Applying the 70:20:10 innovation rule to your marketing

The 70:20:10 rule is frequently cited as a useful formula for delivering an optimally blended mix of marketing content. For those not familiar with it, it suggests: 70% of your content should be low risk; it talks to the fundaments of your proposition and you know it works. It’s the stuff that keeps the lights on and the furnaces burning. 20% should innovate off of your 70%. It’s a little edgier and might go deeper into the core proposition. It might be used to pull targets further down the sales funnel, perhaps leveraging long-form, niche content. 10% is your room for … Continue reading Applying the 70:20:10 innovation rule to your marketing

Falling for the Cult of Android – a personal account

A lesson in marketing, viral communities and exhibition swag …and what it means to all of us. Sometimes the benefits of attending a trade show like Mobile World Congress can be quite subtle and only after a few hours does it strike you that you’ve actually seen something quite profound. I’ve just had one of those days, only it wasn’t a new smartphone or tablet that I’d seen, it was the birth of a cult. It was being played out in front of my very eyes, I was part of it, and only later did I realise what was happening. … Continue reading Falling for the Cult of Android – a personal account