Growth is dead. Long live Margin.

2016 is going to be a very different year for startups. For several years, the mantra of early-stage companies has been to grow the number of engaged customers at almost all costs. YCombinator uses growth as a bellwether: if you aren’t seeing 6-8 percent...
Building a Message Map

Building a Message Map

When I was in university, I was convinced that advertising was all about clever turns of phrase. It’s an idea that’s reinforced on Mad Men: the perfect slogan can sell a billion cigarettes. But advertising—indeed, any kind of communication—is really about...