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And that’s a wrap of the week ending Aug. 23, 2019

This week I’m thinking about how rules and constraints foster the creative response … about what happens when consumers put a price on their data … about the futility of “snapshot productivity” … and about how the right creative brief means the difference between a great first draft and a creative disappointment.

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Omelets and scrambled eggs have the same ingredients – cracked eggs mixed with a liquid and seasoning. But they aren’t the same. One is an elevated egg dish and the other is a banal breakfast item.

The difference? Technique.

An omelet involves a gentle lift of the edges of the cooked eggs so the runny eggs can flow underneath. And it finishes with a flip to fold the smooth egg mixture. Scrambled eggs involve stirring the eggs until cooked.

An omelet generates a better reaction – and often a higher menu price – than a few scrambled eggs.

And technique is the difference between a well-aligned sales and content marketing strategy (the omelet) and a disparate strategy where sales and content marketing operate separately (the scrambled eggs).

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