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“I’m not creative, but. . . “ You’ve heard those words before. Usually uttered in a committee tasked with approving a new marketing strategy, direction or campaign.

One of the most important things that any serious speedskater must learn when starting out is how to sharpen their blades. Sharpening is both an art and a science that can be applied to any number of areas. Crafting a powerful brand story, for instance.

You want me to care about your product. You’ve explained to me its latest features, bells and whistles. You assume I need all those features. But, you haven’t given me a reason to care.