Reshoot When the cost of a mistake falls to zero, truth becomes the only asset. The smell of cold, oxidized coffee in a heavy ceramic mug is the unofficial fragrance of the marketing mid-game. It is the scent of a Tuesday afternoon when the heat of the morning’s creative enthusiasm has cooled into the gray reality of a spreadsheet. I remember sitting in a boardroom that felt like a pressurized cabin, watching a stack of A/B test results slide across … Continue reading “Reshoot”
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