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  • Forget what you know

    Living in the moment, programmatically   Back in the day, web pages were ranked by Google using keywords. Nowadays they are ranked by ‘entity’ which describes the content of the page and its relevance. The best programmatic agencies now use a blended system of keywords and entities and then qualify each page by context. When…

  • Radical revolutionaries, a ripping read

    In high praise here of Ferdinand Mount’s new book on 12 great political thinkers, from the ancient world to the twentieth century. The chapter on Adam Smith is worth the purchase price alone and who could be more relevant to our times? While we are aware of his commentary on free markets and division of…

  • Everybody loves Capital Bread

    Why are bakers the poorest people. Because they always knead bread. Not so for Francois and his team at Capital Bread who deliver their artisanal product to London’s top restaurants and hotels. In a year they have gone from zero to 40,000 pieces of bread a week. For their Michelin-starred clientele, choosing a bread supplier…

  • End-to-end prospecting checklist

    As part of recent consultancy work for a financial software customer I developed an end-to-end checklist for lead generation and thought I’d share it with the group. Starting with choosing whom to target all the way to measuring results this list helped them see their programme’s touchpoints in the round and most importantly from the…

  • It’s called The Complete Marketer, but would you be one after reading it?

    Alliteratively named authors Malcolm McDonald and Mike Meldrum have split the tasks and functions of marketing into 60 bite-sized topics. These topics are usefully sectioned into seven groups for ease of navigation. The content is accurate and insightful, if a little dry, and some of the terminology I found a little old hat. Do we…

  • I’m with simple

    The move towards beautiful and elegant online user experiences is simplicity, and Nic Ricketts is beguiled.   Simple and usable – web, mobile and interaction design by Giles Colborne 208pp, New Riders               Like Steve Krug’s seminal Don’t make me think, this book is a slim volume, and rightly…