Replacing the Wings Mid-Flight

Websites grow tired. They want to be updated to continue looking as good as the day they were built. A common problem for successful companies ready to update their website is that nobody has the time to divert to such a big undertaking. It sometimes feels like replacing the wings on an airplane while in […]

Note Taking for the Win

Each business has a process for customer intake. Doctors ask what symptoms you’re experiencing; lawyers look at your risk exposure; business consultants look at your challenges and opportunities. And almost universally, they all take some sort of notes. What’s usually missing, however, is the ability to confirm that your service providers heard and understand your […]

Two Types of Information Seekers

Generally speaking, there are low-information people and high-information people. Low-information customers trust their vendors as authorities on a subject and tend to not ask a lot of questions. They don’t see themselves as partners in solving the problem. They are true consumers. High-information users may also have that trust, but they tend to ask more […]

Aesthetics Don’t Often Solve Problems

Everyone has their opinion, and even those opinions can change depending on one’s mood and context. It’s nice to build something so good looking that people say “That’s cool. What does it do?” But it’s usually not the aesthetics of something that solves problems. What isn’t subjective is clarity. Either someone gets the point or […]

The Carbon Almanac

I’ve recently finished up the project-of-a-lifetime with Seth Godin, author of 20 international bestsellers. Late fall 2021, Seth emailed his newsletter subscribers with an invite to contribute to a book on climate change. He needed copywriters, graphic designers, web designers, project managers and a dozen other skills. It seemed like a perfect fit — I […]

Flux Report: Solar Search

Flux Report: Solar Search

This edition of the Flux Reports focuses on people’s searches in solar. Whether you’re developing a line of business in solar, figuring out how to market solar assets you already have, or trying to optimize your SEO for solar, this is a good starting point. In a digital world where searches are answered by keywords, […]

Digital Marketing Loves Metrics

Digital Marketing Loves Metrics

If you have a website, you probably know that you can get metrics on number of visits, where people came from, how long they stayed, what pages they visited along the way, etc. This, and much more, is made possible by Google Analytics (among others). Like many things, it’s straightforward once you get into it, […]