Sometimes, it can be super tempting to rename a product or service category to make what you offer seem more innovative — especially when you’re dying to differentiate or the market starts to feel commoditised. Here’s why you should think again.

I spend a good amount of time and focus building content and tools, and explaining the theory behind what we do. Often, we just give it all away. For free. I know this can raise some eyebrows.

I see a lot of marketing strategies get done over. Here’s why they’re so easily rattled — and how to stop wasting time and money.