Problem/solution commercials work, IF they’re structured properly. They won’t work if the problem doesn’t seem real. The order in which we build our spot is important. Remember, you’re speaking to an ...

The world is a pretty complicated place. Just think about all the moving parts it takes to get sliced bread delivered, regularly, to your local grocery store and then apply that to every facet of life ...

Consider someone who’s perfectly content with their office chair. It’s not ergonomic, it doesn’t have lumbar support, but it works. Then, during a meeting or a visit to a friend’s office, they sit in ...