Stop Renting Eyeballs, Start Owning Relationships - Forget measuring success by CPMs and impressions. It’s all about Audience Lifetime Value (ALV). Building real, two-way relationships with your audience is worth far more than chasing fleeting clicks. Own your data, nurture your people, and make sure they have a reason to come back.
Treat Paid Media as an Accelerator, Not the Whole Plan - Paid campaigns? Great for lighting a fire, but don’t let them become the whole bonfire. Use paid channels to find the right folks and bring them into your own world, where you can actually build long-term value.
Work With Creators, Don’t Just Rent Their Reach - Creators aren’t just about “placements.” They should be true partners, with recurring series, shared incentives, and a real stake in the outcomes. Everyone wins when ideas and data flow in both directions.
Let AI Do the Heavy Lifting, But Keep the Human Touch - AI is amazing for speed, scale, and operational grunt work. But craft, story, taste, and judgment? That’s always human. Use AI to amplify what works, not to replace your instincts or creativity.
Plan Like a Programmer, Not a Campaigner - Think of your content like a TV network: programming slates, seasonal events, stuff people look forward to. One-off campaigns may get attention, but recurring formats keep audiences coming back.
Prove, Don’t Just Posture - No more hand-waving. I believe in running experiments, holdout groups, lift tests, cohort analysis, so there’s actual proof (not just a tidy PowerPoint) that what’s happening is working.
Make Data Worth It for People - People share data when they get something meaningful in return. Design your onboarding and experiences to actually reward that trust, so sharing info feels valuable, not annoying.
Tear Down Silos, Work Together - Brand, performance, product, customer experience: they only win when they’re pulling in the same direction, measuring the right stuff, and sharing standards. Collaboration should be the default.
Track What Matters (Not Just Last Click) - Measure Audience Lifetime Value, retention, engagement, metrics leaders can use. Go beyond “last click” or vanity stats, and use tools like geo tests and Marketing Mix Modeling to know what’s really moving the needle.
Build Assets, Not Just Costs - Treat your pipeline, platforms, and content as long-term assets, not just expenses. The stuff you create, content, community, formats, should pay dividends long after the campaign’s over.
