Your Social Selling Index (SSI) is a score LinkedIn assigns between 0 and 100, measuring how effectively you build your professional brand, find the right people, engage with insights, and build relationships on the platform. It is a useful diagnostic, not a performance guarantee. The problem is not the metric itself. The problem is how…
A targeted customer is the specific person your product or service is built for: defined not just by demographics but by behaviour, motivation, and the problem they need solved. Getting this right is the single most consequential decision in any go-to-market plan, and most companies get it wrong by being too broad. When you try…
Barnes Advertising refers to the traditional, full-service advertising model that dominated agency thinking for decades: broad reach, brand-led creative, and a long-term view of how commercial persuasion actually works. It is a model that fell out of fashion as performance marketing took over the conversation, and it is a model that is quietly being rediscovered…
A lead magnet is a piece of value you offer in exchange for contact information, typically an email address. Done well, it attracts the right people, starts a commercial relationship, and feeds a pipeline. Done poorly, it inflates a list with people who will never buy anything and gives your marketing team a vanity metric…
Your Social Selling Index score is a LinkedIn-generated metric that measures how effectively you build your professional brand, find the right people, engage with insights, and build relationships on the platform. Scores run from 0 to 100, and LinkedIn will tell you a higher number means you’re a better social seller. What it won’t tell…
Lyft’s revenue growth tells a story that goes well beyond ride-hailing market share. Since 2021, Lyft has grown revenue meaningfully, but Uber has extended its lead in almost every dimension: gross bookings, international reach, and diversification into freight and food delivery. The gap between the two companies is not a product failure. It is a…
Lamar Advertising is one of the largest out-of-home (OOH) media companies in the United States, operating over 350,000 displays across billboards, transit advertising, and airport media. For brands building or refreshing a go-to-market strategy, Lamar offers something that most digital channels genuinely cannot: mass physical presence in specific geographies, without the algorithmic gatekeeping that increasingly…
Barnes Advertising represents a style of agency thinking that predates the performance dashboard, the attribution model, and the quarterly OKR review. It is grounded in the belief that advertising works when it earns attention rather than buys it, and that the relationship between an agency and a client is a long-term commercial partnership, not a…
Lyft’s revenue growth story is not a failure. It is a case study in what happens when two companies with near-identical products take fundamentally different approaches to go-to-market strategy, and one of them decides to compete on everything instead of winning on something. Uber’s revenue has consistently outpaced Lyft’s by a wide margin, not because…
Elastic demand describes how much the quantity demanded for a product changes in response to a change in price. When demand is highly elastic, a small price increase causes a significant drop in sales. When demand is inelastic, buyers keep purchasing regardless of price movement. Understanding where your product sits on that spectrum, and what…
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