Business

Hockridge worked at the Phoenix ABC affiliate from 2011 to 2018.Read More

The new Dentsu North America CEO caught up with ADWEEK in Cannes during her first week on the job.Read More

He comes to WLWT from WRAL in Raleigh, North Carolina where he was the nightside lead reporter.Read More

This post was created in partnership with Adobe AI is rapidly changing how content is produced and how brands connect with customers. It’s also helping behind the scenes, providing better […]Read More

This post was created in partnership with Monks Marketing costs are rising at the same time as AI’s capabilities. No one wants AI to take over their creative roles, but […]Read More

This post was created in partnership with Teads Key takeaways Brand and performance marketing teams, long-time frenemies, have traditionally competed for C-suite love, attention, and budget. But unifying these two […]Read More

This post was created in partnership with Sparks Key takeaways A clever ad can make an impression, but a powerful brand experience creates a memory. It’s that memory that builds […]Read More

This post was created in partnership with LTX Studio As the digital media landscape is increasingly reshaped by AI, marketing and advertising teams are grappling with how to best utilize […]Read More

The Beatles changed music. Starbucks changed coffee. Perhaps your project is aiming to reach a large audience.

Consultants call it market share. What percentage of the available market have you reached with your idea? No one hits everyone, but many organizations seek to be a monopoly, or perhaps noticeable in scale.

This flies in the face of embracing the smallest viable market. When we’re seeking scale and market share, we need to think about everyone. We need to aim for the middle, sand off the edges, and become the normal, practical, popular choice.

Along the way, hard-working leaders think, “Hey, if we shoot for 40% market share and end up with just 3%, we’ll still be fine.”

The thing is, you don’t get to 3% of the market by trying for 40% and failing.

You get there by embracing the 1% and doing such a good job that the word spreads.

The smallest viable audience gives you focus, traction and positive direction. The smallest viable audience takes humility, guts and responsibility.

Instead of seeking to fail your way to enough, it makes more sense to commit your way to better.

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Havaianas has appointed GUT as its first-ever global creative agency of record, as the brand aims to expand its presence beyond Brazil and into global lifestyle territory.Read More