I get over 100 scam emails per day. Most go to spam, but enough slip through that it's become white noise to me. I delete them without thinking. But here's what keeps me up at night: my 84-year-old father gets the same emails, and he doesn't know which ones are real. The Problem We're Not Talking About We've normalized email scams to the point where tech-savvy people just shrug them off. "Oh, another fake PayPal email. Delete." But while we're casually swiping away threats, t

Activation Does. For years, marketing teams have chased better targeting. More filters. More audiences. More data points. And yet — results haven’t scaled the way anyone expected. The problem isn’t a lack of data. It’s a lack of timing . Buyers Don’t Announce When They’re Ready Modern buyers don’t wake up one day and submit a form. They research quietly. They compare options silently. They consume content long before they ever reach out. By the time a lead raises their hand,

The Difference Between Attention and Intent (And Why It Matters for Growth) In modern marketing, attention is easy to measure. Views. Clicks. Engagement. But attention alone doesn’t tell you whether someone is actually ready to buy. That’s where intent comes in. What Attention Really Means Attention shows that someone noticed your message. They may have: Watched a video Clicked an ad Liked a post Attention is valuable — but it’s passive. Someone can give you attention without

The most successful brands don’t treat advertising as a guessing game. They don’t rely on constant creative swaps or endless optimization cycles to find traction. Instead, they start with clarity — and let everything else build from there. Advertising Starts With Understanding the Buyer Strong advertising begins with answering a few simple questions: Who is the buyer? What are they actively trying to solve? Where are they paying attention right now? When those answers are cle

Why email still works, why most campaigns fail, and what actually drives replies today. Every few years, someone declares email marketing “dead.” And yet, email continues to outperform nearly every outbound channel when it’s done correctly. The problem isn’t email itself — it’s how most businesses use it. Email didn’t stop working. Spray-and-pray outreach did. Why Email Gets a Bad Reputation Most inboxes are flooded with messages that feel automated, irrelevant, and poorly t