One of my least favorite professors was fond of ripping my papers apart with one devastating and simple critique: “So what?”. I had several essays I’d toiled over for hours returned with that simple adage, usually next to my thesis statement, and little else in the way of feedback. Though it roiled me mightily at [...]
When the high-end hotel chain Orient-Express Hotels wanted to breathe life into its brand during a down economy, it didn’t double down with a traditional marketing campaign. It made a bold step to craft experiential storytelling, a content-based approach to evoke expression, emotion, a bit of nostalgia and a yearn to travel, titled “A Journey [...]
As companies accelerate their digital marketing efforts, they struggle with the complexity of distributing multiple forms of content in a multi-channel world. A generation ago, there were distinct types of content — newspaper article, television program, radio broadcast — and distinct channels (the newspaper, television, etc.). Marketers hired advertising agencies or public relations firms. They aimed [...]
Three Ships regularly sponsors learning lunches in order to drive the professional development of each of our crew members. This past Tuesday, we had the opportunity to speak with Jeff Giesea, serial entrepreneur and founder of Fierce Markets. Jeff shared with us his “Ten Commandments” of startups, which we are happy to pass on to [...]
Compare and contrast your ideas of traditional versus private air transport: in one, you park in an enormous parking lot and wait for a bus to get to the airport, whereas for the other, you drop your car off curbside or park in a private lot. In one, you fight your way through baggage lines, [...]
