Robert Rose Marketer | Author | Storyteller

  • Titles Are Worthless – But Titling Is Everything

    There’s an old quote, usually attributed to Dwight Eisenhower, that goes, “Plans are worthless, but planning is everything.” This is usually taken to mean that what’s valuable isn’t the plan itself but rather the planning process. We rarely hear the rest of that quote: “This is a very great distinction, because when you are planning Read Mor […]

  • Play Your Way to More Innovative Content

    Recently, Facebook held its 50th hackathon, a 24-hour Red Bull- and coffee-infused get-together where coders work on innovative applications or new features for existing products. These kind of events are legendary in Silicon Valley, of course; Facebook isn’t the only company to conduct them. Microsoft, Yahoo, Google, and just about every open-source organization on the Read Mor […]

  • Content Is Too Important To Leave To The Content Department

    There’s a saying, usually attributed to Hewlett Packard co-founder David Packard, that marketing is too important to leave to the marketing department. This sentiment has caused many marketing practitioners to lament that people throughout the business now have two jobs – their own and marketing. Sometimes it seems that everyone in the company has an Read Mor […]

  • Doing the Quiet Work

    Someone came up to me at a conference recently  and paid our CMI team a compliment. She said, “I love how you guys constantly come up with such great content. Your team always has such useful pieces. How do you do it?”  After of course saying “Thank you,” I said, “We do the quiet work.”  Read Mor […]

  • The Content Experience & The Hedgehog

    In his book Good to Great: Why Some Companies Make the Leap … and Others Don’t, Jim Collins talks at some length about being a hedgehog. What’s that, you say? Well, the story of “The Hedgehog and the Fox” is originally attributed to a phrase by the Greek poet Archilochus: “The fox knows many things, but Read Mor […]

  • Don’t Be Trapped by Form

    When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When you have a story, outline it, abstract it, even write it without considering whether it will be a novel, a screenplay or a television show. If you start with the form, Read Mor […]

  • Your Revolution Will Not Be Planned

    I’m just coming off of an immensely satisfying business gathering that I’ve not missed over many years. It’s a gathering of some of the smartest, most emotionally connected people I’ve ever met. (How I ever got invited, I don’t know – but they’re stuck with me now.) One of our many topics was the question Read Mor […]

  • Finding Story

    I’m thinking about story. The topic has come up a couple of times in recent client conversations. One question in particular had me noodling: Does the story find the audience, or does the audience find the story? I know that sounds like a tautology. Let me explain. As I was working with a client this Read Mor […]

  • When Experience Kills The Unicorn

    I have a content campfire story for you. Once upon a time, a company that still lives today was founded in a city by the bay. It has lived its entire life in the digital age. It was founded around the time that many of today’s social platforms emerged, and it leapt to early success by Read Mor […]

  • Fixing the Fastest Car

    You’ve no doubt heard the classic saying, “If it ain’t broke, don’t fix it.” It means, of course, that if something is working adequately, you should refrain from changing it. Leave good enough alone. This advice may be good or bad, depending on the situation. For example, leaving good enough alone is bad advice for Read Mor […]