Justin Foster

Speaking from my years of experience, being a consultant can be a tough gig. We are selling intangible services that are often attached to a delayed outcome. Thanks to economic compression, we have more competitors than ever. And we are often fighting over smaller budgets and short-term projects. Despite all this, we work on our craft, hone our skills and try do deliver results for our clients ... and screw that all up by killing our brand.  Read More

A typical task this time of year for small business owners or marketing decision-makers is to write a marketing plan.  There are plenty of articles and posts on how to write an effective marketing plan. So here is one on how to NOT write an effective plan.  Read More

'Tis the season for blog posts and articles on the "Best/Worst of 2011" and trend-watching for 2012.  I don't know how many marriages Kim Kardashian will have or if Justin and Selena will tie the knot. But I do believe these are the top 5 marketing trends that decision-makers should be watching in 2012:  Read More

I'm frequently asked what books I read–and what books I would recommend others read. There are plenty of very helpful books on how to do something. And plenty of books that will make you think. But what if you wanted to fundamentally change your thinking? To re-wire your brain so that your thinking (and behavior) become a competitive advantage?  Read More

We have all watched brands lose their way. We've seen established brands take the slow walk to irrelevance. We've seen start-ups that crashed on take-off. We've seen vibrant brands that were all the rage suddenly become as popular as cold gravy.  Read More