Entries by jscadmin

The Advantage of Critical Thinking

Jeff spoke at the Canadian Marketing Association’s 2014 National Convention and the presentation is now a paper. Download it here SC_SpeedKills_Paper_web. Tweets from audience members capture reaction to the content. “A welcome call for a return to critical thinking in marketing.” Josephine Coombe “@jeffswystun rockin it at #cmac says the ‘vast majority of businesses are mediocre’ and […]

Words Need to Stand on Their Own

Warning: there are no pictures in this post. In the past five years anyone in communications could not escape the term “content marketing”. It made me smirk from first hearing. I mean, has there ever been, “non-content marketing”? The best, that is, the most engaging, relevant and entertaining marketing tells a story. People do not […]

‘Top-Drawer’ Business Books 2013

It was a relatively lean year for outstanding business books even though Sheryl Sandberg grabbed attention and book sales with Lean In. Her well-intentioned but unremarkable plea for empowerment will go down in history as one of the most skillfully promoted books. In fact, a great book for 2014 would be one that examines the […]

Jeff Keynotes in China

Jeff was honoured to be one of two keynote speakers at the Tsinghua University Design Symposium. He joined Paul Gardien, Vice President of Philips Design along with other great speakers. This is the preeminent design event in China and is held every two years. This time it was in Shenzhen. In preparation for the symposium, the organizers […]

Marketing Lessons from Great Storytellers

I learned long ago that people enjoy buying stories not products. They insert themselves into the narrative when deciding to try and buy a brand. They imagine themselves in a new car and connect with its advertising. The promise of an exotic vacation paints a vivid picture of the potential experience. Marketing has always been […]

Authors with Marketing Roots

Many famous authors got their start writing copy for ad agencies, positioning products and services, and finding ways to convince consumers to try and buy. Branding and marketing has always been about storytelling. It is a compelling narrative that first links consumer and brand. The ability to spin a yarn with credibility is an admirable […]

Did You Watch That New Book?

The publishing industry continues to grow and more people are reading more often. Two trade groups, the Association of American Publishers and the Book Industry Study Group, compiled a recent survey called BookStats. The survey revealed that e-books now account for 20% of publishers’ revenues. That is both impressive and not surprising. The concern that […]