Today, you have to create ideas that spread. Ideas people will share because sharing them will make them look smart. Do things others are afraid of. Pick edges your competition is afraid to go to and charge a lot to the people who show up in the waiting line.
What are ten things you could give or do for your client that would surprise and delight them?
To someone with a hammer, everything looks like a nail. Marketers were used to buying big ads, interrupting often and getting a lot of attention – they had a really big hammer but not everything is a nail.
And maybe, just maybe, ads are not the primary contributing factor to your success but being worth talking about, getting people to talk to each other about you could be.
Don’t hold on to stuff.