce across channels. Why it matters: Matching message to mindset reduces wasted spend on buyers not ready yet. How it works: See reaches […]

TL;DR The Content Radar model turns fuzzy “added value” into four reader benefits on two axes: functional versus emotional, and snackable versus deep. Teams plot each piece, then set a deliberate focus level per field. Why it matters: Without a shared map, editorial meetings debate taste instead of the benefit a persona should feel. How […]

TL;DR Customer-based marketing builds the funnel around audience needs and a clear brand “why,” then chooses tools. Salesforce’s 2024 survey finds 73% of customers feel brands treat them as unique individuals, up from 39% in 2023. Why it matters: Tool-first campaigns reverse the order Solis warns against: strategy and human application come before the stack. […]