Our most popular newsletter editions of 2017
A lot of people ask us how we find ideas for this newsletter.
Essentially, two ways.
The first way is by accident. We’ll just be reading the news and stumble upon a tiny detail related to marketing. We get curious, do more research, and eventually uncover a fascinating backstory.
For example, we were reading a New York Times series about illegal fishing, and one paragraph of a 4,000-word story mentioned how an enterprising merchant rebranded Patagonian toothfish as Chilean sea bass. We had to know more, and it turned out to be a great story in and of itself.
We love stories like that so much more than standard marketing case studies because they truly show how marketing affects the world. It’s not some soft subject that leaders can simply overlook. It can truly change society, let alone your organization.
The other way we develop ideas is simply through our client counseling. Strategic or creative decisions are often subjective, so we usually tell a story that illustrates our point of view. We actively look for stories that clearly demonstrate the value of certain approaches, and regularly use them to steer companies in the right directions.
For example, executives often think their product or service is so good it should practically sell itself. We share with them the story of how even a revolutionary product like the first mass-market camera needed a clever marketing campaign to get the attention it deserved.
The most popular stories we’ve shared this past year – which we’ve listed below – hit both these points. They highlighted the important role marketing serves, and offered useful thinking to drive decisions.
Long story short: Thank you for subscribing, reading and sharing. We look forward to finding more insightful, useful stories in 2018.
Your Favorite Stories From 2017
Here are the top five stories first featured our weekly newsletter, Long Story Short, that were most read and shared this past year. If you missed them the first time, we highly recommend you check them out. If you haven’t subscribed yet, now’s a perfect time to do it.