TOOLS BY CATEGORY
While theory and inspiration are ways for you, the reader, to connect with me, the author, if I were to give you only theory, it wouldn’t be enough. In our creative economy, we need resources to help spark ideas. This list, which is by no means exhaustive, provides some ideas for shaping your creative strategy, based on the skills described in this book, especially in chapters 6 through 9.
Keep in mind that marketers belong to the “flavor of the month” club. Agency personnel are particularly guilty of this, because they can package and sell it to their clients. Don’t chase the shiny items—whether it’s vertical video one day or beacon data tracking the next. Marketing, especially disruptive marketing, isn’t always that disruptive ...
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