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Klout is one of the worst ideas ever put online. Klout annoys me for the same reason that search engine optimization annoys me: It’s an enormous amount of effort designed to game an arbitrary and often-changing system. Imagine if all that time went into actually making interesting things, or caring […]
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And that’s what we should be doing. Not worrying about changing the product. The price, the quality, the size, the shape, the name, the distribution. Not changing the facts. But changing the direction they’re viewed from. Bernbach, McCabe, Ally, Wells, Lois, Saatchi, and Webster knew that. And Shakespeare knew that, […]
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In all my years in the business, everyone has joked about the tempermental copywriter. But there’s a reason that the writers are so abrasive. Where the art professionals may get annoying requests for color changes and logo size increases, they essentially have a skill that is obviously beyond every account […]