Customer experience has moved from soft layer to P&L line. The brands investing seriously in CX in 2022 are putting capital into support staffing, returns infrastructure, shipping, post-purchase sequences, loyalty, and customer research \u2014 because rising CAC has made lifetime value the deciding metric.
Inbound vs outbound brand deals in the creator economy. The four sources of deal flow, why inbound wins, and how MrBeast, Logan Paul, Emma Chamberlain, Justin Welsh, and Reed Duchscher run it.
Lead generation in 2022 has moved past the 2010s playbook. The brands generating leads that actually convert are running narrower programs aimed at fewer accounts \u2014 with ABM, intent data, and substantively better content doing the work the gated whitepaper used to.
Video reorganized media consumption faster in 2020 than any prior year on record. Streaming, TikTok, YouTube, Reels, Twitch, and the year-ahead read on the four video categories — long-form streaming, creator-led, short-form algorithmic, and live.
Command-and-control is out. Shared decision-making, flexible hours, real autonomy are in. The companies attracting and keeping the best talent are changing how leadership actually works — not writing new mission statements. Evolution or revolution depends on the organization, but the direction is consistent.
Local businesses in 2019 should focus on five platforms: Facebook, Instagram, Google My Business, Yelp, and Nextdoor. The platform that wins is a function of who the customer is, and most operators try to do too many.
Logan Paul uploaded a video showing the body of an apparent suicide victim in Japan's Aokigahara forest on December 31, 2017. The backlash has produced one of the largest creator-side crisis communications failures YouTube has generated.
Influencer marketing in 2017 has matured out of one-off Instagram posts and into multi-year creator partnerships, FTC-compliant disclosure, and a sharper focus on engagement over raw follower count. The brands compounding on the discipline build relationships, not transactions.
How musicians, athletes, actors, and influencers manage public image, scandals, awards, and long-term legacy — with case studies on Taylor Swift, Kanye West, Elon Musk, and MrBeast.