Wow!! The Business of Happiness hit number 4 bestselling nonfiction book- hard cover in DC as reported by the Washington Post. I am stunned and humbled. Check it out here….

Communications and Technology Blog- Tehrani. com:…

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Great comment. I think most companies hide behind advertising because they have nothing to say. They’re like the guy hanging back at the party trying to pluck up courage to talk to the pretty girl. They think they need a script when in fact just being natural would be more successful. In this context the idea of ‘testing’ content sounds awfully like command-and-control thinking (advertising by any other name). As you well know, the best way to find your voice and start to engage someone is to just do it and keep doing it. (Go to more parties, talk to more girls )

For companies to figure this out will require a paradigm shift in both culture and organization. It’s beginning to happen but there’s a very long way to go. Still, that’s why they need us

Our bigger challenge to our clients is to help them understand the difference between advertising/marketing content and engaging content. We can validate what kind of content is truly engaging via A/B copy testing, persona development and all that other good stuff, but it takes time and it takes money. The beautiful thing is that it’s no where near as expensive as that massive homepage takeover buy for On-Line Advertising, but we need to help them understand the risk and value of that engaging content vs. that potential minimum lift from that takeover.

The challenge is really going to be helping drive that understanding.