Archives 08/2017


Say hello to the decentralized economy – the blockchain is about to change everything. In this lucid explainer of the complex (and confusing) technology, Bettina Warburg describes how the blockchain will eliminate the need for centralized institutions like banks or governments to facilitate trade, evolving age-old models of commerce and finance into something far more interesting: a distributed, transparent, autonomous system for exchanging value.


Marketing isn’t about products, it’s about the people who use them. Understanding these people, from the language they use to the interests and values they hold, will ensure your marketing has impact. While demand comes from consumers, business to business marketing is about meeting the needs of other professionals. These are the people you want to reach, and that means taking a unique approach. B2B vs B2C: What’s the big difference? B2B and B2C audiences are opposites in many ways, but they’re identical in many others. They’re people with different needs, challenges and wants, looking for something that will add value to different aspects of their lives. The B2B market is largely seen to be...