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[https://www.marketingweek.com/ritson-marketers-creativity/] - - public:weinreich
creativity, inspiration, marketing, strategy - 4 | id:1461459 -

“One of the greatest gifts strategists can give themselves is the humility to appreciate that tactical ideas are neither their strength nor their responsibility. Setting up goals and scoring them are two very different things. To do one well you usually need to ignore the other. ...Strategy is not lesser than creativity, because it pre-empts and prepares it for victory. A brand must travel through the confusing forests of targeting, positioning and objectives before it can set up camp on the fertile field of creativity.“

[https://hbr.org/2016/09/the-elements-of-value?utm_medium=social&utm_campaign=hbr&utm_source=twitter&tpcc=orgsocial_edit] - - public:weinreich
branding, design, inspiration, marketing, product, theory - 6 | id:1266389 -

We have identified 30 “elements of value”—fundamental attributes in their most essential and discrete forms. These elements fall into four categories: functional, emotional, life changing, and social impact. Some elements are more inwardly focused, primarily addressing consumers’ personal needs.

[https://stratechery.com/2020/the-idea-adoption-curve/] - - public:weinreich
inspiration, marketing, social_change, technology, theory - 5 | id:438382 -

The key in all this is crossing the chasm—performing the acts that allow the first shoots of that mainstream market to emerge. This is a do-or-die proposition for high-tech enterprises; hence it is logical that they be the crucible in which “chasm theory” is formed. But the principles can be generalized to other forms of marketing, so for the general reader who can bear with all the high-tech examples in this book, useful lessons may be learned.

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