From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

If you are old enough, you will remember that the French Government blew up a boat belonging to Greenpeace in the Auckland harbor, New Zealand. (If you aren’t old enough – trust me – this is not a movie – this is history.) That was 35 years ago – 14 years after Greenpeace was founded to protest the detonation of a nuclear bomb. Since the early 90s Greenpeace has had a broader goal that puts Climate Change front and centre. They are but one organization fighting that particular battle.

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From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

AIDA is a marketing model that is well over 100 years old. It has gone through countless iterations, twists and turns. It has been cast out – only to reappear with different words. More stages. Less stages. The ‘Young Turks’ who run today’s corporate marketing department will be using some version of the AIDA model. It is a simple, timeless truth that goes something like this:

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