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There’s an old joke that the best place to hide a dead body is page two of Google search results.
For years, the name of the game was to rank as highly as possible in the top 10 blue links. Some of the game resulted in mindless keyword stuffing and other SEO hacks. But it also created a value exchange: make useful content and receive traffic in return.
...I recently stumbled across Goodhart’s Law:
“When a measure becomes a target, it ceases to be a good measure.”
The British economist Charles Goodhart originally framed this in a 1975 article on monetary policy, but it’s an important watch-out for business today.
When we optimize for a number instead of our true goal, we ris...
The quality of marketing leads is an age-old sales gripe. David Mamet famously captured this sentiment in the 1984 play (and 1992 movie) Glengarry Glen Ross. The leads were so bad, they became a running joke among the sales team.
In 2002, B2B research firm SiriusDecisions gave the problem a framework, the Demand Waterfall, and its now ubiquitous byproduct, th...