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Humanities majors have long been labeled “risky.” They don’t point to a single, clearly defined job the way nursing or engineering does. At the same time and increasingly, a broader cultural debate questions whether college is “worth it” at all. These two concerns often get bundled together: if college is too expensive, and some majors don’t even lead directly to specific careers, then the whole thing must be too risky. The problem though is that both elements of this argumen

Even for quantitative data, it's the qualitative analysis that leads to actual learning

Often in our work, frustration arises not from a lack of expertise but because that expertise is applied to the wrong problem. This happens when someone answers a question accurately, but fails to address what the requester actually needs to know. In these situations the answer might be correct, but it is still wrong. Most of the questions that arise are efforts to resolve uncertainty or inform an important decision, however the way the question is asked does not always refle

FAQs... or a convenient crutch?

No one has unlimited resources. This drives every decision we make and compels us to determine our priorities. If we don’t deliberately...

Further considerations on improving the ratio of cost to value

Finding the right combination to be truly effective

Unsurprising but still somehow unexpected

Developing and using leading indicators appropriately and effectively

So much of our effort in marketing is spent trying to influence behavior toward engagement or purchase that we can sometimes neglect to...

The overlap can be a little uncomfortable...

Surveys actually can be effective, if you're willing to do the work

You cut through by being relevant and useful

Going overboard with dashboards

It's not that the demographic cliff arrived early...

Balancing cost and value is critical in setting priorities and making decisions.

Consider how the most effective marketing leaves a profound impression precisely because it actually makes people better.

Combine aspects of “usefulness” and “cool” in an optimal ratio to compel people to keep the marketing materials you give them.

One of the most powerful measures of the effectiveness of your content is how long people keep what you give them.

Learn why distribution strategy cannot be an afterthought in turning great ideas into business growth.