Stephen Couchman

By keeping my mouth shut!   Our prospect had narrowed their agency choice down to three. I knew the other two agencies. They were good. We were better. The prospect was a B2B company in a category that we understood and had worked in. Our competition had B2B experience but not in the prospect’s target

(The following is a fake story written to make a point.) It was a massacre! General William Armstrong Custer was losing a major battle. Most of his troops were out of ammunition and Custer was about to engage in hand-to-hand combat for his life. That was when a trooper ran up to him with a

By Tom Scholl, CMO LivePicture                                     If you’re in marketing, how many times have you heard that line? Your client may have the finest butcher shop in town. So, he wants to let the world know about it.

By Tom Scholl, CMO LivePicture   This is one of those stories that may or may not be a “fake story”. I did not witness this event, but frequently heard references to it early in my advertising career in the 1960s. I was asked to join our creative group in one of those agency meetings called