Everyone’s chasing attention with AI and algorithms. Meanwhile, at the Daytona 500 🏁 and the Super Bowl 🏈 fans still pay for one ad: the official program. Live. Loud. Loyal. Just a few pages left. DM for 411. 🏁

Most businesses spend a lot of time thinking about the customers they won and the customers they lost. There’s a third group: people who would have been good customers but never knew the business existed. That’s not a sales problem. It’s a visibility problem. You can’t win every customer, but you can make sure more of the right people know they have a choice. Before you optimize another conversion, ask: Who should be considering us but isn’t?

Marketing dashboards are excellent at telling you what happened. Clicks. Visits. Conversions. What’s harder to see? The customer who never searched for your brand or never clicked your ad. Most times they never knew you were an option. Sometimes the biggest opportunity is outside the dashboard. Try something innovative—you never know what you’re missing.

@Zoom I have a killer campaign concept connecting Zoom with the small businesses keeping NASCAR moving. Five minutes on Monday?

Your business may be evolving faster than the market's understanding. How are you responding the unseen changes?

Your customer segmentation says “male, 35–64.” You’ve just described everyone from a #camping enthusiast 🏕️ to someone who considers the hotel balcony “outdoors.” 😆😆😆🏁🏈 Same #demographic. Very different reasons to buy your #cooler. Meet them where THEY are.

Before buying another prospect list, read the notes on the deals that went nowhere. Look for the same unexpected buyer, use case or objection showing up twice. Your next niche market might already be in your CRM, filed under “not a fit.”

Here’s a question I’d put in the next #marketing meeting: “Who buys our product for a reason we never mention?” Find those #customers. Ask what made them choose you. Use their answers to build a small campaign test. Give the unexpected answer a #budget.

A #magazine on a workbench has a different job from an #ad in a feed. Before dismissing #niche print, ask why that reader keeps that publication within reach. Would your #brand be useful in that moment? That’s a better starting point than “Is #print dead?”

Before approving the next campaign, ask: “What should customers remember about us six months from now?” If the answer needs a slide deck, keep working on it. A clear brand image gives every advertising dollar a direction. #BrandStrategy #CMO #MarketingLeadership

A cooler on a fishing dock. Work boots by the back door. A grill at the family reunion. Ask your team to show where your brand belongs in someone’s life. Use that scene to sharpen the message—and decide where it appears. #AudienceStrategy #BrandPositioning #Marketing #coolers

Where your brand appears helps shape what it means. A trusted niche publication or a community’s favorite event can lend your message context. Before buying the audience, ask why that audience values the setting. #MediaPlanning #NicheMarketing #BrandStrategy

Sometimes the best audience insight starts with someone saying, “Funny, we keep getting orders from…” What customer group made you rethink who your brand was really for? #AudienceStrategy #BrandStrategy #CMO

Cover your logo on your last five ads. Could a customer still identify your brand? If the answer is no, choose one recognizable element to carry forward: a color combination, phrase, character or visual style. Give repetition a job. #BrandStrategy #CMO

“Quality. Innovation. Service.” Put those words beside your competitor’s logo. Still work? Replace one with something a buyer can verify: a repair policy, a delivery commitment or a demonstrated capability. Make the difference inspectable. #BrandPositioning

Your team has seen the campaign 400 times. Your next customer may see it once. Before replacing the creative, check whether customers recognize it and connect it to you. Internal boredom is a poor reason to retire a useful brand asset. #BrandManagement

Give a new employee this sentence to finish: “Customers choose us when they need ___ because we ___.” Compare answers across departments. Disagreement gives you something concrete to fix before paying to spread the message. #BrandStrategy #Leadership

Before signing a brand #partnership, finish this sentence: “Being seen with them should make customers believe ___ about us.” Then ask what supports that belief. A large audience alone doesn’t answer the question. #BrandPartnerships #CMO

If every email leads with a discount, what are you teaching customers to wait for? Try leading with a useful demonstration, a customer problem solved or evidence of durability. Give people a reason to want the product at its actual price. #BrandMarketing

Add one question to your next creative review: “What should someone remember tomorrow?” If the room gives six answers, simplify the ad. Choose the association you want to build, then make sure the brand gets credit for it. #CreativeStrategy