Iâve always been focused on tactics and best practices in marketing, but lately Iâm considering the more fundamental questions of how ideas spread, why certain people absorb certain concepts, and what marketers can do to advance their products, brands, or causes.
If data is the new oil, where does that leave attention? The demands on our attention are growing rapidly – from traditional TV to streaming services to ebooks to podcasts to social mediaâ¦the list is never-ending, but we still only have 24 hours in a day.
For 2019, Iâm launching a new website – CutThroughProject.com – to gather my thoughts on the topic, share my insights, and explore some of the strategies and tactics that are successfully cutting through the noise.
The name âcut throughâ comes from a concept I first learned in Australia which articulates an idea I hadnât really thought about. In Australian politics people talk frequently about âcut throughâ â as a noun â all the time: âIs this policy getting âcut throughâ?â âHow do you get âcut throughâ with social media?â
For me, it captures this notion of âIs what Iâm doing being noticed?â Which I think should be at the heart of all marketing. It goes beyond the tactical question of âAm I executing this tactic correctly?â and more to âAm I actually making a difference?
Everything we do in communications and marketing is about getting people to notice, care, and act. We are desperate for cut through.
While my weekly newsletter and blog, LearnTestOptimize.com (which will still hit inboxes weekly), is more focused on curation of stories and campaign-related tactics, The Cut Through Project will be of more broad interest beyond the political space and more conceptual than practical. Iâll focus on big picture issues, questions, and trends
The best way to keep up with this project will be by signing up to receive emails each time a new post goes up (about once a week).